Do you have a new or an existing product? Need to promote your online store ? Do you wish to invest in your personal branding ?
Video is the ultimate solution for you, no matter if you are a big company, a famous brand or a small player.
Why video?
– Virality – video is the most shared format
– Production value / quality is not an issue anymore – anyone can do it
– YouTube is an optimal platform for closing gaps between small and big players
– Google will reward players who are also active on YouTube.
- How to start? Brief – for a work plan
A video campaign will begin with detailed planning that includes the following elements:
- Product description including its advantages, strengths and weaknesses compared to the competitors.
- Defining the target audience – the more accurately the target audience is defined, the more efficient the move will be.
- Pyramid of advantages – rating key advantages
- A message pyramid – which 2-3 of your product advantages should the marketing activity focus on.
- Goals and targets – defining quantitative and qualitative goals.
- Defining the target audience
This is no longer just a basic definition. In the digital age it is necessary to define your target audience in a precise and detailed manner:
What interests them?
Who are their friends?
Which platforms do they use?
What is their digital profile?
Which social groups are they active in?
What do they believe in?
What do they trust?
What are they afraid of?
Whom do they love?
What are they looking for?
What are they talking about?
Who influences them?
Whom do they influence?
- Setting the environment and the nature of the video
At this stage we will characterize the physical environment of video production –
Background? Atmosphere? Equipment? (Professional tools indicate a large company but are definitely not necessary). The nature of the video? Emotional / Productive / Informational (statistics, market surveys, etc.).
- The clip’s typology
At this stage we will produce a script for each of the stages of the product promotion: The introductory stage, the uniqueness stage in which we describe the advantages of our product, the concrete proposing stage of the brand, and finally the relationship stage (invitation to be in touch through the company’s social activities).
- Strategy for producing clips
What will be the best video clip for each stage?
Multilayer video that includes more than one stage?
Producing three types of creative for each stage – The law of diminishing returns is valid here – the effect of each clip or creative diminishes over time, at which point it is advisable to come up with a new script.
.
- What do they measure? KPI’s – Key Performance Indicators
- Subscribers
- Engagement Index = Like/Views > 1%
- Correlation between subscribers number and average views
- SPOQ- Social Proof Of Quality – In other words – how many people and what do they have to say about your content. SPOQ Index is based on sentiment and volume of reviews
- The content mix strategy should be based on four anchors:
- Original content – which takes into account the advantages of the platform’s distribution (YouTube, Facebook, Instagram, SnapChat etc.).
- Evergreen content – content that can be relevant for a long time.
- Snackable Content – short concentrated content for those who tends to prefer short, chewed, and packaged content.
- UGC – All content should invite users / viewers to add something of their own – comments, sharing experiences. The company should build the channel and content to allow significant room for users’ contribution.
SPOQ – Social Proof Of Quality
- Your video channel distribution strategy should be based on four anchors:
- Detachable channels – Dissembling channels – break up pieces of the company’s content and spread them on different platforms, where you can reach a dialog with your desired target audience.
- Viral distribution – your content should be sharable – you should focus on a content that generates a trigger for distribution with your audience (humor, playfulness, originality).
- Organic distribution – your content should be searchable – content creation, structure and nature should take into account the requirements of search engines.
- Paid Media – measurable and targeted campaigns on social networks can help, especially in the first stage of your YouTube channel.
The formula of a successful YouTube channel
Tracking successful YouTube channels, a clear common formula stands out:
They are produced by the category’s passionate content producers and are directed to content consumers that are passionate about the same category
A passionate creator, creates content for a passionate audience
For example: Dancing, sandwich preparing artists, extreme trips