Tag Archive: video

  1. All Eyes on IGTV: What Your Brand Should Know About the Video Platform

    By now, your audience is used to scrolling through the Instagram feed and somewhat mindlessly tapping through Instagram stories but in June of 2018, the widely used platform began to roll out a new way for them to enjoy content from your brand: IGTV.

    Designed with your phone in mind, IGTV is a standalone app with native integrations in Instagram for watching long-form, verticle video (and as of this month, long-form horizontal video). With stories being mere seconds long and the upper limit on in-feed videos maxing out at one minute, IGTV enables you to share video content that is up to an hour long. As the app settles into its second year of existence, let’s take a look and how some high profile brands have successfully utilized the platform and answer the all-important question: 

     

    Should I be producing IGTV content? If yes, what does that look like? 

     

    When IGTV was launched many brands were slow to catch on. After all, this was yet another item for content creators to tack onto their punch list, and an expensive one at that. Long-form video content inherently comes with certain quality expectations. Couple that with the time associated with maintaining a consistent production schedule to keep your social audience engaged and you have a recipe for a budgetary nightmare. And add all that to the fact IGTV is a new platform without a proven track record of good ROI and, well…you get the picture. 

    As time went on, and as Instagram made improvements, such as the ability to showcase in-feed and Insta-story IGTV previews and included the addition of IGTV content in the discover tab, it became clear that this could become a worthy extension of a brand’s social content strategy – if the brand can commit to doing it right. 

     

    Who is Doing IGTV Right?

     

    One industry utilizing IGTV to its fullest is high fashion. Brands like Balmain, Givenchy, and Saint Laurent have long understood that, while the masses may not be able to afford their product, there is still value in being unattainably admired and desired by those same masses. They have utilized IGTV as a way to showcase everything from full runway shows, product highlights, design breakdowns, and exclusive behind-the-scenes moments. 

    Another industry fully taking advantage of IGTV is the beauty industry. With the makeup artist (MUA) obsession in full swing, IGTV has been yet another way to get tutorials and product reviews right in front of consumers. Brands like MAC and Sephora have no shortage of content to help aspiring beauty gurus learn how to create the perfect cut-crease and use the right foundation for their skin type.

     

    What to Take Away for Your Brand

     

    So what do these two industry examples tell you about how you should be utilizing IGTV? Give what the most loyal members of your audience what they crave: Valuable and exclusive insight into your brand and the products you offer. Showcase what you do best and remind your audience why they love you. IGTV is the perfect vehicle to do just that.

    Content for IGTV is less about gaining new audience members as it about reminding the most loyal why they follow you in the first place. If you can commit to producing high-quality and consistent video content, then there is no question that you should be producing that content for IGTV. As a new facet of the behemoth that is Instagram, there is only going up from here for brands who start early and commit.

  2. Six Powerful Video Content Marketing Ideas That Could Work for Your Business

    video content marketing

    A revolution was brewing. Marketers, much like businesses at the dawn of automation, were forced to sit and ponder the future now that this newfangled “World Wide Web” was poised to change everything. What would be its lasting impact? How would it affect how we market products and services? How would it affect how we buy goods? Fast forward to 2018 and digital marketing is no longer a brand new world but a well-charted and bustling land of opportunity.

    Though the internet revolution was surely a tide-turning event for marketing, the subsequent creation and proliferation of social media platforms was yet another major stepping stone. Facebook, Instagram, Snapchat and Twitter surely have
    their own specific quirks but all have seen a boon in the popularity of one type of post in particular–video.

    video content marketing

    According to Twitter, videos are more than six times as likely 1 to be retweeted than photos. Another report from 2017 2 indicates that videos are up more than 250% on Facebook. Additionally, Social Media Today reports that an estimated 80% of all internet traffic 3 will come from video in 2019 and 90% of customers say videos help make buying decisions.

    Video has quickly emerged as a vital tool for brand visibility, and numbers like those above only show that continuing for the foreseeable future.

    That being said, without experience in video production or a dedicated video crew at your disposal, it can be an intimidating venture into the unknown. It’s not like you can shove a camera in your staff’s faces and expect them to be ready for their closeup. However, with the right approach, anything is possible.

    One of the best aspects of video marketing is its versatility. We’ve collected six of the most powerful takes from our very own clients and friends to hopefully help act as a primer and inspire your own video content.

    Video Ideas to Inspire

    1. Tell a Story: From cave paintings to the ancient Mesopotamian Epic of Gilgamesh to the next Marvel blockbuster, storytelling has always transfixed us as a species. Leveraging this near-instinctual pull of storytelling, your brand should tell an intriguing story of accomplishment, especially if that story has heart.
    2. Share Common Questions and Answers: No one likes repeating themselves. Instead of having to answer the same common industry or brand questions, why not produce a Q&A-style series of videos that does the heavy lifting for you?
    3. Explain What You Do: Videos are a great way to get explanatory about the more complex aspects of your product or service. A video can help you avoid long, cumbersome and ultimately unengaging written content that may come off more like an instruction manual than a helpful review of what you do.
    4. Publish Your Presentations: If you have an upcoming speaking event or other educational presentation, consider recording it (and including your slides) in order to distribute at a later date. This ensures that your presentation isn’t just limited to the audience at the event, but possibly hundreds or thousands across the internet.
    5. Record Testimonials: Some of the most compelling content consists of third-party testimonials. Taking someone who is not officially affiliated with your company and allowing them to share kind words and good experiences can be powerful stuff.
    6. Introduce Your Brand: Introduce your company or unveil a company rebrand with a featurette that authentically shares your history and brand persona.

    I understand. Maybe you’re not the next Spielberg, Scorcese or Coppola, but that shouldn’t keep you from experimenting
    with video content for your business. Regardless of your method or message, remember that video content is memorable
    content and well-worth your consideration.

    So, whether you’re sharing engaging stories, helpful Q&As, authentic brand featurettes or more, videos can be a
    true game changer for your business.

     

    Works Cited:

    1. https://business.twitter.com/en/blog/5-data-driven-tips-for-scroll-stopping-video.html
    2. http://tubularinsights.com/sponsored-content-q2-2017-report/
    3. https://www.socialmediatoday.com/news/the-state-of-video-marketing-in-2018-infographic/518339/
  3. Screencasting gains momentum…

    Screencasting isn’t a new phenomenon. It’s been in use for several years, actually. Jon Udell of O’Reilly Media has a good rundown on the concept from a couple of years ago. But I seem to be seeing more and more of the application in use on Web sites as a quick way to show a user/audience how a software tool or a Web site works.
    Basically, the idea is to show a mirror image of a software concept or tool while the demonstrator narrates his/her actions. Check out this screencast demo from 37 Signals showing how one of their software tools works. It’s a great alternative to simply creating a laundry list of bullet points and calling it a ‘feature list.’ Both tools have their use, but I love the simplicity of the screencast application. I got a kick out of Josh Hallett’s screencast showing his frustration with finding information on a Web site. This example shows that screencasting isn’t just for software demonstrations. The concept can be used to communicate in a way that words and pictures alone can’t do.
    There are lots of tools available to produce screencasts. It’s worth considering when you have a communication objective that fits.