It’s been said before, but bears repeating: Every video should tell a story! Even 15 second commercials do this, so it stands to reason that anything longer should be a no-brainer, but it often isn’t.
So, let me point out that the nucleus of any story should have three main points:
Yeah, I know it’s simplistic, but this is the cornerstone of any story “arc.” Having spent 30 years in marketing, there is another way to look at it:
If you do this right, there’s one last three-point metaphor:
Note: for those interested in delving into the full complexity of story development, there are hundreds of books, blogs and videos that will expand your horizons. I just wanted to keep it short and simple today…lots of projects in the workflow !
Yesterday was August 1st. On that day in 1981, Music Television, or MTV, was launched. It was a somewhat shaky start with cable television still trying to catch traction. Fast forward to today and there are hundreds of cable outlets, with dozens of other streaming and online options for viewing content. But along with music videos, MTV also launched something else: the creation of the “logo bug” that now appears (usually) in the lower right corner of most of the programming we see today! Even video producers like this writer “bug” their videos, which I chronicled in a post back in 2015! http://wp.me/p2YaU5-8Y
If you want to place a lasting impression on your productions, be sure to “bug” them! Thanks, MTV, for an iconic idea!
If you’ve read my blog, you know how important I believe video is as part of any business’ marketing mix. Video continues to command greater percentages of marketers’ collective attention and this trend will not slow down for the foreseeable future, as noted below. Sources for each—when provided—are captioned in parentheses.
- By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco)
- Two-thirds of marketers and agency executives see video as the next trend in content marketing (iab)
- 52% of marketers believe that video is effective for brand awareness
- 82% of of B2C businesses report that video has become their most popular content marketing tactic (Content Marketing Institute)
- 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer)
- 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot)
- Marketers who use video grow revenue 49% faster than non-video users (VidYard)
- 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017 (Animoto)
- Companies which use videos in their marketing grow revenue 49% fasteryear-on-year than those which don’t (Aberdeen Group)
- 73% of B2B marketers say that video positively impacts marketing ROI
- Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion ratesthan those which don’t
Moral of the story
The biggest roadblock for marketers to add video marketing is getting started. This is particularly relevant for small business owners. Granted, many have made the move, but just as many have not. It doesn’t take thousands of dollars to produce a video anymore—even when using a professional, so don’t be dissuaded into reaching for a smartphone, with all its inherent shortcomings. Are there times when this might be a good option? Most certainly! If it’s a once-in-a-lifetime live event, go for it! But with that said, if you’re telling the story of your business, you will be much better served with pro level cameras, microphones and lighting.
So, if you want to get started, why not give me a call? Consultations are free and even if you don’t select First Impressions Video to do the work, you’ll have a much better understanding of the task, coupled with expectations that will match the finished product.
I’ve been pretty busy the last month or so with projects, so I haven’t had much chance to author an original post. That being said, Mary Lister wrote a killer article that speaks to the compelling reasons why if you aren’t doing video, you should be!
Enjoy reading http://bit.ly/2n1Tz24
OK…that was probably an overly dramatic subject line, but if it got your attention, good! The truth is, everyone knows that video continues to gain in importance, marketing-wise, regardless whether we’re talking about a national or global brand, or a small “mom & pop” business–or anything in between. And while implementing video into your marketing mix may not be life-threatening, if your competition is doing it and you’re not, it could be!
Here is, arguably, the first infographic of the year, entitled, “2017: The year of video marketing.” It continues the theme I’ve shared throughout 2016 about the growing relevance of video. Props to UK based HighQ for its compilation.
As we close out the crazy year known as 2016, I would be remiss if I didn’t say a sincere THANK YOU to all the clients I served. And as we head into 2017, there is only one question: GOT VIDEO?
Let’s do something together in this next year and you can see what other clients have learned: Great video does NOT have to break the bank!
First, my sincere thanks to all my clients who entrusted their video work to First Impressions Video! Whether a direct production or as a freelance contributor, 2016 was a very special year, and I am truly grateful! And as we head into 2017, just remember this important axiom: Rule #1…don’t sweat the small stuff. Rule #2…it’s ALL small stuff!
May we all be wildly successful in our respective endeavors in the coming year!