Profiletree: Video Content For Business Growth and Innovation

Video Content
for Business
Growth and
Innovation
WWW.PROFILETREE.COM
Visit https://www.profiletree.com/video-training/ for more on Video Marketing

Our Recent Video Experience • Since February 2017, ProfileTree has
posted over 750 videos on our own
YouTube channels which have generated
over 2.2 million views, multiple revenue
contracts and affiliate income.
• Our brands have had over 115,000 hours
of watch time ( or 13 years! ) in that time.
• Last month, a video we produced through
our brand ConnollyCove won Best
Content Marketing Award for a Single
Video for “Places to visit in Northern
Ireland” at The Irish Content Marketing
Awards in Dublin.

Video Strategy For Innovation
• Why Video?
• Video Content Strategy
Video Creation
• Smartphones use for creating and editing videos
• Live Video
Video Promotion
• Promotion of your video content
• Q & A
In This Masterclass, We
Will Be Going Over The
Following

So Why Video?
• First and foremost, video is necessary.
• Since 2005, much of content marketing has shifted to video streaming.
Youtube has blown up so much over the years to that some
children/teenagers now consider “Being a Youtuber” as a career goal.
• With many independent platforms built based on video marketing as
well as social platforms now focusing more video content, it has
presented opportunities for businesses to inspire, evoke emotion in and
appeal to needs of their audiences in a real and authentic way. .
• Consumers love video content because it is entertaining, engaging and
easy to digest. It’s versatility makes it easy to share across multiple
platforms expanding your potential audience.
• Some businesses may think that video is high cost with a low ROI. This is
a mistake especially with the growing ease of creation and editing
process on apps and software that you can do it yourself.
• Anyone can hop onto their laptop, or even phone or tablet, and create
their own video in under an hour.

Do You Know Who He Is?
I Said YES To EVERYTHING
My Little Brother Said For 24
HOURS!
This is Adam Beales (TheNewAdamb99)
He is an 18 year old from Derry and he has been on active on YouTube since 2015
(inactive from 2012).
Two years ago, he reached two thousand subscribers.
He currently has 1.5 million subscribers and almost 150 million views
The video we have here as an example has 1.3 million views at the time of creating
this presentation.
His video content is made up of pranks, challenges and other content that younger
audiences, which is YouTube's largest demographic, engaging and entertaining.
A year ago, this creators video were reaching around 20K views but as his content
grows, he starts to include his little brother in his videos with more prank and
challenge content.
This is when his channel views per video skyrocket to hundreds of thousands
views with one video in this early stage reaching 3.9 million views.
By identifying what his audience liked, Adam Beales was able to curate his content
to what would get the most engagement/views.
This shows the power of video, especially with the younger demographic that are
growing up surrounded by video content from infancy.
He has his own merchandise range and partners with brands such as Disney.

20% up on Last Year – “LOGGED IN”
- 7.2 billion people in world
- 1.4 billion in China – where YouTube is blocked
- Leaves 5.8 billion in rest of world.
- 1 in 3 people in the world – apart from China log into YT every month to watch content
- Remember you can watch content without logging in – unlike Facebook!

- 100 Million Hours of Video watched every
day on Facebook
- 82% of Twitter users watch video
- LinkedIn – Video shared x20 times
- Instagram TV – Going to 60 mins?
- Google Maps
What About Video On Other Social Media?
LinkedIn – Allows video uploads from mobile devices – straightforward & video content is shared 20x more than other content.
Last year LinkedIn hired a Facebook Live Product Manager – no doubt to bring out LinkedIn Live
Bought Lynda.com for $1.5billion – now offers “LinkedIn Learning”
LinkedIn Video content is perfect for creating a recruitment model – think of mentoring opportunities (one to one/group)
Video adverts live from July – digital advertising growth is based on video content
Company Videos for pages are generating X5 engagement compared to a text post
Promotion of events
In 2018, Google turns 20 years old
How has Google and LinkedIn changed business? How has it changed your business? Are you evolving with it to appeal to your customers?
This is happening now, today – with or without you.
Don’t lose your customers to competitor by ignoring it. Visit https://www.profiletree.com/video-training/ for more on Video Marketing

What are Other Pull Factors of
Video Content?
5G
• EE forecast 80% of all traffic on the network
will be video by 2020
• According to handset manufacturer Huawei,
video now accounts for over 50% of total
traffic on many 4G networks. Each subscriber
consumes an average of more than 3GB of
traffic per month, rising 60% a year.

What are Other Pull Factors of
Video Content?
• First-generation networks were introduced back in the 1980s – they were analogue
and only carried voice.
• In the ‘90s, 2G (or second generation) phones launched and they were digital,
introducing new features like text messages and picture messages.
• The early noughties ushered in 3G (third generation) which started to include video
calling and mobile data.
• Ten years later we saw 4G, and these networks and phones were designed to
support mobile internet and higher speeds for activities like video streaming and
gaming. ( 2012 was 4G launch – 5times faster than 3G )
• Today to download a HD movie takes around 2.5 mins – at launch 5G should do this
in less than 40 seconds and the aim is to get it to 4 seconds ( 1Gbps at launch to
10Gbps when the network & phones can handle it ) Trials prove this is all possible.

SEO

Double Traffic since August 17
Missguided

Video Source: www.missguided.co.uk

On websites we produce a lot of video content for –
we have the best rankings in search engines.

Attention
In the UK, there are a third less of viewers watching traditional free-to-air
channels in comparison to online videos and streaming services such as
Netflix.

Attention
According to research carried out by OfCom in July of this year, People in Northern Ireland are watching less broadcast television on
average per day than viewers in the rest of the UK
In 2017, viewers in Northern Ireland spent a daily average of 3 hours 19 minutes watching broadcast television on the TV set, falling below
the UK average for the first time.
This is 17 minutes less per day than in 2016 (-7.9%) – representing the biggest year on year decline in TV viewing of all the UK nations –
and is down 52 minutes (-20%) since 2010.
Like I mentioned previously, the decline in youngers viewers is the most significant. For Northern Ireland, the decline is even steeper
among children and viewers aged 16 to 34 in Northern Ireland, whose broadcast television viewing on the TV set has declined rapidly in
recent years.
In 2017, youngsters aged 4 to 15 watched 1 hour and 25 minutes of broadcast TV each day, down from 2 hours 57 minutes in 2010 (-52%).
Similarly, 16 to 34-year-olds watched 1 hour 51 minutes of broadcast TV per day in 2017, compared with 3 hours 23 minutes in 2010 (-
45%).
Over 55s in N.Ireland watched nearly 4 times as much broadcast television per day than children in 2017.
Although audiences here in N.Ireland are watching less traditional broadcast TV, daily viewing of non-broadcast content, such as YouTube
and on-demand services including Netflix and Amazon Prime Video, increased by six minutes (19%) in 2017, to 37 minutes.
These figures alone should highlight the importance of video content and video marketing, particularly if your audience is secluded to
Northern Ireland and the UK, moving forward.

Google Home HubThe Future ( Now )

Facebook Portal
We also have the Amazon Echo Show – which just released its
version 2 also in the last few weeks. We have version 1 here.
The newer model has a bigger screen and is “smarter”

When in the initial stages of a strategy, consider the following…
Why?
Brand Awareness – get attention of potential clients – New Traffic and Viewers
Build a relationship with existing customers – Stay Competitive
Demonstrate your expertise
Compare your business against your competitors – what are they doing or not doing.
Who?
Understand the audience – what do they want to know?
What content do your audience like?
Video Strategy

What?
- What do you want them to do from your video content?
- Do you want them to buy?
- What's the goal – related to business objective - views, social shares
When?
Post in peak season / peak time
Where?
What platform do you want your content to be found – Facebook v LinkedIn
Where are your target audience?
Video Strategy

Web Traffic & Conversions
ASOS
18 Years Old
£1.9Billion Revenue
Ships to 200 countries
3,500 Staff
0 Stores
58% of sales come through
their mobile app which 10
million people have
downloaded.

2017
Used Instagram
Stories to encourage
customers to upload
videos. 3 million
people interacted
with this one video.
Source: www.facebook.com/ASOS

According to Social Media Today, 90% of consumers have claimed
that a video will help them making a purchasing decision.
Video content on your website especially landing pages, will help
keep users on your site for longer and this encourages users to
spend more time exploring your website
Web Traffic and Conversions
Search engines love video content because they are considered
high quality. By including video content throughout the pages on
your website, you are improving your SEO. However, you must still
remember to optimize this content – Title, keywords etc.
When you draw traffic to your website, your goal is for these users
to convert to customers and sales.
ASOS have a video option on the e-commerce website that shows
customers what the clothing items look like when they move and
in more detail. Simple to produce while proving big value for
customers and ROI.

Why is Video Content Beneficial to Your Business
Web Traffic and Conversions
Are you struggling with where you rank in Google searches?
By 2021, 82% of consumer internet traffic will be through video.
Search engines love video content because they are considered high
quality. By including video content throughout the pages on your
website, you are improving your SEO. However, you must still
remember to optimize this content – Title, keywords etc.
When you draw traffic to your website, your goal is for these users to
convert to customers and sales.
According to Social Media Today, 90% of consumers have claimed that
a video will help them making a purchasing decision.
Video content on your website especially landing pages, will help keep
users on your site for longer and this encourages users to spend more
time exploring your website.
An example if you are an e-commerce business, the giant brand ASOS
have a video option on the e-commerce website that shows customers
what the clothing items look like when they move and in more detail.
Simple to produce while proving big value for customers and ROI.

Why is Video Content Beneficial to Your Business
You Need To Stay Competitive
According to Hubspot, 81% of businesses are using video for
their marketing.
This means that if your business isn’t currently using video
content in your marketing plan, then you can count on the
fact that your competitors are.
This also doesn’t mean you need to use the type of videos
your competitors and others in your industry are using. You
need to cater them for your business and what you offer.
Video Content is Exploding on Social
I have already mentioned that Youtube receives over a billion
views each day. But this is only one social platform.
According to Wyzowl, 100 million hours of video content are
watched on Facebook. This is more than a third of the world’s
population. Facebook audiences, all 2.07 billion of them, are so
diverse that they hope to be entertained through Facebook
which is why video content can go virla so easily.
However, not all businesses are going to find posting videos of
cats an option. Don’t worry, 68 percent of marketers who have
published video content on Facebook, 87 percent found it to be
an effective strategy.
Instagram is the most popular platform, partially due to it’s
simplicity and highly visual nature of it’s content. It has
recognized the popularity of video content allowing users to
post video content on their profile, it’s their Instagram Stories,
to go live with video and their new Instagram TV feature.
Of the 41 percent of marketers who have used Instagram
video, 78 percent found it to be an effective strategy.

Why You Need A Video Strategy
• Why your business needs a video strategy can be
summarized and broken down into this reasons.
• Stronger consumer attention
• Higher effortless engagement
• Technology favours video content
• More optimization opportunities
• Better email click throughs
• Rise in accessibility
• Your brand can become visible through video
• Create a stronger connection with your
audience/customers
Video content can improve your SEO & increase conversions.
However, there are ideas that you should not implement when creating your video strategy. Many businesses will put a large budget into
a one off video and will expect success and the engagement they receive from this content to be continuous. Before creating the
foundations to your business’ video content strategy, your KPIs should be identified and your target audience identified.

Why Video Content is
essential
According to Smart Insights
“The State of Video Marketing 2017”
study reported that for the fourth
consecutive year, over 90% of participants
have said that video is becoming more and
more important as a form of marketing
content.”
70-80% of business owners surveyed said
video marketing gave a positive ROI on
relevant networks.

What You Could Be Doing With Video Content
• Vlog
• Culture
• Interview
• Webinar
• Event
• Presentation
• Tutorial
• Product Review
• Animation
• Live Streaming Visit https://www.profiletree.com/video-training/ for more on Video Marketing

• Vlog
• Vlogs are cheap to create, personality driven and are fantastic in terms of engagement value. This type of video content is underused by
companies as large budgets tend to be allocated for polished videos.
• There is nothing wrong with polished videos but think of the revenue you would save through choosing vlogging content. As time moves
on, more and more businesses will begin to use vlogging style videos so considering it early before your competitors may be an advantage.
• Gary Vee’s vlog content is a perfect example.
• Culture
• The culture of your brand is the secret ingredient to what make your business appealing to consumers bored of the same content and also
new and existing employees. To create culture video content, you don’t need an extravagant and elaborate office. Any type of culture
video content shows your customers that your brand is a live, fun and most importantly, engaging.
• This video content can include employee interviews, game days in the office, pranks, behind the scenes, birthday parties, and everything
in between.
• Interview
• What better way is there to be a leader in your field than by interviewing other business leaders? Interview video content is the perfect
way to inject authority into your engaging content while building relationships with potential business partners and collaborators.
• This type of video content should have a structure yet not limited enough to come across as scripted. Ensuring your subject is the sole
focus of the speaking sections and can work well on social channels such as LinkedIn to create engagement through discussions.
• Your audience size can also double at size if the video is shared to your interviewee’s audience.

• Webinar
• Webinars are high-value, low-cost video content that requires no scripts or actors or a great production. You can host Q&A sessions with clients,
product demos with participating customers, or even roundtable interviews with thought leaders in the industry.
• This type of video content is an ideal alternative for businesses that have grown comfortable creating vlog content.
• Event
• This video content are a great choice for covering corporate events in a polished and easily consumed way. Previously, this video content would
require a substantial budget to cover hiring a camera crew to film an event.
• However, with the advancing technology with social platforms, capturing montage of videos of the event through Instagram Stories or streaming the
event live on Facebook or Instagram has made this content easier and cheaper.
• Event videos bring the party to viewers who couldn’t make it and extend the reach of any single event exponentially. A great event video increases a
brand’s online presence in a way that the live event itself is not able to by reaching the right verticals.
• Presentation
• Presentation video content takes the excitement of an event and combines it with the usefulness of a webinar to create a compelling and shareable
narrative. A perfect example of a presentation video would be the extremely popular TED Talks.
• Presentations can be used to your advantage as a business by creating them to be used as targeted content at company or networking events.
• Tutorial
• Most of the highly ranked searches on YouTube contain the word “Tutorial”
• This content type an cover a variety of categories, everything from make up to DIY hacks of fixing an iPhone screen. This type of video content has
shown creators on YouTube become household names and influencers.
• However, tutorial content has to be more than just promotional tie-ins and soft selling because consumers are always smart enough to know when
they’re being sold – and they never like it! Visit https://www.profiletree.com/video-training/ for more on Video Marketing

Why Your Business Needs YouTube
• Can be low cost
• Young Professionals
• Movies to DIY to Travel to
Help or “HOW TO”
• Drive traffic to your websites
• Provide links to your website
• Build brand awareness
Google, Facebook and Instagram are prioritizing video
as the best form of content.

Product Review
Product review videos are highly popular across by tech websites and social channels.
If you have an audience that trusts you, you’re actually doing them a favor by reviewing products that they might find useful and could
also lead to sales.
If you are a business that is selling a product, reviewing a product or reaching out to influencers to create this content for you could
increase your brand awareness and sales.
Animation
This is a powerful style of video content. Animated content have the power to leave viewers in a feel-good frame of mind (and will also
save a hefty chunk of your marketing budget compared to live-action).
Want to explain the services and products your business offers but think it might be too complicated for your consumers to digest?
Animated explainer videos should be your initial go to video content.
This would also work nicely on your business landing page.
Live Streaming
Live stream video content continues to grow in popularity with users and especially businesses. Consumers love the instant gratification
by being able to interact in real time and are more likely to click into a live stream through fear of missing out.
Live streaming provides a direct and immediate connection with your audience as a business and there are multiple platforms that can
allow you to do this – Facebook, Instagram, Periscope, Twitch
Live streamed content gets ten times more engagement than a normally posted video.

VIDEO STRATEGY
Clear Idea of Brand
Understanding Your Audience
Know Your Market & Your Competitors
How to Make Your Content Stand Out
Create Your Marketing Funnel
Examples
Have a clear
view of your
brand and your
goals
Understand who
your audience
are and what
content they like
Know who else is
in your market
and who your
competitors are
Decide your
primary
output for
your video
content
Take your
research and
apply it to a
marketing
funnel and
video plan
Go make
your content
In the early creation stages of your video strategy, you can
follow this cycle.

VIDEO STRATEGY
Clear Idea of Brand
What do you want your video to do for your business? The
more specific your goals are increase the chances you create
the correct content to achieve them.
Do you want to increase traffic to your website?
Do you want your audience to understand who you are as a
business and what you provide?
Do you want to increase sales of a new product?
These are all questions you need to answer before you can
create a plan or idea for you videos.
Understanding Your Audience
If you don’t understand who your audience are, it doesn’t
matter how good or high quality your video content is, it won’t
be consumed correctly and they will drop off in their buyer
journey.
Three main points to ask yourself will help you curate video
content or any content for your audience: What do they want?
What do they like? What problems do they have that you can
help them with?
Have a clear
view of your
brand and
your goals
Understand
who your
audience are
and what
content they
like
Know who else
is in your market
and who your
competitors are
Decide your
primary
output for
your video
content
Take your
research and
apply it to a
marketing
funnel and
video plan
Go make
your
content
follow this cycle.

VIDEO STRATEGY
Know Your Market & Your Competitors
Any gaps in your content and your market
content should be the focus of your content as
this will be opportunities you can make
successful. You can do this by carrying out an
audit of your content – what have you missed?
What content worked and which bombed?
Then look at your competition. What video
content are they creating? How are audiences
responding.
Then apply all this to your video plan.
How to Make Your Content Stand Out
Now that you have identified who you are as a
business, who your audience are and the
competitors within your industry, now comes the
hard part. How do you make your video content
stand out more than other content already out
there?
Have a clear
view of your
brand and
your goals
Understand
who your
audience are
and what
content they
like
Know who else
is in your market
and who your
competitors are
Decide your
primary
output for
your video
content
Take your
research and
apply it to a
marketing
funnel and
video plan
Go make
your
content
follow this cycle.

VIDEO STRATEGY
What is your USP?
Create resources for your content that outlines the
content you would like to create, style and tone you
want the content to have, topics or products as the
focus and then how you plan to get that content in
front of your audience.
Create Your Marketing Funnel
Once you have conducted all your research, it can be
used to create a video marketing funnel for the buyer
journey you expect your audience to have. To ensure
you the optimum funnel, you should have a clear idea
of each stage of the journey and
What goals do you have for using video content?
What mediums do you want to use to share your video
content?
What message are you trying to send out about your
business or brand?
Have a clear
view of your
brand and
your goals
Understand
who your
audience are
and what
content they
like
Know who else
is in your
market and
who your
competitors
are
Decide your
primary
output for
your video
content
Take your
research
and apply it
to a
marketing
funnel and
video plan
Go make
your
content
follow this cycle.

Video Creation on Mobile
• Settings
• Lighting
• Audio
• Tools
• Platforms
• Editing
• Planning/Video Tips
• Content Ideas

Settings
● 1080p at 30 frames per second
● 1080p at 60 frames per second
OR
● 4K VIDEO
Tip: If you want a close up shot get
close up - don’t rely on the digital
zoom!
Visit https://www.profiletree.com/video-training/ for more on
Video Marketing Visit https://www.profiletree.com/video-training/ for more on Video Marketing

● Best setting is 1080p at 30 frames
● 1080p at 60 - for filming sports or want to slow it down
● Do you need to shoot in 4K? Probably not. Most people
don’t choose to watch (or even have the ability to
watch, in some situations) 4K videos. But that doesn’t
mean you shouldn’t bother, because there are a few
concrete benefits. For one thing, you’re future-proofing
the video that you shoot. In a few short years almost
every screen will likely be capable of displaying 4K
resolution or higher, and so shooting in 4K now helps
ensure that your videos will look their best down the
road.

● You’re also capturing more detail when you shoot in 4K,
which means you can take advantage of the fact that
most people watch videos in 1080p. If you didn’t frame a
particular shot the way you’d like, or you want to focus
on a specific subject in the scene, you can crop in on a 4K
video without “losing” quality in the final 1080p version.
You’ll need an editing app that lets you crop and
compress videos for this, though.
● Shooting a lot of video, especially 4K video, is going to
clog up your phone’s storage faster than almost anything
else. So making sure you have a solution in place to back
that footage up is key.
● Find a storage solution that works for you, whether
that’s cloud-based (Google Drive, iCloud, Dropbox, etc.)
or local storage (external hard drives, or maybe even just
your laptop or desktop) and get into the habit of backing
up your footage regularly.

Lighting • Find brightly lit areas
• When outdoors, try and find a position where the sun is evenly
lighting the scene you want to record.
• Be careful not to point the camera directly at bright light
If some parts of the shot are looking too bright or too dark, get
into the habit of changing your position and finding another angle
• Proper lighting has a huge impact on smartphone cameras
because they have smaller image sensors and lenses.
• Try as much as possible to shoot your video in brightly lit areas.
This will help avoid unnecessary shadows and grainy areas in your
video.
• To point the camera directly at bright light sources, which will
cause unusable overexposed footage and lens flaring.
• -Lighting should be stable and steady
Lighting

Lighting Lighting
•Most phones also offer “touch focusing” in the event your
camera is focusing on the wrong area of your composition.
After setting the focus on the most important aspect of the
video, the automatic exposure control will have an easier
time making small adjustments if lighting condition begins to
change.
If some parts of the shot are looking too bright or too dark,
get into the habit of changing your position and finding
another angle which allows you to still achieve the shot you
wanted, but you've got the light working for you not against
you.

Audio
•The Audio can matter as much as the
video
•Shoot your video in a quiet place
•Get an external recording device
•Consider using subtitles or on-screen
text

Audio
•The built-in microphone in most smartphones (if not all of them) is both low quality and improperly placed.
It is very common to catch wind and unnecessary environmental noise that will compete with or drown out
any important audio while shooting video outside. This is almost impossible to edit out later.
So, for great quality videos with superb audio, you should get an external recording device or at least a
directional microphone that will work with your smartphone.
If using an external microphone isn’t possible or practical then stay as close to the audio source as possible
and try this little trick: use your hand to cover around the phone’s microphone (but don’t completely cover
it). This way, unwanted noise can be reduced, which might give your final product a chance.
Although we’d like to think that the bulk of video watching goes on during leisure hours, the reality is most
people watch videos at work. If the message of your video is not easily communicated through the action
alone, you might consider adding subtitles. That way, whether or not the sound is on, the viewer can
appreciate the story you’re trying to tell
· And let’s not forget how often videos are watched without sound on social media—on Facebook it’s 85
percent.

Example Video

Keep it Steady! - Tools
● The key thing is to use both hands, and lock your
elbows into your body for extra stability.
● Rest your phone on other physical supports like tables,
chairs, desks, shelves, etc.
● Tripods
● Stabilizer
● Camera Cage
● Learn more about video production services here

Keep it Steady! - Tools
● If you don’t want your video footage to come out distorted, blurred, or affected by
“rolling shutter” the best thing to do is to keep your phone steady while recording.
Use both hands to hold your smartphone as close as possible to your body as you
record the video.
● But what if you want to introduce some controlled movement into a shot? With your
elbows locked into your body, use your feet as a solid base and move the whole of
your upper body not just the camera. This will result in a smoother motion every
time
● Stabilizers, tripods and camera cages allow you to keep your smartphone or mobile
device still when taking a video with it, they have perfect handles to accomplish this.

Shoot For Your Intended Platform
•When creating videos for social media, you have several
options when selecting the type of format you’d like to
show: portrait, landscape, square.
•Portrait and landscape are quite popular when recording
social videos on phones, however, the most foolproof
format is square.
•Portrait is great for Instagram, IGTV and Facebook Live
•Desktops, YouTube and more cinematic video - landscape
mode, since you can fit more into the frame.

Shoot For Your Intended Platform
Why Square?
1. Looks good on desktops
2. Looks good on mobile devices
3. Platforms like Instagram often cut off parts of your video if it’s not square
For most social video, landscape mode (horizontal) is best. Videos are almost universally presented horizontally. That’s how
we watch them on TV and in movie theaters, so it’s natural that a landscape mode would be most pleasing to the video
watcher’s eye.
Yet for the best resolution and viewing experience, it’s a good idea to know the expected video specs for the platform you
plan on posting to.
You’ll learn things like how Facebook recommends video dimensions of 1280×720 for landscape and portrait.
Remember, because each social network has a unique audience, social videos must be optimized for different channels. A
video that works on Facebook may need a serious edit before it can work on Instagram. And you might have to take an
entirely different approach to video on Snapchat or Twitter.

Planning Video Content - Plan Ahead So You Can Tell A Story
• Decide on the message you want to deliver -
What’s the story?
• Aim to catch attention quickly
• Keep it short OR long depending on the platform!
IGTV Facebook Instagram
Youtube Twitter Snap Chat

Planning Video Content
• A good one to start with is the rule of thirds. Some phones allows you to activate a grid on the camera app. Now this
doesn't always work in video mode, but you can flick to 'photo' while you get your shot set up. Where the lines cross in
the frame are all good places to put something of interest, or if you're recording a person, position their head over one
of these points.
• Although a video made up of a single clip might show what you intended, a video made up of many shorter clips often
makes a more interesting watch, and you can pick out some smaller details, not just the overall scene.#
• Whatever your subject, think about what other shots you can get to complement your master shot, and add to the story.
It can be as simple as shooting your subject both from close up and further away, or getting someone to repeat a
performance (like a cartwheel) a few times so you can capture it from a variety of angles. You'll end up with better video
as you'll find better angles to shoot from.
• The first 30 secs of a social video is what matters most, according to data from Wista. If you can hook your audience in
the first 30 seconds of video, they are more likely to stick around and engage. So make it exciting, make it interesting,
razzle-dazzle them.
• A fascinating scientist giving an enlightening Ted Talk might earn hundreds of thousands of YouTube views with a 15 or
20 minute video, but for the most part, shorter is better. Twitter videos are capped at 30 seconds, Instragram has a 60-
second maximum and Snapchat videos are capped at 10 secs.

Editing Video
•You can do light video editing in
your smartphone’s own photos app,
like trimming the length of the video,
or maybe applying a few basic filters.
•To do anything more advanced,
though, you’re going to have to try
out some different video-editing
apps.

• iMovie - . It comes with some premade effects, and templates for text overlays.
• GoPro’s Quik video editor – Will work with videos you shot on your smartphone even if you
don’t own a GoPro. But it also can automatically create an edit for you. Just select the clips you
want the app to pick from, and in a few seconds it will spit back an edited video. You can go
back in and tweak the edit from there.
• More advanced options include Splice, Adobe Premiere Clip, and Filmic Pro for advanced
editing.
• On Android, look to apps like Power Director or Filmic Pro, which are good if you really want to
spend some money for advanced features.
Editing Apps

Filming Tips
● Mix it up
● Rule of Thirds
● Write down the 3 key
points of the video on a
Post-it note
● Shoot a 5-second test
before you begin shooting
the video.

Filming Tips
● Write down 3 key points of the video on a Post-it note & place the note above the tiny camera lens on your iPhone. This will help you
to remember what you are going to say while also helping you to look in the right place while filming.
● Shoot a 5-second test before you begin shooting the video. Check for lighting (bright enough that you can see yourself but not so
bright that you look washed out), sound (loud enough that you can be heard without any background noise of trucks driving by, kids
crying or TVs in the background), visuals (check your hair etc and make sure to design the shot so that whatever you see in the frame
is exactly meant to be there). Remove anything extra or distracting so your viewer can focus on you and your message.
● A good one to start with is the rule of thirds. Some phones allows you to activate a grid on the camera app. Now this doesn't always
work in video mode, but you can flick to 'photo' while you get your shot set up. Where the lines cross in the frame are all good places
to put something of interest, or if you're recording a person, position their head over one of these points.
● Although a video made up of a single clip might show what you intended, a video made up of many shorter clips often makes a more
interesting watch, and you can pick out some smaller details, not just the overall scene.
● Whatever your subject, think about what other shots you can get to complement your master shot, and add to the story. It can be as
simple as shooting your subject both from close up and further away, or getting someone to repeat a performance (like a cartwheel) a
few times so you can capture it from a variety of angles. You'll end up with better video as you'll find better angles to shoot from.

CONTENT IDEAS
• Blog content
• Customer questions
• Industry news
• Inspiration
• Hacks, tips, and how-to’s

CONTENT IDEAS
• This one is simple. Sort your blog posts to have the most popular ones at the top. All of a
sudden you have hoards of great video content.
• Whether you have a customer survey or you document the questions you hear from
customers, these are the thoughts that people want to be answered in videos.
• These videos take far less time to create, and they often work well in B2B industries. Most of
the time you only need to create little slideshows with overlaying text to explain the news.
• Brian explains inspiration as the fun, creative ideas that pop up randomly about your
business. Sometimes they’re duds, but sometimes they go viral.
• These types of videos often get the most shares, since they are industry specific. People are
interested in learning, and videos are typically the best way to teach them.

Live Video

Live Videos
• You can catch others streaming experiences such as concerts,
travelling or family events.
• On Facebook, users are spending three times more time watching live
videos in comparison to traditional video content.
• Businesses that broadcast live streamed videos are creating a true
human connection with their audience and customers.
• A part of the appeal that audiences find with live streamed videos is
the little imperfections.
• Especially if you operate as a B2B, live streaming video content gives
your audience an insight into who they are or could be working with.
• People want to buy from other people. Not robots. Visit https://www.profiletree.com/video-training/ for more on Video Marketing

Facebook Live
• Choose your privacy setting.
• Write a compelling description.
• Tag friends, choose your location, or add an activity.
• Set up your camera view.
• Add lenses, filters, or writing and drawing to your video.
• You can now also add a poll on desktop
• Change privacy to ‘only you’ if you want to practice first
• You can also schedule a live broadcast and share notification on your page to
ensure that you fans know and can be ready

Facebook Premieres
Premieres lets you schedule and debut videos as Live
moments. After the broadcast, the video will be saved
on your Page.
Publishing requirements:
● Premieres can only be published by Pages.
● Premieres can only be scheduled and published
from a computer.
● The Premiere option can only be selected when your
video is first uploaded. A video that has been
uploaded normally can't be transitioned into a
Premiere.

• Once your Premiere is scheduled a Scheduled Live post is automatically posted on your Page.
• Viewers are able to Like, Share and comment.
• Viewers will have be able to click a button to subscribe to notifications on your Premiere.
• Three minutes before your Premiere begins, subscribers are again notified that they can join the
broadcast. They can Like, Share and comment live before the Premiere begins.
• You get all of this with Facebook Premiere WITHOUT having to be present.
What is the Difference Between Facebook Premiere & Scheduled
Videos?

● It makes your account stand out.
● Instagram Live gives your audience a little bit of ‘FOMO’, (the
fear of missing out) feeling and want to know what’s going on!
What are you doing that they need to know about right now?
● At the end of your Instagram live, you can save it to your story
and by adding hashtags, and location stickers, you’ll make the
post discoverable to new people who don’t follow you!
● Instagram allows you to invite friends to join live video
sessions.
● Every time you go on Live, there’s a notifications that’s sent to
your followers that you’re broadcasting live encouraging them
to go to your live feed.
Why would you want to go live on Instagram?

YouTube Live is now available on three different but
related platforms: YouTube.com, YouTube Gaming,
and the YouTube mobile app.
Live stream is only available to accounts with over
1000 subs
“Events,” which gives you the ability to preview your
stream before it’s live, have backup redundant
streams, and start and stop the broadcast at any time.
Events - allows you to promote your YouTube Live
stream far ahead of it actually going live.
YouTube Live

● Precise location sharing: Private broadcast: You can broadcast your
video to the world or the selected people. By default, it’s always
broadcast to the world.
● Chat: You can enable chat for everybody or for people that you
follow.
● Spend time thinking about a good title, as Title is important to get
more views on your periscope broadcast.
● You can later edit the title, description & more important embed the
video anywhere on the web, including your blog.
● Periscope Broadcasts Embedded In Twitter Stream
● Periscope Connects to GoPro Cameras
● Periscope Sketch
● Periscope Connects to a Drone
Periscope/Twitter

Camera perfect for live streaming
Can control the camera - preset angles
Mevo can now broadcast to four platforms: its creator's website
(Livestream), Facebook Live, Periscope and YouTube Live.
Link a YouTube Event
Records in 1080p but you can also use it to record 4K videos.
Mevo

● If you are announcing something big, don’t give the details right away.
● Engage with your viewers and respond to their questions from the comment section.
● If you want to do more than talking and you need a full set of hands, invest in a good tripod.
● Want no distractions? Turn off commenting.
● Live video should not be boring and dragging. You do not want your audience to leave before you are done with your
agenda.
● If you’re running an online business, you know that engagement is everything. Live can take your engagement to an
entirely new level!
● Let the number of viewers increase. While waiting, you can do small talk first and provide an overview of what you will
be talking about.
● Give shout-outs if possible.
● Affordable tripods for mobile devices are all over the place so it’s easy to find one. No tripod? Put your phone or tablet
on the table and place it in between books. Be as creative as possible, you don’t have to spend heaps of cash.
● It’s how you build your brand, your community and your loyal fans
Go Live!

When you have created a piece of video content for your
business, nothing is going to happen unless you promote
that content.
There are a number of ways you can promote your video
content.
1. Advertising
2. Write a Blog
3. Social Shares
4. Influencers
5. Email Marketing
Promoting Your
Video Content

Advertise
Promote video content through applying an advertising budget and using the video as a retargeting ad, display ad or social advertising.
Social advertising is the best option out of the three, in our opinion. Users will be quicker to watch a social video rather than a display ad.
Write a Blog
Great option.
A blog can embed your video into the page and further optimize the page and your website , improve your SEO and the chance of your
audience finding the content.
This includes the key word of your video in the URL, meta description and page heading.
Share on your social platforms
Promoting your content on your social platforms is a fantastic option.
Not only can you share the video content to a wide audience through all your platforms but there are additional options you have for
social promotion.
Setting your video content as pinned or featured posts so it is the first content they see.
Share clips or a still and link it back to the video content – this would also drive traffic to your site.
You could also apply a budget to the post containing the video content to expand your audience reach.

Reach out to digital influencers
Digital influencers are rising in their popularity as marketing choices for brands.
Your content can be exposed to audiences of thousands if not millions of users through exposure to their audiences.
This can be through making contact with the influencer and ask if they will share the content or through paying them to use it as a piece
of their content linking back to your business socials or website.
Share it to your email database
If you have a strong email data base, you may add your video content to an email and send out a broad campaign.
To ensure your video is received positively, it is better to use an engaging image from the video and a video linking back to the content.

Fill in the Boxes!
• Video Title
• Description
• Tags
• Social Share
• Embed
• Reshare
• Reshare
• Reshare

Google MAPS
• 1.5 Billion Global
Users

THANK YOU
WWW. PROFILETREE.COM
Ciaran Connolly
07733951638
ciaran@profiletree.com
We have all the information you need
about video content at
www.profiletree.com/video-training

Profiletree: Video Content For Business Growth and Innovation

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