I gave this talk at Pipleline Deals event: Growth Hacking 2014.
After an impromptu demonstration of how to put a mic on I launched into my talk:
Before getting to the video hacks, let’s get the stats behind video out the way up front.
Video is reported to triple site traffic, double visitor’s time on your site, and increase the organic traffic you see by more than 150% (sources: SoMedia and Impact Branding & Design).
Video also increases conversions on site; some studies suggest a video increases a client’s likelihood of buying by 85% (source: SoMedia).
It is estimated that by 2017 66% of mobile data traffic will be video (source: Cisco).
In Dec 2013, Google (YouTube) had 159.1 M unique visitors and 13.4 B videos viewed by them for an average of 6 hours. For that same time period Facebook had 79 M unique visitors and 3.7 B videos for an average engagement of 50 minutes (source: comScore).
Wonderful … but how does that relate to my business?
Your customers are consuming more and more video every day. And they are looking for it. They expect video content.
So, how can you respond to their video expectations?
Ignore – Focus on your business and don’t worry about video.
Delay – Put video off until you have time and money to do video really well.
Engage – Feed the content beast with video. Create video with the resources you have at your disposal.
We all have phones or computers that can capture high quality video footage. Use these tools you already have to start prototyping video content without sinking additional capital into video resources.
Start by identifying the areas of your business that could use video. Do you have something that you or someone in your organization constantly repeats? Or is there someone who has a ton of valuable knowledge who will never take the time to write it down? These are the perfect things to record and deploy internally or externally depending on the content.
Do the same thing with client testimonials. Select your top clients and show their testimonial rather than write about it on your website. These don’t have to be long and shouldn’t be. Aim for 5-15 seconds. The client doesn’t even need to come to you. Just have them record with their phone or computer and send it to you.
Product updates are also prime candidates for video. Use your webcam to record someone explaining the changes that you’ve made. Then put that resource in a place your clients can easily access.
Adopting video for your business requires you to make it part of your workflow. To do this you need to set aside a couple hours a week to devote to it. Have someone in charge of video. They determine who or what is being recorded, why they’re being recorded, and schedule the session with them. Then record with your phone or webcam and publish it. Someone who has done this well is Rand Fishkin with his Whiteboard Fridays at Moz.
Something you might not have, but should seriously consider adding to your arsenal to make the transition to video easier is good, reliable screencasting software. A couple good options are:
Screenflow – It has a free version to play with, but it puts a watermark on any video you export with it. The paid version is only $100 and doesn’t have the watermark on export. For that reason alone, I would go with the paid version. Screenflow is great because of the cost and because it is easy to use. Its also PC and Mac friendly.
Camtasia – Provides a free 30 day trial with video tutorials to help you learn their product. It retails for $299. It is also a good solution, but it is more for the expert.
Reflector is a cool, new $13 app that allows you to mirror your iOS device to your computer. So you can use it in conjunction with Screenflow to create an app demo. Run your app on your phone or iPad and use Reflector to send to your computer with Screenflow and use Screenflow to capture that demo. Then just export and upload.
Another neat thing you can do is use your iPad like a whiteboard with a drawing app like Paper. Just record with Reflector and Screenflow and publish.
Transcribing your videos is also a great practice you can adopt. It gives clients a second method of ingesting the information and helps people find your content. NPR does this really well. A couple resources for this are Speech Pad and Mechanical Turk.
After you’ve created videos and published them you can start A/B testing. Our sister company, What Now? Exactly!, is an animation studio and currently has a project in the A/B testing phase to determine if the anthropomorphic or non-anthropomorphic stills get more interaction on their client’s website. I personally prefer the anthropomorphic one.
A simple way to employ A/B testing with video is to use Wistia. Wistia is similar to YouTube, but it is a paid service. You upload your videos and then let the data show you which one generates a higher playrate.
I want to leave you with a few tips to get going:
Avoid standing in front of lights or windows. This will eliminate silhouettes in your video.
Don’t worry about audio just yet. If you’re using your iPhone, it’ll get you where you need to be while prototyping.
Use your team. There is no need to go out and hire an actor or a full film crew (just yet, at some point you’ll want to, but again, this is just to get you going to find out what has traction).
Have a diverse video offering. Meaning don’t just have explanations of your product also show the development of new products or office shenanigans or creative ways to use your product.
Prototype rapidly to figure out what works for you and your clients.
Connect with your clients and build community around your brand
Set realistic expectations. You’re not going to have a viral video out of the gate.
- Be original!
You can find dozens of other tips and tricks out there to help you as you explore video creation.