There’s a major problem with advertising on YouTube and Facebook, as this recent thread on Reddit indicates. The problem is, we hate it.
But despite this, marketers continue to spend more and more money on advertising.
And increasingly, they spend it on short-form mobile video formats.
The reason why we continue to move our marketing dollars in this direction is simple — digital advertising offers the most scalable and direct way available to reach consumers online.
So as marketers, we’re presented with a challenge: How do we benefit from the reach provided by digital advertising without irritating our potential customers?
Maximize the reach of your brand message while annoying the fewest people
Most businesses respond to this challenge by trying to create something compelling and entertaining enough that users won’t mind watching, despite the fact that it’s content they didn’t ask for. This generally works, and when it does (as seen in the example below from Nike) it really works.
But, of course, there is a catch. This bar for this type of creative campaign is insanely high. So high, in fact, that it doesn’t even work consistently for Nike. When something is risky and unreliable for the masters of the craft, the biggest brands in the world with incredibly deep pockets, how are aspiring brands supposed to compete?
The answer is, they don’t. Typically a small business, without the resources to hire a top creative agency will go to market with a relatively generic and uninspiring bit of creative that attempts to capture their brand message in 15–30 seconds, such as our attempt, below:
A huge amount of money is then typically spent to paper-over the cracks of poor creative — increasing vanity metrics in order to give the outward appearance of success, despite lacking any concrete evidence that the campaign increased purchasing intent or improved the perception of a brand.
The web is littered with attempts by businesses both small and large to replicate the success of the best Superbowl ads, spending billions of dollars trying to become part of the 0.001% of videos that go viral. Ads that no one remembers and that probably irritated more people than they inspired.
The reason why this approach tends not to work is quite simple — people just don’t like being interrupted with things they haven’t asked for. Whether it’s telesales calls, canvassers, or email spam, it’s always unwelcome unless it happens to provide the exact thing we were looking for at that moment in time.
So, what if, with advertising, we give people what they are looking for anyway?
Trailers are called “trailers” because they were originally played as post-roll bits of film after the movie had concluded, but were eventually moved to pre-roll in order to ensure people actually watched them rather than leaving the movie theatre.
Because people were forced to watch them, and because the product they were selling was further experiences at the Movie Theater, these short segments fast developed into “best of” compilations. From there (and to avoid spoiling all the plot points and removing the incentive to watch the movie in full) they became stylistic expositions aimed at intriguing and entertaining audiences without giving everything away.
Critically, the trailers themselves developed into a format that was both an advertisement and entertainment in its own right. When you head to the movies, it’s always enjoyable to sit through a bunch of trailers for upcoming releases, regardless of the quality of the film in question.
Today, we are watching more and more video content than ever, and often in quick succession. In this current golden age of TV, our major challenge is not having good things to watch, but actually navigating through the morass of amazing things available to decide what to invest our time in.
Social media advertising has become an amazing tool for solving this problem, as media companies have discovered. Take, for example, the latest season of The Good Place.
For each new episode, dozens of trailers spanning various different lengths, formats, and styles are created to market each episode. The trailers are optimized for the platforms they’re distributed on, with the primary call to action being “watch the full episode.”
Then, as part of the press for the season, cast members do interviews on all the major TV networks, and this content is then cut up and turned into other clips which perform the same function.
This process is then repeated for every episode in the season, and, before long, there are hundreds and hundreds of assets being used to advertise the full content experience, which is hosted on an owned platform.
This strategy works incredibly well. Why? Because it’s serving the user’s need for distraction, information, and entertainment. Short, fun clips from a TV show perfectly match the kind of distraction we’re looking for on social media, all while giving us recommendations for what to watch next.
“Short, fun clips from a TV show perfectly match the kind of distraction we’re looking for on social media, all while giving us recommendations for what to watch next.”
The reason why this practice has emerged for media companies is obvious; their content is their product. And the reason why these ads work for consumers is equally obvious; social media is a destination users go to find and consume content.
Most marketers, however, are currently stuck trying to market their products like they would media content. This has led to a strange paradigm where marketers adapt their products to connect with an existing trend or meme in order to gain attraction on social media. Take, for example, Glenlivet’s recent Whisky Tide Pods:
This is obviously a PR gimmick. Pernod Ricard is not really making this product available for mass retail, but it is effective marketing. It’s nonetheless slightly strange (and perhaps perverse) that a company with the history and product quality of Glenlivet needs to try and connect its product to a bizarre meme from 2018 in order to get attention on social media.
Perhaps, instead, the more reliable answer to the marketing challenges of 2019 is to give the people what they actually want through advertising. In other words, samples of content they might really love.
This approach, of course, necessitates creating binge-worthy content of your own, but as Wistia’s CEO and co-founder argues here, investment in long-form, creative media is the next investment every business should be making in order to grow their brands.
The marketing world’s perspective on advertising delivery hasn’t evolved since the early days of TV advertising. Back then, the goal was to get your ad in front of as many people as possible, as this was the only real factor that determined whether more consumers would be aware of your product, and at that time, awareness was the key factor in determining purchasing intent.
Media companies, however, see things differently. Show producers at NBC aren’t bothered by how many people watch the promotional assets for The Good Place. What they do care about is the number of people watching the show itself. And watching the show itself is the first step towards wanting to watch more of the show, which is the first step towards becoming a monetizable viewer (through ads or subscriptions) for the company.
“Show producers at NBC aren’t bothered by how many people watch the promotional assets for The Good Place. What they do care about is the number of people watching the show itself.”
The goal of advertising for media companies, therefore, is not simply “reach,” quantified in terms of impressions, but rather the acquisition of viewers on a video-on-demand streaming platform or via traditional broadcast TV.
And this is a much more sophisticated goal. One user watching 10 hours of content, perhaps giving you their email address in the process, is worth far more to your business than a passing interaction with 10,000 viewers.
But optimizing for this requires abandoning an entrenched, hundred-year-old perspective that it’s a marketer’s job to deliver content to an audience. Rather, marketers today ought to replicate the approach of media companies by directing the audience to the content.
Marketing like a media company, or using advertising to distribute trailers for a bigger content experience, is a far more effective use of media spend than straight-forward brand advertising.
At Wistia, we’ve shifted our entire paid media strategy towards marketing like a media company, and it’s really paying off. On YouTube, this brand ad from 2018 (which we’re really proud of), cost us about $0.05 per view and $45 per email sign-up.
And this year, with the trailer for our original series, Brandwagon, views are costing a similar amount, but we’ve been able to acquire new email addresses in our CRM system for less than $1 apiece.
For wider context, two years ago, we were paying an average of $2 per click from paid media to acquire new visitors.
Why such a dramatic difference? It’s actually fairly intuitive and simple — one has a compelling value proposition for users on YouTube (“Check out this video series relevant to your interests!”), and the other does not (“Check out a new product that you haven’t heard of before!”).
Critical to the idea of marketing like a media company is the role of the “owned platform.” Note that NBC does not publish full episodes of The Good Place on YouTube. Doing so would:
- Provide a sub-optimal viewing experience for show fans, where binge-watching is hampered by mid-roll ads and related videos.
- Prevent them from bringing users into their CRM & ecosystem, giving all control of their audience to Google/YouTube
- Invalidate the purpose of the ads and trailers, since users don’t need to take further action to receive the content.
And the same should be true for businesses adopting this strategy. An owned platform gives you control over the viewing experience, control over your data, and control over your audience.
When the goal is audience acquisition, rather than content distribution, audiences should be driven to a platform where the trade is mutually beneficial. The viewer and the content provider are left in a more favorable position, not just the viewer and the social media giant.
How to Use Social Media to Promote Your Podcast
Podcasts have become one of the most popular ways to consume content. Most folks have a favorite show and would eagerly seize any opportunity to tell you why they love it and why you should listen, too. So it’s no surprise that brands have started creating podcasts of their own to help build their audience and foster brand affinity. Just take a look at our friends over at HubSpot and Privy who have both launched branded shows; you could spend days with their content and still not get enough.
But once you’ve created an awesome podcast for your business, how do you make sure people “see” it? Spoiler alert: you’re going to want to use social media.
The internet is chock-full of things to read, watch, and listen to — so, it’s important for you to find your own corner, or niche as we like to call it, no matter how big or small and promote your content there.
Now, without further adieu, let’s dig into all the ways social media can help promote your brand’s podcast.
Each social media platform has its own unique marketing features. Facebook started the trend with event pages and groups, but now there’s something to use on almost every platform that can help get your podcast content in front of more people.
Here are some free features to consider when promoting your podcast on social media.
If you’re going to be promoting your podcast on social media, we suggest using video as your primary medium. Over 500 million people watch video on Facebook every day. That’s a lot of viewers! With that, the average engagement rate for videos on Facebook is 6.13%. It might sound like a low percentage, but when you’re working with an audience of 500 million, 6% still presents some pretty good odds of someone engaging with your content.
So with this in mind, create video content to promote your podcast. Instead of just posting an audio clip, film the recording sessions and use a video clip of you in the studio. Or, try a Headliner-style graphic (we chatted about this one earlier) to immediately stand out on the feed.
Facebook is also a great platform to re-purpose the unique content you already made for promotion. The blooper reel or funny edit you made can be showcased here. Upload the video with a funny caption and pin the post to the top of your timeline. That way anytime someone comes to your page they’re greeted with a laugh and a reason to stay for more.
“Create video content to promote your podcast. Instead of just posting an audio clip, film the recording sessions and use a video clip of you in the studio.”
Speaking of pinning posts, there’s the option to pin a tweet on Twitter. Pinning a tweet automatically glues that post to the top of your feed so that it’s the first thing someone sees when they get to your profile. And it really does help boost engagement! After an experiment Buffer ran, they found that pinned tweets lead to 10x more conversions.
But not all pinned tweets are created equal. That same study showed that the best pinned tweets are the ones with high engagement and a strong call to action.
To get more eyes on your podcast, choose a tweet about your most played episode or the tweet that announced the series. If it’s what people are going to be seeing the most, you want to make sure you’re putting your best tweet forward.
Go live on LinkedIn! Several other platforms, including Facebook, Twitter, and Instagram, have experimented with and launched “live” features over the years. While the “newness” has somewhat worn off on other platforms, LinkedIn Live is still fairly underutilized and a great way to capture attention and grow your professional audience.
When you go live, LinkedIn automatically notifies everyone who likes your business page. Host a live recording of an episode or hold a live event to announce the debut of your podcast. It might seem out of the box, but when it comes to promoting your podcast, why not make the biggest splash you can? You already have a great audience and the more you engage with them, the more chances they have to build their affinity for you.
And of course, don’t forget those in-app notifications that we touched on earlier! These alert your teammates about new page posts, making it easy for them to share with their connections and amplify your reach.
When promoting your podcast on Instagram, use Instagram Stories. There are a lot of built-in tools that will keep your audience engaged.
One feature that is particularly helpful for generating buzz is the countdown sticker. When promoting a new episode, make a story a few days before it drops and add the countdown sticker. Your followers will then be able to tap on the countdown, set a reminder for when it finishes, and get a notification when your new episode is released. We did this for our series Brandwagon.
The cool thing about this feature is that you can see how many folks tapped your countdown and set a reminder, giving you more insight into how effective your social efforts are.
Other Instagram tips include adding a link to your podcast channel in your bio, showcasing video or audio clips as posts to entice listeners, and promoting show content with a dedicated hashtag, like we did for our Change the Channel event #WatchCTC.
For the record, hashtags are effective on all social media platforms — but their level of effectiveness changes frequently. To stay up to date on which ones work best, regularly google the top-performing hashtags for your industry. That way you always stay on top of the algorithm!
7 Wistia Integrations to Boost Your Video Marketing Efforts
In today’s digitally integrated world, it’s critical that all of the tools you use work well together. That’s why we’re excited to share some of our favorite Wistia integrations!
Did you know? Wistia integrates with more than 35 unique partners in the marketing space. Each of these integrations has something valuable to offer and can help marketers connect the digital dots by collaborating seamlessly during the video production process, unlocking actionable information from your videos, saving precious time with automation, and more!
Check out these super handy integrations and start connecting your MarTech tools today.
What makes a lead “good”? And when is the right time to move a prospect from a lead to a marketing qualified lead to a sales qualified lead?
While there’s no cut and dry answer, migrating all of your marketing touch points into a single source of truth can help connect the dots. This is why linking Wistia to your marketing automation platform of choice is a great way to close the loop on engagement and nurture data as it relates to your video content.
“We use Uberflip for our video forms since it is already integrated with our other reporting tools, then we get the added benefit of the branded experience with Wistia.”
BJ Dodenbier, Digital Marketing Specialist @ Workfront
Wistia’s marketing automation integrations can help you capture leads directly from your video assets, score leads based on video engagement, automate marketing communications based on behaviors, and assign leads when a prospect meets certain criteria. It’s pretty nifty.
Featured Partner: HubSpot
Hungry for more? Learn more about the power of pairing video with marketing automation, and check out our complete list of marketing automation partners.
Great video production and great video hosting go together like peanut butter and chocolate; they’re just so much better together.
While you might have a dedicated internal or external team on the video production front, there are also simple solutions available to do the heavy lifting for you — particularly for short, catchy videos for social media and marketing communications.
A recent Neilsen report found that the average U.S. adult spends more than 6 hours per day consuming digital content, so it’s no surprise that the demand for tools that simplify this process has increased significantly.
By pairing your video production tools with Wistia, you’ll save loads of time downloading and uploading videos across your various platforms. Create content with ScreenFlow, get feedback with Wipster, optimize assets for social media with Wave.video, and then share it with the world all from your Wistia account.
Check out our complete list of video production partners to get started.
Data is at the heart of any good marketing campaign, and video data is just as important as data from any other channel. In fact, video is one of the most trackable content mediums.
Don’t make the mistake of siloing data across different platforms. Paint a complete picture of website engagement and campaign performance by integrating Wistia with one of our analytics partners. This will allow you to integrate playback data with events tracking, website goals, conversion tracking, and so much more.
“Medialytics has not only made our video analytics more digestible, but the in-depth breakdown by date ranges, location, and device truly helps narrow down our target audience and engagement. Wistia, YouTube, and Facebook have definitely found their perfect companion in Medialytics.”
Adam Lessell, Multimedia Coordinator at Valir Health
Dig into the data — check out our complete suite of analytics integrations.
Ready to see your click-through rates soar? Send your lists engaging and hyper-targeted emails featuring stunning videos with just a few simple clicks.
We actually tested this and consistently noted an increased click-through rate when an email featured a video thumbnail. One email saw a 40% increase in clicks!
Not only does Wistia allow you to easily add video to your email content, you can also track and optimize engagement based on individual viewer data. Neat!
“When we A/B tested a video thumbnail image versus a stock image, the video thumbnail consistently outperformed the stock image. One email even saw a 40% increase in clicks!”
See a complete list of our email marketing partners.
Nothing captures the attention of a sales lead and builds trust quite like video. No — really! We tested this too and found that sales outreach emails that included video had a significantly higher click-through rate — 42% versus just 10% with no video. Wowza!
With Wistia you can include video in the tools you’re already using to build and convert your pipeline. This could be you:
Send a recording through live-chat platforms like Intercom, or include video in your more formal pitches and proposals with just a few clicks.
Build trust and close more deals with these savvy sales integrations.
The early bird gets the worm but the second mouse gets the cheese. Sometimes, working smarter, not harder, is the best approach — and Wistia makes it easy to get more done with our productivity app integrations.
Use the Chrome integration to drop videos into your emails and web chats, or include videos in Trello cards to keep track of all your creative projects. And tools like Zapier enable you to connect Wistia to a host of other tools, and expand video across your entire tech-stack.
“We use a Zap that integrates Wistia and Gmail for getting emails with leads information in real time, so we respond to the possible client in minutes.”
Oscar Granadino, co-founder of Qwantec
Be the mouse, not the bird, with these productivity integrations.
Video works hard for your business, and tools that make your strategy and processes easier and more informed can help your videos go that much farther. We’re proud to be adding on integrations that will help our customers succeed with video. Get started for free today!
Top 10 Most Common Video Mistakes to Avoid
All too often, marketers and creatives end up making videos for their businesses that don’t engage their audience or make them want to know more about their brand.
You might be wondering, how does this happen? We’ll be honest with you, there’s no magic trick or marketing hack for making a successful brand video. But, we can tell you some common mistakes people make when producing videos for their company to help steer you in the right direction.
Read on to learn more about the video creation blunders you should avoid and how you can build up your creative muscle to start making better videos for your business.
Before you start producing your marketing videos, it’s important to get in the right frame of mind. What are the goals of the video? Where is the video going to be used? What is the best type of video to communicate your message? These are all important things to consider before pressing play. Here are a few mistakes to avoid in the video planning and pre-production proess.
1. Not using a script — planning makes perfect
One of the most common video mistakes we see is marketers and producers not using a formal script. Don’t let the thought of writing a professional video script scare you — simply putting pen to paper (er, fingers to keyboard) is a great way to organize your thoughts and form a cohesive story. Be sure to show your script to other team members and to read it out loud before filming. You’d be surprised at how unnatural some written words or phrases can sound versus a more casual and conversational tone.
2. Setting the wrong tone — align with your brand
Knowing your brand values and the product or service you’re showcasing is extremely important for coming up with the concept for your video. From wardrobes and background music to scripting and lighting, these elements can all impact how your audience will feel after watching your content.
For example, if your product is a fun social app, make sure your video matches the fun and social aspect of your brand. You wouldn’t want to mistakenly use a somber tone and solitary voice-over in your video because it wouldn’t align with the essence of your product. If the style of the video doesn’t match your overall brand, you could easily confuse your viewers.
3. Assuming your audience will care — give them a reason
Another mistake you can make as a creator is believing your audience will be equally as fascinated by watching your video as your friends, family, and coworkers. The support of your closest cheerleaders is important, but you can’t assume your brand’s audience will instantly love your video and share it with their networks. Truth be told, your audience will only care about your video if it is useful or entertaining to them.
“Truth be told, your audience will only care about your video if it is useful or entertaining to them.”
To be useful, create a video idea around how your product’s features could help someone solve a problem or the benefits it provides. For example, we’ve built a robust library of video production content to help creators and marketers get started with video.
To be entertaining, there are an infinite amount of ways you can delight your audience while injecting a little brand flair into your videos. Think about ways to hook your viewers within the first few seconds or ways you can get them super excited about what you have to offer.
For some inspiration, check out this video our sales team made that has continuously proven to delight people:
In an effort to make a video that will connect and resonate with your audience, you should take a walk in their shoes and ask yourself: Would this video be interesting to someone who’s not already invested in the subject matter or familiar with my brand? These considerations could make all the difference in deciding which route to take so you can make a solid first impression.
4. Not using examples — tell a story
One of the best things about video is that it gives people the opportunity to tell stories about their products or ideas without losing any of the information they want to get across. That’s why you should consider using examples or storytelling in your content. Not only do examples and stories make videos more interesting, but they also make content easier to follow and understand.
Case studies and customer testimonials are fantastic ways to tell stories authentically. By asking the right questions, you can clearly highlight the specific ways your product or service has helped your customers. With this format, your audience can hear how your product might be able to solve their problems, too. Additionally, customer testimonials add credibility. If a viewer recognizes the company who uses your product, they might be more inclined to choose you over a competitor.
“Case studies and customer testimonials are fantastic ways to tell stories authentically. By asking the right questions, you can clearly highlight the specific ways your product or service has helped your customers.”
If you want to create a storyline from scratch, that’s a completely viable option as well. We’ve done that for Wistia Channels, our feature that turns your video collection into a binge-watchable format that encourages viewers to spend more time with your brand.
For the product video, our production team landed on a silly idea for it to take place in a guitar shop. Throughout the video, the guitar shop proprietor walks you through how he uses Channels to showcase all of his content, while also illuminating the greatest features Channels has to offer. Take a look at the video for some storytelling inspiration:
5. Thinking inside the frame — get creative!
Whether your business offers a physical product or a service, video is a great way to introduce your brand to the world! Video can be a valuable tool to help answer people’s questions and pique their interests. However, many companies fall into a similar mindset when making introductory and demo videos. We believe these types of videos don’t have to be boring.
To show off or announce a new product, your video doesn’t have to consist of someone demonstrating an in-app walkthrough or a hands-on how-to (though those are great places to start). In fact, it can even be entertaining! That’s where thinking outside the box comes into play instead of thinking inside the frame. You could film a fake game show about your product, record a catchy jingle about its features, or cook up an interesting narrative centered around how people actually use your product in action.
No matter what type of video you make, try to move away from the norms of its genre. If you stretch your creative legs a little, your video will be more interesting and memorable. Only by somehow defying what’s usually done can your video rise above the average.
For some inspiration, check out a video we made celebrating the launch of Wistia for Chrome:
Now that you’ve considered the purpose and tone for your video and have a creative idea in mind, it’s time to follow through with your plans.
Here are some production mistakes that often occur during the execution stage and a few tactical tips that’ll help you craft a high-quality video without a full-scale production crew.
6. Bad lighting — look critically at your shot
Is your lighting looking dull or shadowy? To get great lighting for your video, you don’t need expensive or professional-grade equipment. The best light to use for a shot is often the most convenient! Effective lighting for your video is all a matter of taste and being able to look critically at your shot to indicate the areas that could use some supplemental lighting.
“To get great lighting for your video, you don’t need expensive or professional-grade equipment. The best light to use for a shot is often the most convenient!”
Our Head of Production, Chris Lavigne, has created a super helpful guide for a technique he dubbed “Lighting on the Fly” that covers techniques for ambient light, light setup, light source, and color temperature as well as equipment you can purchase. And if you’re working with a smaller budget, our “Down and Dirty Lighting Kit” is an attainable and repeatable setup that will keep people on camera looking sharp and well-lit for under $100. While this kit isn’t the end-all be-all for lighting in every video, it’s one way to start developing your lighting instincts!
7. Poor sound quality — make sure your message is crystal clear
Audio also plays a major role in the way viewers experience your video. If people can’t understand your message, it can lead to poor engagement and a negative overall experience.
There are three main variables you should consider when recording sound for your video: the environment you’re recording in, how far your microphone is from the sound source, and what kind of microphone you are using.
We’ve created a guide all about recording audio for business video that covers choosing a microphone, setting the gain, essential audio gear, and how to record video with a DSLR camera.
Additionally, if you’re experiencing “roomy” or “echoey” audio in your videos, we have a post that’ll help you improve your audio quality with tips for getting your sound as natural and clear as possible.
Have you ever felt sea-sick watching a video? Shaky footage can be hard to overlook. Even though a lot of cameras and rigs have built-in stabilization, shaky footage still rears its ugly head from time to time. Luckily, this is something you might be able to fix in post-production — but we’ve compiled our best tips for shooting stable handheld video footage for when you’re on set to save some extra time. If it’s just you and your camera, you can use your body or elements of your environment to capture steady shots. We highlight some handy tricks that we like to use in this post.
For shooting folks speaking on screen, we highly recommend using a tripod instead of going stand-free. Of course, there are a myriad of other instances where a tripod is a must-have like capturing time-lapses, close-up shots, and especially for shooting video by yourself. The main takeaway here is that it doesn’t hurt to have stabilization gear at the ready!
And, if you’re trying to vary up your shots, we know three ways for shooting overhead video. Here’s a video that’ll teach you how to use a tripod, a boom pole, or a mirror to capture an impressive shot from above!
9. Not using a call to action — tell your audience what to do next
Although you might’ve created a beautiful video that’s getting a ton of views, you might not be driving the conversions you were expecting. That’s why incorporating a call to action in your video can help you tell your audience what you want them to do next!
Incorporating a call to action in your script is one way to drop a hint, but you can also do so in post-production with illustrations and graphics. If you use Wistia, you can simply customize your video with Calls to Action and other conversion tools throughout your content to create opportunities for deeper engagement, make the video experience easier and more enjoyable, and collect all kinds of interesting data.
10. Not customizing the video to match your brand — bring it all together
Lastly, if you want to familiarize people with your brand, you should bring elements of your branding into your video. Whether that’s with design in post-production or in another creative way, customizing your video to match your brand can tie everything together.
With Wistia, you can also easily customize the player color to match colors in your brand guidelines and make it look snazzy on your site! We think it’s a pretty neat feature if we do say so ourselves.
Now that you know some common mistakes people make, we hope you feel more confident about going into the creative process. Video offers amazing opportunities to catch people’s interest with something educational, entertaining, and even artistic.
Making a great video can ensure your audience’s first exposure to your product or idea is a memorable and positive experience. But, if the video falls flat in some aspect, it can have the opposite effect. So, avoid making these common mistakes and start getting more creative with your business videos to effectively engage your audience!
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