Video Workshop at 91 Springboard

Conducted on 21st September, 2017 in Bengaluru, India

Rocketium conducted a video workshop at 91 Springboard this September. The workshop revolved around these 3 topics:

  1. Shift in how content is consumed

  2. What can start-ups do with videos?

  3. Myths and fears behind video making

You can check out the recording of the workshop here:

Evolution of Communication

video workshop covers shift in communication
Communication Through The Ages. Courtesy: Atlassian

The video workshop kickstarted by highlighting how communication has evolved over time.

Cave paintings were the first form of communication which used images. Our predecessors realised that language was region specific (every region used a different sound to represent the same thing) and thus started using illustrations to share their experiences and tell their story – something everyone would understand.

After the discovery of Papyrus, handwritten letters were a common practice to convey messages though text. Carrier pigeons were used to deliver the message across districts and states. The printing press was the first major invention to influence communication drastically. Now stories could be shared to the masses with lesser effort. This way scalability increased and the effort decreased.

The telephone was the next invention that shaped the way humans would communicate in the coming years. We could now speak and listen to people who were far away as if they were right in front of us. The radio added the functionality of mass communication to the telephone, just like the printing press did to the letters.

The Television was another major invention that improved communication over time. Humans could now look at moving pictures with sound which was equivalent to experiencing things first hand with the added advantage of communicating with masses.

The invention of the Internet was a game changer. Search engines, wikis, instant messaging, emojis, social networks and micro-blogging sprung up within a span of just 40 years after the internet was invented. This is a perfect example of how information was compressed. This compression came into the picture because of the shift in the way content is consumed.

 

 

 

 

 

 

 

 

 

 


Shift in how content is consumed

video workshop humans as cognitive animals
Neuroscience infographic. Courtesy: TechnologyForMarketing

 

 

 

 

Communication underwent a series of evolutionary steps with time. But why did this happen?

The closest explanation for this is that humans are cognitive animals, meaning we acquire knowledge and understanding through thought, experience and our senses.

We overcame the difficulties and limitations of different modes of communication with every invention. Radio helped reach to the masses, TV added imagery to text and sound, and the internet made everything easily accessible.

Since the birth of the internet, communication follows a similar evolutionary trait. Textual content (blogs, emails, articles and e-books) slowly evolved to image-based content (banner ads, infographics) and then video stepped in, proving to be the most effective medium of communication.

What can start-ups do with videos?

Video is the most effective mode of communication because of 3 elements: audio, moving images, text. The audio and colours used set the mood of the video, whereas the text conveys information that if left out by the audio and images. This makes a viewer impressed by videos, get emotionally connection and remember the video for a long time.

The biggest problem startups and early businesses face is Branding. According to InnMind, there are 472 million entrepreneurs in the world and with a growth rate of 100 million new startups every year, it becomes very difficult to establish a brand for a new business. Simply put, your target audience out there does not know your business exists.

Branding using videos is the right way to go for startups!

The most important part of any Brand Video is the script (which includes content + flow of the video). Good video content sets you apart from your competitors and delivers the right message to your customers. When your content focuses on the needs and wants of the customer, it becomes easier to capture their attention.

When you interact on social media as a business, you ask your viewers to share with you two of their most precious commodities – time and attention. You can score both by building trust and authority in a way where your viewers know they can rely on your social handle for relevant content that they find useful.

Videos can be used for Awareness, Engagement, Marketing and Sales.

uses of videos as discussed in video workshop

Awareness

Keep 2 things in mind when you create videos for your target audience to make them aware of your business.

  • Make them realize there is an underlying problem that you solve
  • Show them how your business solves this problem

Keep these videos short (maximum 120 seconds) and to the point. The primary goal is that people should know the sentence: “XYZ business solves this problem by doing this” is true.

Ex: Dominos provides pizza delivery solutions by delivering pizza within 30 minutes.

Brand videos are videos that are slightly longer than advertisements and are viewed by users who are accustomed to your brand and know what solutions you provide. Hence, brand videos should focus on product details, solutions you provide and company culture.

Create separate landing pages for each of your product features or solutions. Run 10-20 second ads for each landing page on social media. Include a video in each landing page which describes that particular feature or solution in detail.

Engagement

As a business, you have to religiously use social media for user engagement and for building an online community. The usual metrics to follow are engagement scores and traffic:

  • Facebook
    • Number of page likes and mentions,
    • Number of likes, shares, comments on organic and shared posts,
    • Traffic from Facebook to your blog/landing page,
    • Number of sign-ups/purchases from Facebook, and
    • Response rate.
  • Twitter
    • Number of followers,
    • Number of re-tweets, and
    • Traffic from Twitter to your blog/landing page.
  • YouTube
    • Number of subscribers of the channel,
    • Number of views, likes, comments and embed views on videos, and
    • Traffic from YouTube to your blog/landing page.

An online community helps in word-of-mouth marketing, parter portals and affiliate building. Here are 5 ways you can use an online community for your business.

Videos tick all of the metrics in the above checklist. But you have to be really careful with videos. The most important part to focus on is the quality of the content you’re putting out there for your audience.

Remember quality beats quantity

If your content does not resonate with your audience, the entire resources put into your video campaign will go down the drain. Which is why you should pick up topics related to real-time events or topics that are educational, informational, entertaining and inspirational.

Checkout this example of a video any business in the Travel Industry can make:

Marketing and Sales

Eyeviewdigital.com conducted a study which showed that putting a video on landing pages can increase conversion by 80%. You can see more examples about it in their case studies.

Some reasons why video can lift your landing page conversion rates:

  • Visitors stay on your page longer, increasing the chance for your brand message to sink in.
  • If you feature yourself or any employees in the video, the trust factor is raised significantly.
  • People are lazy and prefer to watch a video rather than read.

Here are a few benefits of using videos in your landing pages.

Thus videos will help convert your landing page visitors to MQLs (Marketing Qualified Leads). The types of videos you should be making:

  • How-to videos to be put up on blogs, social media and emails
  • FAQ videos to be put up on blogs and social media
  • Product description videos to be put up on landing pages
  • Testimonial videos to be put up on landing pages and emails

Make sure that emails should always direct the viewer to take some additional action: Buy Now or Visit Now or Sign up Now. How hard or soft you want to sell is up to you, but every video should have some call to action.

This will not only boost your visitor-to-user conversion, but will also increase the quality of leads from social media.

Myths and fears behind video making

We had quite an interactive session, and after a healthy debate we narrowed down the reasons why businesses do not use videos:

fears of video making as discussed in video workshop

1. Skill

  • Video Making requires me to have a specific skill set
  • I need to be a good designer to make a good video
  • Making a video requires technical knowledge

To make a good video, you need to prepare a good script. Which means that the content and flow of the video must have more emphasis than the design and layout. Several tools exist that automate the deigning part of your video by providing built-in templates for different categories of videos. Thus, you can stop worrying about hiring a designer or the lack of any design input. You need to just focus on the content.

2. Money

  • I need to hire a video graphic team
  • I need to purchase recording equipment
  • Hiring an agency costs me too much money

Videos have noticed to boost sales by 23%. This happened because landing pages saw an increase in the visitor-to-user conversion rate, which was in turn high because visitors spent more time on the website and understood the brand message.

I’ll now leave the ROI calculation upto you, so you can decide for yourself if videos are worth investing in.

3. Time

  • It takes me more than a day to produce a video
  • My video team makes 2 videos in a week
  • I don’t have time to start making videos, I have a lot of other work to do

I agree that prioritising videos over your other Marketing activities can be challenging. In such cases, I would recommend you to hire a person or a team to take the load off your shoulders.

As for the amount of time taken to make a video – there are some online tools that help you create your now custom templates that you can apply to videos. Much similar to the first point, these tools are built for only one purpose – focus more on the content and leave the design to automation.

Some of the feedback which we received:

review of the video workshop

5 Video Advertising Mistakes to Avoid in 2017

In the beginning, video advertising was an expensive and lengthy business, but with the advances in professional video production equipment, smartphone technology, the ease of use of platforms such as YouTube, and Web Design Company Dubai help you to master the techniques of video advertising. Almost anyone can make use of them.

The Internet has helped marketers, entrepreneurs and businessmen to bring their brands, services, and products to new levels in order to go up the ladder and succeed. Today, with the Internet so accessible, an online store is the easiest and the best way to connect with a wider audience. So, it is only obvious that the advertising will be done on the internet as well. One of the most powerful marketing tools today is video advertising.

The thing is: easier, faster, and cheaper does not mean superior. This hardly means that one will not make mistakes. You are bound to make mistakes but for your ease, I have listed 5 common online video advertising mistakes that you must avoid in 2017 if you want to see any ROI on your work.

1. Lack of Creativity in Video Advertising Strategies

video advertising mistakes
Image source: https://blog.scottsmarketplace.com

First and most obvious thing is that you need to create a video that screams quality or else your viewers are not going to trust the advertisement. Your foremost goal should be to keep the viewers from clicking the skip button. There are many ways to do this. First, the method of enhancing your video is to use visually appealing colors, backgrounds, and animations.

Video advertising is not just about visual images. Effective videos all harmonize the images with the best use of voice and text. All of these components need to be taken into consideration when producing your video then the audience will get tangled in its trance. Everything needs to be deliberate and intentionally planned. You can also add in intriguing audio and effortless
transitions to keep viewers engaged.

Remember, it is hard enough to grab peoples’ attention these days, so try to limit your videos to no longer than 1 minute. The key, even in these cases, is to keep it engaging and entertaining that gets to the point quickly; keep the attention span to average around 30 seconds. Tell a great story because stories connect with people. Try to get a viewer to take an action within the first 30 seconds.

2. Underutilising Social Media for Video Advertising

Nowadays all of us are on your screens, whether it is a phone, I-pad or a computer screen and are browsing the internet non-stop. Your video needs to be able to reach people. YouTube is great, but it is not the only player in town. Maximize not only your reach but also your SEO by publishing your videos on all possible platforms such as Facebook, LinkedIn, Twitter and Instagram. Your video needs to be able to reach people. The more audience it will reach, the more SEO ranks you will have. This does not mean load the video to YouTube, then copy and paste the link on the other social media platforms.

Learn how to make video ads using Rocketium

The thing is when you load your video into platforms natively, such as Facebook, you get more views as you would get if you had just put a link to the YouTube video. Agility is one of the online advertisings greatest gifts, and many advertisers are guilty of failing to take advantage of it. Online advertising provides real time feedback from your audience in the form of which ads are clicked and which are not, which landing pages convert and which don’t, and a laundry list of other engagement metrics that can tell you whether your audience is responding to your campaigns or not.

3. Not Aligning the Video Advertising Strategy to Your User Personas

The purpose of your video should be to reach your targeted audience. It should be able to make people connect with the product you are selling and hypnotize them into buying it. So, you must ask yourself is your video enticing to the people you are trying to reach? If it is not then you need to up your game. You need to go back to the storyboard. You want to make a video those appeals to exactly the kind of people who will find value in your products or services.

Think of your video as another direct mail piece. It must be specifically targeting the personas you have created. The more precise your targeting is, the better ROI you can realize. If facts tell and stories sell, then don’t make your video a list of facts about your products. Remember to focus on telling stories about people using your products instead of products themselves. If your story is well told, then people will seek out more information and will be willing to buy whatever you are selling.

4. Not Using In-Stream Ads in Video Advertising

video advertising mistakes
Image source: http://www.exactdrive.com

In-stream ads are the short ads that you see when watching a YouTube video those can be skipped, and let me tell you, they are by far the most effective ads you can run if your goal is to increase your sales. If you are running branding exercises, then you might want to check out the ads that YouTube offers, that cannot be skipped.

If you create content directed at a specific target audience like you should, your video will not only resonate with those who find value in it but your business will affect as well but of course in a good way. I’ve seen advertisers complain about YouTube that it is not effective only to later find out that they were not using in-stream ads, to begin with, because they thought it was a waste of money. Test it out for yourself and see what the data tells you. Remember to focus on quality over quantity with your video statistics. You must keep in mind that it may take months or years before your video starts garnering a lot of views.

5. Under-budgeting Your Video Advertising Campaigns

Image source: https://www.everydollar.com

Now, we all know, starting something new is risky but if you go all in and embrace the changes then the odds will be in your favor. Mostly, I have seen new online advertisers launching a new campaign in a new advertising medium with a small budget because they are scared that it will end in a disaster. While it certainly makes sense for advertisers to test out a campaign with a smaller spend but the thing is committing to a small budget may lead to poor performance.

This problem frequently occurs with retargeting. Web Design Agency advice and warns advertisers who neglect to spend enough on their retargeting campaigns will only be able to reach a smaller audience as their content will not reach a larger audience, which is, in return insufficient to reinforce the branding message and improve overall recall. A video with an appropriate amount may have been incredibly successful, but by under-budgeting, you will end up seeing mediocre results. In fact, the biggest obstacle holding back many advertisers is a budget that is simply too small.

Taking risks is a key component of online advertising and the savvy online advertisers will step outside their comfort zones to build strong campaigns that will reach to your audience globally and across channels. Video online advertising offers diverse endeavors and is ripe with opportunity. Avoid the mistakes mentioned above, take advantage of the opportunities provided, and you will be well on your way to becoming a successful video online advertiser.

Changes to the Editor

UPDATES


Introducing a new look of the Rocketium Editor. You can now scroll through all your added content seamlessly. You can also search for your content now by Ctrl + F/ Cmd + F and navigate to it instantly.

How do I clone or delete a scene?

clone or delete scenes
Click these to clone or delete your scenes

How do I add a scene?

add a scene
Click this to add an extra scene

How do I reorder or delete captions?

re-order and delete captions
Click these options to re-order or delete individual captions

How do I preview my uploaded video?

expand to see media
Click this to expand your media and view your uploaded videos

Check out the new UI now!

Keep these In Mind When Creating Video Content

Traditional forms of communication are changing and if you haven’t figured it out already, video communication is the next big thing. Undoubtedly, video marketing is the single biggest addition to your promotion toolbox. However, before approaching a video marketing strategy you might have certain doubts. Is it really worth considering videos for promotion of a business? Is there enough resource to apply and implement into your video content marketing?

The answer is very much a YES! Video is perhaps one of the most versatile and effective digital marketing tools out there. However, with tons of brands and businesses sharing video content there is a risk of suffering from information overload. It is therefore imperative that your video content is well thought out and executed. Here are few tips to keep in mind when preparing a video content strategy for your business.

1. Your Brand

brand for video content

The first thing to research upon are brand personality and assets. Quintessential to any marketing strategy is knowing your brand extremely well. Research is key to achieving this process. Understanding the brand’s vision or tonality of communication can help long way in creating a successful video marketing campaigns. A video that accurately depicts the brands message or offering is always more effective in reaching the right audience than a generic video production.

2. Target Audience for your video content

Every video marketing effort is directed at an audience. While some might focus on younger individual audiences, some target businesses while some aim at brand awareness goals. Whatever the target audience may be, the video you create must communicate to that segment and hit touch points such as tonality, design, illustrations and choice of colors and fonts.

3. Tell A Story

Crafting a compelling story is quite the task! But it serves as the core attraction for any content creation effort. More so for a video where engaging the viewer through a story telling format results in the highest attention span.

Inclusion of story into video marketing strategy is something B2B marketers often tend to ignore. To promote credibility to your own brand, and get your potential audience to remember you, try creating a story around the brand or product offering being made.

A great story not only compels but creates an impression in the viewer’s mind that might turn into action taking.

Here is a great article by our friends over at Caseo, where they share 25 tips to create good content. Do check it out!

4. Publishing Platform

Marketers often make the mistake of over sharing or under sharing videos across platforms. There needs to be clarity in regard to the publishing platforms one should use when sharing video content. Every platform has its own unique audience, file type capabilities and restrictions. Understanding the same can help in choosing the right mediums to share your content.

5. Call To Action

Marketers should make sure all the video content they create has a ‘call to action’ element at the end. The CTA prompts the viewer to not just watch the video, but to take impact actions after it. A CTA could be anything! From CTA to move viewer into purchase or to simply drive traffic to another page of yours, CTAs are essential to navigate the audience after they’ve viewed your video.

Read more about “How to make your videos standout

Do remember to hit the share button if you liked this article and subscribe for more!

Want to Make a Great Video? Read this first.

A major step in building a great video is using the right combination of the elements in your video. Your video must be visually appealing to your target audience, which means you must use the right fonts, colors, highlight the right words, time the animations and transitions with the music, etc.

Do you have a diagram pointing out your target segments based on the traits discussed here? 

A list of useful resources to guide you to select the right elements:

Font styling

Since 85% of the videos are played without music, it is upto the text to convey the message. In the Add Content screen of the Rocketium Editor, you will find various text styling options – bold, italicize, size, etc. Use them to modulate your text and draw the attention of the viewer.

  • Contact information (phone number, fax number, email id, skype id) is generally italicized.
  • Quotes are italicised, and the name of the person quoted is set to bold.
  • A number in the midst of text must be highlighted and its size increased (Viewers give more attention to a sentence with a number in it).

All these factors when taken into consideration, contribute significantly towards making a great video.

Niki from Drexel mentions a very interesting note – she says that fonts that are a little difficult to read require more time from the viewer to go through. This means more time for the user to process the information being conveyed and thus a higher chance of recollection. Quite a paradox!

Color

Color is one factor that distinguishes a great video from a good one. Use colors to influence the mood of your video. If you want to grab attention to a particular piece of text, highlight it (from the Add Content screen) and select the highlight color (from the Preview & Customize screen).

  • Blue, green and violet hues tend to set a “cool, calm” mood.
  • Red, orange and yellow hues tend to set a “warm” mood.

Wield the power of colors by selecting text background colors, scene background colors, filters and colored overlays from the Rocketium collection.

Read Also: Choosing the Right Color Palette for Your Videos

Must Reads:

  1. A detailed analysis of how colors associate to certain feelings and emotions by Joe Hallock.
  2. Infographic by Kissmetrics explaining relation between colors and gender.
  3. Research paper on Influence of Color, Shape, and Font Formatting on Consumers’ Perception

Music

Apt music is unarguably the most influential element of a great video.

PsychologicalScience focusses on how music influences consumer behaviour and also on how auditory perception influences the monetary value of a product.

Rocketium segregates music tracks for your video by mood which you will find in a drop down option in the left panel of the Preview & Customize screen with music tracks that you can listen to before applying it.

Read Also: Tips to Choose the Perfect Background Music for Video

Head over to the Rocketium Editor now and create a video keeping these tips in mind!

6 Top Free Websites For Video Stock Footage

Traditional forms of communication are changing. Video is being used increasingly to communicate with audiences in a far efficient manner than plain text ever could. You could be a budding amateur content creator or a professional video editor, whatever the reason maybe there’s always a need for high quality video stock footage to amplify your story. Here’s a look at top resources on the web that provide free high quality video stock footage for your projects.

List of Top Free Websites for Stock Footage

1. Pexels Videos

pexels stock footage

From the amazing platform for images, Pexels provides a large repository of high quality stock videos. The library of of elaborate time lapses, to stock video of landscapes and cities, you’ll find everything you require. The impressive library is also fueled by aggregating videos from other sources, so you’re never running out of options!

“Pexels Videos offers completely free videos. All videos are licensed under the Creative Commons Zero (CC0) license. This means you can edit or change the videos and use them free for personal and even for commercial projects. All without asking for permission or setting a link to the source. So that attribution is not required.”

Pexels Videos, from the creators of the wildly successful stock photography website Pexels, hosts high-quality stock video footage. Offering everything from moving subjects to landscapes, it’s a truly impressive assembly of video. And because it aggregates videos from the other sites on this list, you can find an even wider variety than you can elsewhere.

2. Coverr

A great source for videos to be used for website headlines. Coverr has an ever growing collection of variety video stock footage. Downloading is facilitated with multiple formats from WebM to standard video formats.

All Videos published on Coverr.co can be used for free. You can use them for commercial and noncommercial purposes. You do not need to ask permission from or provide credit to the Videographer or Coverr.co, although it is appreciated when possible.

The service also allows custom coding options post download to better suit your websites requirements. Coverr serves as the perfect media platform for any growing business looking to fulfill its video and design needs.

3. Pixabay

Pixabay is a vibrant community of creatives, sharing copyright free images and videos. All contents are released under Creative Commons CC0, which makes them safe to use without asking for permission or giving credit to the artist – even for commercial purposes.

Previously a stock photography portal turned video footage repository, Pixabay is another royalty free titan. The stock footage platform serves as a rightful companion to its existing photography portal. Scenic landscapes to video for specific occasions, Pixabay collates a vast majority of categories. It also has a dedicated ‘Editors’ section, listing the top featured videos for you to use.

Use Pixabay stock footage to make videos on Rocketium NOW!

4. Videvo

All the clips we host on Videvo.net are completely free to download — you can download unlimited free video clips and use these in your projects. The only thing we ask is that you share your experience via social media, although this is not compulsory.

An aggregator of sorts,Videvo does one thing and one thing well: stockpile as many high-quality stock videos as they can for you to download. The library is an endless store house of video loops and stock footage for almost all purposes. Just be sure to check the licensing policy before each download since they have different download policies for each content.

5. Life of Vids

Life of Vids is another great service for high quality stock footage. Instead of hosting the videos on its own, the footages are uploaded to Vimeo. It also adds new videos weekly and allows users to contribute to the site. The creators of Life of Vids also host a fantastic stock photograph repository called Life of Pix, which delivers the same high quality as their videos.

FREE ROYALTEE-FREE VIDEOS, CLIPS & LOOPS, NO COPYRIGHTS RESTRICTIONS. HIGH RESOLUTION FILES CAN BE DOWNLOADED ON OUR VIMEO ACCOUNT. NEW VIDEOS ADDED WEEKLY! MORE ON VIMEO. HAND-MADE WITH LOVE BY LEEROY ADVERTISING AGENCY IN MONTREAL & ITS NETWORK OF CONTRIBUTORS.

6. Distill Beta

Still in beta mode, Distill curates top notch videography. The curated sections service niche requirements and are updated regularly. The stock content on Distill is borderline cinematic and is great for indie projects and short films.

You can also sign up for Distill’s curated new videos so you’ll receive 10 new HD videos every 10 days for free. In short: Distill Beta has some of the best, free video clips available online, and it’s only growing.

Continue reading “6 Top Free Websites For Video Stock Footage”

How Do I Select A Target Audience For My Videos?

Wondering how to select a target audience for your videos?

Before you start creating videos or finalise your video strategy, it is important to know who will view your video. We don’t want showing our videos to the wrong target audience now, do we?

Jean-Luc from Tropical shared this wonderful example of poor targeting by Toms shoes, where they kept sending newsletters to men, highlighting shoes of the opposite gender – women.

wrong target audience
Toms shoes

“But hey, single men can buy Toms shoes for their friends/family”.

Yes, of course, this possibility does exist, but is it the one with the maximum potential? Why spend a day hunting squirrels with a rifle, when you can score a 10-point buck?

So, how do I select a target audience for my product, tool, service, solution, review or listicle?

Head over to your whiteboard or your notebook and answer these questions:

  1. What are the demographics (age, gender, education, job title, relationship status, parental status, household income, and more) of your target audience?
  2. What location does my target audience belong to? (language, tradition, culture have to be taken into consideration)
  3. What are the interests & hobbies of my audience? (Affinity audiences: Raise brand awareness by reaching people who already have a strong interest in relevant topics; In-market audiences: Find customers who are researching products and actively considering buying a service or product like those you offer).
  4. Topics, Keywords, Hashtags. What kind of topics would my target audience follow on social media sites? What groups/forums/channels are they a part of? What keywords would they search for? What hashtags do they actively engage with?

Tom Fanelli from SocialMediaExaminer shared this recently:

select target audience

You should have a similar drawing in your board or notebook by now with the traits of each of the options filled in.
After you have an answer to these questions, you can zero in on the channel/medium you wish to share your videos on and the audience you would want to educate and engage.

If you are already done with this, you can head over to the Rocketium Editor and start creating the video that you think will appeal to your audience.

After you create the video, don’t forget to share it on the website(s) you think will work for you!