T.P.R. Episode 6 - How to Create a Powerful Video Marketing Strategy


Sam: Today we're going to talk about how our listeners and our viewers and their companies can use video content to engage audiences by telling their brand story in a powerful and impactful way and how to use video to generate leads and to drive sales. One third of online activity is spent watching video, you guys. And over half of video content is viewed from a mobile device. 92% of mobile video viewers share those videos with others.


Sam: Video is clearly the most influential content format that people are consuming online. So why do you think that video content is so critical to the success of a marketing strategy in 2017 and beyond?


Sid: I mean just going by what you just said, about those nuggets. I feel like video is really the number one type of content that's out there for consumers today. I read something about YouTube being the second largest search engine after Google, which is I guess by Google. So I mean, for today's world and the proliferation of technology and devices that support video consumption- Facebook is coming out with Facebook watch, Instagram stories is on the rise, Snapchat has memories. So with it being much more accessible, video is really the forerunner/driver of content. And in that way, if you compare text or images, I feel like with video it leaves more of a brand recall in some sense, because when you read a text, you read a headline of an article or you see a photo or you remember it maybe for a day or two days. But if you watch a video, you'll still remember your Super Bowl ads that were out there.


Sam: The way it made you feel.


Sid: Exactly. So it creates a stronger emotional connection. Correct me if I'm wrong but I feel like with video you get invested in the characters and the stories and then maybe remember the values which then ties into the brand. And in that way, video is a fairly important aspect of any kind of content.


Sam: Because it's on the rise for sure and it's not necessarily an option any more for marketers to use video, it's really a necessity. And so I mean Sid, what are some things that you would tell our audience to consider when they're strategizing about the creation of video for their business and what are some things maybe that they should prioritize?


Don’t just think of it as a one-off video. Think of the potential to making a series of videos.

Sid: That's a really good question. So I feel like a lot of times when people come to us if you want to make this one video that's going to explain a product or service, that is going to show our brand in a great light. I feel like it shouldn't be just one video, you should think of it as- this is going back to the conception stages. Think of it more as a series of videos, like how can I build up interest to that big video or how could I break up my video in a short video. So there's more for the consumer to interact with and engage with. So I think that publishing schedule is important and knowing right before hand how am I going to play with this for the next two months six months whatever it is.

On top of that I feel like you can present yourself as experts and you can have tips and tutorial kind of videos, that a brand can put out very much like a podcast or maybe just discussing something with your marketing guy or someone on the ground in your manufacturing plant. I think that gives the brand more personality and an audience would like to see the brand more than just you know, a Pepsi can but they like to interact with the brand more on a value principle level or to see the people behind the brand.


Sam: Interesting.


Sam: 51% of marketing professionals are naming video as the type of content with the best return on investment, Mikhail. 59 percent of executives agree that, this is kind of getting to your point that if there was content in text format and in video format that they would every single time pick a video, over the text format. And the average user spends 88% more time on a webite that has video on it. Video is driving to your point. A 157% of increase in organic traffic from search engine results pages in video on landing pages. If you have a video on your landing page, it can increase your conversion rate by over 80% which is super powerful. It kind of gives you your point as far as the recall, right? And the impact that that content format has on someone is really powerful with regard to video so Mikhail, I mean it's clear that video as a content format needs to be a staple it's not an option anymore, it's got to be an active part not just something that you create one video and hope to lean on it for years. It's got to be an active part of your content strategy. For our viewers and our listeners who may be stuck trying to figure out what type of video to create- what advice would you give them so that they can create an effective video marketing strategy?


Mikhail: Well the first thing is obviously, Sid was saying- Plan out your content over the course of time you know you want to match it up with a specific story or a specific campaign. If you are doing something based around the world series, well you should probably do something. You should probably plan out a calendar of like this is what each video is going to do.

So that's kind of the biggest thing. Additionally I would say that you know make sure, that you have your fundamentals put in place. You know make sure that you have adequate lighting and audio is really important. Whether or not something is 4K Ultra HD or 1080P or 720P that's kind of a- this is where the filmmaker is unlike the social media guys are. Because you know for me people are going to more likely watch their video if the audio is good. And as opposed to like one where it's just not.


Create a content schedule and plan early.

Sid: I mean, they got to consume it, right? If it's 4K and it doesn't stream, then you're missing the whole point.


Mikhail: But I think more importantly than anything else too. Even if you are doing, things pop up all the time in the news. You want to be on top of that sort of thing. Make sure that you have a system that is sustainable over time. You know so if you have a place in your office or something like this for example where you can set it up and then just come in, pop in and out, and do those videos that will be really helpful because if you can start to do it consistently is when you're going to start doing over and over and over again. What the audience should understand is one video isn't going to change your life. It's the accumulation of content over time and building brand equity that's really going to help you with that in the future.


Sam: Gotcha. So it's not a sprint, it's a marathon and it needs to be a consistent part of marketing strategy. It's not just something that you do because it's popular for one period of time, just to create one video because it's something that you should do or feel that you should do. It should be an active part of your business model.


Mikhail: Yeah and you have to have a pulse on how search engines, social media platforms are working. As you know as you're saying videos are getting however more traffic to their sites. Well you look at something like Facebook where organic reaches heavily favored toward actual videos. They're cracking down on things that don't look like videos. So it's not about you know stylistic or looking cool at this point- it's just as important as the transition from radio to TV was changing.


Sam: Yeah. That's a great point. So you're saying something like Facebook they're actually, Facebook wants to serve videos and they're looking for ways to serve videos and you're actively- You might even have a better opportunity to have a greater reach if you're posting a video.


Mikhail: 100%. For example if I post a picture or a link out on Facebook. The reach on a business page will be, you know anywhere from 1 to 2%. After that, if I do like a video it can be five times that amount which is great especially on personal pages. And things that are getting shared- videos are getting all of it. Look at your feed right now, look at what's coming through- it's Video Video Video.


Sam: Yeah.


Sid: I read something the other day which said- people share emotions not facts. That was interesting because when you have clickbait headlines or whatever it is. Then say, not everyone agrees with you, but you click it and share it right? But then with the video, it's compelling enough. Also, to go with the Facebook thing- A lot of times in the traditional mode of pre-production you want to make landscape videos, which is 16 by 9 aspect ratios. But with Facebook, that doesn't work because your phone, I mean, square aspect ratio really does work the best. So now brands are getting more into the mindset of shooting with that aspect ratio. So gone are the days where you're only serving broadcast TV. It's over with and now even text is a big thing and even, they call it micro video apps we're on, Instagram or Twitter there's 5 seconds to 15 seconds of video but that's more a medium to show or share a message. So it's some moving images but then read the text at the forefront. And that's what makes your show. So video has taken on many different forums.


Sam: Crazy. As far as a brand is concerned, you know, how important is it, Mikhail, that a brand tells its story through video content?


Mikhail: 100% important. Or one of the most important ways for anybody that might be listening that is like- I don't like Snapchat. I don't like Instagram stories. I don't want to do it. That's fine, The people that are actually embracing this are going to beat you period because even on Instagram- Instagram offers analytics through business pages for every single post that you put out. If you look through your stories analytics as opposed to a post analytics. you're getting two three four times as much reach just with that.

You know what I mean. So it's just a new way to be found. In addition to that, messaging through and it comes back down to communication and how people are doing this. Messaging is so much easier with Instagram stories and those are primarily videos. Messaging is so much easier. All somebody has to do is swipe up. There's no taps, there's no like tag blah blah blah you swipe up and somebody could be asking you what are your rates? I do it all the time. And a lot of people do it for us as well. You know I mean so it's something that if you're not already on it you're behind the game.


Sam: Interesting. So what tips do you have, Sid, for our viewers who they're trying to figure out how to conceptualize/materialize their brand story and tell that story through video content?


Sid: I think it depends on where, what kind of message you want to put out. So yes there's this term you say top funnel content where you want to talk more about the values and principles that your brand stands by and not really about the product and service you're selling. I think one example that came to mind was 84 Lumber during the Super Bowl. They made this commercial. I think it was a Mexican lady and her child who are past the border. And then it's like a six minute short just basically follows them and their hardships, very cinematic and emotional, getting on a bus, hitchhiking and basically coming towards the border. And then there is basically a wall built there but then there's a door and then they go past the door and it's a lumber manufacturing company, which has nothing to do with it. I think the tagline is the will to succeed is always welcome here or something like that. And that was received really well. This company - I was looking up later - I've never heard of this company and they don't do any marketing. They have never done it. They probably spent all their money on that. But that put them on the map so to speak and created millions of impressions and then now they are the go-to lumber company. And that's because they showcase the values and principles that they stand for. It's like- this is the company we are, we accept anyone, that was the message they went for. And they created a story that resonated with the audience.

So I think if you think of what your values and principles are then you come up with a narrative that supports that. I think you know how to tie that in both together. That's what you want to do.


Sam: It can speak to anybody.


Sid: Exactly yeah. It doesn't have to be about the product.


Mikhail: Think about how amazing is that video. I didn't see that particular one, the ad I remember from the Super Bowl was the potato, which was apparently cards for Humanity big deal. But think of what that company did, the lumber company, they took the one platform which was the Super Bowl where almost everybody in America is watching. They took a current event because that whole thing with the border was right around the time of the election. Right. And then they told a compelling story that is about persevering which everybody can relate to. It took the best platform, current event and then a compelling story. Right? Now, Facebook has over 1.8 billion people that are on it daily. That's where everybody's attention is. You can take a current event with video. Now a lot of times you can chop them up really fast. Take National Donut Day. If that's your thing you know what I mean. And then talk about and then if you're like an Orange County type of thing where fitness is huge. Talk about the cheat day of the donuts, whatever it might be. And so now you have the attention of everybody on the planet. You have occurrence of it and then you're telling a story that everybody can relate to. It's the same principles from TV to Facebook or like any social media platform.


Sid: And I think going off of that- we spoke about how you can chop up a story and say it in segments. So this particular lumber 84 commercial was six minutes so obviously they don't have a six minute slot, right? So what they did is really genius was during the first 20 minutes of the game they show the first one minute. So they kind of tease the audience- That they raised expectations that people want to know the journey of this mother and daughter. And by the end they reveal the ending. And then when you go to Facebook they show, they have like 10 different versions of the same story. Because you know for the different platforms for Instagram you have 15-20 seconds, for Facebook you can really go how long you want. So that's interesting so you can really use video to your advantage, by like I said the publishing schedule, how long it is, and what kind of message you're saying.


Sam: Interesting. 84 Lumber can thank us later because as soon as I'm done here I'm going to go check that out and I'm sure our listeners and our viewers can. I think that it speaks so powerfully to the power and impact that video content can have at connecting people that would not necessarily be interested in a product or service or a company. And now all of a sudden I'm trying to figure out a way that I can buy lumber. You know what I'm saying.

And it's just powerful and that it can uniquely be done through video in that way only. You could not distribute a text article that would have that same sort of impact in that quick period of time and I think that speaks to the power again of video content and the reason why and because we have platforms that we're using on our phones and in our everyday lives now that are distributing video content and we have to and brands have to figure out a way to get to the party on that. It's not an option anymore. So I mean what are what are some factors, Sid, that affect the cost of producing video content and that that our listeners should understand and then need to consider?


Sid: Thats a good question. I think from a very technical production standpoint. I say talent and locations are the biggest variables because with labor and equipment and the crew that could stay constant based on the scale of the production. But the minute you have a star and there is someone famous that can triple the cost of everything else. Or it could just be a fraction. Same with locations. So if you're starting out and you want to do something simple, keep in mind what kind of story I can make to suit the locations. I already have access to like if you have a great looking office space so you have a great access to a park or something. Think- can I make a creative that fits into those? Because once you get into renting locations especially in places like L.A. and New York they know you're coming to film there and they're going to charge you rates that are well over what you think is acceptable or justified. It's like five grand for a warehouse. That's the same about talent as well they just like that. Twenty five hundred dollars for the day. But you can see their followers. With warehouse it's arbitrary.

So it's kind of like- yeah I'd say keep in mind the more locations you have the more scene changes in a story that's going to increase the cost. Gotcha. Same with the minute you add someone with a large follower base or someone from Hollywood.


Sam: Though that kind of takes me to next question that I have is- I mean Mikhail, I know that you leverage influencer marketing at a pretty good level. I mean, how is it that our audience can maybe consider or maybe start to think about how they could use influencers within their local area or within that are influential within their industry to kind of help expand the reach of their video?


It’s not that hard to reach out to influencers. Make it a win-win situation.

Mikhail: So, I mean it's easy and not easy. It does take a lot of research to do something like that. But for a lot of the local businesses that are out there, it's very easy to search by location or you can search by hashtag right now on Instagram for example. And when you do that - look in the top 12 posts - those are the top posts in the area. And look at the people that are posting photos there. Right. So. And if it's a model or if it's a speaker or something like that or even like influencer marketing by the way can be a theme page, like the best breakfast type of thing that you want to be featured on. But anyway, as you can find the top people there and then just reach out to them in a direct message and ask them about their rates and things like that. And same thing for industry hashtags. You know I don't know why I'm thinking about donuts now. Hashtag National Donut Day. See who comes up. You know if that's somebody that you want to build awareness around then that's a great thing to do. It's the same way that people on a much larger and more expensive scale like you know- you don't see The Rock doing something for Pampers. You know you see The Rock with I think he was doing Ford he's doing you know athletic brands things like that to gain awareness around that.

So it's really just things like who does my audience pay attention to, who they like who are influencers in my space. And by the way influencers too, it doesn't have to be like somebody big with a million followers or something like that. There is micro influencers, local influencers like you said you know who are just based in Orange County that you might want to come to your place. And I was just going to go through a whole strategy for the audience and... going to have to call us for that one.


Sam: So I mean, maybe you are reaching out to an influencer or doing some research and finding someone that kind of makes sense to speak to their audience could help them mitigate some of the costs associated with developing a video. Are there any other ways that our audience, that our viewers and listeners can consider and think about maybe mitigating some of the costs that are associated with equipment or with location or anything around along those?


Sid: I mean if you're looking to generate content on a more regular basis which could be micro-content and that goes on stories. I mean technology has made camera equipment and that kind of stuff really accessible and cheap so it's a small investment and I think you could recycle and reuse it quite often so you can look into DSLR packages, lighting packages and have a basic level and then if you do want to go create a larger ad, go to the experts.


Mikhail: And for social- it's not ever to negate the importance or really a lot of the brilliance that goes into that type of work that you do. For me as a social media guy, all my stuff is done from my phone right? Like I bought a rig that has essentially a glorified selfie stick that holds everything was less than 100 bucks. That's cool too. Yeah. It has like everything like that. And if you do a series of videos which is like - ask Dr. Smith - and every week you're doing information on health and you're giving advice to your audience, things like that you can do very cheaply or that's a great way to start very early on. And then you can do it consistently over and over and over again. So it doesn't have to cost a lot of money. As long as you're putting it out again quality is subjective the speed at which you're putting out content is not interesting.


Sam: Yeah I mean ultimately you know this is a recurring theme on the production room, building value for your audience, trying to figure out a way to give them something that's going to help them. And in doing that you are able to position your company and your brand as an authority figure, as a leader, as a thought leader, as someone who can be trusted for a particular product or service. And I think that's really powerful and it's a great way, a great place to start is to do something simple like Tuesday night talks or every Thursday with Dr. Bob where you do a live question and answer and things like that where you can help people and really kind of position yourself as that authority figure.


Mikhail: Hey before we wrap up the episode and give the audience a little piece of advice?


Sam: Yeah they deserve it.


Mikhail: All right. So since we're talking about video, there's a really great hack to actually wrap everything all into one. So what I would first recommend if you're on a budget constraint and a time constraint is shoot a video on Facebook live. That way you're taking care of the social media aspect of that and you're getting great organic reach. You can actually download that video from a desktop or your phone when you're done with the Facebook Live promo onto your computer, when you get that, you can go to rev.com something like that that will transcribe the entire video for you. So now you have a written piece of content. Take that video and put it on YouTube and take that transcription and put it in the description of the YouTube video. And then take a screenshot of one of the shots that maybe had had a good look or a good smile and put that on Instagram. You just take care of Facebook, A blog, SEO, YouTube and Instagram from one piece of content that will take you 45 minutes.


Sam: That's incredible. Wow. That's awesome. You could do that two three four times a week every day. That's incredible. So basically what you're doing is you're taking an idea that you're sharing right. And and then you're developing that and repurposing it to many different content formats so that if someone is wanting to read something they're able to have that piece of content, if they want to watch something and if their live scrolling through Facebook, then that you have access to them right there if they're going through their Instagram feed. Boom. So you take one piece of content, a great idea that you have and then you're able to repurpose it and use it in a bunch of different channel for many different platforms.

It's incredible. Wow, guys. Great, great stuff. To our viewers and to our listeners- Thank you so much for joining us. We hope that you were able to really find a lot of value in this episode of The Production Room. We thank you for joining us.

This has been an episode of The Production Room brought to you by Replay The Collective Marketing Agency and until next time- don't stop growing Don't ever, ever, stop.