Social media expert Brian Boyd send me this note on the importance of video in branding and social media. It was so pertinent to our clients and readers, I thought I’d share it:
Old school marketing consultants often begged their clients to write books to develop credibility and brand. It’s still good advice today but I would also recommend the addition of active tweeting, linking, updating and blogging to improve credibility. We also believe strongly in the power of video. I think it’s vitally important to have a presence on YouTube and Vimeo (and others) because nothing connects quite as well as video.
If a picture is worth a thousand words then a video must be worth a significant multiple of a thousand. The following topics seem essential to any business:
1. Customer Service: Include videos to help customers understand how to get the most from the purchase experience. We all know men don’t read instruction manuals but would men watch a 2 minute video on “How to get the most from your iPad TODAY?” (Don’t you stay awake nights wondering why Apple hasn’t dominated the industry in state-of-the-art video instruction? If Cupertino is reading…call us, we can help!)
2. Testimonials: This seems too easy to be missed so often, by so many. Surely we can find 10 happy customers who would be willing to let us shoot a 2 minute video on why I would buy your product again!” Amazon wisely attaches “rated” reviews to virtually everything for sale on their site. Much has been learned about the efficacy of Amazon’s, “Was this review helpful to you?”…
but that’s another blog!
3. Add-on products or services: Again, doesn’t this seem obvious? But when we search libraries for this type of video—the pickings are slim. When is the last time you saw a Tweet or update pointing to a video of this nature.
Resist the urge to film your CEO in a fire-side chat about world peace. Viewers of videos are information seekers. Inform with an interesting video and watch click-throughs soar. And don’t spend a bunch of money with slick sets and 5 camera angles. Keep it simple and under 2 minutes per video.
Tweet a video today!