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Video Marketing Masterclass

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Discover the impact of Video Marketing on your brand, why your business needs it and how to make the most of it.

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Video Marketing Masterclass

  1. 1. VIDEO MARKETING MASTERCLASS Patrick Searle Group CEO GetCraft patrick@getcraft.com
  2. 2. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  3. 3. Open in 4 markets with Thailand & Vietnam coming soon! MALAYSIA SINGAPORE PHILIPPINES INDONESIA
  4. 4. Last year we worked with over 350+ brands
  5. 5. Graphic Design - Infographics 1x Instagram Photo Explainer / How-To Videos Blog Writing - up to 1,000 Words Southeast Asia’s premier content marketplace, for all your content production and sponsored content needs. Welcome to 2,700+ Influencers 400+ Publishers 700+ Writers & Editors 500+ Photographers 300+ Designers 800+ Videographers
  6. 6. We help educate via articles, interviews, white papers, trainings and events!
  7. 7. During today's training if you have any questions that come to mind, please do ask them in the Question box on the Right Hand Side. We will try to answer up to 3 questions after each section and all the remaining questions during the 30 minute Q&A after the training. Answer your questions in the RHS box and we will answer after each section
  8. 8. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  9. 9. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  10. 10. 1. Video is one of the most effective storytelling formats ● Our brains processes visual information 60,000 times faster than words, as such, one minute of video is equivalent 1.8 million words. ● Content-based (especially video-based) marketing is said to increase qualified marketing leads by 512% and increase revenue by x6. ● Adding a product video on your landing page can increases conversions by 80%. ● 57% of consumers say that videos gave them more confidence to purchase online. ● You’re 53 times more likely show up first on Google if you have a video embedded on your website. ● 93% of businesses believe video helps increase understanding of their product or service and 72% believe it helped increase conversion.
  11. 11. 2. To produce video is less expensive than you think Given that the price of both photography and video equipment has dropped significantly in the last year. Combined with relative improvements in technology. This means that now the price of video production is much cheaper than it used to be. Here at GetCraft we also help reduce costs but improving upon efficiency & innovating production at every step. TYPE AVERAGE PRICE Company Profiles USD 1,793 Creative Videos USD 1,793 TVC USD 79,981 Documentary USD 4,496 How To or Social Media Videos USD 1,435 Interview or Events Coverage USD 1,148 Video Cutdowns USD 574
  12. 12. 3. Huge opportunities surrounding video content GLOBAL INDONESIA Brand How-To Creative Show Media/Celebrity THE AREA TO OWN
  13. 13. 4. One of the most effective forms of marketing 0.15 0.073 0.05 0.02 0.015 0.01 0.005 Article Creation How-To Videos Influencer Videos Large Video Campaign Sponsored Content Google Ads Facebook Ads Cost per View (USD) Including the cost of ideation Production & Distribution
  14. 14. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  15. 15. What types of video are right for my campaign? 1. What are the communication objectives I’m trying to achieve? 2. Based on my budget & time, what is the most effective video type?
  16. 16. What types of video are right for my campaign? 1. What are the communication objectives I’m trying to achieve? 2. Based on my budget & time, what is the most effective video type?
  17. 17. Based on your different brand objectives we suggest using different types of videos VIDEO INFLUENCERS LARGE CREATIVE VIDEO LIVE VIDEO & STORIES Brand & Product Awareness Brand Building Product Consideration ONLINE TV SHOW HOW-TO VIDEOS EXPLAINER VIDEOS CORPORATE VIDEOS CASE STUDY VIDEOS
  18. 18. 2. Based on my budget & time, what is the most effective video type? 1. What are the communication objectives I’m trying to achieve? What types of video are right for my campaign?
  19. 19. Based on my budget and timeline what is the most effective video type VIDEO INFLUENCERS LARGE CREATIVE VIDEO LIVE VIDEO & STORIES Brand & Product Awareness Brand Building Product Consideration ONLINE TV SHOW HOW-TO VIDEOS EXPLAINER VIDEOS CORPORATE VIDEOS CASE STUDY VIDEOS
  20. 20. Based on my budget and timeline what is the most effective video type VIDEO INFLUENCERS LARGE CREATIVE VIDEO LIVE VIDEO & STORIES Brand & Product Awareness Brand Building Product Consideration ONLINE TV SHOW HOW-TO VIDEOS EXPLAINER VIDEOS CORPORATE VIDEOS CASE STUDY VIDEOS WHY? Costs USD 1,700 per video. Simply a better way to communicate product benefits to your consumers and increase conversion: ● 64% of B2C consumers are more likely to buy after watching a video about it (comScore). ● 59% of senior execs prefer to watch video instead of reading text (Forbes). ● 20% improvement in Homepage conversion by adding a video (ReelSEO).
  21. 21. Explainer Videos Explainer videos are great way to quickly explain key benefits about your brand or products. These can be done is a series of formats ranging from motion graphics to live video to basic animation. Estimated Costs: USD 1,200-2,400
  22. 22. Explainer Videos // GODREJ Campaign: Mitu Objective: Mitu needed to gain market share in the baby wipe market, wanted to remind consumers of their presence and how to use their product. How we helped: By creating short videos on a regular basis such as tips/trick, not only did they see a high increase in market share and sales; but created a place for parents to be educated on baby care. Results: USD 5,195 for 32 videos
  23. 23. Explainer Videos // YUPI Campaign: Yupi Objective: Yupi needed a way to educate the mass market on how their gummy candies were made from factory to consumer, and how they were Halal Certified. How we helped: We worked with a top motion graphic videographer, to help explain the complex journey of the gummy candies from farm to store with animation and an easy to follow story. Results: USD 2,389
  24. 24. Corporate Videos & Client Testimonials Told in either a creative or more literal way, corporate Introduction videos are a great way to help customers understand what is the mission, vision & purpose of the company behind they decide to buy the product. Can be ranging from literal client case studies to documentaries to more creative storytelling videos, these videos are great ways to show your customers experiences from other happy clients, giving them the confidence themselves to buy. Estimated Costs: USD 2,400+
  25. 25. Corporate Videos & Clients Testimonials // FACEBOOK Campaign: Facebook Objective: Facebook wanted to create an inspiring video about female entrepreneurs during Hari Kartini. How we helped: We used a videographer who had experience in social experiments and top female entrepreneur talent; creating a video about their experiences, challenges, and tips to be a successful entrepreneur. Results: USD 2,990
  26. 26. When deciding what videos to do for Brand Awareness & Brand Building, it comes down to your budget & time VIDEO INFLUENCERS LARGE CREATIVE VIDEO LIVE VIDEO & STORIES Brand & Product Awareness Brand Building Product Consideration ONLINE TV SHOW HOW-TO VIDEOS EXPLAINER VIDEOS CORPORATE VIDEOS CASE STUDY VIDEOS
  27. 27. Video Marketing is not cheap but it is efficient 0.15 0.073 0.049 0.017 0.015 0.0098 0.0049 Article Creation How-To Videos Influencer Videos Large Video Campaign Sponsored Content Google Ads Facebook Ads Cost per View (USD) Including the cost of ideation Production & Distribution
  28. 28. To understand what videos to create we need to compare efficiency vs. total video cost (i.e. production + media) 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN LARGE VIDEO & MEDIA CAMPAIGN CostperView(USD) Production & Media Cost (USD)
  29. 29. Adopting a ‘viral only’ strategy is unlikely to work 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 VIRAL VIDEO i.e. Production but no media support To pay off the cost of actually producing the video AND becoming more effective than Creative Video + Paid Support. Your viral video will need to achieve approximately: 1 Million+ Views CostperView(USD) Production & Media Cost (USD)
  30. 30. While very effective how-to videos can only be see results after 6-months to 1-year 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN LARGE VIDEO & MEDIA CAMPAIGN As with all Content Marketing initiatives, while you can see the best ROI, it takes time for compounding growth to take effect. One achieve however, no other channel will beat it in terms of efficiency. CostperView(USD) Production & Media Cost (USD)
  31. 31. Example: Dapur Umami is a very popular How To Video channel in Indonesia with almost 35 million views Total views: 34,875,000 Total subscribers: 155,430 Avg. Video per week: 2 Joined: April 17, 2011 Estimated CPV: USD 0.002
  32. 32. How To Videos i.e. Sriboga Marimasak.tv Total views: 4,114,215+ Total subscribers: 42,000 Avg. Video per week: 2 Total cost: USD 103,595 Estimated CPV: USD 0.027
  33. 33. If running small video campaigns for under USD 12,000 Small Social Media & Influencers are the best 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN LARGE VIDEO & MEDIA CAMPAIGN CostperView(USD) Production & Media Cost (USD)
  34. 34. Live Social Media Videos & Influencers Campaign For those looking to benefit from organic reach on channels such as Facebook & Instagram, right now social & live videos are the way to go. Or small influencers campaign. Despite getting less views than their larger counterparts and less overall efficiency. Small size influencers for brands with small budgets can be a very effective solution.
  35. 35. Influencers Campaign // GOOGLE Campaign: Google Play Objective: Google launched an awareness campaign to increase usage for Google Play’s new payment features as well as to build the overall brand. How we helped: We worked with 3 Macro Youtuber’s (Arief Muhammad, Edho Zell and Bayu Skak) over a period of 6 months to create multiple pieces of content on a recurring basis. Results: 3,609,330 content views CPV USD 0.019 (incl. production) 106,300 likes
  36. 36. Live Social Media Videos // WALL’S Campaign: Magnum Live Video Campaign Objective: Magnum wants to do a live video show via social media channel. How we helped: Costing around USD 122 per video when done well you should be able to see 10,000+ views per video. Results: Production cost USD 122 10,000 - 20,000 Views CPV USD 0.006 - 0.012 (incl. production)
  37. 37. Influencers Campaign // PROSANA Campaign: Prosana - Practically Healthy Objective: Prosana wanted to raise awareness about its new line of conventional snacks - with a healthy twist. How we helped: We worked with 4 Micro influencers (<100,000 followers), each producing one Instagram Video to be posted on their profile. Results: USD 945 Production cost 29,009 Content Reach CPV USD 0.03 (incl. production) 1,129 Engagements (likes + comments)
  38. 38. If running quarterly campaigns for USD 18,000+ a Large Influencers Campaign or a Medium Video Campaign makes sense 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN LARGE VIDEO & MEDIA CAMPAIGN CostperView(USD) Production & Media Cost (USD)
  39. 39. Medium Sized Video & Media Campaign When it comes to running effective video campaigns. The secret lies in ensuring that you balance the cost of creating your content vs. spending on media. Facebook here for example had a 1 to 2 ratio and saw good but not amazing CPVs. Results: ● Production cost USD 6,000 + USD 12,000 media spend ● 300,000+ Views ● CPV USD 0.06 (incl. production)
  40. 40. Medium Sized Influencers Campaign With a budget of around USD 12,000 for both media & production. By running a medium size influencer campaign with credible influencers you can often see CPVs beating that of YouTube + earning high views. Estimated results: ● Production cost USD 12,000 ● 1,750,000 Views ● CPV USD 0.007 (incl. production)
  41. 41. If running a large campaigns for USD 37,000+ a Large Influencers Campaign or a Large Video Campaign makes sense 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN LARGE VIDEO & MEDIA CAMPAIGN CostperView(USD) Production & Media Cost (USD)
  42. 42. Large Video, Media Campaign & Large Influencers Campaign If you have the budget, to achieve the best possible efficiency for Large video campaigns you should try to maximize media spend. Or do large influencers campaign. While the costs of working with large influencers might seem high. Given they ideate + produce the video and there is almost a guaranteed minimum views. It can be a very effective form of video marketing.
  43. 43. Large Video Campaign Campaign: Mamypoko Objective: Mamypoko wanted to create a digital video ad to be used for YouTube pre-roll highlighting both their product and their Love Touch campaign. How we helped: With this objective in mind, we created an emotional and creative video that touches upon the undying love a mother has for their child, while integrating product shots. Results: USD 16,609 (including talent and location). // UNICHARM
  44. 44. Large Video Campaign Campaign: Trax Objective: Chevrolet Trax needed to engage their main target audience; millennials, with fun yet engaging digital ads. How we helped: With this objective in mind, we created 6 creative videos with top celebrity influencers touching upon different aspects of youth lifestyle. In under 2 weeks, it has achieved over 600,000+ views. Results: USD 31,890 for 6 videos (including director, talent and location). // CHEVROLET
  45. 45. For those with low budget use influencers, looking for high reach use paid campaigns & efficiency owned videos SMALL VIDEO & MEDIA CAMPAIGN MEDIUM VIDEO & MEDIA CAMPAIGN 0.16 0.14 0.12 0.1 0.08 0.06 0.04 0.02 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 LIVE, STORIES & SOCIAL VIDEOS 50x HOW-TO VIDEOS 150x HOW-TO VIDEOS SMALL INFLUENCERS MEDIUM INFLUENCERS LARGE INFLUENCERS LARGE VIDEO & MEDIA CAMPAIGN CostperView(USD) Production & Media Cost (USD)
  46. 46. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  47. 47. LOVE LOL WOW SAD How to make them care & share
  48. 48. How to make them care & share SK-II Marriage Market Takeover
  49. 49. Super Bowl “Tide Ad” Commercial How to make them care & share
  50. 50. How to make them care & share Volvo Trucks - The Epic Split feat. Van Damme
  51. 51. How to make them care & share Most Shocking Second a Day Video
  52. 52. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3 10 20 30 CumulativeCampaignImpact Cumulative Impact On Ad Recall 3 10 20 30 Cumulative Impact On Brand Awareness Cumulative Impact On Purchase Intent 3 10 20 30 47% 74% 65% 32% 44% 72% Total Seconds of Video Watched Make the first 3 seconds count
  53. 53. Example: Geico (Unskippable Version)
  54. 54. Focus on storytelling, not length 40 35 30 25 20 15 10 5 0 10 20 30 40 50 60 %ofAudienceRatained Seconds Watched Completion % by Video Length 15s 30s 60s
  55. 55. For better efficiency release multiple videos at once To gain even better efficiency, similar to what Jollibee did with their Valentine’s Series. It makes a lot of sense to both bundle multiple videos together, but also heavily invest in media to ensure they get the desired attention. Estimated Views & Costs: ● USD 66,388 for 3 Videos ● 5,000,000 Views ● CPV USD 0.014
  56. 56. Sponsored Content is a great way to build brand credibility According to Nielsen: ● 83% of consumers trust influencer recommendations ● 66% trust editorial content ● 42% trust online ads With trust having being directly linked to brand credibility, its why sponsored content is one of the most powerful ways to build online brand credibility.
  57. 57. Make sure all videos are native and use cut-downs 1. Shoot for YouTube or Your Website 2. Edit cut downs for use on other Platforms
  58. 58. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can I measure the results of all this work?
  59. 59. Three things to measure when it comes to video Reach/Impressions ● To see how many people viewed your content ○ Post views / video views / cost per view Engagement ● Learn the quality of the content ○ Time on content ○ Likes, comments, or shares Conversion ● Learn actions taken after seeing your content ○ Cost per click; cost per action
  60. 60. For Video Production & Sponsored Content, you can now get both - price estimates & detailed quotations To help simplify the process of content production pricing, the site allows you to: ● Get average estimates ● See creator rate cards and portfolios ● Receive detailed quotations All of which can be done quickly in a few minutes. Videographers (820) Average Cost: USD 1,491
  61. 61. The questions we will answer today 1) Why do video marketing? 2) What types of video are right for my marketing campaign? 3) What are the best practices in running effective video campaigns? 4) How can i measure the results of all this work?
  62. 62. QUESTIONS?

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