Amy Landino shares 5 steps to videos that capture attention
Do you need a video strategy that cuts through the noise?
There are so many options for video today that it can be difficult to know where to start and how to stand out. Enter Amy Landino: business owner, YouTuber, and best-selling author of the book "Vlog Like a Boss: How to Kill It Online with Video Blogging." Amy also happened to give one of the highest-rated talks at Marketing United 2018.
According to Amy, the question for today's marketers isn't WHY they should be using video—after all, there are a million voices giving them compelling reasons to do so, like...
1/3 of all online activity is viewing a video (Insivia).
50% of those views are happening on mobile devices (Ooyala).
81% of people say they were convinced to buy something because of video (Hubspot).
We all know the "why," so now it’s more about the "how." How do you get started with video marketing and do it effectively?
Amy Landino shares strategies for effective video marketing at Marketing United 2018.
Thankfully, Amy had plenty of simple, actionable tips to help us all dive into the world of video. Here's a quick recap of what she shared.
Many marketers are great at producing one-off videos, but very few produce video sustainably, which is the best way to get lasting results and build an audience. The best path to sustainability, Amy argued, is to follow the HUB | HERO | HELP strategy.
Simply put, that means that there are three categories of videos you should regularly be producing:
HUB – 60%. This content keeps current subscribers engaged and is aimed at people who already know, like, and trust your content.
HERO – 10%. This is content you produce less frequently and showcases big moments. Rather than nurturing current viewers, it allows you to raise more awareness and is aimed at a more general audience. It requires more time and resources, but it has more potential for virality.
HELP – 30%. This is Q&A-style content. It's how you play to SEO, especially considering that YouTube is owned by Google and the second-largest search engine out there. It's also a good way to make content more interactive by answering viewers' questions and comments.
Examples of HUB content:
• Product recommendations
Examples of HERO content:
• Timely topics
Examples of HELP content:
• Solutions to pain points
To showcase a practical application of this, Amy shared a selection of video content from popular YouTuber Brendon Bouchard
See how he hits all of the categories? For instance, here's how a few of his videos can fall into the HUB | HERO | HELP framework.
HUB: "How Brendon does social media"
HERO: “How to take care of yourself while taking care of others”
HELP: "What’s high-performance?"
By providing this sort of variation, Brendon ensures he's catering to all of his optimal audiences, building awareness for his own personal brand, and providing material for SEO.
Just as companies struggle with producing video sustainably, they also have trouble releasing them in a reliable cadence. Let's just look at the major platforms: Instagram, Twitter, Facebook, YouTube. What's the shelf life for a video on each of them based on how their algorithms work?
Instagram – 24-48 hours
Twitter – 24 hours
Facebook – 24-72 hours
YouTube – days/weeks/months/years
When you think about what consistency looks like, you have to look at what the platforms look like. For instance, the industry standard for YouTube is one video per week. A channel that does well gets really good at the once-a-week upload, so here's what that takes:
24 hours a month equates to three entire work days devoted to video, and marketers know they shouldn’t be leaning into the things they aren't good at. So let’s talk about batching, instead.
See? It's much more efficient and realistic. Think about batching and what that means for you and your organization. You want to try and maintain timeliness, but producing evergreen content is also powerful, so no worries if it makes more sense to work ahead.
Most importantly, build trust and show up. When you say you’ll post a video a certain day, do it. Everyone wants to know the hack for getting an audience on YouTube, and it’s consistency.
With so many platforms available to distribute video content, it can be tough to know which one is best for your business. When you choose where to put your videos, it’s all about viewer culture. What’s happening for the viewer when they go to these places to watch?
Rather than intentionally searching for something and being given a list of titles and thumbnail images to choose from, on Facebook, you find yourself presented with a video that's auto-playing silently. Therefore, it has to grip you visually (and quickly) for you to get interested enough to begin watching on purpose. The game to capture attention is completely different.
You have to think about the viewer experience if you’re going to create something that’s worthwhile. A video you made on Youtube won’t always work on Facebook. Long-form can work, but how does it work? How do you make it more visually compelling versus a really great title and image on YouTube?
One important note: Posting a link to a YouTube video on Facebook generally isn't the best route. Not only does it ignore the difference in viewing experiences, but Facebook's algorithm doesn't favor links to other site's content, as they want to keep those users on Facebook. Native uploads are your best bet.
Once you've figured out what you want to produce, how do you figure out what you're going to say on camera? First off: Don't just wing it. During filming, you should hit all these marks.
Subject First: Don't waste any time getting your subject, whether it's a person or a product, in front of the viewer. If you're doing a tutorial, start with the result first, not the “before.”
Loyalty Treatment: Rather than introducing yourself every time you get on camera, treat every viewer like they’ve been watching you for years. They don't care about your elevator pitch, they care about the content, so just deliver. You can do a quick “Hey, glad you’re here," then move into the whatever you're supposed to be talking about. No spoken names, titles, or website link, though those can be included in the captions if necessary.
8-Second Rule: This is the average amount of time it takes a viewer on YouTube to decide whether they'll stay or go. Again, don't waste time: Get to the point and showcase value as quickly as possible.
Minimal Branding: Keep it simple, and don’t lean on those things that make you look more professional and polished. Instead, lean on the things that make you relatable.
The Content: As for the meat of the content itself, be focused and really deliver. Be generous with your topic, because if you don’t give them everything, they’re going to find someone else. If we don’t work hard to keep people watching, they probably they won’t, so use B-roll and jump cutting to keep the eyes moving.
Audible & Clear CTA: When you’ve gotten to the end, give viewers something else to do by providing a clear call to action. We need to not only see you saying it but hear you saying it, so text on screen won't cut it.
2-5 Minutes Max: Amy admitted this one was debatable, but she believes 2-5 minutes is best for the majority of video content. Long-form content works, but you first have to prove that you can deliver without wasting time.
In the world of video, everybody wants to know what camera you need to produce great video.
To address this, Amy asked the audience a question: How important is your message? Most people will wait to start video until they have the right gear, then that gear sits and collects dust until you REALLY need it. Instead, use the camera that's closest to you, stop making excuses, and get started.
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.
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