Video Marketing Blog

Get The Super Bowl Score Before The Big Game!

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Which Brands are Winning the Ad Game on YouTube?

If you’ve gone to YouTube at all lately, you’ve likely noticed the plethora of Super Bowl ads and teasers by the various brands that plan to advertise on game day. Super Bowl commercials have long been a highlight for many, and the sole reason to tune in for others. Over the past few years, brands have experimented with airing teasers or full, official commercials on YouTube – days or even weeks before the big game. Why would they do this?


Building anticipation is the main goal. You want people talking about your brand. Airing ads ahead of time generates hype and increases overall brand recognition.  It’s yet another way for a brand to engage with their audience.


The ads range from sentimental and/or patriotic to ridiculous, funny and out-of-the-box. The point is to be memorable. What better way to remain in viewers’ minds than to be accessible 24/7 on one of the most popular sites in the world? Viewers can pick early favorites and look forward to seeing them again during the actual game. They can tell friends and family to watch for specific ads as well. Now, Super Bowl ads are water cooler topics for weeks instead of a couple of days after the game.


Since last year, Touchstorm has been tracking the ad-related content uploaded to YouTube by these brands — before, during and after the Super Bowl — to accurately assess which brands have the most staying power. Using tracking metrics like Views, Subscriber Conversion , Likeability, and Velocity, we determine which ad campaigns are most successful as a whole. The rankings are updated daily on our Super Bowl Scoreboard, available here: tstrm.li/SBScoreboard


Chatter about online entertainment has been louder than ever this past year. Every trade magazine is discussing YouTube and the important role it plays for brands (not just for the Super Bowl, but for brand equity in general). YouTube star Bethany Mota was a contestant on TV’s Dancing with the Stars. Internet interviewer Grace Helbig is about to begin her own prime-time talk show on E!


What does all this mean? There are more eyeballs on more screens than ever before. So it only makes sense that advertisers would jump at the chance to get those eyeballs on their Super Bowl ads before the game to get the most out of the $150k per second ad buy. How many viewers are watching each ad? Do they click the “like” button? How fast are these ads growing in virality? We’re here to measure all that. On our Scoreboard you have the ability to look at all of the advertisers side by side and truly compare the effectiveness of their campaigns.


So… check the score and see who’s winning the ad game before the game. Coca Cola won the Super Bowl ad game last year with their polarizing ad #AmericaIsBeautiful. While some people disliked the ad or found it offensive, many thought it was a beautiful celebration of America. Most important, it was memorable. Who do you think will be most memorable this year? Let us know in the comments below! Check our scoreboard daily for up-to-date rankings, and look for our recap report in early February when we declare an official winner.

 

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Topics: Video Content Strategy YouTube Video Analytics YouTube for Business YouTube Analytics YouTube Video Marketing

2015 Content Marketing Predictions!

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How Will Content Be Marketed in the New Year?

Now that the year is drawing to a close, it's time to start thinking about predictions for the New Year! 

We've rounded up our favorite predictions for the marketing industry in 2015:

 

17 Content Marketing Predictions for 2015 - Contently

 

17 Marketing Influencer Predictions for 2015 - News Cred

 

10 Predictions for Content Marketing in 2015 - Mashable

 

2015 Marketing Predictions, Pop Culture Style - Forbes

 

60 Content Marketing Predictions for 2015 - Content Marketing Institute

 

2015 Content Marketing Predictions - Kapost

 

3 Social-Marketing Predictions for 2015 - Entrepreneur

 

Do you agree with these? Do you have any predictions of your own? Leave us a comment below!

Topics: Video Content Strategy YouTube Content Strategy YouTube Video Marketing Content Marketing

First Kiss: How Viral Videos Can Be Missed Marketing Opportunities

 

At Touchstorm we spend a lot of time analyzing videos (and making, and editing, and developing strategy around…) and there’s a lot of knowledge here about how to turn a great video into a successful marketing campaign that builds audience. This is what Tube Tuesdays are about.

Every Tuesday, we’ll pick apart some of the most popular videos of the week and break down what’s working and how to better turn that smash into a sales tool. It’s not just about views and shares, it’s about the brand’s ability to build an audience around the video, a dedicated fan base that says “I want to see more. Share with me. Even subtly market to me. I’m in!”

Audience makes the difference on YouTube and we’ll show you how to build one. So let’s start with THE video of the past week. In the past seven days, viral video “First Kiss” has been shared 1.3 million times, amassing more than 60 million views. The concept and its authenticity are perfection, and such is the viral formula.

The problem is you never know what will become viral, so it’s critical that you have the pieces in place surrounding it when it does!

 

But we can’t just sit back and admire a great concept. We have to make everything better. Here’s how Wren (did you know that’s the brand behind it?) can turn their smash into a brand success.

1. Brand visibility

Part of the mystique comes from the lack of brand visibility, using more of a product placement than promotion strategy. However, there’s always room for brand visibility if done well. Filmmaker Tatia Pilieva wins as the YouTuber responsible for the piece, but Wren misses by including just a link to their site below the “Show More.” A description of Wren, more prominent link and, most importantly, their own YouTube channel is how they connect with their new audience and keep the relationships growing for the brand.

2. One-off vs. campaign

The video creates tension and suspense, but how is the brand using that to deliver to an audience anxious for more? An effective pre-buzz strategy might have included pulling each couple apart and teasing one kiss at time, rolled out over time. Or perhaps we’re in for a series of follow-ups that build a story about the piece, go behind the scenes, or develop the characters further. This piece presents a “what’s next” emotion, and hopefully Wren will capitalize.

3. Audience engagement

There is no brand engagement with the audience through comments, yet a lot of interest for more. Wren and Pllieva should be engaging with their new fans by revealing more about the film, the concept, the actors, the clothing and inviting a relationship with the brand.

4. YouTube as the platform

Don’t just invite your audience to your site to view your products, bring your products and content to YouTube. Millions of new customers are receptive to more from Wren and Pilieva. Bring it to them, engage with them and subtly market to them where they want to be, not where you want them to go. The video and newsletter sign-up on the Wren site is the right strategy, but more should be done where the audience lives.

5. Subscribers, not views and site hits

A successful strategy starts with views and shares, but doesn’t end unless you’re developing an audience. First Kiss brought 67k subscribers (and counting) to Tatia Pilieva, so she’s converting well, but let’s hope Wren saw as many subscribers to their newsletter, as that's where they placed their marketing bets.

Topics: Video Content Strategy YouTube

Stay Relevant: How to Keep People Watching with veeseo

We're excited to announce our latest venture, veeseo North America, which will change the face of publishing—really! veeseo is the first video relevance engine, matching publisher videos to editorial stories based on the relevance of the content—without any effort. 

Here's how it works: Imagine you're reading an article and the video is perfectly aligned to the story—it's timely, topical, relevant, not just a "top video of the day." As an editor, you didn't have to do a thing to add highly relevant video to your story, so you place it mid article. As a publisher, you've unleashed your video archive to give your content more visibility, and greater clicks ($) that stay on your site, not out to others. As a reader, you're happy to see video that interests you now, not about something you were researching online last week. There are so many wins we stopped counting. 

Watch our latest video that tells the story of veeseo, and see what MediaPost and Adotas have to say. If you're a publisher or editor and you'd like to try veeseo on your site, please contact us and we'll get it going.

Topics: Video Content Strategy

3 Tips for Making Your Best Brand Video: A Shutterstock Case Study

Everyday People

Some music stands the test of time and finds an audience of new listeners in every generation. Online video carries the same power.

Recently, Shutterstock and Sony teamed up to re-imagine a video for the Sly and the Family Stone classic, "Everyday People." Exclusively using stock footage from the Shutterstock collection and some animated vintage photos to shape the narrative of the video, producers rediscovered not only how relevant the song remains today, but also how meaningful its message remains. (Read more about the making of the video, and watch the final product below.)

The combination of an iconic tune and compelling imagery makes it so sensational. "Using clips of everyday people doing what they do, being who they are, and living life across cultures really drives home the essence of Sly's lyrics," said Adam Farber, Project Director for Legacy Recordings.

For companies searching for new ways to incorporate video into their overall marketing strategy, yet might not be in line to partner with a music company to attain rights to reproduce a song, there are other more far-reaching lessons to take away. Once you come up with the right approach to put your brand on the map, here are some suggestions of how to proceed:

1. Hire the right producers. Find people who have both the experience and passion to make your vision come alive. That passion will be reflected in both the first cut and the final cut.

2. Storyboard everything. It can be time-consuming and expensive to make a video. You can eliminate unnecessary hurdles by outlining the approach and process ahead of time. This will make for swifter turnaround times, too.

3. Get experimental. Just because you have a process in place doesn't mean you should entirely dismiss improvisation. Some of the best ideas come to you while making edits or putting the finishing touches on. Check out some of the more exotic clips in the "Everyday People" video, below.

 

 

Guest post by Danny Groner. Danny Groner is the manager of blogger partnerships and outreach for Shutterstock

Topics: Video Content Strategy

The 3 Types of Content: Which Do You Have?

You may be wondering what kind of video you should make; what type of video is right for your brand. Types of videos? Yes, types. All the talk about online video needs to become more nuanced to reflect the various ways that you can communicate with video online. Saying "we have online videos" is akin to saying "there is weather going on outside". It is accurate, but neither descriptive nor helpful.

Types of online videos are not overly complex. It's as easy as your freshman communications class, really. Remember the three types of communication? You can persuade, entertain or inform. Remember developing those speeches? Well, online videos fall into one of these three categories as well: Persuasive, Entertaining and Informative.

First things first; here's what you need to do to gauge your type.

Take an Inventory of Your Videos

You'll need this to help you develop your strategy, but for now, just put them all in one of these three buckets. As you do this, a couple of things will emerge: first, you'll start to see that you are preferring one kind of video over the others, and second, you'll also see that your video content doesn't fall neatly into these categories. That's the point of this exercise, to highlight where you are off-strategy with your content. If you don't know what bucket it goes in, then just put it where you wished it fit well. If your information has too much competitive language, then don't worry, just put it in there anyway.

Take an Inventory of Your Competitors' Videos

Again, don't over think it. Just find as many as you can and start to list them in their respective categories. Don't worry about too much analysis either. The goal is to get you thinking about and seeing Online Video in these three categories of content.

Look at Your Other Marketing Communication Activities

What bucket does most of your other content fit into? It is typical for it to be primarily Persuasion since this is the primary mode of marketing. But the landscape is changing and brand content is changing with it. We want to make sure that you are prepared to meet and engage your audience the way they want to be engaged, and that your competition doesn't beat you to the punch.

We created a Guide To Video Content Marketing to help you do this kind of audit. Download it if you haven't already. It will help walk you through these steps.

Topics: Video Content Strategy

Does Your Online Video Production Company Have These 5 Things?

1. They Have Experience in the Type of Content You Need

(We'll assume everyone knows to look for an ad agency to make online video ads for them.) If you need Editorial Videos then find a company that understands what works in this kind of video. Not just any old production company will do. Same for Entertainment--whether one-off or series)--you need someone with a track record of success here.

2. They Understand Online Video Production

Those that have worked in television for years and years tend to think about digital in a certain way. The same holds true for companies that have worked in film or large commercial projects. You want a partner who understands the uniqueness of the online medium--and how it is evolving from the desktop/laptop world to the tablet/smartphone one.

3. They Are Sound in Strategy and Execution

What you are looking for is a thought-partner in addition to an execution partner. Can they help you think through your strategy for your online video mix, and then can they help you get those videos produced? Or if you feel like your strategy is all shored up, then you'll need someone who gets and can work within the parameters of that strategy. Video content marketing is new and powerful, but not everyone saying they do it really knows how. Ask for examples before you get started.

4. They Pre-Wire Your Content to Perform in Search

We've said that Google is the homepage of the web, so getting your content high in rankings is key. You want a partner who knows the right topics and can develop scripts that will perform well for you. Not all topics are searched equally. So, ask about their topic and script development process.

5. They Get Talent in Front of and Behind the Camera

Creating content is talent plus craft. Make sure your partner is putting talented people in front of the camera for you--real experts who know their material or talented performers. But you also want talent behind the camera writing great scripts, directing, shooting, producing, etc. It is not easy making good video and having a great camera doesn't make a great video.

Topics: Video Content Strategy YouTube Video Production

Why your online video isn’t working (and what you can do about it)

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It is easier than ever to produce and distribute online video. The challenge today is what to produce and where to distribute it. We see companies struggle with this all the time. They have a YouTube channel with a dozen videos and somewhere between 200-2,000 views per video, or they created a series of videos that are too branded to get earned media. It’s not just little guys struggling with this – big brands are faced with both the opportunity and the challenge of being a publisher.

There is one simple problem with most brands’ approach to online video. It’s very simple to remedy, and once a brand does this, they see their results improve. Once you understand how the system works it seems very obvious, but if you are on the front end of developing content for your brand it can be very frustrating.

The problem? Not matching your video content with your distribution method.

Granted, it doesn’t sound very revolutionary, but let’s unpack this idea a little bit. The acronym POEM has been around for a few years now, and it has caused much of this problem. It stands for Paid, Owned and Earned Media. This represents the Distribution method for your content online. The thing that’s not discussed in this acronym is that certain types of content fit better for certain types of distribution.

For example, ads are great for paid media, but they have to be amazing to get any earned media. Think about the last ad you shared on Facebook. What was it? What was the last ad you saw as content on your favorite website or blog? Ads have certain places that they run on a site: pre-roll or over in the margins, and you pay for these placements. So, if you are creating advertising and hoping to get earned media or to rack up lots of views on your owned media properties, it probably is not going to happen.

"But I didn’t create an ad, I made a—viral video/online video/how to video/other kind of video—to run everywhere online." Yeah, we hear this one a lot, but when we watch the video, the brand has sneaked in features and benefits and competitive language – basically, doing what a good ad does, which is sell. And the first rule of editorial is, No Selling! If you are hoping for earned media, then you need to create a different kind of video.

There are 3 kinds of videos that work online: Advertising, Entertainment, and Information. The problem is that most brands create some kind of hybrid of these, and then they are stuck because publishers don’t know what to do with it, and audiences don’t really get what they are watching. Remember, people have been watching video their entire lives on TV and in movie theatres. They are very sharp about it, and understand the genres. You violate this rule at your own expense.

So, first decide the right mix of online video for you (more on this in our next post): advertising, entertainment and information – you need all three for a robust online video strategy.

Then match your content to your distribution. We mentioned that paid is best for ads even though there are a lot of social video companies in the news running entertainment or informational video in paid space – some of these placements are a bit dubious despite their well-branded names. For entertainment videos, you are best running it on your owned media or in partnership with a publisher who has existing traffic. Finally, your information video—evergreen, non-selling, editorial videos—are perfect for earned media distribution.

There are exceptions to this approach, but they are the rare, 1 in 500 cases, and who wants to base their entire strategy on capturing lightning in a bottle?

Topics: Video Content Strategy

Online Video Hits the C-Suite

 

We recently ran across this Forbes/Google report which highlights ways that online video has invaded the C-Suite. The key findings in the report included:

  • Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
  • Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
  • Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
  • Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
  • The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.

While much of the focus of the online video conversation centers around the consumer-facing end, this trend is one that should be encouraging for the B2B community. Additionally, it means that more and more executives in companies with significant TV budgets are using and understanding the value of online video. Perhaps this will accelerate the growth in budgets that are desperately needed to see the needed growth (and growing up) in the industry. The scale and sophistication differential is still heavily weighted for TV-based video, but trends like these bode well for the futures of all those working to grow the space.

Topics: Video Content Strategy