12. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!
13. In This Session…
• The Golden Age of Video: Why every marketer needs to incorporate video in
their 2017 marketing plans
• Where To Start?
• Creating Compelling Content
• Getting the Word Out
• Measuring Your Results
18. 64% of consumers say watching a marketing video on Facebook has
influenced a purchase decision in the last month.
WHY IT MATTERS
Video watchers are 12 times more likely to purchase.
Source: Animoto
84% of consumers watch on mobile devices.
19.
20.
21.
22. VIDEO ON SOCIAL
• Video posts have 135% greater organic reach than photo posts
• Facebook generates 8 billion video views on average per day
• That’s a 50% increase in 2016 compared to 2015
• People spend 3x longer watching Live video compared to video which is no
longer Live
27. SETTING UP YOUR STUDIO
• Lowest budget – Start with your smartphone
• Perfect for on-the-go shooting
• Position the camera horizontally – Landscape mode
• Position slightly higher than eye level
• Data storage – Connect with Dropbox to move large
files off your phone.
28. SETTING UP YOUR STUDIO
• Slightly higher budget – Webcam
• Con: Less portable
• Pro: Adds technical improvements like white balance,
auto-focus, and brightness settings
• ~$80
29. SETTING UP YOUR STUDIO
• Bigger budget – Digital SLR camera
• Great quality video
• ~$500
32. THE ACCESSORIES
Tripod – Stabilizes the camera so your viewers aren’t distracted by the shaking
• Purchase after you’ve decided on your camera
• Free - Find a shelf and a stack of books
• Slight budget – small tripods for both smart
phones and digital SLRs. (~$15-$40)
• Bigger budget – tall tripods ($45-$50)
33. THE ACCESSORIES
Lighting – Huge determining factor in looking professional or unprofessional
• Free – Use the sun! Natural lighting looks great!
• When possible, face the light source so
you don’t create a silhouette
• Slight budget – White light lighting kit (~$45)
• Bigger budget – Ring lights (~$200-$250)
34. THE ACCESSORIES
Microphone – Invest in a good microphone. Sound quality is unforgiving.
• Free – The microphone on your smartphone will work.
• Not the best quality and need to be in a quiet room.
• Slight budget – Lavalier microphone for your
smartphone (~$80)
• Bigger budget – USB microphone (~$130-$160)
35. THE ACCESSORIES
Background – Sets the scene and tone for your video.
• Free – Use what you have! Event signage and city landmarks.
• Slight budget – Invest in a backdrop – helps hide clutter when filming
indoors
• Bigger budget – Large pop-up banners with branding and logos to create
a “set”
36. EDITING YOUR FINAL PRODUCT
• iMovie:
• Easy to use
• Lots of features
• Only for Macs
• HitFilm
• Available for both PC & Mac
• Free version is great for beginners
• Lots of features
40. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT
41. Engagement Video
• Short & sweet
• Ask your audience to
participate with comments,
likes & shares
42. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT
PRODUCT
43.
44. Product Video
• Show your product off!
• Food, Rides, Games,
Livestock, Concerts
• Behind the scenes
45. Create A Plan
• Step 1: Set some goals! What are you trying to achieve?
• 4 Types of video:
AWARENESS
ENGAGEMENT
PRODUCT
SUPPORT
46. Support Video
• “How To” Tutorials
• Walk your customers through
a process
• Ex. How to plan your day at
the Fair!
47. WHAT’S YOUR STORY?
• Who is your target audience?
• What is your key takeaway message?
• Create an outline/storyboard to ensure you have a beginning, middle, & end.
• Keep it authentic! (no scripts!)
• Keep their attention – marketing videos should be less than 1 minute long.
• Determine the production value
49. BE AUTHENTIC
Don’t try to be a better version of yourself; try to be
your most authentic self.
• Stop worrying about how you look and sound so you can focus on content.
• Train your eyes – when shooting on a smartphone, look about a half an
inch behind the front of the phone.
50. 85% of Facebook video is being watched with the sound off.
DID YOU KNOW?
39% of consumers are more likely to finish videos with subtitles.
Source: Animoto
43% of consumers decide to watch a video to the end in under 15 seconds.
73% of consumers decide to watch a video to the end in under 30 seconds.
51. OPTIMAL LENGTH
Videos between 30-60 seconds are most likely to keep our attention.
Source: Animoto & Marketing Profs
Researchers predict this will diminish in the future, but you must consider
the “Type” of content your showing.
53. AT YOUR EVENT
Use for:
• Candid video streaming – LIVE!
• Announce special offers & promotions
• Live Q&A Sessions with important figures/entertainers
• Recorded Q&A Sessions
Remember:
• Place ads on Facebook even for live content
62. CROSS PROMOTE
• Other area events – attend each other’s events and share video with new
audiences
• Tap into your CVB’s resources – ensure you’re included in their video
promotion
• Find influencers in your community – tickets for their coverage
67. What To Measure
• Impressions: the number of opportunities someone has for watching the
video.
• Views: are the number of times someone watches a video.
• Play rate: a measure of how engaging your video is (calculate by dividing
views by impressions).
• Engagement rate: a signal of when viewership drops off.
