DISTRIBUTION PART TWO: WHAT YOU NEED TO KNOW ABOUT SOCIAL MEDIA DISTRIBUTION
If you have a brand to promote and target audience to reach, video is still the best tool to get beyond the noise of everything else on social media.
And as we discussed in a previous blog post, Video Marketing strategy really begins with figuring out how and where you will distribute your videos. It should be no surprise that social media channels have become a huge part of that distribution.
If your videos live in Social Media your strategy will change – sometimes rapidly – as social media usage and rules are constantly in flux.
Previous blogs I wrote on this topic are still big-picture relevant, but the details, such as video length and format, are already helplessly outdated.
For instance, for SEO the former all-important keywords no longer hold the weight they did only a few months ago and Twitter now allows for videos 140 seconds long, where before they capped it at 60 seconds.
This means you will find yourself – most likely – re-doing, finessing, re-shooting, and re-editing the same content repeatedly as you react to channel changes, overall trends, and consumer behavior.
And you, as a small business owner, will need to pivot much more often with your content and offerings as well.
The Technical Mechanics: Hosting, SEO, and Analytics
Video Distribution – An Ever-Changing Game
In Video Marketing, distribution is part hands-on technical stuff and part strategy.
The technical part deals with the mechanics of getting the finished video out into the world, which is video hosting. It also deals with SEO (search engine optimization) and with analytics.
As you can see below, video marketing is a circular affair: Strategy starts with being clear on distribution channels.
You might find in your analytics that your viewers jump ship at a certain spot in one of your videos and moving things around, or supplementing your video’s content with text, or a graphic is needed so the viewer doesn’t miss the most essential information.
Whatever the data may show you, the one thing that is certain is that video is no longer that one big investment asset that stays the same for a long time.
Video today is either built for a very short consumption time frame, or in constant flux. And this is especially true for small business, and even more so, for content produced for social media.
Here is what we’ll go over in Part One:
What is Video Hosting?
Best Platforms to Host Video for Small Business
Why Search Engine Optimization is Important for Video Marketing
You know that awesome feeling when you teach something and then it totally lands?
That’s how I felt when I watched this video:
Last year, I taught a class at a Bronx high school for an EDsnaps summer program run by Susanne Cappendijk. Her daughter, Lisanne, listened to my class and then went off and made this video from scratch. I love every frame of it!
So, I called Lisanne and asked her what she had learned in my class and how she applied it, and where her challenges where. Turns out that this video is a collaborative effort.
The first interviews with the young ladies, I had shot on the day of my workshop. During the shoot, I taught one of the teachers how to replicate the shoot for the ‘after’ interviews three weeks later.
The photos were shot during the program.
The second round of interviews and with the girls, as well as the interview with her mom, where shot by Lisanne, who was given pointers by the teacher I had taught.
While shooting the girls, the most important advice was to remind them to look right into the camera and not get distracted by the interviewer or other people in the room.
Editing took her about 3 full days – which sounds about right for that amount of footage and for being a novice. Lisanne was surprised how long it took just to look through all the footage. Let alone organize it and plan on how to use it! I know!
She used a pre-set graphic template that iMovie offered with a school-theme (how perfect is that) and used music from a royalty-free YouTube music library recommended by her brother.
Lisanne is a fantastic example of how with a little guidance, you can create a great DIY video for your organization or business.
Throughout this blog post, I will provide you with what you need to know and consider when organizing your edit, choosing editing software/apps, and what to consider when you’re thinking of hiring a video editor.
Once you’ve determined how Video Marketing fits into your overall business Strategy and determined what kind of Storytelling will best engage your target customer, it’s time to shoot your video.
This post will run down what you need to know when it comes to creating a video for your Small Business, whether you’ll be behind or in front of the camera, or both!
Here’s what we’ll cover:
Choosing the Right Location for Your Shoot
What Camera Should You Use for DIY Video
Accessorizing for a Smart Phone Shoot
How to Light a Talking Head Shoot
A Bit More on Backgrounds
What to Wear – or not Wear – on Camera
Framing a Talking-Head Shoot
Shooting a Talking-Head Video
There’s a lot of information, but I’ve broken it down into these chunks so you can feel aware and prepared going into your DIY video marketing shoot.
So let’s get started!
CHOOSING THE RIGHT LOCATION FOR YOUR SHOOT
Looking for and finding a good spot to shoot can make or break the “quality” look and feel you may want to portray of yourself and your company.
Modeled after the steps that a location scout will go through on a professional video shoot, I’ve created this simplified checklist for finding your DIY video location shoot.
I’ll go deeper into some of the steps below (background, lighting) in this guide, but if you don’t start off with a decent location then you’ll be setting yourself up for a more difficult experience than necessary.
A few years ago, as I started focusing on video marketing for small business, it all seemed crystal clear to me. There were five stages of video marketing: development, creative, pre-production, production, and post-production. Those categories were what I knew as a filmmaker.
As you can see, these five steps did not include strategy, distribution, or analytics! Since, I have come to realize, that what I knew about back then was video PRODUCTION, not video MARKETING.
Today, after years of hands-on experience, I have a clear understanding of what a small business owner needs to know to be successful at video marketing.
My focus has shifted from sharing all that I know, to sharing what clients need to know for a successful, sustainable, cost-, and time-effective video marketing strategy.
With smartphones and social media platforms prominent in our daily lives, video is the most powerful marketing tool for any size business. Using strategy, you can optimize video marketing for your goals.
The advantage to being late to the year-beginning trend-game is, that you get to wear the “hindsight-is-20-20” glasses and hold the “I knew it!” space.
And, since I gave up calling video marketing trends last year in favor of talking about best practices my timing is perfect: Right after everyone else has posted their 2018 trend blog posts. So, what’s dominating trend predictions and what can we call best practices for this year?
TOP DIGITAL- AND VIDEO-MARKETING TREND FOR 2018? => MOBILE FIRST
So, what does that mean for you?
Mobile First means that your content, i.e. your videos will be watched FIRST AND FOREMOST on mobile devices.
That means you should be creating video content that will display and play best on mobile devices.
With Mobile First, the best practice is to take mobile user and consummation behavior into consideration when creating your videos.
90% of video content is being consumed on mobile devices: If you do produce videos, make sure they look their best on mobile!
Almost 50% of internet users are looking for video related to a product or service: If you’re not into video yet, you’re losing out on 50% of potential customers!
75% of all video content watched on mobile is being consumed without sound: Make sure your video is still relevant if watched without sound, OR: give them a reason to turn on the sound!
Of course, there are plenty more trends, some more obvious than others. I put the ones I found to be of interest for Video Marketing into categories for ease of navigation and ‘digestion’:
Here’s a resource that’s a little different. The folks over at shutterstock put together some great examples from modern cinema to talk the importance of pacing in video editing. While you may not be creating the next blockbuster, there are certainly great takeaways and inspiration in this article! https://www.shutterstock.com/blog/video-editing-pacing-your-film