Tag Archive | "Videos"

Chris Brogan Says if Your YouTube Videos Are Boring… Emote!

Marketing guru Chris Brogan offers some advice on how to make interesting videos for business owners that produce YouTube videos:

The Medium Requires You to Amp it Up

One detail that I see repeated over and over and over again in your YouTube videos is that you forget that this medium requires you to amp everything up a little bit more than what’s probably your normal delivery. When I’m talking normally to other people I still use my hands but not as much as I do in a video.

One other difference is I’m very vividly aware of this frame. I’m making sure that I have everything such that I’m paying attention to the frame. I’m looking at the lens which means I’m looking at your eyes and I’m paying attention, but what I’m also doing, and this is where it gets important, is I’m emoting.

You’re Performing Whether or Not You Want To

I could talk to you about the data, I could just say you know it’s really important to emote, emoting is good, you should emote. But in video, you’re performing whether or not you want to. Notice a difference in how I was talking. When I just kind of talked normal, one of the things I do is there are not really many pauses. It’s just kind of walking along and getting the words out as fast as I get the words out.

When I’m performing, there are a few more clear pauses and I’m doing a little bit more enunciation and I’m changing and validating and varying all the different pieces of the words so that you can catch up.

Keep Your Energy Level High

I’m trying to keep it audibly interesting and I’m trying to keep the energy level high because that’s what we respond to in video. I don’t know how many times I’ve seen some of my friends talking on video and they seem sort of like they’re just being held at gunpoint. No one wants it and so you have to deliver.

It’s performing, its producing, it’s creating something for someone. It’s not fake. It’s just a way of making sure that everything gets pushed forward a little bit, notches it up. You do this kind of thing when you make a selfie. You might image adjust a little, you might wipe out a zit or something, you might whiten your teeth, who knows. Do the same with your video, produce. Also, when you’re creating a background for your presentation you have to pay attention to that as well.

I’ve been talking mostly about voice and emoting, but I wanted you to feel and understand how this all connects. You’re not just delivering the information, you have to amp things up a little, you have to push. This is coming from a guy who deals with mild clinical depression. My normal energy level is low, but if I don’t deliver like this then you don’t pay attention.

Be Like You… Plus

I learned some of this from watching some of my friends and my kids YouTube videos. My kids watch these people who when they get excited they shout and they scream. You say, but Chris, I’m not that kind of person, I don’t emote normally. I’m not asking you not to be normal, but I am asking you to be like you… plus. Can you be just a little more you for the video? If you’re super quiet and super non-emotive, be just a little more emotive. That’s gonna help a lot.

The post Chris Brogan Says if Your YouTube Videos Are Boring… Emote! appeared first on WebProNews.

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SearchCap: Google to sell Zagat, videos in Google My Business & new research

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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SearchCap: Google short videos, AdWords scripts & IoT for local search

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Submit your SEO questions to Google for upcoming short Q&A videos

Google hasn’t produced short-form SEO video answers for three years, but now they’re looking to start it back up again.

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SearchCap: Google autoplay videos, SOS alerts, Sitelinks update & GOOG earnings

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Google’s updated iOS app pulls in YouTube videos, menus & more

Version 22 gives searchers fewer reasons to need to leave the app.

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SearchCap: Google drops feature phones, Sitemap file size increases & videos in panels

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Google Sending Searchers To Nonexistent Videos

Can’t find that video that Google listed in your results? It’s not you. It’s Google.

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Videos from MozTalk: Blogger Edition

Posted by CharleneKate

Have you ever noticed how Rand is often speaking at conferences all around the world? Well, we realized that those of us here in Seattle rarely get to see them. So we started MozTalks, a free event here at the MozPlex.

It normally runs 2-3 hours with multiple speakers, one of whom is Rand. The event is hosted at the Moz HQ and offers time for mingling, appetizers, refreshments and of course, swag. The series is still evolving as we continue to test out new ideas (maybe taking the show on the road), so be on the lookout for any updates.

Our most recent MozTalk back in September was a smashing success. Rand and his wife Geraldine, widely known as 
The Everywhereist, were our featured speakers, and the event focused on blogging, driving traffic to your site, and finding your online personality.

Wouldn’t it be amazing if driving traffic and building your blog’s brand were easy? You launch your blog, you publish awesome content, your metrics go through the roof and everyone just absolutely loves you. Bada bing, bada boom! We all know, however, that the Web is a crazy beast, and the number of individuals constantly sharing their thoughts, stories, expertise, and experiences can be overwhelming. Not to mention that search engine optimization itself has become considerably more advanced and challenging over the years.

So how do you stand out from the millions of personalities, blogs, tweets, and other search results? In the presentations below, Rand and Geraldine dive in and offer tips and tricks on how to drive traffic to your site and get your readers to fall in love with you.


Rand: What Bloggers Need to Know About SEO in 2014



Geraldine: How to Make Your Audience Fall in Love with Your Blog

Top three takeaways

As someone who’s in the midst of launching my own personal blog, these particular takeaways really resonated with me:

Give SEO some love. For many marketers, SEO is a no-brainer, but often times it’s harder to convince bloggers that SEO is important. The fact is, search continues to grow massively. There are more than 6 billion searches performed every day, and guess what? 80% of clicks go to organic results. That’s where SEO comes in. Here’s a little secret: You actually don’t have to be an SEO expert to be effective; you just have to be kinda good at it.

Be authentic. Connect with your audience through familiarity and by being genuine. This will not only help you grow a loyal and dedicated following, but create a bond between you and the readers. There’s no better voice for you than your own.

Be patient. If something’s not working, don’t panic. Traffic doesn’t happen overnight but if you stick to your guns and stay true to your efforts then the results will be rewarding. Also, don’t be afraid to switch it up and try new things if you have to.

Join us for the next one

We’ve got our next MozTalk scheduled for
Tuesday, November 18th with Rand and Dr. Pete Meyers, who joins us all the way from Chicago! We’ll be sure to let folks know once we have the videos of the talks on the blog, but for now, we hope to see you there!

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Joel Ackerman’s top tips for successful marketing videos

Author (displayed on the page): 

Gareth Davies talks to Joel Ackerman, writer and director of the Poo Pouri viral video advert and creative content director for Orabrush. In this article get the latest tips on how you can effectively produce and market web videos for your business.

Introduction

Unless you’ve been living under a huge rock for the last few years you’ll be aware that web videos have become a powerful part of online marketing.

If you can get web videos right, they can be a big game changer. Get them wrong and it can be a costly, empty experience. And unfortunately most businesses, big and small generally continue to get video marketing wrong.

So what do people really need to do to make better web videos and increase their chances of success?

I believe answers to many of the common pitfalls can be found in my eBook Videotastic! However recently I had the pleasure to speak to Joel Ackerman, an LA-based TV writer and director who shared 7 web video secrets with me that I can now share with you.

But before we dive in, a little bit about Joel…

He’s produced some of the most successful entertaining product videos on YouTube.

In the last few years he’s helped amass nearly 200k subscribers for Orabrush’s YouTube channel, and his recent video for a product called ‘Poo Pourri’ (which he wrote and directed) has received over 20m YouTube views and over 1m FaceBook shares in a matter of weeks. Yes 20m. That’s like the same as all of the population of Scotland, Wales, Ireland and Norway watching your advert!

It’s no surprise that these ads are now being written about in the Huffington Post, Cosmopolitan, Daily Mail and Washington Post to name but a few.

A TV/Film writer, filmmaker, marketer. Joel’s style is like Woody Allen meeting David Ogilvy. He combines entertainment with marketing, and it’s all carefully wrapped into a solid business objective.

With no further ado, here are the video tips Joel has used to such great effect.

Create a compelling message and make powerful claims

Firstly understand the unique selling proposition (USP) of the product or service. Once this is clearly defined, the next step is to construct the claims to get people’s attention. You do not want to be another ‘me too’ company you want to be unique.

“Focus on the messaging or selling points of what’s going to make the video convert viewers into buyers. Really focus on that to find the valuable information that will help sell the product. For example with Orabrush when people discover that 90% of bad breathe comes from the dirty tongue they are all the more motivated to buy a tongue cleaner. We added powerful claims too, like ‘stop the stench of your bodily odour at source and save your relationship’. That’s a powerful claim.”

Make a ‘conversion’ or ‘engagement’ video

These are the 2 main types of video a business will want to make. Conversion videos are designed to drive sales, whilst engagement videos can work well to get people to subscribe to a YouTube channel.

Conversion video

These are designed to turn viewers into buyers. They can be sharable, but the upside is if a video converts to sales, it’s also possible to scale up paid advertising.

“We want to bring money in the door and to get people to buy the product. I wrote the ‘Bad Breath Test’ as a conversion video. It was the 2nd video we made and really started it all for Orabrush. The product wasn’t even in stores early on, but we achieved full retail distribution from the online presence.”


Poo Pourri conversion video, with over 20m views.

Engagement video

Orabrush decided to create a web series called ‘Diary of a dirty tongue’. This web video series was designed primarily to promote the YouTube channel. The style is entertaining, but it also uses subtle messaging. The videos specifically make a call to action to subscribe to the channel.

Understanding the difference between the two is important. You don’t want to invest all your budget into engagement videos, if your primary business goal is sales.


Orabrush’s ‘Diary of a dirty tongue’ engagement video (200k channel subscribers).

Get inspiration from outside your niche

Joel is a firm believer that it’s difficult to come up with original ideas if you spend too much time looking at what others do. Go outside your niche, try and get inspiration from other places.

“I feel like it’s hard to come up with something fresh if you’re always consuming other people’s material. My heroes are Woody Allen. Filmmaking influences: Woody Allen. He’s just so prolific, and his humour is smart. However when it comes to Advertising my Dad, Jim Ackerman is my hero. I learnt my fundamental marketing principles from him as a kid, when I used to help him out.”

Collaborate with a professional entertainer

Marketers and business owners do not need to try and become entertainers overnight. Joel strongly believes in hiring a pro. Find someone with plenty of experience.
A professional entertainer can bring extra pizzazz to your video. Whether that’s more energy, humour or credibility.

“If you were trying to market Ice Hockey for example, should the marketer try and train to become a professional ice hockey player to make a video? Or should they hire a professional ice hockey player and teach them to sell the product instead? If you’re wise you’re going to choose the latter.”

Do not try and make a viral video

Obsessing about going viral can be the death knell for web videos. The aim should be to make a conversion video or an engagement video, and ideally make it sharable, but videos do not need to go viral to be a success.

“If you’re thinking about making a viral video you are looking at the wrong end of the equation. Focus on creating a conversion video and a successful campaign. Going viral can’t be in the back of your mind. You need to shelve those fantasies because you’d be focusing on the wrong end of the equation: on distribution not returns.”

Orabrush and Orapup are great examples of videos that haven’t needed to be a viral hits to be hugely successful. Almost 200k channel subscribers and 1m products sold is testimony to this.


Entertaining engagement videos for Orabrush

“With Poo Pourri I had a stinking suspicion it would be successful. But that’s because it was a good conversion video that was sharable. We weren’t aiming for a viral video”.

The idea is important, but if you have a great idea and poor execution it won’t likely be successful. Unbeknown to Joel until very recently, US brand Cottonelle® had already created some video adverts that were not a million miles away from the Poo Pourri concept. However their execution of the idea was simply not as good. As a result Cottonelle’s videos have not achieved the same sort of attention as the Poo Pourri video has.

Test, track and iterate

Yes that’s right, apply the same principles you would for optimizing a website, landing page or paid search campaign for that matter. Look at the entire sales funnel and in a word – optimize!

For video this could mean filming two variations of a conversion video to test for the best performer.

Or edit a more v less risqué version and analyze both. Another option is to highlight different features in two separate videos, or test different calls to action.

When it comes to running tests it’s possible to start small then scale things up. YouTube’s analytics program can also give you some great insights.

“We use YouTube Ads to run small scale tests to see which video is getting more engagement from users. If you’re getting a lot of thumbs up and positive comments, you can soon see if you’re on the right track.”


YouTube analytics can offer useful insights into your video (random data example)

Launch

When you have your best version that is proven to either convert to sales or subscribers, then launch that version. Undertake the usual things such as emailing bloggers, doing PR, sharing on FaceBook, Twitter and so forth. However sometimes this decision will happen sooner if many people start sharing a version of the video.
There were a few versions of the Poo Pourri ad being tested at the time it went viral. In this instance the public decided hands down which version they liked, and started sharing it.

Conclusion

These steps are central to how Joel has produced and marketed scores of successful web video ads. It’s a blend of great creative ideas for the content mapped to clear business goals and implementing marketing fundamentals.
To recap:

  • Create a compelling message and powerful offer based around your USP.
  • Decide what type of video you’re creating. Is it conversion or engagement?
  • Look for ideas outside your industry.
  • Think like a marketer and collaborate with a professional entertainer.
  • Forget going viral, instead focus on your business goals.
  • Start small, test multiple versions with ads and find your best version.
  • Use PR and social media to promote your winning video.

“My advice for folks is to really focus on the messaging. Differentiate from competitors, by understanding the features and benefits of your product or service. so you can make powerful offers. Then test, iterate and execute it well.”

For more information visit Ackermania Creative or email Joel.

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