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One Video To Rule Them All

Yoav Golub from Penguin Strategies

Yoav Golub from Penguin Strategies

This article was created by Yoav Golub, A Senior Marketing Consultant at Penguin Strategies, one of the leading marketing agencies in Israel and a HubSpot diamond partner.
Spent the better part of the past decade in planning, creating and managing complex, multi-platform campaigns for B2B and B2E companies.

I think we can all agree that if content is king, then video is clearly King Arthur. A good video is engaging and enjoyable to watch. It can easily generate 10x more views than a regular post and has a much bigger opportunity to go viral. The main issue people face is that a good, unique video costs money- lots of money. And no less important, it takes time. 

 

empty wallet

 

“Rubbish!” you may say, “I use X online vendors to create wonderful videos”. 

Well… you’re not wrong. You can reach a reasonable result on a shoestring budget, but I can promise you that your videos are probably not as wonderful as you may think. They are nice and generic and you’ve probably seen a million videos just like it. 

The bottom line is simple -those videos won’t change anything in your overall social media traffic. I’m sorry to be the bearer of that bad news. A short video from an online vendor is good to have for sure, but it is not unique or professional, and it still takes a lot of time to make. 

 

camera and hand

 

So is a professional video a double-edged sword? Is it quality vs quantity? Length vs value? Should we resort to using gifs instead? 

Well no, hope is not lost yet.

Most people consider video content as mostly one piece, with a flow that goes along the lines of logo-content-CTA. The middle part can be big or small. Expensive or cheap. But that’s the norm. And I’m here to tell you, that from a Marketer’s perspective, that is a big mistake.

 

puzzle

 

“Hey Josh!” calls Daisy from headquarters “we need to promote a video for this huge event, how much would it cost us?” 

“10K you say! That’s way too much. Let’s use something cheaper!” 

And we all know what the compromise is (hint: it’s the generic video mentioned above). Even the cheapest client would like to see a good video, even if he doesn’t want to spend money on it. But what if the budget wasn’t for this one, good video, but the company’s quarterly budget for all productions? Well, now we’re talking, aren’t we?

 

pro camera

 

It is in your power to make Daisy happy! So let’s get to it:

The approach you should take is video per platform, not per product/event. Which means that you can combine different small video into one big showreel and can appear in a convention as a focus piece. The possibilities are endless. 

Some statistics before we dive in (feel free to bookmark and skip, those that would come in handy later on):

A video for YouTube should be: 15 or 20 seconds in length, depending on regional standards. Non-skippable video ads of up to 6 seconds 

A Facebook video should be: For in-stream video ads (ads placed before or during other video content), Facebook themselves recommend a length of 5-15 seconds (though they allow you to go up to 31 seconds). For standalone ads in News Feed, Facebook also recommends creating ads that are 15 seconds or shorter

An IG story is only 15 Sec, while a profile is us about a minute, IGTV is 10 min!

 

social media

 

And that’s not counting audiences! 

But that’s the short side of things- ads for social media. On the other hand case studies or guides can be as much as 7-10 minutes long and can still generate high-quality leads.

So what do you do? 

  1. You sit with the client and define the needs for each product, the budget allocated for it, and the timeline (best scenario is about 6 months).

  2. You build the Marketing strategy for each product and the company as a whole, focusing on video content. 

  3. Congratulations, the hard part is done. Now combine each element to work together in the longest, most important video.

  4. Create a storyboard that enables you to slice pieces from the large video into other platforms.

  5. Persuade the client that he needs this video

 

video making

 

For example, you can include a 5-sec logo, case study, product explanatory and company overview in one video. Then use parts of it in 5-6 platforms without extra cost. 

So why isn’t everyone doing this? Well… as usual in this part of my blogs, I have to be honest. It’s difficult. Not necessarily the execution, but planning ahead, creating a valid strategy, sticking to it, and having the client not change his mind every week. That’s hard.

It’s much simpler to run like a headless chicken, no direction or a real achievable goal but to survive (and failing in the chicken part). But that’s a poor way to be a professional marketer of really, any kind of professional.

 

video editing

 

Conclusion 

Understand the client goals and quarterly budget and come up with a plan that would enable you to use the entire platform toolbox that in your disposal, is it FB or YT, for the website and ads. Done right – this process will change the quality of your videos drastically and enable you a bigger range to expand your brand.