As many of you know, I love brainstorming with my team to distill ideas and tips that not only can be useful in working on behalf of our clients, but also to share with you in the PR Insider.
This week my creative team and I were in the middle of just such a session when Jay York, our senior social media strategist, intrigued me with his thoughts about current trends in video marketing.
Let’s face it. With today’s technology, combined with the vast reach of social media, it’s easier than ever to create your own video segments that can become an integral part of your overall marketing strategy. You don’t even need a studio worthy of “Good Morning, America” or special effects that would make you the envy of George Lucas. In fact, the less formal the production is the better.
And once you arrive at your finished product, you can put your video on Youtube, share it on other social media sites such as Facebook and Twitter, and post a link to it from your website.
Frankly, you can get a lot of marketing mileage out of just one video – but you shouldn’t stop there because there are so many approaches you can take. You might create a series of short messages filled with insights into your area of expertise. You might want to show your company culture with glimpses of team-building outings for example. It can show you’re a fun company to work with, or that you’re philosophically aligned and share commonalities with potential clients. These can be deciding factors when choosing a company to work with. At EMSI, we often use videos for those peeks inside the company, sharing them on Instagram!
So, with an assist from Jay, let me offer a few tips on what you should do to get started and get the most out of your video marketing this year:
- Round up the equipment. This shouldn’t take long. After all, you won’t need the 124 cameras that ESPN reportedly used for the college national championship football game. One lone cell phone should serve your needs, although a tripod would be nice in case the person who does the taping lacks a steady hand. You’ll also want to decide on an appropriate setting. This simply could be your office or a backdrop of book shelves. On occasion, you might even opt for an outdoors shot. Some of this will depend on the type of message you’re sending and just how serious – or light-hearted – your approach is.
- Prepare your message. You don’t want to wing it, so know what you want to say and how you want to say it. In terms of length, although succinct is often better, Jay tells me the game has changed a little on that count. The typical recommendation used to be one to two minutes, but if you’re offering valuable information and are engaging, you can keep an audience interested longer than that, up to perhaps 12 minutes. And if you are making a speech or presentation before a group, don’t be reluctant to tape the whole thing – even if that means 30 minutes to an hour.
- Keep it conversational. It’s best to look into the camera and speak as if you are having a conversation with a friend. The last thing you want to do is keep your head down and read in a monotone from a prepared text.
- Consider going live. Now that you’re no longer jittery about video (I’m going ahead and taking that leap here!) the next step is to consider going live. How? One opportunity is on Facebook, where there are advantages to a live video presentation. For one thing, Facebook gives precedence to live video, so you will pop up at the top of your followers’ feeds. In addition, the live video will be interactive, so viewers can send you questions that you will see on your screen. You can respond immediately or use some of the questions as ideas for future video presentations.
Video is going to be more relevant in marketing in 2018 than ever before, which means you need to give serious consideration to incorporating it into your overall strategy.
Granted, not everyone enjoys going in front of a camera. I get that! But I also know the importance of video, so I’m going to suggest you overcome any camera fright and, if you haven’t already done so, take the video plunge!
Yours in high definition,
P.S. If you’d like professional help getting coverage in the press, and being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 27 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 208. We’d love to hear from you!
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.