video marketing for retailers - video tips
TRANSCRIPT
VIDEO MARKETING & TIPS FOR MAKING
IT GREAT
FACTS ABOUT VIDEOS
Facts About Video
» Website visitors are 64% more likely to buy a product online after watching a video
» Video is most effective way to demonstrate a product and show its benefits
» Google displays a mix of search results, including videos. Less competition for videos means you have a better chance of being first
» Video is more likely to be shared
» Videos are more user friendly—it’s easier to watch something than to read something
Products Feature Videos
Showcase product and features.
Demonstrate how a product works, showing it in action and from all angles.
More effective than text description or static photos.
Keep them short and put them directly on product landing pages.
HOW TO:
Keep video simple and focused on the product. Show product from all angles, and include a CTA, such as link to product or website, at the end of the video and in the description. Place on landing page beside product.
PRODUCT VIDEOS
https://www.youtube.com/watch?v=cQpoIaV0XM8
Instructional videos
Instructional videos.
Teach or instruct customers about how to use a product, install something, etc.
Helpful, add value to your website, and build trust in your company as an expert.
HOW TO:
Walk customers step-by-step through the assembly process. Narrate clearly as you go. End with someone riding the skateboard so viewers can see it in action.
INSTRUTIONAL VIDEOS
https://www.youtube.com/watch?v=b8emH-PfZcE
Contests & user generated content
Have customers submit videos in a contest and ask other customers to judge which video is best. Winner gets a prize.
Increases engagement and generates user content you can repurpose later.
HOW TO:
Ask customers to film their best tricks on the skateboard, to post video reviews of skateboard, or to share unboxing videos. Reward the best video with a gift card.
USER GENERATED VIDEOS
4M Views
https://www.youtube.com/watch?v=vYyUb_MI7to
Unboxing Videos
Carefully removing a product from its packaging, showing each element to the camera. Very popular among consumers.
Great to include on new products, either filmed by staff or by customers. Great way to build hype for products that are coming soon or in high demand.
HOW TO:
Film staff member unboxing, show off extra goodies (stickers, freebies), highlight cool packaging and boxes.
UNBOXING VIDEOS
https://www.youtube.com/watch?v=1zLsXgDnqEk
Torture Tests
If a product is described as durable, try to destroy it on camera.
HOW TO:
Try to destroy it in increasingly dramatic ways. Stomp it, drop it off a building, drive over it with a car, etc.
TORTURE VIDEOS
https://www.youtube.com/watch?v=Pe9_X3CdYzw
Interactive Videos on the Rise
Videos that include embedded forms, questionnaires, surveys, and choose-you-own adventure style to boost engagement and convert more sales.
More engaging, and people spend more time watching them.
HOW TO:
Show different styles or products in a series and ask viewers to vote on which one they like best.
INTERACTIVE VIDEOS
https://www.youtube.com/watch?v=MfPwaa8NGYs
Live Video on the Rise
No editing required! Use Facebook Live, Periscope or Snapchat to air live videos.
Great for events, special promotions, or product debuts. More engaging, and people spend more time watching them.
HOW TO:
Broadcast your staff filling orders, show off the new skateboard, ask viewers to comment on new boards or ask question and answer them in real time.
LIVE VIDEOS
https://www.youtube.com/watch?v=2OqhE3L37l8
LIVE VIDEOS
Brand Video
Lifestyle brand culture, great for brand awareness.
HOW TO:
If a retailer, film your store, behind-the-scenes footage, staff and customers. Include info about the store and what makes you unique. Get people excited about shopping there. Interview owner of store and talk about mission and goals. Similar to a long form commercial or mini-documentary.
BRAND VIDEOS
https://www.youtube.com/watch?v=8tYkUsOxl_I&feature=youtu.be
LIVE VIDEOS
https://www.youtube.com/watch?v=7lVBURtlNG0
Video Blogs
Short that are filmed & posted regularly and are focused on one topic—similar to written blog posts
HOW TO:
Film a video of staff or community members using skateboard in a variety of places. Create short snippets from longer videos and post them as stand-alone entries. Keeps content fresh, multi-media, and bite-sized.
BLOGS VIDEOS
https://www.youtube.com/watch?v=1t1aFGSYsio
Webisodes, or Web Series
Viewers keep tuning in for the next episode.
Tells a story about a lifestyle that encompasses brand or products.
HOW TO:
Create an ongoing story and film it in installments. Ideas could include someone learning to skateboard or learning a new trick, or a road trip to visit different skate parks.
WEBISODES VIDEOS
https://www.youtube.com/watch?v=9P5KL6uYE1Q&list=PLnuf8iyXggLGUVFr60wJ3g_xl0_R3CFtj
SHOOTING A GREAT VIDEO NINE VIDEO TIPS!
Tip 1
Optimal video length?
It Depends. Shorter videos produce more engaged audiences overall.
Tutorials/demos 45-90 secondsCommercials 15-59 secondsCrowdfunding videos 2.5 minutes Testimonials 60-119 seconds
Tip 2
Command attention from the start.
Attention declines rapidly the longer the video length. Grab their attention from the start and keep the conversation fast paced to hold interest.
Tip 3
Video location is key.
Where you record your video can effect your audience’s interest. Don’t record in empty rooms where echoing occurs. Stay away from backlight or window background that make your appearance look dark and unclear.
Tip 4
Show people not just products.
Product explanations are important, but don’t always make the most compelling stories. Personal video recordings from the owner of the company, staff members and customers puts a human face to your company.
Tip 5
Never Fade to Black.
Don’t end your video with a blank screen. Provide a call to action pointing to another related video or contact information to learn more. Unless it’s Metallica.
Tip 6
Optimize video titles uniquely per platform.
Make video titles descriptive, straightforward, and using relevant keywords to strengthen SEO (i.e. LinkedIn) versus making titles enticing, fun, and viral (i.e. YouTube).
Tip 7
Promote on relevant platforms.
Twitter: Include shortened URL to video and and encourage employees to share on personal accounts.
Facebook: Upload video and encourage employees to share on personal accounts.
LinkedIn: Include link in post and encourage employees to share on personal accounts.
Blog: Embed video into blog and respond to any comments.
Tip 8
Look into advertising opportunities, especially Facebook.
Facebook newsfeed algorithm places enormous amount of weight on videos. Uploading a video and promoting it allows you target an audience that is most relevant and profitable to you. This includes gender, age, geographic location, interests, and behaviors.
Tip 9
Analyze your audience
Don’t settle for empty metrics such as number of views. Pay attention to who is watching your videos. Look at gender, age range and where views are coming from. Check duration of views, repeat views and drop-off rates.
