Two sessions at the 2015 KahenaCon Inbound Marketing Conference addressed videos, why they are taking center stage and how to take advantage of their (seemingly never-ending) popularity. Phil Nottingham, of Distilled, discussed strategy for video in his keynote, and Glide’s Sarah Snow gave some in-depth insights about how to create meaningful video content – and why you would want to.
Strategy Starts with the Platform
Nottingham noted that each social platform has its own audience and its own purposes. He stressed the importance of strategizing based on platform rather than content. This allows you to create videos that best connect to each platform’s specific audience. However, it’s also important to keep in mind that the videos need to be able to stand on their own, in terms of both content and creativity.
What are some key differences between the platforms?
- YouTube is like a library, with the dual purposes of education and entertainment. Don’t expect purchasing to happen directly from YouTube, but absolutely make it easy to click to more of your content using annotations or cards. Unless your audience is specifically curated, Nottingham believes every business should have a YouTube channel, even though you cannot share non-YouTube videos on this platform.
- Facebook is also a platform that educates and entertains, but with greater possibilities of conversion. Now that there is autoplay in Facebook, your video should begin without preamble and be compelling even without sound, though you can consider closed captioning. Phil noted how silent movies can have a lot to teach us about attracting viewers without sound andpointed out that marketers should put branding at the end, for people who have watched the entire thing. Every business should also have a Facebook page.
- Vine and Instagram are fun for experimentation within their severe time limits (six and 15 seconds, respectively).
- Monitor what’s happening with Meerkat and Periscope, but these platforms are still too new to compare with YouTube and Facebook.
How to be Successful
Both Nottingham and Snow offered ideas on how to create meaningful, shareable content — on any budget — with tips about lighting, sound, wardrobe and editing. YouTube tutorials are a great resource when it comes to learning the ropes of video production.
Snow stressed that video actually allows for the combination of text, audio and images in a single package and invites the audience to be part of the brand. This isn’t the first we’ve heard of this idea: Joanna Lord, in her 2014 KahenaCon keynote, addressed the idea of customers becoming brands’ advocates and ambassadors, amplifying messaging much further than original reach.
Snow advised writing scripts, filming “b-roll” (for extra footage beyond the main subject), being emotionally connected to and interested in the video topics, and ending each video with a call to action.
How to Measure Video Campaign Success
Nottingham emphasized that a video marketing campaign has to make sense to the target audience. Contextually broad or specific videos are fine, but each have their own purpose, their own audience, and – presumably – a “best case” platform. He broke down OKRs into abstract (objectives) and concrete (key results) and pushed for an “engaged action rate” as a better metric than impressions.
His engaged action rate?
(Shares + Visits + Comments + Subscriptions) / Views
Where Are You Headed?
As we reported, Facebook video is growing wildly, and this compelling, active and engaging medium is here to stay. Are you already using video? Are you ready to jump in? Tell us about your experiences!