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5 WAYS TO IMPROVE YOUR VIDEO CONTENT
2© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
While many people still prefer text to video, video is becoming an increasingly effective medium for
companies to raise awareness and drive engagement through their content. Though video spend is increasing each year, many marketers are still without established
production processes and dissemination strategies.
With these five tips, you’ll transform from a telegenic tenderfoot to a video virtuoso.
3© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
TELL A STORY AND MAKE IT A GOOD ONE
Great video content provides value for the viewer by either entertaining or educating them – sometimes both at the same time. “Ask yourself why your
consumer should watch and engage with this content,” says David Lang, chief content officer at Mindshare, NA and president of Mindshare Entertainment.
“If you can’t answer why, scrap it.”
4© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
GO MOBILE
According to eMarketer, more than 105 million smartphone users will watch video at least once per month in 2015. Additionally, tablet video viewers will surpass
100 million in 2015. Mobile is growing and it’s growing fast. Not only should you optimize your video for this format, but you should consider mobile essential from
the moment you start building a video campaign.
5© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
THINK POST-PRO FROM THE START
Another thing marketers must consider when beginning to develop a video campaign is what needs will arise in post-production. Where will the content be appearing? How many
different versions will need to be created? Does the music or language need to change based on market? Answer all of these questions before you ever film your first scene.
6© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
TAP INFLUENCERS FOR DISTRIBUTION
Once all of your video assets are ready to disseminate, partner with a relevant influencer to help create a buzz. For example, if your content is food-related, it might make sense
to create a campaign with a Food Network star. If your video relates to business, a Bloomberg website takeover might be the way to go. Leveraging influencers will
help drive engagement and build credibility with your target audience.
7© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
PUMP THE BRAKES
Finally, build your video library slowly. Time, money, and resource constraints make it nearly impossible to have a robust catalog right away. While building your own library, collaborate with others (like influencers), and curate audience videos, pushing out quality, on-brand pieces to your own network. This will buy you time
until your own library is up to snuff.
8© Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.
All information for this slideshow has been curated by the ANA’s Marketing Knowledge Center. Links to the full articles are supplied below:
Storytelling Tips from an Emmy-Award Winning TV Producer
Purpose-Driven Content Strategy for Brand Transformation
The State of Mobile Video Advertising in 2015
From Content Creation to Value Creation
Building a YouTube Content Strategy: Lessons from Google BrandLab
SOURCES