video marketing do's and don'ts

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Video Marketing Do's and Don'ts By: Mikhaila Stettler CREATRIX INTERACTIVE CREATRIX INTERACTIVE Copyright 2013

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Video marketing is growing in importance and savvy marketers are giving branded video an increasingly larger role in their online marketing strategies. Here are some tips to avoid videos that no one watches, are never shared, turn off or bore viewers.

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Page 1: Video Marketing Do's and Don'ts

Video Marketing Do's and Don'ts

By: Mikhaila StettlerCREATRIX INTERACTIVE

CREATRIX INTERACTIVECopyright 2013

Page 2: Video Marketing Do's and Don'ts

CREATRIX INTERACTIVECopyright 2013

It's a crowded noisy world out there!

More channels than ever to connect with your audience, but more static too.

Online video cuts through the static to emotionally connect with your target audience.

Page 3: Video Marketing Do's and Don'ts

CREATRIX INTERACTIVECopyright 2013

Why Use Video?

of viewers share video links

of Internet traffic this year will be video

increase of time spent on a website with video

higher viewer engagement then with static content

Page 4: Video Marketing Do's and Don'ts

CREATRIX INTERACTIVECopyright 2013

5 Reasons To Use Video

Page 5: Video Marketing Do's and Don'ts

Video Do's

CREATRIX INTERACTIVECopyright 2013

1. Stamp your video with your brand personality.

2. Tell a story and make it personal.

3. Keep it short.

4. Start with a signature promotional video.

5. Create a core set of digital assets.

6. Produce a series, don't be a one hit wonder.

Page 6: Video Marketing Do's and Don'ts

Brand Your Video

CREATRIX INTERACTIVECopyright 2013

Match the video style and tone to your brand personality.

Work off a brand brief that describes the:■ Attributes, personality and characteristics ■ Emotional and functional benefits to target audience ■ Primary story motifs

Page 7: Video Marketing Do's and Don'ts

Tell A Story

CREATRIX INTERACTIVECopyright 2013

"Humans are wired to take in story. Personal emotional stories help us decide if we

belong to your tribe." -Dr. Ravi Rao

Page 8: Video Marketing Do's and Don'ts

Keep It Short

CREATRIX INTERACTIVECopyright 2013

50% of viewers drop off after 60 seconds.

Generally it's better to keep it under 90 seconds.

Page 9: Video Marketing Do's and Don'ts

Start with a Signature Video

CREATRIX INTERACTIVECopyright 2013

Stamp it with your Brand DNA

The foundational promo video should:

● Tell your brand story● Establish tone, style and vibe

for all your video marketing

Page 10: Video Marketing Do's and Don'ts

Create a Core Set of Digital Assets

CREATRIX INTERACTIVECopyright 2013

Front-load your video marketing budget to produce branded digital assets which can be used over and over again.

These should include:

1. An animated brand logo2. A branded sonic signature (audio branding) 3. Original music (brand soundscape) 4. Animated title graphics

Page 11: Video Marketing Do's and Don'ts

Video Don'ts

CREATRIX INTERACTIVECopyright 2013

1. Don't cut corners on production value.

2. Don't neglect audio, it's more important than you think.

3. Show, don't tell.

4. Don't sell, relate.

5. Don't forget a Call to Action.

Page 12: Video Marketing Do's and Don'ts

Don't Cut Corners on Production

CREATRIX INTERACTIVECopyright 2013

Viewers expect high production values from your branded video. Pay attention to lighting and art direction.

Page 13: Video Marketing Do's and Don'ts

Don't Forget Audio

CREATRIX INTERACTIVECopyright 2013

Studies show that viewers will not tolerate poor audio. This has to do with how your brain processes sound- it’s all done in the temporal lobe of the emotional brain.

Invest in audio branding, music and sound design to generate higher viewer engagement and emotional activation.

Page 14: Video Marketing Do's and Don'ts

Show, Don't Tell

CREATRIX INTERACTIVECopyright 2013

Show people who look like your target market using and enjoying your products or services.

Page 15: Video Marketing Do's and Don'ts

Don't Sell, Relate

CREATRIX INTERACTIVECopyright 2013

Don't confuse online video marketing with advertising. Keep it real and personal.

Page 16: Video Marketing Do's and Don'ts

Don't Forget a Call to Action

CREATRIX INTERACTIVECopyright 2013

Page 17: Video Marketing Do's and Don'ts

CREATRIX INTERACTIVECopyright 2012

CREATRIX INTERACTIVE

Creatrix Interactive is a content strategy/production and video marketing company that specializes in converting target audiences to the lifestyle habits and values of mission-driven LOHAS brands.

Wed compelling storytelling with rich media to create emotional connection between your brand and your target audience to reach, teach and prompt them to take action.

Download the free report, “5 Keys to Ignite Lifestyle Change: Lifestyle Education That Works”

Schedule a Video Branding Strategy Session

http://www.creatrixinteractive.com/[email protected]://www.linkedin.com/in/mikhailastettler@MikhailaCreates