A Nation of Videots

A Facebook exec recently predicted her platform would be "all video" in five years.

Her prediction should neither surprise nor disturb you in the least bit.

The social platforms like Facebook are becoming gargantuan public access TV stations. Think Wayne's World meets Warhol's World. Everyone will be famous for 15 minutes, because every schmo will have a show.

Face the fact: we are a nation of videots. 

It's why we retweet videos more than text messages; why the appearance of the word “video” in an email's subject line boosts opens; why YouTube is the second most-used search engine; and why Facebook is going "all video."

Mindset, not media, determines what's expressed, as Aldous Huxley said 80 years ago. We like only what we can like; what we're psychologically capable of liking; what we're conditioned to like. 

"The Zeitgeist is just professor Pavlov on a cosmic scale."

We like video.

That's why every marketer had better climb on the video bandwagon. And if you're not convinced, chew on these findings from Animato:

• 96% of customers find videos help purchase decisions
• 77% think companies that market with videos are more engaging
• 71% say those videos give them a positive impression of the company
• 58% consider companies that market with videos are more trustworthy

How to Inveigle More Visitors with Video

Video is every storyteller's super weapon.

In no other industry does this hold truer than in travel.

By immersing viewers in sights and sounds—people, places, foods and comforts—video grabs the emotions and sparks the imagination.

Well-made and placed videos, in fact, speed would-be visitors from consideration to booking, according to Expedia.

But what makes a video effective?

The video must cut through the clutter.  To be noticed in a crowded space, your video must focus on epic—and iconic—experiences.

The video must be first person. The more immersive, the more inspiring. Storytelling that's first person produces a "you are here" effect.

The video must be integrated.  Breathtaking content only gets you so far. Bookings result from strategic messaging, placement and integration.

Expedia points to Visit Denmark as producers of effective videos.

The DMO's award-winning productions not only tell intriguing first-person stories, but encourage viewers to learn more about destinations like Copenhagen and Aarhus.

The Future of B2B Content Marketing

Videos are the future of B2B content marketing.

Seven in 10 B2B marketers already use them, according to Demand Metric.

That's little wonder, when one in two people watch marketing videos on line every day, as Liz Alton reports in Sales and Marketing Daily Advisor.

Videos' matchless power comes from their "immediacy and intimacy," Alton says.

She describes five kinds of videos B2B marketers use:

Explainer. Explainer videos are "short, focused videos that give an elevator pitch of what products and services you offer." They're often produced in whiteboard style.

Case studies. Case studies give customers "an inside look at your work," Alton says. They can be testimonials or project reviews that prove you deliver results.

How-to. How-to videos address FAQs you receive. Depending on the complexity of the topic, they can provide quick tips or in-depth guidance.

Real-time. Meerkat and Periscope let you connect with customers in the moment. "Companies are using the tools for live Q&As, to report in from events and trade shows, and to respond to industry news," Alton says.

Culture. Culture videos let you showcase staff, illustrate workflows, or give a glimpse of your systems in action. Many customers crave this “behind the scenes” look, Alton says.

But wait, there's more...

Besides boosting your brand, marketing videos attract more customers to your website, thanks to Google, says Swati Joshi in The Huffington Post.

"The fact that Google owns YouTube plays a role in video’s increased popularity," she says.

"Google has been constantly adjusting its algorithm to give its users a meaningful experience while searching. To satisfy user intent, they show a variety of results, and not just exact keyword matches. As a result, search results now prominently feature videos among top results."

Travel's Romance with Video

Travel brands will increasingly lean on video to seduce mobile-carrying customers, according to Skift.

As evidence, the newsletter cites the 25-minute reverie French Kiss, recently produced by Marriott.

"Instead of selling hotel rooms and airplane seats as commodities, brands are learning to tell stories using video that create an emotional connection with a specific audience," Skift says.

Leading the field, Marriott runs a full-scale, in-house studio that produces original shorts.

Government Communicators: Turn Citizens into Fans

Award-winning video producer Ann Ramsey contributed today's post. She is a senior producer at the US Department of Health & Human Services in Washington, DC.  

Government communicators spend their time educating citizens about what their departments do.

Video, distributed through broadcast media and public-facing government Web sites, has long played a starring role in those efforts.

But citizens today, as they consume video at unprecedented rates, expect it to be served on social media platforms such as YouTube, FaceBook and Twitter.

With forethought and creativity, government communicators can use video to join the social media conversation—without breaking the bank or running roughshod over internal guidelines. Here's how:

Learn from peers. Organizations such as Federal Communicators Network, the National Association of Government Communicators, and the National Press Club will help you plan video strategies. Scanning the YouTube channels of agencies with goals similar to yours will also help. Government channels are listed in the GSA Social Media Registry.

Look around you. Government communicators can develop video content by cultivating in-house officials who come across well on camera (often, presence is better than pedigree). If an agency hosts an important forum, it’s a good idea to videotape it and amplify the link. At almost any event, an area can be set up for interviewing participants. If videotaping isn’t possible, audio-taping and photography are good alternatives.

Use inside help. Government communicators are smart to consider in-house video production, before hiring a PR firm. Many government departments already have TV studios with plenty of capacity. If your agency doesn't have one, take a look at sister agencies. In-house producers can save taxpayers' money.

Channel your videos. YouTube goes out of its way to help government agencies. For example, if asked, YouTube won't run ads on their channels. Government communicators should get in touch with Google to learn more.

Tailor the length. Video content on FaceBook and Twitter needs to be "snackable"—10-20 seconds long. Longer content belongs on dedicated video platforms, such as YouTube or iTunes.

Stay current. Keeping abreast of production trends helps government communicators create successful videos. Hot video trends are motion graphics, film-like shooting styles, and true-to-life testimonials. Audio and video podcasting are also surging in popularity.

Do it right. It behooves government communicators to preserve standards of quality and integrity on social media. When inviting public response, introduce only substantive topics, rather than “name this dog” sorts of trivia.

Mind the store. Comments, shares, and average length-per-view will give you an idea of audience engagement and are useful to track. Curating incoming comments allows urgent questions to be re-directed, and inappropriate comments to be deleted. Dated video material is best removed and archived.

Get found. The public turns to government for many urgent matters. Bizarre hashtags or “click-bait” naming strategies only stand in its way. Many highly viewed government YouTube videos sport transparent titles, such as “What are the Symptoms of the Flu?” Clear tags and titles take full advantage of how the public actually uses search engines.

Reach your viewers. YouTube’s built-in analytics reveal viewer demographics you can use to guide future outreach. Viewers should always be encouraged to subscribe to an agency’s channel, so new content will reach them. Stakeholders and partners can help you amplify a message to specific audiences.

Let it grow. Steady addition of new video episodes builds viewership. It often takes variations on a theme before results emerge. Experimenting with different versions, styles and platforms is well worthwhile.

When Life Gives You Lemons

While not the first airline to YouTube-ize the mandatory safety video, Delta has gone to new lengths. Or should I say, heights?

Bringing Sexual Offenders to Justice Captures CINE

I'm honored to share a CINE Golden Eagle Award, won by the talented independent producer and writer Ann Ramsey, for the training video Bringing Sexual Offenders to Justice.

The video was produced last year for the International Association of Chiefs of Police.

Funding for the production was provided by the US Department of Justice.

"Beginning with a simple, three-act structure and a clear end in mind made writing the script easy," says Ann Ramsey. 

"Seeing the whole piece in my head allowed me to get the interviews needed to advance a complex story quickly."

I served as associate producer—a role far different from the ones I customarily perform for clients, but satisfying nonetheless.

As the video illustrates, well-run sexual assault investigations help assure that perpetrators are punished for their crimes.

Tens of thousands of police officers have learned from it how to run successful investigations.

Watch a brief clip from the video on the CINE Website.

Postscript: I'm also honored to announce that Copy Points is now a feature of Guy Kawasaki's online magazine rack, Alltop. All the cool kids (and me).

You're Producing Your Own Video. What's the Point?

Washington, DC-based writer/producer Dan Bailes contributed today's post. He has created shows for American Diabetes Association, National Association of Realtors, National Geographic and Urban Land Institute.

First, to power up your video, ask yourself, what’s the point?

 

What are you trying to accomplish and why?

Second, ask yourself how your product or service benefits your target audience.

And show it!

Best yet, show real people who have benefited from what you have to offer.

Third, have them tell their stories in their own words. 

Authenticity is key and that’s a great way to convince your audience of the benefit of what you have to offer.

Fourth, shorter is better. 

Fifth, if you spent all those years gaining vital experience to excel at what you do, why do you think you can just do the video yourself? 

Sorry about that, but hire a pro. 

It will make all the difference. 

And that’s the whole point, right?