TAFE 2018 - Video Makes a Marketing Star
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This document discusses how video marketing can be an effective strategy for businesses in 2018. It recommends incorporating video into marketing plans, provides tips for creating compelling video content, and measuring results. Specifically, it notes that 64% of consumers say watching a Facebook video influenced a purchase. It also outlines best practices for setting up a video studio, editing videos, creating engaging content around 1 minute or less, and measuring views, impressions, and engagement rates.
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TAFE 2018 - Video Makes a Marketing Star
- 1. Video Makes The Marketing Star Jessica Bybee-Dziedzic Director of Partnerships, Saffire
- 13. I’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
- 14. In This Session… • The Golden Age of Video: Why every marketer needs to incorporatevideo in their 2018 marketing plans • Where To Start? • Creating Compelling Content • Getting the Word Out • MeasuringYour Results
- 19. 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month. WHY IT MATTERS Video watchers are 12 times more likely to purchase. Source: Animoto 84% of consumers watch on mobile devices.
- 23. VIDEO ON SOCIAL • Video posts have 135% greater organic reach than photo posts • Facebook generates 8 billion video views on average per day • 50% increase in 2016 compared to 2015 • People spend 3x longer watching Live video compared to video which is no longer Live
- 28. SETTING UP YOUR STUDIO • Lowest budget – Start with your smartphone • Perfect for on-the-go shooting • Position thecamera horizontally – Landscapemode • Position slightly higher than eye level • Data storage– Connect with Dropbox to move large files off your phone.
- 29. SETTING UP YOUR STUDIO • Slightly higher budget – Webcam • Con: Less portable • Pro: Adds technical improvements like white balance, auto-focus, and brightness settings • ~$80
- 30. SETTING UP YOUR STUDIO • Bigger budget – Digital SLR camera • Great quality video • ~$500
- 33. THE ACCESSORIES Tripod – Stabilizes the camera so your viewers aren’t distractedby the shaking • Purchaseafter you’vedecided on your camera • Free - Find a shelf and a stack of books • Slight budget – small tripods for both smart phones and digital SLRs. (~$15-$40) • Bigger budget – tall tripods ($45-$50)
- 34. THE ACCESSORIES Lighting – Huge determining factor in looking professional or unprofessional • Free – Use the sun! Natural lighting looks great! • When possible, face thelight source so you don’t create a silhouette • Slight budget – White light lighting kit (~$45) • Bigger budget – Ring lights (~$200-$250)
- 35. THE ACCESSORIES Microphone – Invest in a good microphone. Sound quality is unforgiving. • Free – The microphone on your smartphone will work. • Not the best quality and need to be in a quiet room. • Slight budget – Lavalier microphonefor your smartphone (~$80) • Bigger budget – USB microphone (~$130-$160)
- 36. THE ACCESSORIES Background – Sets the sceneand tonefor your video. • Free – Use what you have! Event signage and city landmarks. • Slight budget – Invest in a backdrop – helps hide clutter when filming indoors • Bigger budget – Large pop-up banners with branding and logos to create a “set”
- 37. EDITING YOUR FINAL PRODUCT • iMovie: • Easy to use • Lots of features • Only for Macs • HitFilm • Available for both PC & Mac • Free version is great for beginners • Lots of features
- 39. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS
- 40. Awareness Video • Dates • Time • Location • How to BUY tickets
- 41. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT
- 42. Engagement Video • Short & sweet • Ask your audience to participate with comments, likes & shares
- 43. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT PRODUCT
- 45. Product Video • Show your product off! • Food, Rides, Games, Livestock, Concerts • Behind thescenes
- 46. Create A Plan • Step 1: Set some goals! What are you trying to achieve? • 4 Types of video: AWARENESS ENGAGEMENT PRODUCT SUPPORT
- 47. Support Video • “How To” Tutorials • Walk your customers through a process • Ex. How to plan your day at the Fair!
- 48. WHAT’S YOUR STORY? • Who is your target audience? • What is your key takeaway message? • Create an outline/storyboardto ensureyou have a beginning, middle, & end. • Keep it authentic! (no scripts!) • Keep their attention– marketing videos should be less than 1 minute long. • Determinethe production value
- 49. CREATE A CONCEPT
- 51. BE AUTHENTIC Don’t try to be a better version of yourself; try to be your most authentic self. • Stop worryingabout how you look and sound so you can focus on content. • Train your eyes – when shooting on a smartphone, look about a half an inch behind the front of the phone.
- 52. 85% of Facebook video is being watched with the sound off. DID YOU KNOW? 39% of consumers are more likely to finish videos with subtitles. Source: Animoto 43% of consumers decide to watch a video tothe end in under 15 seconds. 73% of consumers decide to watch a video to the end in under 30 seconds.
- 53. OPTIMAL LENGTH Videos between 30-60 seconds aremost likely to keep our attention. Source: Animoto & Marketing Profs Researchers predict this will diminish in thefuture, but you must consider the “Type” of content your showing.
- 54. Source: Animoto
- 55. AT YOUR EVENT Use for: • Candid video streaming – LIVE! • Announce special offers & promotions • Live Q&A Sessions with important figures/entertainers • Recorded Q&A Sessions Remember: • Place ads on Facebook even for live content
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- 63. MAKE IT A ROUTINE
- 64. CROSS PROMOTE • Other area events – attend each other’s events and share videowith new audiences • Tap into your CVB’s resources – ensure you’re included in their video promotion • Find influencers in your community– tickets for their coverage
- 69. What To Measure • Impressions: the number of opportunities someone has for watching the video. • Views: are the number of times someone watches a video. • Play rate: a measure of how engaging your video is (calculate by dividing views by impressions). • Engagement rate: a signal of when viewershipdrops off.
- 70. More Free Online Marketing Tips! Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram TeamSaffire Pinterest saffire YouTube saffirestudio The Amplifier www.saffire.com/podcast Questions?
- 71. Jessica Bybee-Dziedzic Director of Partnerships, Saffire jessica@saffire.com