Here are the notes from this episode:

Online Video Effectiveness & Video Styles

2.4.2016

  • 2 months ago Entrepreneur had an article of 7 digital marketing trends to watch out for in 2016, and number 1 on their list is more video ads.
  • In 2015 Twitter and FaceBook both added silent, auto-play video to their various newsfeed streams.
  • The largest retailers on the planet use video on their sites to describe products they sell and how to use them and Zappos, the number 1 shoe retailer, has videos for every single pair of shoes on their site.
  • BusinessInsider says that consumers are 64% more likely to buy after watching a video as opposed to no video.
  • More CEOs in companies of every size, are doing their own talking head videos on their own web sites than ever before.
  • After surveying 120 ad agencies in the US, BrightRoll says client interest in video ads has grown 88.6% over the last 3 years.
  • 4 billion videos are watched daily on FaceBook according to Inc.
  • On an earnings call, Facebook’s COO, Sheryl Sandberg said that all marketers have the opportunity to do video and more than a million small to medium businesses have done small ad buys around video.

Video Types & Simple Formulas

All >>>  Simple graphics with stills on slides and jump cuts or simple dissolves are fine for the edit.

— Welcome or Introduction Videos

Open with a compelling statement. Intro graphic & music. Narrate welcome message for 2 min or so. Use lower thirds to enhance credibility. Use a VERY QUIET music bed under the whole piece and bring it back up at the end slide. Close on a slide and a soft call to action, telling people what to do next.

— Training

Similar formula to intro video with opening and open credits and music. Don’t use a music bed throughout, just at opening.
Don’t go longer than 10 minutes. If you need to, break training into 10 minute or shorter, lessons. If a visual helps, film it well. Test your training video on a student and see if the explanations are clear. Be sure to cut away from the explainer to show what’s being talked about (b-roll) Close with a call to action or mention the next lesson in the series, and end on a graphic slide.

— Product Explanation

Standard opening (spoken > video intro w/music > back to speaker
Similar overall format to training but with a little more explanation of scenarios about why something is needed, rather than just how to use something.

— Reviews

Standard opening (spoken > video intro w/music > back to speaker
Reviews should be broken into segments that are defined up front. All reviews should consider the product/service’s target market and define it as you start your explanation. (I.e.: this is for homeowners, this is for construction crews, etc.) so people don’t waste their time if something’s not for them. Review length should be based on how complicated a product/service is and how much it costs. People will pay attention to a lot more details for a $4500 piece of electronic gear and will watch a thorough review, as opposed to a $49 piece of gear.

— Customer Service Problem repair

Standard opening (spoken > video intro w/music > back to speaker
These could be different styles and content will be based on your business and the customer service issue you’re solving.

— Sales videos (SOFT SELL)

Standard opening (spoken > video intro w/music > back to speaker
Go down the path of a product explanation video but press a little harder on helping the audience ‘feel the pain’ of their problem. Then explain how that pain could be resolved easily with your product. A good path to this is to ask leading questions where the audience experiences the pain and then ask more questions where your product is the answer to the problems.

— Entertaining

These require a bit more skill in video production, writing, on-camera talent, etc and the styles vary dramatically. These should be considered only after you’ve got other major videos done and working well.

— Silent Movie for FaceBook or Twitter

No longer than 30 seconds. 20 is better. Use solid visuals and on-screen text to tell the story. A music bed is helpful but shouldn’t be critical. Scenes shouldn’t be too rapid. Text should stay on screen for a longer time than you might think so people have a chance to read it.

— News Reporting/Informal Talk Show on Your Industry

Standard opening (spoken > video intro w/music > back to speaker
Having an informal weekly industry report or insider tips can be especially helpful to your audience. It establishes you as an expert and will help them grow to trust you. This is much more of a long term play but can build loyalty and then, when you’re ready to offer a new product/service, you can soft sell it here. Just keep the primary focus as industry news until launch time.

— Testimonials

These should not be titled “testimonials.” You should call these videos something like, “What others say about us…” And then let people talk about you with minimal editing. Don’t worry about style or even opening graphics and music. You can drop in lower-thirds from time to time which reinforce who someone is or their title. Then be sure to end on a slide that’s your company logo/slogan. No call to action is necessary.

!!Deal Breakers!!

— Bad audio

Use a darn lapel mic!!! The Audio-Technica ATR3350iS is a $22 wired lapel mic that has a 20′ cord. It comes with an adapter for smartphones and without the adapter it works with DSLR cameras and camcorders with a mic jack.

— Boring pace

You need energy and a smile. If you’re happy about your products and services, everyone else will be more likely to agree. In many cases, if you’re bored, people won’t be excited enough to buy.

— Vertical Video.

It’s okay for Periscope but ANY other video you want to use should be horizontal. Cell phones, cameras and camcorders should all be in landscape mode (horizontal) so your finished videos look good on the web.