Video Marketing: You need It. Here’s Where to Start PT.1
Welcome to the 4 Part Video Marketing Series
We’ll start with platforms for posting videos. Where and how you want to post determines what equipment and resources you’ll need. If a simple vlog on YouTube is what you seek a solid phone with a lavalier mic is fine. For crowdfunding videos higher quality productions is required. Business promotion is still a higher tier.
In Part II I’ll talk about the equipment I use and offer you the benefit of my endless research. In Part III, we’ll look at Editing software. In Part IV we’ll dive into copyrights.
Video marketing begins with watching videos. It’s easy enough. You’ve already been doing it in the bathroom, on the bus, on your phone, tablet and computer. It’s crept into your Facebook and Twitter feed. Even Instagram is in motion. Your smart TV has a YouTube app. Without realizing it, you’ve become a major consumer of video marketing.
Our brains are evolved to track motion, lights and identify faces. It’s reflex, we can’t help it. Our monkey brains may get us to click or turn up the volume but you’ve got to entertain the cerebral cortex if you’re going to keep viewers or get them to share.
I’ve had fantastic experiences with Vine, the 8 second social media video platform. Twitter bought it and announced it was killing it. It’s still live but all those astonishingly talented wunderkinds making great art are moving away. Here are some video platforms to post to social directly or to host your videos for sharing across platforms.
Options for low maintenance video for social media platforms:
Persicope– Live video streaming on Twitter. This platform is gaining popularity for low maintenance vlogging for consultants. I’m not impressed with the grainy, poorly or non scripted videos appearing in my feed. Frankly, it’s like showing up to a date in sweatpants. Put in a little effort. Periscope has potential. I’m not watching it at this time and I will take literally ANY excuse to watch a video online.
Facebook Native– I see lots of front lit, tight headshots of self-promoters gesticulating wildly to overcome scrolling, muted videos. I’ve yet to click on a single one. Better resolutions than Periscope. Facebook’s main failing as a marketing platform for me: Users aren’t in a purchasing mindset. If you’re doing video on Facebook edutainment or entertainment are the keys. Don’t sell me, Tell me. Show me a great story with lush visuals, voice over and solid script. Good for big brands but not so much for independents, like me.
Instagram– I’ve officially just seen my 500th shot of snow in Portland. Limited from 3-60 second long, you can do A LOT on Instagram. Most broadcast commercials are 15-30 seconds. Instagram is engagement gold. If you’re looking for validation for your social media efforts, you’ll get it here. Make it fun, fast, apply filters and speak DIRECTLY to your audience. Literally, like you’re talking to a friend.
YouTube- Owned by Google, it has become a verb & noun: YouTubing (to post a video on YouTube) & YouTuber (A person posting on YouTube). If you have a Gmail account, you have a YouTube account. It has the disadvantage of ads you cannot control, including those from your competitors or products you may not want to be associated with. The advantages: Heavy Google favor for SEO for video titles and keywords plus a built in audience.
Vimeo- Exceptional quality HD & 4K video with no ads (for Plus plans for better). If you’re a true professional, this can be a fantastic platform, with player customization and loads of features for a reasonable price. This is a personal favorite as a web developer and social media manager. Great embedding and sharing options using HTML5. If you want to build a portfolio, this is a great place to base it. Though, I haven’t hosted with them, it’s a very cost effective method, without the expense of a developer or complications of managing hosting, a serious ordeal I’m paid good money to endure. One of the biggest advantages: maintaining the copyrights and full control of your productions.