Here are the Video Marketing Strategies You Need to Know from Vimeo’s CMO
“You may be 50% less likely to create [video], but 100% more likely to succeed if you do.” Harris Beber, CMO, Vimeo
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Gone are the days where video is deemed a ‘nice to have’ in a marketer’s strategy. More than ever before, video is an essential medium for marketers no matter what your brand goals are or how big your business is. But, while businesses of all sizes are looking to create more content across multiple formats, there are still significant challenges faced in making good video at scale.
On the second day of #SMWONE, Vimeo CMO Harris Beber sat down with SMW Founder and Executive Director, Toby Daniels, to take a closer look at these barriers to entry, the state of video storytelling, tips for adapting content to today’s shorter attention spans, and much more.
Here are the primary insights and takeaways:
- Fear, cost, and complexity are the leading barriers to video
- Frequency is the key to driving reach
- Gradual engagement boils down to telling authentic brands stories
Bringing scalable video creation in house
Ninety-six percent of SMBs report that if obstacles like time, cost, and complexity were removed they would be integrating more video into their marketing approach. Only half (50%) are actually making video and of that percentage, 92 percent claim that making more video would help grow their business aren’t due to a lack of time and money, and a poor understanding in how to approach their video efforts.
Enter Vimeo Create. Available on desktop and as an app, brands can pick from pre-made, professionally curated video templates customizable to their specific needs or start a new video from scratch, integrating their own video footage. After the video is finalized, they can automatically tailor the content for each of their social channels in distinct versions depending on the format and aspect ratios needed: square, vertical, or horizontal.
Drive reach through frequency
“Seventy-five percent of video views happen in the first four days. More frequent video is necessary to keep an engaged audience,” explained Beber.
For optimal reach, creating daily is ideal though this is not always feasible especially for smaller companies who are under-resourced. A simple hack to overcome this obstacle is creating in bulk, “Spend an hour or two a week on creating content so you can schedule that content out for the entire week,” explained Beber. Not every platform is the same, so testing the waters regularly will allow you to gauge how to share your story across different platforms and formats successfully. With each post, you’ll see the areas of improvement and you’ll feel less overwhelmed, Beber assured. “The first video is the hardest. Keep evolving,”
Despite that not every platform is created equal, a general rule to keep in mind to ensure your content is thumb-stopping? Capture your viewer’s attention in the first three seconds. “Start with the peak of your story, use bright colors, show faces, pets, motion, and your brand. We are fighting in 3-second increments when it comes to social engagement,” he explained.
Build engagement over time tell through authentic stories
Offering a powerful reminder on the impact of storytelling in videos, Beber urged attendees to prioritize authenticity over perfection and pushing the “shiny object.”
In a world where you have three seconds to capture someone’s attention, there’s still room to tell a longer story. “People buy from people. Tell your story; don’t sell products… If you can’t demonstrate value through the consumers’ eyes it doesn’t matter how great you think your product is.” he said. Now more than ever people crave community and brands have a significant opportunity to use this moment to cut through the noise in profound and positive ways.
But how exactly does a brand define authenticity in its own lens? Start at the end. Define the mission or purpose behind your message at the ground level. Once you’ve answered the “why,” the next question becomes what type of video will help you most directly in achieving this goal and every else — the format, the channel, the message — will fall into place in a holistic package.
“You may be 50 percent less likely to create, but 100 percent more likely to succeed if you do take the leap and try,” Beber shared to conclude the fireside.
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