Video marketing : create engaging video campaigns to drive brand growth and sales

**In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales.** **__Video Marketing__** takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, Lenovo and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of **__Video Marketing__** contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds and fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action. Cover 1 Contents 8 List of figures 13 List of tables 15 About the author 16 Preface 17 Acknowledgements 19 Section One Video marketing strategy: an introduction 22 01 What is video marketing? 24 The content soup 28 Video marketing: a definition 29 How to get the most from this book 31 References 33 02 Why video marketing works 35 1 Moving image 35 2 Touch and hold: personal self and the endowment effect 37 3 Audience targeting 41 4 Emotional storytelling: the two-system mind 42 The two-system mind 47 Summary 55 References 55 Further reading 59 03 Video types and approaches 60 Thinking like a publisher 60 ‘Always-on’ marketing 61 Getting attention with Hero content 62 Growing engagement with Hub content 68 Building an audience with Help content 72 Driving conversions with Go! content 73 Summary 74 References 74 04 Video platforms: what you need to know 76 Fluid vs fixed 77 Short-form vs multi-form 77 Social platforms vs video marketing platforms 78 Owned platforms 79 Social platforms 81 Short-form video 85 Linear vs interactive 87 Summary 88 References 89 SECTION TWO Creating great videos 92 05 The basics of video marketing 94 iKamper: A case study of video marketing 99 Summary 101 Reference 101 06 Step 1: planning 102 1 What are your campaign objectives? 103 2 Who are you talking to? 105 3 When are you talking to viewers? 111 4 Where is your audience? 116 5 What are you saying? 116 6 How will you activate? 118 7 What are your campaign KPIs and metrics? 122 Benchmarking the success of your video 123 Summary 125 References 125 07 Step 2: production 127 Visual storytelling/getting better creative 127 Differentiation vs distinctiveness 128 Helping your external agency deliver more creative content 131 Evaluating creativity 132 Creative storytelling 132 A structure for brand films: Emotion, Fact, Action! 133 Three-act structure: an alternative to EFA! 146 The nitty gritty of video production 147 Summary 149 References 150 Further reading 151 08 Step 3: activation 152 Stop! Optimize 153 Media types: owned, paid, earned and viral 158 Buying your own social media ad space 172 Summary 177 References 178 Further reading 180 09 The dark underbelly of video advertising: how to avoid losing money 182 Poor viewability 182 Brand safety 184 Fake views 185 Ad fraud 189 References 190 Further reading 191 Section Three DIY video projects 192 10 DIY video production: so, it’s up to you now? 194 What camera, and using a smart phone 195 Sound recording on your phone 196 Apps for smart phones 197 Shed some light on the matter 198 Practical skills: a mnemonic for success 198 Co: colour 198 F: focus 199 F: framing 199 E: exposure 200 S: sound 200 11 DIY video: advanced tips 201 Production tips 201 Editorial tips 203 Technical tips 204 12 DIY video: editing your work 208 Extra tips on editing 209 Section Four Creating effective video campaigns 212 13 Multi-video campaigns: an introduction 214 Thinking like a publisher 215 One video platform is not enough: the need for a multi-platform approach 218 Six steps to an effective video campaign: an introduction 220 Reference 220 14 Steps 1 and 2: reviewing brand content and setting goals 221 Where are you now? Video content audits 221 Setting goals 223 References 225 15 Step 3: content planning and programming strategy 226 The content tree 228 Programming 232 Timings: what time of day is best? 233 References 236 16 Step 4: building the perfect content hub 237 Interactivity on video content hubs 239 Structuring and optimizing your video content hub 241 17 Step 5: create high-volume video content – easily 243 Do you need it, and when do you need it? 243 Building your internal team 246 Outsourcing your video and strategy 251 Summary 253 References 254 18 Step 6: activate your multi-video campaign and test 255 Pre-launch prep 255 Launch day 262 Post-launch: the four Rs – review, renew, refresh, reiterate 263 Activation key points 266 Section Four summary 266 References 267 19 Live video: online events and webinars 268 Live video formats 270 Webinars 271 Building an audience for your live video output 275 Moderating live content 278 Live-streamed video examples 279 Summary 280 References 281 Index 282 "In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action."--Provided by publisher