Why Customer Testimonial Videos are Marketing Rocket Fuel

25th May 2018

written by George Hughes

Why are customer testimonial videos so great for business?

Have you ever been on the receiving end of a sales call or meeting, with the salesperson going on and on about how incredible their business/product/service is? Did you find yourself thinking:

Not another one! Of course, you think your business is great. So do all salespeople”.

You aren’t alone. In fact, in more recent years, there has been a growing mistrust in businesses hyping themselves up. That is why we’ve seen such a rapid rise in marketing methods such as influencer marketing, with third party reviewers providing a more trusted opinion on a business’s offering.

 

When we think ‘influencer’, we may think of online gamers with thousands of YouTube/Twitch followers or the young, rich in-crowd on Instagram. But fundamentally, an influencer is someone with a degree of influence over others. When it comes to business, this can be anyone from a customer, supplier, or partner. At Small Films, we regularly deliver customer testimonial videos for our clients, helping them engage with new clients.

Authenticity

There is something to be said about the level of influence that can be leveraged through video testimonials for your business. This is especially true when they include clients who are respected in their field.

These respected individuals can be more powerful than the big social media influencers. In these cases, potential customers will often be aware of their expertise and respect their opinion – creating an environment of genuine trust.

Clients rarely have a reason to give a video testimonial beyond a genuine delight with your service or product. Therefore, customer testimonial videos offer a level of authenticity that is otherwise difficult to find elsewhere in marketing.

Want support with testimonial video production? Give our team a bell. 

Using key clients in testimonials will also often offer points of view that you may not have otherwise considered. For example, most businesses have their ‘go-to benefits’ of why customers should choose them. These often don’t cover the softer elements that many customers find so valuable, such as good communication, flexibility or compassion. Testimonial video production helps businesses highlight their personality as well as their capabilities.

Customer testimonials videos are highly engaging content

Let’s put the benefits of having your customers sing your praises aside for a moment and focus on the vehicle – video. After all, there are a few ways a customer could provide a testimonial…so why is video so powerful?

“Marketers who use video grow revenue 49% faster than non-video users.” WordStream

The keyword here is ‘engagement’. Keeping anyone’s attention for more than a moment can be easier said than done in a world where there is such a vast amount of content online. However, video provokes and captures the senses in a way that no other form of media does. Video testimonials allow your customers to expressively and concisely tell the story of why they chose to work with your business.

Video also allows businesses to distribute valuable testimonials across various platforms. Including websites, social media feeds, social media stories, emails, direct messages and can even be included in sales decks to add authenticity to presentations.

Customer testimonial videos are a fantastic way to grab your current and potential customers attention. This powerful type of marketing offers a level of authenticity and engagement which is otherwise hard to portray to new and potential clients.

If you want to see how powerful this tool could be for your business, have a browse through our video testimonials services and get in touch today.

Small Films is a video production company based in London.  We create effective and results-driven customer testimonial videos that put your brand streets ahead of the competition. 

3 Easy Steps to Get Sales with Video

Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?

When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.

Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.

1. Inform

Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)

2. Educate

Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.

3. Offer

Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)

A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.

If you want to talk to us about how to drive sales for your business using video then drop us a line at info@smallfilms.com

The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?

Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?

Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.

If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…

This is their advert. No two ways about it. They are showing the product and pushing their agenda.

But then look at these three videos and their different forms of branded content.

This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.

And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.

But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?

Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.

So how do I create branded content for my business?

Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.

Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.

For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.

If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?

Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.

The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?

Why bother when I can just run paid adverts?

The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.

I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?

If you want to talk to us about how to create branded content for your business then drop us a line at info@smallfilms.com

If you are an SME and haven’t heard of the term ambush marketing, then you may be missing a trick. It’s a high impact, cost effective way for brands to hog the limelight and is frequently being used by the likes of Pepsi, Burger King and Nike to generate huge sales. And the good news is that you don’t have to be a big brand to use ambush marketing. It works for emerging brands too. So, what is ambush marketing and why is it so effective?

Imagine you want to hold a street party but can’t afford it. Then you find out your neighbor is hosting his own street party with a band and an expensive sound system. So you invite all your friends over and pass the party off as your own. Before you know it, your neighbour’s guests have even ended up at your house. You’ve got the street party you always wanted and didn’t have to pay a thing. #partyambush.

Now imagine you are Coco Cola and you’ve paid a fortune to sponsor the World Cup. But then Pepsi, who hasn’t paid a penny in sponsorship, decides to rebrand all their drinks cans with pictures of the England World Cup team. They win sales from Coke without the hefty price tag of official sponsorship. Catch my drift?

The most common form of ambush marketing takes place surrounding key sporting events where brands would ordinarily have to pay for sponsorship like the World Cup, Wimbledon or the Olympics. But it can also be used for other key calendar events like Movie Releases, Royal Birthdays, Festivals OR to hijack big marketing announcements from other brands like Apple or Tesla. And that marketing can manifest in print, TV, digital, radio or a brand’s packaging.

So how can emerging brands use ambush marketing effectively? And what about video – how can you use it to amplify an ambush marketing campaign?

1. Be Direct

In this game you need to be proactive and keep a beady eye on your annual calendar. There are many events that pop up throughout the year which you could create some awesome content to generate buzz. Form connections through imagery, colour and slogans whether that’s Union Jacks for a Royal Wedding, rainbows for London Pride or in the case of Blue Kitchen restaurant this year – create a social media video.
During the world cup they create this video which referenced Maradona’s famous “Hands of God”. So even thought Blues Kitchen has no official connection to the present world cup they formed a strong association that would have resonated with their audience.

Your ambush doesn’t just have to be inline with a specific event – it can stem from anything that is current or trending. You need look no further than social media for the latest meme or hot topic. Do you remember when fidget spinners first came into town and how everybody went crazy for them? Well Burger King took that trend in their stride and produced this awesome Gif…

As an emerging brand this is exactly the type of trend that could you easily to create some content around.

2. Be Fearless

To make an omelet you have to break a few eggs. So to stay ahead of your competition, you’ll have to risk putting a few noses out of joint with your ambush marketing. Look at what your competitors are doing or any bigger brands that you could ambush and then form a marketing campaign around their events. For example, in 2012, Nike piggybacked off London Olympic fervor with their own TV campaign called “Find your Greatness” despite the fact that Adidas were the official sponsor, not Nike.

And an example of an emerging brand jumping on a big brand’s bandwagon is Mous – they timed the release of their indestructible phone case with the arrival of the Iphone X. They even ambushed the long queue outside the Apple store and filmed some video content with the hopeful Iphone owners putting their indestructible case through its paces.

3. Be Predatory

Look for opportunities to have a dig at your competition. Here’s another example from Burger King where they hijacked the cinema release of the Clown horror film “IT” and used it to poke fun at their main competitor McDonalds with the slogan “Never Trust a Clown”. They created this piece of video content to promote the campaign.

And Android released this advert for their Smart watches just before the release of the Apple Watch, making the point that as an Android smart watch owner they have different styles so you can still be individual but with Apple, you only get one choice.

As an emerging brand there are so many opportunities lying in wait for you to do your own ambush marketing campaign, whether that’s piggybacking off a major event, jumping on a new trend that’s doing the rounds on social media or having a dig at some of your bigger competitors with a counterintuitive video campaign. Just look at the calendar and for anything you can take advantage of, then start your scheming! Be the predator, not the prey.

Video content is King

According to a recent study by Forrester Research, 1.8 million words of text is worth 1 minute of video in terms of impact. Whether such a comparison is really accurately quantifiable, it’s clear that video is rapidly overtaking text as the most dominant form of digital content.

In a fast-moving world of Social Media, changing technologies and ever more selective consumers, it’s the attention-grabbing, story-telling and engaging qualities of video that make it the most effective and shareable way for brands to communicate with their audiences. Indeed, by 2021 it’s predicted that a staggering 80% of global consumer internet traffic will be video. 

Social Media has changed the way we consume video content

There are no two ways about it then – consumers love video and businesses are quickly having to adapt by making video a central part of their digital marketing strategies. So far, so straightforward. But it’s not quite as simple as commissioning a video, sticking it on your website and sharing a few links across Social Media.

The evolving digital landscape is creating more and more ways for audiences to consume video content and an increasing number and variety of Social Media platforms are at the forefront of this. Each Social Media platform has its own audience, character, features and functions, not to mention technical restrictions and conventions about hosting video. Audiences have different expectations and consume video differently according to each platform. Forward-thinking brands can take advantage of this by considering these Social Media nuances when planning their video distribution strategies. You can stay one step ahead of the competition by carefully adapting your video content to have the maximum impact on each Social Media platform.

To help you get started, here are our top tips on how to use video content across the most popular Social Media networks:

Facebook Tips

The stats

Using video to get brand engagement on Facebook is more important than ever. Facebook generates more than 8 billion video views per day (source Bloomberg) and views of branded video content have increased 258% since 2016 (Tubular Insights). Square video gets 275% more views and 482% more shares than regular. 

The tone

Facebook is primarily a personal network of family and friends. Of course, businesses make great use of it for marketing purposes but consumers are largely using it in an informal way. It’s great for B2C and any video content you post should be friendly, entertaining and sit well in users’ feeds alongside casual updates from friends. Don’t post anything corporate or specialist and keep the tone light.

The format

Square video is outperforming regular video in terms of engagement, perhaps due to the increase in internet usage on Mobile phones. 

Facebook videos autoplay and the majority of people watch without sound – make sure your video is captivating in the first few seconds to stop users scrolling on by – and don’t forget to add captions or text overlay and an attention-grabbing thumbnail and title.

Videos under 2 minutes long perform best.

Upload your video natively (rather than posting links to other video platforms) because the Facebook algorithm rewards native video. 

Go live

Facebook’s algorithm also rewards live video as it is the most engaging type, and what’s more when brands post live video, it also seems to increase the reach of their non-live video content. Facebook live videos are viewed for 3 times longer than uploaded recorded video and get 10 times as much engagement. Live videos should be longer than recorded videos (but less than 15 minutes).

Advertise

Reach a highly targeted market with engaging video advertising on Facebook. Video ads receive 10 to 30% more views than other image ads (although often with a higher CPC).

Twitter Tips

The stats

Twitter is the channel for short, fleeting updates and therefore hasn’t emphasised video as much as some of the other social media channels. However, 82% of Twitter users say they watch video content on the platform (Bloomberg). Twitter reports that Tweets with video are 6 times as likely to be retweeted as Tweets with static images, and 70% of US marketers said they were confident they could drive sales through Twitter video advertising (www.emarketer.com)

The tone

Twitter is great for business networking and connecting with influencers and customers. The tone should be more professional than Facebook, but avoid overly spammy or salesy content. You can be more businesslike in what you post, but be conversational too as ‘real-time’ interactions are common.

The format

Twitter supports MP4 or MOV format video and you can post landscape, square or vertical videos. Square and vertical perform best because 93% of Twitter video views are on Mobile devices (Adweek). Films can be no longer than 2 minutes 20 seconds. Between 30 and 45 seconds is the optimum length however so the platform is ideal for posting teaser clips to longer format video content on YouTube or your website.

Go live

Live video marries really well with the real-time immediacy of the Twitter platform and posting live video via Periscope is a great way to promote business events, conferences, product launches etc. 

Advertise

Video advertising now accounts for over 50% of Twitter’s revenue and video website cards or video app cards can drive viewers directly to your website. 

Instagram Tips

The stats

While primarily a photo sharing platform, the amount of time users spend watching video on Instagram has increased 80% year on year since video feature was launched in 2013 (Instagram). The main demographic is 18-29 years old (59% of this age-group uses the platform) and video advertising gets 3 times as many comments as photo advertising. 35% of Instagram users are creating and viewing video via Instagram stories (Mediakix).

The tone

Instagram is a friendly and informal platform used predominantly by the Millennial and Generation Z demographic.  Its visual nature encourages active engagement and Instagram posts get the highest brand engagement of any Social Media platform (Invespcro). It is a really useful platform therefore for informal visual storytelling, communicating brand culture and identity, and for creating an emotionally engaged brand community. It is also very effective for showcasing products and online shopping for retail brands.

The format

Instagram video must be less than 60 seconds in length. Use vertical video in Instagram stories, and landscape for timeline video. An Instagram story video can only be 15 seconds in length, but you can add as many stories as you like, or make a longer story by posting multiple 15 second chunks sequentially.

Go live

Live video on Instagram can be up to an hour long and is available for your audience to watch (in full) in the stories and live section at the top of the screen. Live lends itself to seasonal stories and events or time limited promotions. It can also be a great way to increase engagement with your audience by means of live Q&As and chat.

Advertise

As we discovered earlier, video advertising on Instagram generates 3 times as many comments as photo advertising. As well as standard video ads between 3 and 60 seconds long including room for 2,200 characters of text, brands can now use carousel video ads by adding up to 5 videos to one ad, along with up to 2,200 characters of text.

Instagram TV

Instagram has recently launched Instagram TV, a long form video app that’s also available within Instagram. Videos on the app will be vertical in format and can be up to an hour long, suggesting that Instagram is vying for YouTube style content.

Linkedin Tips

The stats

75% of business executives said that they watch work-related video weekly (Cisco Systems) making professional networking platform Linkedin ideal for hosting business videos. 38% of marketers use video on Linkedin and 55% of business owners said they would continue or start to share video on Linkedin in 2018. Linkedin users are also 20 times more likely to share a video than any other type of post (Linkedin). 61 million Linkedin users are senior level influencers and decision makers and Linkedin is the top channel for distributing content for 94% of B2B marketers.

The tone

As a professional networking, B2B and recruitment platform, Linkedin suits a corporate and formal tone and is the place to demonstrate industry expertise and personal thought-leadership to your audience. 50% of US internet users with a college degree use Linkedin so your content should be value-adding and informative. Video can be used professionally to showcase projects, conduct interviews, show case-studies and post how to’s and demonstrations.

The format

Linkedin enabled a native video function recently and it now allows members (not businesses as yet except via advertising) to upload videos natively between 3 seconds and 10 minutes long from the app or web in either vertical or horizontal formats. Vertical videos will be cropped to square and videos will autoplay silently in the feed. The platform has also recently added sticker and text options for video. Native video will rank higher in searches than video links to other platforms. Although you can’t livestream, you can post a video as soon as you have recorded it and you can also share it to your company page.

Advertise

Linkedin has recently rolled out business video advertising in the form of Video for Sponsored Content and Company pages. Businesses can now pay to showcase their companies with video on their company pages and can sponsor highly targeted B2B video content that will autoplay in audience feeds.

YouTube Tips

The stats

The daddy of video hosting platforms, YouTube has a staggering 149 million viewers per month. (Statista). More than 1 billion hours of video are watched daily and more than 50% of YouTube video views come from Mobile devices (YouTube). YouTube also reaches more 18-49 years olds than any broadcast or cable TV network, and whilst time spent on YouTube by this demographic has increased by 74%, TV watching has decreased by 4%.

The tone

Although a lot of YouTube content is perceived as being entertainment based, it’s very much worth businesses having their own YouTube channels to raise awareness and build brand identity and engagement. Google has a strong bias towards YouTube videos in searches (as opposed to videos hosted on websites or other platforms) (Stone Temple) and 70% of people say they watch YouTube videos to ‘solve a problem’ and 86%, to ‘learn new things’. YouTube is therefore a brilliant tool for brands to use to explain how their products and services work and to educate and inform on industry issues. 

The format

As a video hosting platform rather than a Social Media platform, you can upload all sorts of format and length videos to YouTube as long as they don’t exceed 20GB. However, ComScore reported that the average YouTube video length is 4.4 minutes, and Wistia research has shown that while you will keep 60% of viewers watching to the end of a 4 minute video, you will retain 75% of viewers of a 1-2 minute video. Shorter still seems to be sweeter on YouTube. 95% of YouTube video ads are audible (Google) – both vision and sound are important on this platform.

Go Live

Live streaming is possible on YouTube (and now also from your desktop) if your ‘account is in good standing’ and is verified.  It’s a useful feature for vloggers to share live updates and for businesses to share live video of events/launches etc.

Advertise

YouTube accounts for a quarter of digital ad spend in the US. There are three video advertising options, the most popular being the 6 second bumper ads which appear before, during or after other videos and cannot be skipped. YouTube say that ’70% of bumper ads drive a significant lift in brand awareness.’ The second type of advertising is TrueView which is adverting that plays before, during and after videos, but which can be skipped after 5 seconds. The advertiser is only charged if a viewer watches for 30 seconds or engages with the video. Discovery ads appear when a viewer is browsing content on the web or YouTube and can be any length. The advertiser is charged when a viewer clicks on the ad.

Snapchat Tips

And a final word for Snapchat. Although the least used Social Media platform for video marketing, Snapchat’s popularity amongst the under 24’s should not be underestimated. For businesses targeting this demographic, they can make use of Snapchat stories to post 10 second temporary stories, and can take advantage of Snap Ads to get their video advertising content placed in users feeds.

If you would like help with producing video for different social media platforms, contact us here.

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.

Content Marketing Food

Feeling peckish? Food is one of the most popular and fastest-growing subjects for video content in digital marketing. In terms of online content, lots of us are yoga devotees; some of us love gaming and a select few of us are passionate about free-diving. Food, however, whether we like cooking it or just consuming it, is a unique form of content in that it appeals to pretty much everyone. The preparation and sharing of food has been at the heart of what it means to be human since earliest times – we use food for fuel, celebration, comfort and consolation; we have a deeply emotional connection with it. In addition, food stimulates the senses – it lends itself to a visual and dynamic medium like video. Watching food being prepared, cooked and consumed is captivating on a primal level. Research in sciencedaily.com showed that visual stimulation through enticing images of food increases a hormone protein in the blood which stimulates appetite. It actually makes us hungry! Whether we’d like to admit or not, we’re all hooked on looking at food.

The measure of food content’s success can be seen in its adoption as a growth strategy by the big online publishers. Food has always played a central part in traditional publishing content of course; all the big newspapers have food supplements and we lap up restaurant reviews and recipe pages in print publications. But social media and the growth of affordable video marketing has given food content a rocket-fuelled boost in recent years. Buzzfeed’s popular Tasty food channel to which 1 in 6 people in the UK subscribe, and the New York Times’ recent foray into discerning digital food content are hugely successful examples of this.

And the stats speak for themselves. Views of food-related content on YouTube are increasing 170% year on year (Tubular Insights). Food is in the top 10 categories of content that generate most engagement, and amongst Millennials, the popularity of food content is massive (a whopping 70% of food-related views are in this demographic). Food is therefore proving to be one of the most successfully visually appealing, emotive and shareable subjects in digital marketing. If seeing it makes your audience want to eat it – and social media can direct consumers directly to your business website – food and drink brands have some amazing opportunities to grow their businesses with cleverly targeted video content.

Here are some of the ways food and drink brands can capitalise on video marketing for growth (and there’s a lot more to it than just enticing recipe videos):

Social Media Advertising.

Video content generates the highest engagement of all online advertising. It is estimated that 92% of mobile video viewers share them with other people (Hubspot).  Users expect high-quality production values and great entertainment though to keep them watching. YouTube stats show that users skip ads on average after 5 seconds of watching so it’s important to grab the attention quickly. If you can pull it off, a well-made online food advert is so shareable on social media that it can go viral. KFC has just released 3 online videos using their infamous gravy to make cocktails, piggybacking on the niche cultural trend of ‘stocktails’ – whilst being quirky enough to pique the viewer’s interest. With over 270K views in a week, the ads are proving capable of cutting through the social media noise and creating some buzz.

Social media advertising is also brilliant for targeting your specific market through campaigns on individual social media platforms. Kids’ sweet brand Sour Patch Kids carried out a successful video campaign on Snapchat by collaborating with a popular YouTube influencer to record ‘sour then sweet’ prank videos and then utilising live video to have conversations with fans and consumers. The high-energy, fun and young social media app was the perfect platform for connecting with the brand’s potential teenage audience and Sour Patch Kids gained 120,000 Snapchat followers during the campaign. Utilising more online video content also contributed to their growth in sales by $30 million between 2014 and 2015.

Branded content.

Video provides a way for food businesses to integrate branded content across multiple platforms. Using video in different ways across broadcast, online, mobile and social media channels means that brands can digitally communicate their stories, tone of voice and messaging holistically. A big-budget TV ad might launch a new product for example, but regular video content posted across YouTube or Facebook can give depth, personality and consistency to brands. Some brands use these methods effectively to show a human side and connect directly with their audience – posting videos of behind the scenes, food production, and employees for example. Dunkin Donuts famously launched one of the first branded live Facebook videos when it posted a tour of its food development kitchen for a Valentine’s day promotion and competition, generating 21,000 viewers in 15 minutes.

Our first-ever LIVE tour of the DD test kitchen + a big announcement for engaged Valentines!

Posted by Dunkin' on Thursday, 11 February 2016

Live video is a fantastic tool for connecting directly with customers and building a committed and engaged community of followers (and potential customers) and is ideal for a relaxed, informal brand.

Other brands have effectively used regular video content to demonstrate their ‘expert’ status, quality and authenticity. Waitrose launched a successful YouTube channel and collaborates with top chefs and influencers to produce gorgeous recipe videos using high-quality ingredients, whilst also placing an emphasis on ethical food production and sourcing. This appeals directly to its educated middle-class market and provides a way for its customers to invest emotionally in the brand.

Combine with influencer marketing.

The increasing visual and emotional appeal of food has not been lost on bloggers and vloggers and food and recipe influencer content is one of the fastest-growing types of food content creation online. Some foodie influencers have a much wider audience reach than many brands and many have built up vast, trusting and engaged followings. Without the corporate machinery, they can often produce content more quickly and regularly than brands. SORTEDfood is a brilliant example of this. A group of British millennial men decided to video themselves sharing banter and food and have built up a huge YouTube subscriber base of over 1 million people. With a relaxed and humorous vibe, and lots of engaging content like recipe battles where they each attempt to make the same recipe, their content is perfect for reaching a particular demographic of 20 and 30 something men (and women) who are interested in (and spend a lot on) food.

Collaborating to make joint videos with influencers like this can be a brilliant way of targeting specific audiences. When Lea & Perrins wanted a younger market for its famous Worcestershire sauce, SORTEDfood was the go to influencer. Together they made a series of videos and Lea & Perrins launched a YouTube channel on the back of the content, resulting in 2.2 million channel views.

  • Generate user action.

Video content is also a good way for brands to encourage genuine customer engagement and to prompt user action. Coca Cola carried out a hugely successful integrated marketing campaign when it launched named bottles, using broadcast and online advertising to stimulate customer engagement.

The campaign, which originated in the UK but went global, encouraged consumers to #shareacoke with friends and submit videos and photos of themselves with their named bottles to be shared online. It proved a brilliant way of generating a feel-good shareability of branded content.

Use video as a recruitment tool.

One issue that affects a lot of food and drink brands is recruitment. The food industry is employee heavy in terms of production and service, and recruiting enough good, qualified staff can be difficult. (This issue is likely to be exacerbated with Brexit – over 40% of staff in fruit, vegetable and meat processing and production are from EU countries  – as are nearly 15% of employees in the hospitality industry.) Video can be an effective tool for reaching the right audience of potential employees (young, social media users) and competing in a busy market. Have a look at a recruitment video we recently produced for restaurant group  Living Ventures which capitalises on this.

Small Films’ founder George Hughes spent 15 years producing and directing content for TV broadcast including serious documentary and food and cookery content. For more information about how Small Films can help your food or drink brand with engaging video content, contact us here.

Small Films are a London video production company. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign. Give us a bell. 

 

 

 

 

When it comes to creating video content for a brand or small business, a viral video is the holy grail. A piece of content that so connects with audiences and captures the imagination that it is voluntarily shared repeatedly across the internet – what could be better for a brand seeking maximum exposure?

The common misconception with viral video is that it is always homemade, amateur or that it spreads somehow accidentally. Though this was true in the early days (and can sometimes still be the case today), marketers quickly realised how powerful viral video can be and began to harness that power. In fact, today, 9 out of 10 of the top viral videos have been created professionally.  It’s a modern marketing fact that viral video can work brilliantly for raising brand awareness fast – but how can you deliberately ‘make’ a viral video?

Although there are no guarantees when it comes to making a video go viral, there are certain characteristics shared by all viral videos. If you want your video to be compellingly shareable, these are the top priorities in terms of content and style:

Harness the element of surprise. All viral videos have something unexpected about them that marks them out as different from their competitors. Don’t follow the rest, subvert an idea that immediately piques the viewer’s interest. Think of the ‘Dumb Ways to Die’ Australian public safety film that was an internet sensation a few years ago. Using cute animated characters and a funny, maddeningly catchy song, Dumb Ways To Die turned the idea of the serious, educational public information broadcast on its head, and heralded a new era of naïve style animation.  Catchy music can also help – although be aware that many viewers (especially mobile users) will watch videos with the sound off.

Include humour. Not all viral videos are funny – but many contain humour or irony. Humans are social animals and laughter is eminently shareable. If you can include humour – do. But only if this authentically reflects something about your brand identity. Have a look at this very amusing (yet highly informative) video for toilet training seat ‘Squatty Potty’.

Make your content value-adding. Although it sometimes seems like we are all just pointlessly sharing videos of cats falling off shelves and pandas sneezing, the brand films that go viral often contain an important element of useful information. Michael Dubin, former CEO of the Dollar Shave Club, sold his cheap razor subscription business for 1 billion dollars, five years after launching with a brilliant viral video. Combining charismatic humour with the unexpected, the video entertainingly demonstrated why no-one should spend more than a dollar a month on disposable razors. In this case, entertainment + value-adding content resulted in ultimate shareability.

Don’t be derivative. If you see a funny video that’s gone viral, don’t try to do your own version – unless you can make it genuinely quirky and captivating in its own right. There are many derivative versions of Dollar Shave club that don’t work, but also a very clever antidote version, ‘The Dollar Beard Club’ which promotes a subscription service for oil and products for men with beards.

Use the power of emotion. Humans take action based on how they feel. Successful viral videos generate strong emotions in people – be they joyful, empathetic, or sad. A moving charity video for example can prompt people to take direct action and donate or share (the Second a Day video for Save the Children is an amazingly affecting example of this).

Unless your brand requires an empathetic response from your audience however, research shows that it is best to concentrate on generating positive emotions. The feel-good factor can play a large part in making your video shareable. For best results, use your video to tell an emotionally uplifting story simply, quickly and arrestingly, using humour and surprise. The big-budget Nike football ‘The Switch’ ad brilliantly demonstrates this.

Piggyback a cultural trend. Make it easier for yourself by basing your video on something that is already being widely shared and searched. If people are currently responding to prank videos and it fits with your brand, have a think about incorporating that. If the gadget of the moment is a VR set or everyone is talking about Star Wars – can you somehow use one of those themes in your video? It may well not be appropriate for many brands, but it’s worth thinking about popular content themes as a way of leveraging more social shares. Social Media scheduling tool Hootsuite cleverly made a Social Media themed version of the Game of Thrones title sequence to piggyback on the popularity of that show.

Keep it short. We often look at Social Media in short bursts, during breaks, scrolling through quickly and stopping briefly on content that momentarily captures our interest. Video is naturally more captivating than other forms of content, but in order to go viral, your video needs to grab the viewer’s attention in those first few scrolling seconds. Dispense with rambling intros and product shots and get straight to the point. Sustain that attention by being fresh, pithy and quirky. 15 seconds to 1 minute is the optimum length for a viral video. Turkish chef ‘Saltbae’ produced a compelling 30-second video that achieved 7 million views and spawned thousands of copycat memes (not to mention football goal celebrations).

Use influencers and paid promotion. Give your video a head start by pushing it heavily on social channels in the initial stages. The best way to do this is by getting ‘influencers’ with a large number of followers to share your video with their audiences. Think about influencers who are relevant to your brand or product. Often ‘micro-influencers might better suit your promotion – they have smaller follower numbers than the top influencers but their followings are more focused and niche so you will have a better chance of reaching an audience who will be interested in and engaged by your video. You might even think about featuring or interviewing an influencer in your video. They will share it on their channels and you will have access to their followers. Some influencers will share your content for free and others will have a payment structure in place for various levels and types of promotion. Whisky distillery Lagavulin did this to great effect with Ron Swanson.

Likewise, think about paying to promote your story by advertising on Social Media when you launch it. Once it gains a certain number of followers and shares, then a snowball effect will lead to far greater (organic) engagement and you can cut back on the paid promotion.

Professional video production. As we learned earlier, the majority of viral videos are professionally made. Viral video is highly sought after for a reason – it’s incredibly valuable to a brand, and is pretty hard to achieve. If you want your brand video to go viral deliberately, it will usually need an exceptional creative concept, a great script and good production values – not to mention a strategic approach to promotion. Have a go by all means, but if you’d like to have a chat about professionally producing a viral video and have a look at our previous viral work, please do get in touch: info@smallfilms.com

Small Films are a video production company in London. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign

 

 

 

How much does a corporate video cost? It depends…

Frustrating perhaps, but true. Promotional video costs can vary enormously. Like any product – there are low budget options, top-quality professional options with all the bells and whistles, and lots of levels in between. There are so many factors affecting the cost of corporate video that it would be disingenuous (and probably inaccurate) to pluck a figure out of the air to answer the question. It’s not a cost-hiding conspiracy created by the video production industry – it’s just a very complex issue.

The good news is that video recording technology has become a lot more accessible over the last few years and video production costs have decreased. That means that quality video content is no longer the preserve of big brands with a huge budget. It’s now a reality for any small business or SME looking to grow.

Video for your business can be as simple as filming it yourself on a smartphone, downloading an app to use a ready-made template, adding effects, editing it, and publishing it to a video-sharing channel. And that’s great if a lo-fi, personal feel is what you’re trying to achieve. For most businesses, however, the amateur approach doesn’t really work. 62% of consumers who watch a poor quality video say they are left with a negative perception of the brand, but embedding a high-quality video on a business website landing page has been shown to increase conversions by up to 80%.

>> Looking for video production services? From explainer videos to brand films, take a look at how we can help support you. 

It’s clear then, that video content can have a massive impact. It’s important for businesses thinking about video to ensure that this impact is always a positive one. One way of doing that is to use an established video production company that will have a team of experienced professionals, high-quality equipment and pre-production, production and post-production capabilities. When choosing a company, get recommendations, look at their past work and speak to previous clients about their experiences.

The best way to approach commissioning video content from a production company is to have a clear idea of what you want to spend. As with building a house where your architect wants to know the house you envisage from the size, style and building materials, to the features, fixtures and fittings, a professional video production company needs to have an idea of your budget in order to accurately advise what services they can offer you. A corporate video could cost anything from £1,500 to £30,000 depending on a large number of variables from the complexity of the script to the cameras being used. Any reputable video production company will offer you the best creative options for your budget – it’s in their interests that the video looks as good as possible after all. And beware, there’s no such thing as a steal in video production – if something is cheap there’s usually a good reason for it. For example, a camera operator can cost anything from £150 to well over £1000 a day – but the quality of work and level of experience will be reflected in the price. Of course, you can still get a good deal on your corporate video – but the best way to get high quality and value for money is to establish a good relationship and trust with your video production company.

So what are the variables that affect how much a corporate video costs? This will give you an idea of the processes that can be involved in corporate video production. Not all the elements will be necessary in any one video – it obviously depends on the type, scope and length of your video – as well as the budget. The costs will differ for an animated explainer video and a talking head corporate video shot in the workplace for example.

Read our blog: Local vs. London video production company. Which is best?

Planning and Pre-production

Strategy, creative idea, visualisation and design

Scriptwriting/storyboarding

Location finding

Casting of actors or voiceover

Wardrobe/props

Production planning and logistics

Direction and client communication

Shoot day/s

Director

Camera Operator

Cast

Wardrobe/make-up

Sound/lighting technician

Runner

Catering

Studio/location fee

Equipment hire

Travel

Post Production

Editor

Edit Producer and client liaison

Executive producer approvals

Client feedback and approvals

Animation

Motion graphics

Special effects

Stock footage

Music

Voiceover

Licensing

Subtitling/translation

Colour balancing and grading

Export and optimisation for web streaming.

So there you have it. A corporate video can involve many different processes and be many different things, but one thing it should always be is good quality. The best way to cut through the confusion is to speak to a reputable video production company and be clear about what you want and roughly how much you want to spend. Show them examples of videos you like for comparison – be open to new ideas, and most of all, enjoy the creative process!

Small Films is a leading corporate video agency in London. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.

With recent research revealing that 1 minute of video content is worth 1.8 million words (Forrester Research) and that now 80% of global consumer internet traffic is in video form (Cisco), it’s a very brave company indeed that decides to leave video out of the content marketing mix completely. But it’s also no secret that producing good quality business video content can be more time-consuming and costly than other forms of content. The key, then, to getting more bang for your buck (and more content for your cash) is to be clever and resourceful with the video content you commission.

Don’t think of your corporate video as one entity to be embedded on your website, or posted on YouTube and then linked to repeatedly on your social media channels for the next year. You may (rightly) be proud of it, but in an age of rapidly updating information, even your most dedicated customers can get bored of seeing the same content repeatedly, whatever the quality. Instead, think of your video as a rich source of multiple types of content that can be distributed across multiple marketing channels.

Take it to the max and repurpose your business videos. There are many effective apps and tools you can use to help you edit and repurpose your video content or to save time and money, ask your video production company to produce different edits while they are making the main video content piece. Think outside the box and plan your repurposing beforehand.

The team here at Small Films have compiled what you can do to repurpose your business videos:

 

1. Use all available channels

For maximum exposure consider publishing your video on your website, on YouTube and other video sharing channels such as Vimeo, Wistia, and Vidyard. (If you are after one big hit count, concentrate your efforts on one channel).

2. Optimise for social media platforms.

Break your video into shorter clips and themes. You’ll be able to use these in lots of ways (embedded in marketing emails for example) but primarily for distribution across social media. Customise edits to fit the optimal length for each social media platform.

Optimal lengths for the big platforms are as follows:

YouTube 2 minutes
Facebook 1.3 minutes
Twitter 30-45 seconds
Instagram 30 seconds (and must be less than 60 seconds.)

3. Use the video clips sequentially in social media story features.

Use 10 or 15-second segments to post in a story format on Instagram, Snapchat or Facebook. Posting stories puts you straight at the top of your followers’ feeds and is a great way of increasing visibility and engagement.

4. Transcribe the video.

Turn your video into an informative blog post by transcribing or summarising it (or both). Embed the video from YouTube and add a direct text link to your YouTube video page which will help the video page rank higher in Google searches.

5. Convert the video to slides.

This works well for educational and informative video content and can sometimes generate much more engagement than the original video. Share on platforms like SlideShare and SlideSnack.

6. Create a podcast. 

When you plan the audio or voiceover for your video, think about how you might be able to convert it for a podcast. It might pay off therefore if you can get the audio to make sense without the visuals. Podcasts are rapidly increasing in popularity (1/4 of UK people over the age of 15 have listened to one) and video-editing software and other tools can be used to export the audio. You can publish it on iTunes and other podcasting sites and share it across your social media platforms.

7. Add a version with subtitles.

Many people, particularly those who are out and about and viewing on mobile devices, watch videos with the sound off. Make a version of your video with subtitles that can be viewed in this way, or for showing in the background at industry events etc where it might be difficult for viewers to hear the audio.

8. Get behind-the-scenes footage during the video shoot.

Show some depth and character to your brand by getting behind the scenes footage of your video shoot (the set, the crew working, hair and make-up) – little teaser clips can drum up interest before your main video launch.

9. Keep stills of your video.

Use the images across your website, social media and in other marketing collateral.

10. Make an outtake blooper video.

If it’s at all appropriate for your brand, (it may well not be) consider making a video of outtakes or funny moments from your video shoot. It shows a human side to your business and can help you connect emotionally with your audience.

11. Turn your video into GIFs.

Use those in email content, banner ads etc.

So – is it worth investing in video for your business? With the multiple ways you can now reuse and repurpose your business videos into new quality pieces of visual, audio and written content, the answer would have to be yes. If you want content that is great value for money, improves your SEO rankings, increases engagement and provides more ways to target your customers, commissioning video is a brilliant starting point.

Small Films is a leading video production company based in Hackney, East London. If you’d like some more inspiration for breathing new life into your video content, contact us here for a chat.