Facebook is now a serious contender to YouTube in the video marketing arena. So, learning to improve your Facebook watch time is an essential step for marketing your business videos. Viewers now require shorter videos that seize their immediate attention. Some must do so in as little as 6 seconds, but 15 seconds remains the norm. Last year, Facebook introduced video streaming service “Facebook Watch”. Going forward, this will be the backbone of advertising across the site. We understand that 48% of video views on Facebook now come from direct sharing. That’s a lot of untapped marketing potential and businesses should pay due attention to Watch Time statistics. There are several ways to increase watch time. Native Uploading An independent…
This year, all everybody seems to want to talk about video-wise is 3D and 360 degree videos. However, these technologies are not the only video marketing trends for 2018. Some of the following are just as exciting, if not more so. Video Ad “Snacking” In 2017, YouTube hailed the birth of the super-short video. Following a 47% surge in ad revenue, Facebook discovered that the shorter the video, the better than engagement. It’s not uncommon for video commercials to last just 6-30 seconds now. What’s more, Social Media Examiner found user attention to video ads dropped after just 6 seconds. Shorter, punchier advertising will define 2018. We even discussed in a blog article the necessity of capturing a viewer’s attention…
2017 was undoubtedly the year of VR (Virtual Reality). Affordability of headsets coupled with streaming video guarantees its growth in the consumer market for some time. It also means a world of opportunities for those who rely on video marketing to convey their message. Virtual Reality Video is a small part of what we do at Top Pup Media, but it has great potential for some brands. Over the coming years, it is going to change how we sell products and services. Immersive User Experience Despite being a great medium, at present most video advertising is passive – the viewer observes. This has been the issue with video since the dawn of the moving image. But virtual reality immerses the…
Despite websites packed with images and text pages, video content represents over 95% of viewed material on the internet. It’s a powerful medium for businesses of all sizes; without it, you are potentially hindering your business’ marketing efforts whether you use it for commercials, marketing or campaign promotions. Yet this desire for more engagement through video has tempted many businesses to bypass professional video production and go at it alone. DIY videos are fraught with many problems, and here’s why. Art Over Science When producing any business video, it’s easy to get carried away with such elements as design, effects and visuals. While these things are important, far too often we see that amateur video producers ignore the “science” of…
Having a good, quality video that sums up your business, product or service is never enough. Top Pup Media can deliver the video message you want, but the real work is in how to market and promote your video content. We know how effective video can be for marketing. However, without an effective video marketing strategy, you could be wasting time, effort and money. Here are some steps to building an effective video marketing strategy. What: Ask Yourself What You Are Trying to Achieve You should already have a comprehensive answer from before Top Pup Media begins producing your video. The question of what you want to achieve should be an ongoing issue of your promotion, and should weave through all your creative decisions…
Facebook has grown to be much more than just a social media platform – it has become an excellent marketing platform by finding new and innovative ways to reach business users. For years, the measure of success on Facebook has been engagement – clicks, comments, reviews and likes. Facebook’s dwell time metric could change all of that and finally provide the breakthrough marketers have wanted for years. What is Dwell Time? Marketers have talked about dwell time for years, but so far it has been immeasurable – losing potentially key information about how Facebook users interact with content. Simply, it measures the amount of time a user hovers over something. This may not seem like much, but some users deliberate on whether or…
Every video tells a story. And, every story has a structure: a beginning, middle and end. Business videos are no different from a book or a movie when broken down like this. When we put together a business video, we will clarify and communicate your key message into this structure. Here are the three essential steps on how to structure your business video. The Introduction: The Customer’s Pain Points A great introduction introduces the problem and then introduces your organization as the solution provider. Every story starts with a hook in the form of a succinct or attractive opening line. The equivalent of a great opening line for business video is to address the problems of your potential audience and to…
What Should Go in a Video Call to Action? Customers have certain expectations from social media marketing today. One of these expectations is that promotional material should sign off with something called a “Call to Action”. This is just as important for videos as it is for sales pages, blog posts and email marketing. Here, we present a list of the elements that go in an effective video call to action. The Hook The most popular type of hook is “FOMO” or “Fear of Missing Out” designed to drive customers to buy your product or service before it’s too late. With FOMO, the intention is to instil the necessity for a quick and hasty reaction to buy. Other types of…
In the world of internet marketing, businesses of all sizes are always looking for the next method to reach their audience. Facebook and YouTube have been a great way of reaching out to customers with video, but content slips down a timeline quickly. Competition for attention in the form of likes and shares is fierce. There is one potential answer to social media saturation in Instagram. It’s All About Images and Videos We know that images and videos are powerful marketing content so the next natural step is to use a platform that shares only that type of content. Videos are especially powerful, representing less than 5% of content on the web but over 95% of viewed content. On Instagram,…
In the world of advertising media, content is king. Using a chessboard analogy, we could argue “Exposure is Queen”. She is the most powerful piece on the board. You could win without her, but it makes it monumentally difficult. No matter how well thought out, planned and recorded your video campaign is, if it is not being seen by the right people then it could be a wasted campaign. Here are some tips on how to get YouTube to recommend your video. The Power of YouTube Recommendations According to web statistics, 40% of viewed YouTube content is a result of recommendations from the platform. This powerful medium comes in three basic forms. Suggested videos from the creator Videos by other…
We’d suspected it for years but now it’s official. A recent study found that among the younger generations, particularly Generation Z (roughly 13-25 year old group), social media video is the most important visual medium for advertising. It’s a fundamental change that began with the tech-savvy Generation Y, but those who follow in their footsteps are taking it one step further. It’s a generation brought up on the internet from a much earlier age than Gen Y and certainly more than Gen X. Their habits are forging the future for video marketing. The Findings The first and most critical finding is that Generation Z watches more YouTube than television content. This means that YouTube celebrities are more household names to…
There are many reasons for why an organization might employ Top Pup Media. We produce mostly promotional and marketing videos, but you may also require content for recruitment and campaigns. In an age of accountability and mistrust of the public towards businesses, some entities are seeing the value of using video for rebuilding your company reputation. BP and Lessons After Deepwater Horizon With social media being accessible to almost everyone, mistakes and disasters can become world news in a matter of minutes. BP discovered this in 2010 with the Deepwater Horizon Oil Spill. The rig exploded and sank, and over the following months, 4.9 million barrels of crude oil spilled out into the Gulf of Mexico.Following, BP embarked on a massive plan…
A video marketing campaign gives you limited time to get your message out there. Ideally, you want to portray your message, your company and product in as quick a time as possible using association so people “get it” without you having to go into great detail. However, some of these images are becoming so common that companies are falling into the trap of using clichés. Below are some common clichés to avoid: People Stereotypes Do you pretend you are doing science by showing an image of a man or woman in a white lab coat staring at a petri dish or test tube? Do you show you care about the environment by showing hippies linking hands around a Giant Redwood?…
It has been noted repeatedly that video represents the overwhelming majority of visited content on the internet while still only making up a small part of it. A majority of video content is aimed at businesses who sell to the consumer (B2C), but video is also vital for those businesses who sell products and services to other businesses. B2B videos are an important part of the web’s video content, but recent years have demonstrated just how important it is. A survey conducted in October 2015 revealed some interesting results. 2015 Survey Results A seminal survey on video marketing content for last year – the fourth annual report – examined the results of marketing, agency and managers questioned about their video content; the…
It has been a problem for many years, users file YouTube and copyright infringement claims against users who then find their well-constructed videos taken down. It provides a headache for the user as they seek to prove that they have the right to use the material or argue “Fair Use”. YouTube recently announced that it would take further steps to ensure that content is on their site legitimately – and this includes investigating false claims of use of such content as music where you need proper licensing and a claim of Fair Use does not apply.Top Pup Media produces original video content using assets specifically tailored for your business or project. That includes graphics and voiceover artists. If you should…
They say a picture is worth a thousand words. Telling stories with video should be worth a whole lot more than that. In corporate storytelling, choosing the right visuals or video sequence is vital in conveying your message to the intended audience. Many times, we have explained how important video is to web marketing. Just as important is how you convey your message. Here are some ways in which you may show and not tell your audience what you want them to know about you or your product. The Work Environment A sweeping shot of the building, images of the corporate culture, employees looking happy and fulfilled, and bright airy rooms is important in demonstrating to potential employees just what they might…
Business videos are now a fact of our working life – used for recruitment, training, promotion and of course advertising. Today, most businesses need a web presence on YouTube, which means customers expect to see more video content in general. You may be tempted to use actual employees in some of your videos, saving the expense of hiring professional actors. However, this may not always be the best choice. Here, we present the advantages and disadvantages of using actors or real employees. Using Actors Pros The obvious advantage to hiring a professional is that they have the experience and skill to deliver the results you desire. They will convey your message to your audience in the way you want. Most professionals…
When a client approaches Top Pup Media to produce a video, we usually ask for a simple video brief to work with. A brief is simply a set of instructions so we can understand you and your video production needs; it may be a written order or an email with a simple outline.Here is the typical information that you might include to help the early stages go smoothly: About You First, we need to know about you and your business. It is helpful for us to know information about your industry. In some cases, it would also be helpful for us know your market share and market competitiveness (for example a sales video), but most importantly the “personality” of you company and…
In a previous article, we discussed how the average consumer believes they are more rational than they actually are. We cited evidence that decisions made on which service and product to buy was often more emotional than rational. Understanding these rational and emotional concepts for video can help you connect with your audience.Here, we discuss some of the tactics you might use in choosing which direction to take when building your video campaign. Are you looking to encourage your audience to feel a connection or will you engage their logic? Common Rational Arguments The concept of rational marketing attempts to instill the idea of great value and quality. Appeal to simplicity: Everybody wants convenience. This is a common tactic with technology products and services; the…
You may have produced the best video content in the world, but it will be for nothing if you haven’t effectively setup the video in YouTube. You may already know the standard tips, but one thing that is often easily missed is the YouTube description box. When you browse YouTube, take note of how uploaders utilize the description. See how many use the following tactics. Put Relevant Information in the First Few Lines Five lines are good, two are better. This is effectively your meta-description so it should contain the keyword and a very brief summary. The opening two lines will appear next to your video in the YouTube search list so ideally, the most relevant information should go here. The…
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Top Pup Media, LLC
Dallas/Fort Worth, Texas