Video Campaign Marketing – a marketing medium

Video Campaign Marketing – a marketing medium DIRECT QUOTES from source: Google Digital Garage, 2018 Other source: is specified at the bottom of a slide Prepared by: Celeste Ng, 2018

Video and marketing Source: Celeste Ng, 2018

Topic 4: Make the most of video – (3) Creating video content within your budget Topic 4: Make the most of video – (3) Creating video content within your budget -1 • Videos can be entertaining, educational, informative and everything in between • Let’s say you are a food blogger and you want to add video to your site. You’d like to use it to • Showcase your culinary tastes and talents • Increase your subscriber base Thus, • In one video, you’ll do a cooking demonstration • In a second video, you’ll tour the kitchen of a popular local chef • In a third, you’ll stage a recipe contest

Topic 4: Make the most of video – (3) Creating video content within your budget Topic 4: Make the most of video – (3) Creating video content within your budget -2 • To outline the content for each video, use storyboards. • Storyboards are visual plans of your story— • Showing what will happen scene-by-scene, including action and dialogue. • Once you’ve got the content of your video planned out, it’s time to think about production. • Producing video on a budget means being creative with your resources. • Not too long ago, you would have had to • hire a crew, • rent a studio, and • pay a small fortune for equipment before you even began shooting the video.

Topic 4: Make the most of video – (3) Creating video content within your budget Topic 4: Make the most of video – (3) Creating video content within your budget -3 • Now, all you need to produce a video is • Your mobile or laptop’s built-in webcam—or a high-def video camera if you or a friend of yours have one—and • Basic video editing software (some computer operating systems include that for free). • You can save time and money on finding props, actors, and locationsby asking yourself a few questions: • Can you find props at home, among friends, or in thrift stores? • Do you or someone else you know secretly long to be in front of a camera? • Can you use your home, office, or recreational areas as a video location?

Topic 4: Make the most of video – (3) Creating video content within your budget Topic 4: Make the most of video – (3) Creating video content within your budget -4 • A steady camera, plus good lighting and sound can make all the difference. • Any high-def camera will do—whether on your mobile or an inexpensive digital camera—as long as you keep it steady with a tripod or other stabilizer. • Consider using an external microphone for high-quality audio. • Make sure the room is well lit. • When it comes time to edit your footage, you can find online tutorials to guide you. A variety of video editing tools—such as • iMovie, Windows Movie Maker, or YouTube Video Editor —can help you edit and combine videos, build smooth transitions, and even add music

Topic 4: Make the most of video – (3) Creating video content within your budget Topic 4: Make the most of video – (3) Creating video content within your budget -6 • The right order for creating video contents

Topic 4: Make the most of video – (4) Sharing and promoting your videos Topic 4: Make the most of video – (4) Sharing and promoting your videos -1 • Let’s say you are a food blogger, and you’ve filmed a suite of cooking demos. • (1) A first step would be to upload your videos to popular video sharing sites, like YouTube or Vimeo. • (2) Be sure to use accurate titles, relevant keywords, and detailed descriptions of each video’s content. Not only will this help viewers know what to expect, but it can help your videos appear in search results. • (3) Include calls to action to encourage your audience to take the next step. For example, ask viewers to share the video, visit your website, subscribe to your email newsletter or write a comment. • (4) The next place to post videos is your own website. You could place your videos on pages that correspond to a certain type of cuisine or cooking technique.

Topic 4: Make the most of video – (4) Sharing and promoting your videos Topic 4: Make the most of video – (4) Sharing and promoting your videos -3 • Sharing video through email marketing and social media is another effective way to engage and grow your audience. • some popular email programs don’t support video playback, … rather than embed video directly into an email … insert a still shot of your video that links to a page on your site page where the video can be viewed • social media sites like Facebook, Google + or Twitter, post videos that people might want to share with friends, family and followers, such as interesting cooking tips or interviews with celebrity chefs • Another way to share videos? Use hashtags. Adding hashtags to your posts can improve your visibility on certain social sites. • To sum up, to distributing and promoting your video content : • First, uploading videos to your website and popular video sharing sites • Second, spread the word by sharing links through email and social media

Topic 4: Make the most of video – (5) Advertising on video sharing sites Topic 4: Make the most of video – (5) Advertising on video sharing sites -1 • The various ways you can take advantage of the boom in video sharing to advertise your business: • The first step is to define your target audience and identify the types of content they will be most likely to view. • Start by looking for video channels featuring content that matches the interests of your readers - YouTube can be a great place to start. • These channels have the audience you want to reach, and advertisements on these videos can introduce new people to your food blog. • Think about some ways you can peak the interest of cooking video enthusiasts. Do you have similar types of recipes and tips? Do you have your own interviews with celebrity chefs?

Topic 4: Make the most of video – (5) Advertising on video sharing sites Topic 4: Make the most of video – (5) Advertising on video sharing sites -2 Google’s Ad Gallery • The second step is once you have some ideas of your audience’s interests, you can use the Google Ads program to advertise on YouTube. • You don’t need videos of your own to advertise on these sites - you can use images and text instead. • There are even free tools, like Google’s Ad Gallery, that will help you create professional-looking banners • Let’s say you’ve decided to advertise on YouTube. Once you have your ad ready to go, • use an Google Ads account to run your campaign. • Within Google Ads, choose the category of people you want to reach on YouTube • When your target audience is watching videos on YouTube, your ad will then appear next to the video, or even within the video itself, depending on the type of ad you choose.

Topic 4: Make the most of video – (6) Measuring video performance Topic 4: Make the most of video – (6) Measuring video performance -1 • One of the great features about marketing with online video is that you can measure your results. Whether you’re • creating videos for your own website, • sharing them on social media, or • advertising on popular video sites • Video analytics reveal a lot about the people who watch your videos, like their • age, gender and location • If you have videos in different places—such as your website, Facebook page, and YouTube channel—analytics on each site will show you where people are watching your videos the most.

Topic 4: Make the most of video – (6) Measuring video performance Topic 4: Make the most of video – (6) Measuring video performance -2 • Video analytics reveal a lot about the people who watch your videos, like their (continued …) • If most of your audience watches your videos on YouTube, focus on uploading more fresh content to that site. • You can also see what day and time people are most likely to watch your videos. If most people watch on weekends, then consider uploading fresh content on Friday nights. • Can find out if people watch your videos start to finish. The length of your video may depend on the content.

Topic 4: Make the most of video – (6) Measuring video performance Topic 4: Make the most of video – (6) Measuring video performance -3 • Best practice: • Consider updating your preview images, video titles or descriptions so that people have a better idea of what they’re about to watch. • Also look at the average length of video viewed. If most people spend only a minute watching your demos, try creating videos that are 60 seconds or less. • Other common indicators of your videos’ performance are: likes, dislikes, comments and shares. • Use analytics to learn • who is watching your videos, • identify what they like and don’t like, and • find opportunities to engage new audiences. • What you learn can help you when creating your next video.

Topic 4: Make the most of video Additional material • Additional reading • Think with Google: 3 ways to build stories with short-form video ads • YouTube Help Cente • Video advertising with AdWords • iMovie Support • Additional tools • YouTube • Studiobinder Storyboard Templates • Apple iMovie • Facebook Live • Magisto • Adobe Spark

Video Campaign Marketing – a marketing medium