Two minutes is the answer. Two minutes is too long for a front page video. Research suggests that viewers are more likely to click play if the duration is showing anything less than two minutes (Wistia).

Less is more. It’s perfectly acceptable to have a promo video on your website front page of 60 seconds – in fact, we encourage it.

My advice would be to any businesses considering Video Marketing is this: request multiple edits of a film. Why? Because the additional cost is so small. The shoot is taking place so we may as well take maximum advantage of having the crew there. Have a short, snappy film on the front, and a longer edit of the same film somewhere else on the site. Chances are surfers will visit your site a more than once before enquiring and in longer sales cycles they’ll be ready to consume something longer.

Grab your YouTube channel and start your journey to greater engagement today!

Matt Peake, BA Hons Lens and Digital Media, Director, tweakvideo.com

Video Marketing: Foreign language videos for overseas markets.

First off, where possible, know your target market from the project start. This way, we can storyboard a corporate video assignment (or animation) in a particular way, making translations into multiple languages a more fluid task.

An easy example of this would be to omit any images of native text – try to stick to symbols – think IKEA instruction manual.

With video, the two options are Dubbing or Subtitles.

Dubbing – This is where we employ a foreign voice artist to speak the translated words, and we mix the sound skilfully so that the native voice is heard underneath the new foreign voice.

Subtitles – Self explanatory really, translation services are employed and a video editor will edit in the text underneath as a graphic.

Video Production
On location in Basildon for our FASSI shoot!

 

Below is a link to our summer blockbuster for FASSI cranes. FASSI are an Italian company and the initial brief was to include four foreign languages versions: Italian, French, Spanish and (the one below) German.

 

We can offer cost-effective solutions for multi-lingual videos. One option is to do the translation yourselves if you feel the need. Or, alternatively, we can offer a turn-key solution where we take control of the whole process. Need more unusual languages like Chinese or Japanese? No problem, we can supply these too! Perhaps you require assistance in configuring an overall Video Marketing strategy? We’ll analyse your key messages and help to identify where your potential customers are. We work closely alongside agencies that provide Google True View analytics and advertising, ensuring that your videos enjoy good reach.

Need help with Video Marketing with International Reach? Please do get in touch, we’d be delighted to help! Pop along to tweakvideo.com to learn more.

Matt Peake, Director, Tweak Video

YouTube loves Video Production when it’s done correctly!

Grrrr… You’ve planned, filmed, edited and now finally uploaded your video to Google-owned YouTube and BLAST! What are those stupid black lines on the top and bottom? I thought I’d take a moment to explain some Video Production terminology to help you out.

A good place to start is the YouTube Help centre where we can find a wealth of info on file formats and duration but some of this might fly over the head of the would-be Steven Spielberg.

Aspect Ratio – Simply the shape of the video. For 99% of you, stick to 16:9 which is widescreen.

Letterboxing – These are black lines at the top and bottom of the screen. Don’t select this if you’ve filmed in widescreen. Just upload as is.

Data Rate – Whilst YouTube now accepts up to 50mpbs, I would opt to stay at YouTube recommended 8mbps. Your video taking AGES to upload? Maybe the data rate is too high (and indeed the video file size too big).

Tags – After successful upload, ensure you fill in your tags with the search keywords you wish to be found on!

I hope these few pointers have helped. I know it can be a real mine field when filming yourself. My top tip would be to film on an iphone in one single take and upload straight to YouTube – this is a great place to start!

Need advice on Video Marketing or how best to take advantage of YouTube. Get in touch now via tweakvideo.com and I’d be delighted to help.

Thanks, Matt Peake, Director, Tweak Video

Remember, Video Production needn’t be a scary thing. With a wealth of experience, we’ll ensure that you are well-prepared and relaxed in front of camera and we’ll even help with Social Strategy too. This will get the very best results from your Video Marketing endeavours.

Engagement is everything and Music in Video Marketing is a must. You’ve got six seconds. So grab em!!

 

Keep any intro short and sweet and really think about music track selection to keep the viewer attention right on your content.

Have a look at this LinkedIn video on YouTube;

The music is so ace. Catchy, vibrant and relevant!

It syncs so well with the production style of the video as the lead female enters the room. The pace of any plot changes also work in tandem with any tempo changes in the music track – and this is no coincidence. Promotional Films should be front page winners – the first things web visitors see. Click to play and you’ve got them hooked.

Get in touch today and we’ll help with creative ideas to help your conversion rate grow through Video. View our portfolio here.

Give your business a boost!

Tweak Video

2015 was a busy year in video marketing. In July, YouTube announced that 400 hours of video were being uploaded to the site every minute. In November, Facebook announced that they are generating 8 billion video views per day. And according to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 trillion (yes, that’s trillion with a “T”) views, or an average of 4,390 views per video. But that’s last year’s news. What does the future of video marketing look like?

Let’s hear from a couple of experts below about their views…


 

Driven by consumer momentum, I expect mobile video to dominate the video conversation in 2016.

Mobile devices have redefined the way we live our lives and online video is in the midst of that redefinition. For example, YouTube has seen a 100 percent growth in watch-time on mobile devices vs. last year. Understanding and taking advantage of the changes in consumer behavior is more critical than ever for brands.

We are seeing a new behavior pattern emerge around micro-moments – intent-rich interactions where decisions are made in real-time. As all media channels are flooded with creative and engaging content, brands will need to understand how to build connections within these micro-moments.

Cenk Bulbul, Head of Agency Marketing, Google


 

Many video trends for 2016 are easy to predict – increased creation; more inclusion on websites; and the continued popularity of explainer style videos. Certainly video integration continues to grow.

Yet, I’ve noticed a major social media platform where video adaptation is surprisingly lacking: LinkedIn. Whether it’s because people don’t realize it’s possible to add video or they don’t have the savvy to do it, I predict you’ll be seeing a lot more video on LinkedIn in 2016.

John Follis, President & Creative Director, Big Idea Video

 

In marketing, there are many instances in which the written word simply won’t cut it. For times like these, we often call upon video content to convey our intended message.

With 82% of B2B marketers experiencing success with video marketing initiatives, according to a recent report for demand metric, there’s certainly no denying the compelling nature of the play button.

However, when it comes to video, what does “success” really mean? And what metrics should marketers be keeping tabs on to determine the performance of a video?

Beyond views, which is arguably a vanity metric, there’s actually a lot more to be considered. We’ve defined a handful of metrics below that will help you uncover the true value of video marketing.

1) Play Rate

Play rate refers to the percentage of visitors that click play.

Why It Matters

If you send an email, and nobody opens it, did you really send an email?

The same notion reigns true when it comes to video play rate. If you have a video on your website that contains an super awesome message, but no one actually clicks play, no one will ever hear that super awesome message. Makes sense, right?

How to Improve Play Rate

Small considerations like thumbnail selection, size, and placement can affect your play rate. Experimenting with different variations of each could mean the difference between a viewer lost and a viewer earned.

When optimizing for these influential factors, keep the following tips in mind:

  • Use thumbnails with humans pictured. Snapshots that feature people are more intriguing than those without.
  • Keep your video width between 401 pixels and 600 pixels.  This size is ideal for grabbing the attention of your visitors without overwhelming a page.
  • Focus your efforts above the fold. Videos positioned above the fold see the highest play rate compared to those that fall just under.

2) Watch Rate

Watch rate, also known as engagement rate, refers to the percent of a video that a viewer actually watched.

Why It Matters

Viewers who enjoyed a video were 97% more likely to purchase the product featured in the video, according to findings by Decipher Research.

That’s valuable insight, but to reap the benefits, you need to make sure that people are actually watching your video. Clicking play is one thing, but for someone to truly enjoy a video, they must actually watch it, right?

Consider this: YouTube updated its video discovery features to deliver a better experience for viewers back in 2012. As a result of the changes, the selection of suggested videos are now based on watch time, rather than views. The goal of this change was to ensure viewers were presented with videos that kept previous viewers engaged.

So while many marketers feel inclined to stress over video views, watch rate is actually much more meaningful.

How to Improve Watch Rate

There are a handful of reasons why your visitors might not be watching your video all the way through. To help improve the odds that people actually watch your video, try these tips:

  • Align video content with page context. If your video is about SEO services, but it lives on a page that focuses on social media best practices, viewers might not see the connection, and in turn, they might stop watching. To improve your watch rate, take a minute to reevaluate the context of the video as it relates to the content on the page.
  • Provide multi-language narration. According to Reelseo, viewers that are presented with videos in their native language watch longer and have a lower drop-off rate. If your goal is to appeal to a global market, consider translating your video content into several different languages or offer different variations with subtitles.
  • Leverage a heat map. Video hosting platform Wistia offers video heatmaps that uncover where individual viewers rewatch, skip ahead, and play through your video. Marketers can use this insight to identify confusing areas, rework them accordingly, and ultimately, decrease drop-off.

3) Conversion Rate

Whether it’s subscribing to your video updates or setting up a call with one of your sales representatives, conversions refer to the percentage of people that complete an intended action. 

Why It Matters

Conversions are a necessary step in winning real business.

To prove the effectiveness of video content, it’s important to keep tabs on the number of leads each video generates. Once you have this information, you’ll can tailor your future video format or content focus to drive action.

How to Improve Conversion Rate

If you’re not including a clear, compelling CTA at the end of your video, you’re missing out on a huge lead generation opportunity.

When selecting the best possible CTA for your video, keep the following tips in mind:

  • Focus on alignment. Make sure that the offer you serve up is relevant to the video they just watched. For example, if the video detailed the importance of business blogging, a link to an ebook on business blogging best practices would be a good fit.
  • Use actionable language. To help move viewers from where they are to where you want them to be, use action verbs such as start, stop, build, join, learn, and discover.
  • Keep it simple. According to CrazyEgg, any call-to-action that includes more than 10 or 15 words is probably too long. Get to the point (and get to it fast).

4) Social Shares

Social shares refer to the number of times your video is shared on any given social network. 

Why It Matters

Think about the last time you made a big purchase.

Before you took the plunge, you probably did some research. Maybe you asked your friends, read reviews online, or talked to your one of your co-workers.

When it comes time to make a purchasing decision, 92% of consumers believe recommendations from friends and family over all other forms of advertising, according to Nielsen.

Social media shares serve as the equivalent to face-to-face recommendations. In other words, if your video is being shared by many, you’ve gotten a positive endorsement for your brand.

How to Improve Video Social Sharing

Rather than sit and wait for social shares to come to you, take a look at the following tips to increase shareability:

  • Make sure your video is share-friendly. No matter which video hosting platform you use, be sure that the social share buttons are highly visible and easy to access.
  • Ask. If you really want people to share your video, ask them. Encouraging people to share the video on social if they find it valuable can be done in the intro or close of your video. 
  • Open up a discussion. At the end of the video, prompt your viewers with a discussion question, and ask them to follow up on Twitter or your preferred social platform using a hashtag.