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VIDEO:
THE GREAT BRAND EQUALIZER
Justin Allen Head of Production & Video Strategy Ragan Consulting Group [email protected] @Allen_Justin
raganconsulting.com
74% of all online traffic is video
raganconsulting.com
500,000,000 people watch videos online every day
the practice of attracting the RIGHT audience with the RIGHT content
raganconsulting.com
audience acquisition:
audience acquisition: do this correctly and you have a LOYAL and ENGAGED audience—no matter your size.
raganconsulting.com
raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORY
raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
MILLION YT VIEWS SINCE 2012
25
COST TO PRODUCE FIRST VIDEO
$4K
raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
LAUNCHED A LIFESTYLE CONTENT BRAND
SMALL CONTENT TEAM PRODUCING DAILY CONTENT
621,000 MONTHLY PAGE VIEWS
raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
3.3 MILLION FACEBOOK FANS
TARGETED SOCIAL AD SPEND & CONSISTENT VOICE IN ALL POSTS
raganconsulting.com
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
SOLD FOR $1 BILLION
raganconsulting.com
“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
raganconsulting.com
“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”
LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB
raganconsulting.com
“Does your brand understand ME as a person?”
raganconsulting.com
BUT IT ALL STARTED WITH A
SILLY VIDEO THAT DID ALL THE SMALL
THINGS RIGHT
the right eyeballs > all the eyeballs
raganconsulting.com
audience acquisition:
raganconsulting.com
5 KEYS TO A LOYAL AUDIENCE
raganconsulting.com
55 KEYS TO AUDIENCE ACQUISITION
MONEYYour video has to cut through the
noise and show up in my feed.
To do that, you have to spend money.
raganconsulting.com
55 KEYS TO AUDIENCE ACQUISITION: MONEY
AWARENESS > REACH
DO I BUY REACH OR AWARENESS?
Reach: as many people see your video as possible.
Awareness: people remember your name after they see your video.
raganconsulting.com
55 KEYS TO AUDIENCE ACQUISITION: MONEY
ENGAGE FIRST.
raganconsulting.com
55 KEYS TO AUDIENCE ACQUISITION: MONEY
WOO AWAY FROM FACEBOOK SECOND.
raganconsulting.com
45 KEYS TO AUDIENCE ACQUISITION
PLATFORM EFFICIENCY
Each platform has “rules” for optimum results.
FOLLOW THEM.
raganconsulting.com
45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY
Good thumbnail; great SEO.
Timely + short. Very short.
Show me something cool.
Make me feel.
#1 RULES:
raganconsulting.com
45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY
ABOVE ALL
SOUND NOT REQUIRED
raganconsulting.com
35 KEYS TO AUDIENCE ACQUISITION
THE TEXT BETWEEN
Congrats! The first three seconds of your video grabbed me. But the
hard work is just beginning. Now it’s time to keep me. One easy way is by
writing a great headline/post text.
raganconsulting.com
35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
MY EYE PATH:1. Your video. It’s interesting. Wait, what am
I watching? 2. Your headline/video title. Does it sound
interesting or did you trick me with a good first few seconds?
3. Any additional post text that might give me insight into whether or not I should un-mute and keep watching.
raganconsulting.com
35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
raganconsulting.com
35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!
raganconsulting.com
25 KEYS TO AUDIENCE ACQUISITION
GIVE ME ALL THE FEELS
Want me to keep coming back for more of your content?
Make me FEEL SOMETHING.
raganconsulting.com
25 KEYS TO AUDIENCE ACQUISITION: THE FEELS
Make me laugh, cry, stop and say “huh, that’s interesting,” — ANYTHING.
Otherwise, I have no connection to your content.
raganconsulting.com
15 KEYS TO AUDIENCE ACQUISITION
BE VALUABLEThe biggest thing your audience
needs to see in your content to keep coming back?
VALUE.
raganconsulting.com
15 KEYS TO AUDIENCE ACQUISITION
BE VALUABLE- Make my life easier
- Give me info I can’t live without
- Empower me to “be the change”
- Consistently surprise me in a good way
raganconsulting.com
THE COST OF YOUR FULL-SCALE #PIVOT TO VIDEO
“Publishers must acknowledge the pivot to video has failed, find out why, and set about to fix the reckless pivots so that publishers focus on good video. It should be original, clever, entertaining, and part of a balanced multimedia approach to digital journalism that includes well-written, well-reported stories, strong data and graphics, and good art.”
if your content is hard to find, access or consume on a mobile device, it will not be
consumed.
ONE FINAL note
raganconsulting.com
Q’s?Justin Allen Head of Production & Video Strategy Ragan Consulting Group [email protected] @Allen_Justin