Hjælp mig gøre amerikanske marketingfolk klogere på video marketing

En amerikansk journalist har spurgt mig, hvorfor video marketing er så vigtig i SoMe. Hun spørger mig på baggrund af Content Marketing-Julekalenderen, som jeg lavede for og med Pernille Højmark i december 2013. Journalisten har stillet mig 10 spørgsmål, som er listet op nedenfor.

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Jeg har givet mine umiddelbare svar under hvert spørgsmål. Jeg håber det kan inspirere dig. De første fire svar er sendt. Resten skal sendes 28. april 2014. Men hvad siger du? Tager jeg helt fejl? Har jeg glemt nuancer? Lær mig og den amerikanske SoMe-marketingbranche om, hvad man kan med video. Skriv meget gerne dit input i kommentarfeltet under artiklen, så retter jeg mine svar til. Nogle af svarene blev brugt i denne artikel hos Useful Social Media.

Spørgsmål:

1. Why does a business need video for social media and brand building?

Companies who want to communicate to and engage with clients, leads and other stakeholders must use the content form that their stakeholders use. This includes text, audio, video, images, Face2Face and even smell and touch. You simply need to offer content in the form that they want. Video is growing right now, so of course you need to have quality video content as well. You will probably also reach an audience that you currently don’t have a relationship with. Furthermore, video will influence your SEO-work with Google owning YouTube. Remember to cross link – especially if you publish video on several platforms. And make sure you index it right for the best SEO effect. [Tak til Anders Rosenqvist for SEO feedback.]

 

2. What can a strong video presence ultimately achieve for the business?

Despite the fact that days of video content is uploaded every minute to YouTube and Vimeo, the demand for quality video content is still great. So, if your company starts now, you are still part of the in-crowd. You could still be a first mover in various industries. Ultimately, a video presence enables busenesses to communicate, engage and create a relationship with your stakeholders (including clients). Video is another way of building and maintaining the relationship with your stakeholder. Keep in mind, though, that your relation to the user on YouTube is not owned by you. So make sure that you convert your video content consumers to your own platforms.

3. What is the potential of a good video campaign, can it build the brand?

At Christmas 2013 I did a content marketing video campaign with a celebrity in Denmark, Pernille Højmark. She is not an AAA-list, but she is well known. In her new autobiography she tells about the crises she has gone through and how she managed go on with a positive approach. So in order to create extra content with the same positive focus, we did a 3 minute interview with normal Danes who had overwon a crisis as well every day in December. Pernille interviewed these people and connected with them on camera giving them her book as she said goodbye at the end. We wanted to give Pernille’s die hard fans something extra and let them know that the book was available. We shared a new video on YouTube and Facebook every day (it’s a Danish tradition to to these X-Mass calanders) and got crazy engagement and reach. The reach was 3 to 10 times bigger than the actual likes of Pernilles FB-page! We did not get millions of views and go viral. That was not the point. We wanted to serve her core audience. The same goes for 99.9% of you reading this. Don’t try to go viral. Serve your niche and understand your audience. This will build and maintain your brand. And that’s how you should approach video. It’s hard work like anything else. Don’t go dreaming of the viral video, dream of a micro movement instead.

 

4. Why is video so popular? According to Cisco it will account for 69% of all consumer internet traffic by 2017 – why?

Right now video is growing since internet access cost is going down and speed is going up while smartphones and tablets are getting cheaper and better. This translates into more people consuming video. At the same time barriers to entry for video production are down which means more people and companies can experiment with the format. However, this does not mean that you should stop your blogging, podcasts, images or infographics. Your should just become better at repurposing your content. 69% of the data doesn’t mean that 69% of all consumed content is video.

 

5. How can you leverage video to engage with viewers?

With video you have your users’ attention much more than with only audio, text or a picture. Therefore, it’s easier to engage with them. Video can be produced for Social Media or to capture the imagination for an hour or two. A simple tool on YouTube are annotations that can be used for Call To Actions. Also let viewers comment. Or if you do live video on a Google Hangout, engage with the viewers through chat. A great example of the is Tom Merritt’s Daily Tech News Show that does so well that people give more than 10.000 dollar per month for the content on Patreon.

A picture says more than a thousand words, so how much does a two minute video with 25 frames per second say? [Forslag på Twitter fra @identitetdesign]

 

6. How can you develop a video campaign that can go viral? What are the tricks?

Make your content sharable. Feed it to the right people and in the right network. Make it easy for people to share your content. Also make people part of the creation of your content. Then they have a stake in its succes. However, don’t dream of viral campaigns. Focus on micro movements.

 

7. Do you have key tips on creating strong video?

Make your video recognizable. Use a logo. Use the same people in the videos. Use the same order of segments. Be consistent. Show your passion. Create great quality. Create value which could be humor, entertainment, inspiration, knowledge etc. Listen to your audience and change if they want change .

 

8. What are the mistakes to avoid with any social video?

Most important is not to try to hard sell. Nobody wants to see that! Soft selling in the right situation is no problem. If an ad agency made the content, don’t use it 🙂

 

9. How can you measure video and the success it is having?

Some good metrics are views, comments, conversions to other platforms and of course conversions to ambassadors and finally to sales.

 

10. How can you assess the impact and what can be done to analyse audience responses and fine tune future videos?

There are many metrics. Find your metrics and stick to them so you can follow your success or failure and optimize. This is more important than which measurements you use. Listen to your audience and change if they want you to change. Give the audience the feeling of co-ownership. This will create the relationship you want with your stakeholders. Make sure you own this relationship even though your videos may not only be on your own platforms. Call to actions and conversions are important!

 

Har jeg glemt noget? Skriv det i kommentarfeltet herunder. Jeg giver kærlighed og mentions her på bloggen!

Tak til Mikkel Kiærulf Plæhn for input og korrektur!

 

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