Why are so few companies using video for marketing? It’s ridiculous!
Someone needs to get fired.
As a director and producer, video marketing is a topic I’m very passionate about. I am biased, but what better way to connect people to your voice and your soul? Short of connecting face-to-face, there’s nothing better.
It’s expensive. Right?
Wrong. Professional video production costs have dropped significantly in the past five years. Limited budget? There are so many tools. Everyone has an HD video camera on their smart phone. How does every random band in America have multiple music videos? Heck, even cats have their own videos.
Why doesn’t your business?
Gone are the days of expensive media (VHS, DVD, etc.), all these new video apps like Vine, Instagram, Snapchat, and YouTube are free.
But what about Business to Business (B2B) marketing?
B2B clients are people too. Video works for everything. Anytime you have people involved, they are moved to action by passion, information, people, and music, all core strengths of video as a medium. I challenge you to post one marketing scenario in the comments below where video marketing would not work.
Need examples? One small (but growing) business who sells directly to consumers and other businesses is basically putting on a clinic about how to use video…and it’s working. Take a peek at Johnson Creek Enterprises:
“How to” videos (5,500 customers know how to use their new item)
Company soul (2,200 spent 8 minutes watching what kind of company this is)
Unboxing (2,900 customers more comfortable with making a purchase)
Product launch (2,400 now aware that this company listens to requests)
Celebrating milestones (3,500 fans learned that this company has exciting plans ahead)
Of course these are just a couple examples from one company. Hardly proof, but they’re not Exxon Mobil. You don’t need millions of views (or dollars) to make video work for you.
Now lets get back to the whole business of firing one’s marketing director. Great leaders use their intuition and look around them. If you need to read a blog post like this to know you’re missing the boat, you probably shouldn’t be on it. Video allows brands to share passionate, personal, relevant pieces of content for their community for free.
If you don’t know that by now, then yes, it’s probably time to find a different line of work. This is old news. Boring.
Video marketing isn’t even experimental. It’s a clear cut way to reach people with your message in an increasingly connected and visual world.
If you’re not paying attention to trends, you need to get a different job.
Some people fight change. They think it helps them avoid losing their way, falling, or failing.
“If it ain’t broke, don’t fix it.” Right?
I look at my competitors who are still using elevator music, editing on outdated software, or shooting with old cameras and these words come to mind:
“Today, you’re either going to get better or you’re going to get worse, but you’re not going to stay the same. So which is it going to be?”
- Joe Paterno
In a world of constant innovation and progress, staying the same is getting worse. Your position is slipping, even if you’re holding still. Everybody is changing.
Getting better is the only way to not get worse.
Lately, I’ve wondered if I’m slipping a bit myself. I’ve been seeing a lot of time-lapse imagery in TV shows and movies such as House of Cards, Gold Rush, and Art of Flight. We’ve used time-lapse before, but not at the level I’m seeing out there now.
Regardless of what industry we work in, we’re all going to change. That’s a fact.
Today I’m choosing to get better. I’m saying goodbye to the wife and kids, jumping on a plane to one of the most beautiful places on the face of the earth, and we are going to master the art of time-lapse for our clients.
I want to be the best, and I need to keep moving forward.
On the front cover of this morning’s USA Today, you’ll see my contribution in a piece called “Tweets, not résumés, are trending #icymi“. My fellow 8pm Warriors were the first sounding board for the idea back in 2011 when I wrote about my experience screening and hiring a social media manager based solely on tweets:
Since the experiment went so well, I honestly thought I would hear of someone else trying it. Nope. Not until years later, when Bruce from USA Today contacted me last week for an interview.
Why is that?
Twitter is very public and even though it makes sense for some positions, most hiring managers would be afraid to interview someone in public.
Not because they’re afraid for their applicants, but because they’re afraid for themselves. Afraid of everyone watching them.
Fear drives most business decisions.
Why else did it take so long for most businesses to get into social media? Same reason why it’s taking so long for them to follow the online video wave now.
Twitter isn’t the right tool for hiring most positions. However, we need to celebrate people that are boldly using Twitter.
We need to celebrate leaders like Vala Afshar, chief marketing officer at the tech firm Enterasys Networks, who is filling a six figure senior social media strategist job via tweets only (no resume accepted), or Kristy Webster at The Marketing Arm (part of Omnicom Group, a big advertising firm) who is filling five social media internships based on tweeted answers to five questions over the course of five days.
Cool times we live in.
What say you? Is hiring via twitter here to stay? Or, will we be back here in 2 years talking about it again?
“We wish this situation hadn’t happened. Our Guests’ personal information—including their meal check—is private, and neither Applebee’s nor its franchisees have a right to share this information publicly. We value our Guests’ trust above all else. Our franchisee has apologized to the Guest and has taken disciplinary action with the Team Member for violating their Guest’s right to privacy.”
6) Applebee’s social media team tried to engage upset people.
(looks like an informal positive comment card to me)
It’s the new year and I have three thoughts on my mind. Thought I would share them with my fellow 8pm Warriors.
1) Focus on the positive stuff.
Yes, the economy has been bad. Some places around the world, it’s still bad.
However, there are still opportunities everywhere if we take the time to look for them. Focus on the bad things will only blind us from seeing the amazing people, places, and opportunities that surround us.
For every dark muddy mess on the ground, there is a beautiful sunrise if we just look up.
Keep your chin up.
2) Don’t be afraid to do great things. Don’t settle.
Just because nobody is doing it, doesn’t mean you shouldn’t either. Don’t be afraid to be the first.
Stop writing, thinking, talking, and working like everyone else. There’s a better way if we’re not afraid to be the first.
Yes, you may be wrong. But following behind others your whole life will always be wrong.
Nobody changed the world by copying others.
3) Don’t do it alone.
Amazing work is too hard to do alone.
You will fall…and when you do, you’ll need someone to help pick you up.
If you’re isolated and nobody “gets it”, don’t hesitate to use the power of social media and the internet. You’re not alone, even if you want to be.
Let me know if you need help, feedback, ideas, encouragement.
8pm Warriors need to stick together.
A couple weeks ago, I got this shot of an old man walking on the ocean in Vancouver. He was alone.
In 2013, my goal is to do big, crazy, bold things. I’m going to walk across the ocean if I have to…but I’m not going to do it alone.
Thanks for a great 2012 and I look forward to getting to know you better in 2013.