To Activate Video Content, Stop Treating It Like Broadcast

You see it again and again on corporate YouTube channels: a random smattering of videos, often with different tones and themes, none with any significant number of views. That’s usually because their channels function as a parking lot for whatever video content they have on hand. Hey, it’s free, what’s there to lose?

Opportunity for starters. As the world’s second largest search engine with a reported three billion searches per month, YouTube may be a ridiculously crowded platform, but it’s the premiere destination for anyone looking for video-based communication. And companies should be there because people are looking…

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But companies shouldn’t be there simply with recycled broadcast spots. Digital video works 180º differently than broadcast; instead of being intentionally general to reach 500,000 people, digital video narrowcasts to reach the right 5,000 people. The point is to target an ideal audience (or audiences), customize our story messages to engage them, and communicate as specifically and singularly as we can, hoping to earn their attention by speaking directly to their wants, needs, and interests.

Audiences are selfish.

If you grew up in the broadcast era, that’s a hard pill to swallow, but it’s definitely reality. The digital environment empowers everyone to select programming they want to watch and avoid whatever they don’t. As a result, we each create our own networks around our own interests. This doesn’t mean there’s no place for corporate messages, it simply means we must adapt them to fit the environment. The more we find ways to align our corporate wants and needs with the wants and needs of a specific audience, the more our messages resonate. And the more our audience will share that content with like-minded people across their own networks, expanding our ideal audience for us. Simply put, the more we embrace narrowcast, the more success we’ll have with our digital video content.

And the less likely we’ll be to have meager view counts on our YouTube channels.

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unsplash-logoFrank Okay

“Video Content: Why”: a Free e-Book(let)

That’s right, free. With no purchase.

Twenty-two pages of facts, links, and thinking on the many ways video has evolved from a selling platform to the preferred communications platform.

Our world has changed. Smart companies have commissioned research to learn exactly how so I’ve been reading what they shared, sifting through the hyperbole and exaggeration endemic to the blogging world, all to catalogue the best thinking on how to leverage online video.

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I want to share this thinking with anyone and everyone who may be interested. Download it, share it, use it however it may help; I simply ask that if you have feedback or input on how to make it better, share your thoughts. Our digital world is iterative which makes constant improvement a real possibility.

As I post this, we stand halfway between the end of Hanukkah and Christmas day; consider this my ecumenical Holiday gift to you. Read it in good health. And all the best for the New Year.

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PS: Find other downloadable links on this page.

Video: Evolving Beyond Selling

So yesterday, I was lucky enough to present for the West Michigan Content Strategy Meetup’s first-ever lunch and learn webinar.

Of course, being that it was ‘first ever’ and involved warring Apple and Google technology platforms, it was a bit of a car wreck; dropped signals, video blackouts, etc. But happily, like all things digital and video, you can fix it in post. So we did.

My thanks to my old friend Scott Smith and the charming and redoubtable Laura Bergells for making this a terrific experience, technical difficulties and all.

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Today’s Example of How Creativity Pays

Ad agencies struggle to convince clients to pay for creativity, mostly because we gave it away for years, trusting television’s healthy margins to more than cover the cost of development. And so we inadvertently devalued our industry’s one core asset that spans medium and format: the idea.

Which is why it’s so fun to hear the story of Max Lanman, who recently decided to help his girlfriend sell her car online. Actually, he used her old Honda to produce his idea of making a luxury car commercial around a junky car. Her vehicle was one of a whopping 382,298 Accords produced in 1996, but now, twenty one years and 141,000 miles later, her “Greenie” shows its age…

The thing is, this spot’s fun but not especially hilarious. A similar used car ad spoof featured on this blog back in May used outsized visual effects to far more hysterical effect. Yet the simple fact that Max took the time, made the effort, and did something delightfully unexpected in a tired, uninspiring venues made his work shine.

It also paid off handsomely. Kelley’s Blue Book values the Honda at just over $1400. After posting the spot on YouTube last Thursday, Max and his girlfriend listed the Accord on eBay for $500.

By the weekend, the bidding hit $150,000, and eBay took the listing down, understandably concerned about “illegitimate bidding.”

Now it’s back up and bidding currently hovers around $4300: almost ten times their initial asking price and well above the Blue Book value. All because of Max’s creative idea and approach.

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eBay also released this statement: “Mr. Lanman is a talented filmmaker and we’re pleased that the eBay platform brought us together. We’re hoping to work on some creative video projects with him in the future.

Wow. Nice work Max. Well played.

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Why Video Content? It’s Simple Neuroscience.

Seriously. Our brains process video imagery differently than text.

While researching this piece, a number of remarkable statistics popped up repeatedly. A particularly amazing one claimed we process visuals 600,000x faster than text. The problem is, like so many things on the internet, this claim wasn’t corroborated by any credible sources. Actually, they were compellingly argued against here. Oh well, live and Google. And Google again. Repeatedly.’

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Five Reasons Why Every Brand Should Be Using Video…Presented on Video

Okay, so it’s a wee bit longer than sixty seconds, but the points remain…

For anyone who prefers written lists, here they are:

  1. Four times as many people would rather watch a video about a product than read about it. Source: Animoto
  2. Viewers recall over 90% of a message after watching it on video, as opposed to 10% from reading text. Source: insivia
  3. Embedding video on landing pages can increase conversion by 80%. Source: Eyeview  (Self-imposed time constraints prevented me from sharing the other big number: video makes your site 53% more likely to show up on Google’s page one.)
  4. Visual content–particularly video–is forty times more likely to get shared.  Source: Buffer
  5. Marketers who use video grow revenue 49% faster than non-video users.  Source: Aberdeen Group

As you may have noticed, I’m particularly fond of number five. That’s basically a mic drop for video…

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Photo credit: Jakob Owens

Found Art, Found Music, Found Brand

Found art relies upon an artist utilizing the happenstance of available materials to create something visual.

I found this video last night by pure happenstance. It features artist Andrew Huang creating a musical celebration of jeans. With jeans. And aside from his fondness for thong underwear, it’s a rather enthralling piece.

Of course, in researching this video and then this artist, I discovered a brand: M Jeans, and it’s “dedicated to the taller man” 6′ 6″ founder Mark Seeger. He tells an interesting, long-tailed story about not being able to find jeans that fit his inseam which led to his founding of this long-legged brand of denim.

Which, as a lankier fellow myself, I just found and ordered. Thanks to found art. Of found music. Through found video content.

Sometimes, the interwebs just…work.

By Dennis Ryan, CCO, Olson