Video Marketing Basics | Matt Vojacek | Skillshare
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41 Lessons (46m)
    • 1. Introduction

      0:53
    • 2. Marketing Basics

      1:53
    • 3. Video Marketing

      1:00
    • 4. Human to Human

      1:18
    • 5. Goals

      1:09
    • 6. Metrics

      1:17
    • 7. Call To Action

      0:54
    • 8. Telling a Story

      0:48
    • 9. The Four P's of Story

      0:56
    • 10. Features, Benefits & Values

      1:30
    • 11. People Hate Commercials

      2:19
    • 12. Your Audience

      2:03
    • 13. Narrow Your Audience

      2:20
    • 14. Choosing Your Audience

      1:35
    • 15. You're Not The Hero

      0:44
    • 16. Empathy

      0:51
    • 17. Maslow's Hierarchy of Needs

      1:04
    • 18. Make Them Feel Something

      1:05
    • 19. Positioning

      1:01
    • 20. Marketing Strategy

      1:29
    • 21. Strangers & Gaining Awareness

      1:30
    • 22. Generate Interaction

      1:00
    • 23. Building Trust

      0:54
    • 24. Making The Sale

      0:36
    • 25. Rewarding Loyalty

      0:38
    • 26. Content Marketing

      0:56
    • 27. Branded Content

      1:01
    • 28. Vlogging

      0:51
    • 29. Art Direction

      0:41
    • 30. Matching The Story

      1:13
    • 31. Live Action Video

      1:02
    • 32. Animation

      1:02
    • 33. Distribution

      1:08
    • 34. Social Media

      1:29
    • 35. Email Marketing

      1:03
    • 36. Paid Advertising

      0:43
    • 37. Virtual Reality

      0:45
    • 38. Augmented Reality

      0:35
    • 39. Projection Mapping

      0:34
    • 40. Action Steps

      1:00
    • 41. Conclusion

      1:05
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About This Class

In this course, I'll walk you through the basics of video marketing and dive into how you can develop great campaigns for your own business or for your client's. We take a close look at creating a great story, understanding your audience and coming up with the right goal in your sales funnel.

This class is great for all skill levels as some content may be a refresher to some of the more skilled people out there.

Meet Your Teacher

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Matt Vojacek

Motion Design & Video Marketing

Teacher

Matt is the Founder and Creative Director of Made By Things, a video and animation studio located in Columbus Ohio. Matt is a graduate of The Art Institute of Pittsburgh. He traveled the country to learn from the best in several industries including science, technology, film and advertising. He now takes those skills and uses them to help others grow their companies creatively.

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Transcripts

1. Introduction: Hey there. My name is Matt Va Jack. I'm going to be your instructor for this course titled Video Marketing for Business. This course is for business owners and marketers that want to use video effectively to grow their company. In this course, I'm going to help you create a video marketing campaign from absolute scratch. So a lot of people know that video is important in marketing, but very few pay attention to the few details that we're going to be talking about in this course to make sure that your video campaigns are not only done well, but they're also reaching your customers and your goals. So throughout the 40 videos in this course, you'll start by learning the basics of marketing, and then we'll go on to learn how to plan and create your own video marketing campaigns. 2. Marketing Basics: to put it simply, marketing is the strategy for business communication to sell a product or service. Marketing is made up. Of the seven elements often referred to as the seven p's, the 1st 1 is product. First and most obvious, you must have a product for sale, ideally a quality product or service that truly helps people solve some kind of problem. It's important to note here that no amount of marketing or advertising will help a business becomes successful. If the product product isn't great, then we have price. To put it simply, a product should be priced at a cost that is less than the value of person places on their money. If your product or service is higher than that value, you won't be able to make any sales. Then we have place your product, and advertising should be placed where it is most convenient for your audience to receive it up. Next is promotion. This is essentially your advertising and how you go about informing strangers about your product and making sales for your business. Then we have people, more specifically, the people that benefit most from your product or service. This is really important one that should drive most of the decisions for any type of marketing campaign. We'll talk at length about this in a separate lesson. Up. Next is positioning. This is how your product is positioned in the minds of your audience compared with your competition. Then we have packaging. This is how your product or service appears from the outside, not just the actual product packaging, but everything a customer sees related to your product, including your logo, your branding, your video, your storefront, etcetera. In this course, we're going to focus primarily on place promotion, people positioning and packaging. 3. Video Marketing: So you learned about basic marketing. The last lesson. Now why is video marketing so important to the marketing puzzle? The answer is simple. It's in memory, the more people can see them or they can imagine, the more they can imagine. The more they can remember, the more they can remember you specifically, the more likely they are to buy your product or service. Video is quick. In an era where we're losing attention quicker than we're comfortable, admitting video is the perfect combatant for short attention spans. In fact, some studies show that one minute of video has the same retention for people as 1.8 million written words. Video can make people laugh, cry or have a number of different emotions very quickly. It could tell a story with extreme detail, and you get ideas across very clearly. No video is not the answer for everything, but it could be used in a variety of ways to make sure your audience does the most important thing in marketing. And that's remember 4. Human to Human: marketing is often seen by people as a malicious, subliminal messaging that gets people to impulsively buy things they don't really need. Well, that may be true. In some cases, I have a strong belief in connecting people to products that can truly benefit from them. So if you're looking for a course, that shows you how to scam people into buying a shitty product. Police. I mean email at Matt adds welly dot com, and I will happily refund your money. So the first part of successfully doing video marketing is is really getting into the right mindset. Not only should your business the customer first, it should be positioned at the human level as we go through this course, trying looking at people as customers. Try looking at them like your family members, your uncle, your sister, your wife. Honesty is a principle to live by and marketing that has a much higher reward than simply trying to sell your product to everyone in the world to be a gazillionaire. I constantly ask yourself how your business or product makes the world a better place. No, you may not be saving lives, but little things can help people be great. If you can do that, you'll position yourself perfectly, not only for this course before a love and passion for video marketing. 5. Goals: every decision you make and everything you create for your business should be an effort to reach some sort of gold. A goal for a video marketing campaign can range pretty significantly, but two things ultimately should exist in your goal. The first thing is that it should be specific. You should never release a video into the world that has a generic purpose or audience that it's intended for. It should ultimately make your company more money, either directly or indirectly. A crucial part of why marketing exists is as an investment. A campaign designed to spend $100,000 to gain 50 Facebook fans is not a responsible goal. Next, the goal of your campaign will act as a target if you truly. If you don't really know where your target is, you won't come anywhere close to it. Sure, everyone wants to make a $1,000,000,000 from their marketing efforts, but that's not likely to happen from a single campaign. Unless, of course, you have $500 million to spend on a giant campaign. So be realistic with where you are currently with your business as we move forward in this course 6. Metrics: many of you likely keep a close eye on statistics and could tell me what Web page of yours has most views or how many YouTube subscribers you have, or even how many likes your top social media posts has received. But what did you do with that information, exactly? Well, the gathering data is a great starting point to be able to figure out what the goal of your campaign should be. A good strategy is to try backtracking from the point of sale. Think specifically about the element, um, about what element is that that brings the most traffic into your site. If many of your sales air coming from social media, you may have a great funnel already started. You could make it even better with video or maybe email. Marketing is the key for most of your sales, and you want to use video to grow your email list no matter what it is. Finding out what's currently working is a great starting police for formulating your goal. Another good option is to identify what's not working. Um, that would be, you know, what's what's not working that would be critical to making more sales, find the area where people are leaving your site, Um, and maybe an area where you discover that could use more work. 7. Call To Action: every video for your business should have a purpose. What is it that you want your audience to do after watching a video? This is also known as your call to action. A call to action is the element of a video that inspires the viewer to do something. We see it most commonly at the end of ads where people say, Follow us, um, or get your tickets. Now, however, the content of your video should also inspire the call to action. It shouldn't be something that you just randomly yell out at the end of the video. Now, obviously you want people to buy your product or service, but your goal should be directly or indirectly related to your call to action. If growing your email list is the goal, that should be what your call to action is. 8. Telling a Story: For thousands of years, humans have been taught through story. It's what Caveman's drew on the walls. It's how we teach kids moral. That's how we teach religion. But most importantly, it's how we connect with others. Story is the element that makes people feel the emotions of a situation, even if they've never experienced it before. Story is a force that is able to connect people with products or brands. Connection is the key word here, going back to what I was saying in the mindset lesson, you should be seeking connection, not pushing sales sales is an indirect result of story, so we're going to spend this section talking about how you can do just that. 9. The Four P's of Story: When creating your story, you should first think about the four peas Purpose plot people in place. The purpose for your story is your goal or your call to action. This should guide every step of creating or video marketing strategy. The plot is the conflict. Every story needs some kind of conflict or adventure for your audience toe. Learn or find something new. Then we have people. This would be who your story is about or who it's It's four. Basically, oftentimes this. This can actually be the same person then we have place. This is where your story takes place or where it's shown to your audience. No, not every story needs to have characters, a clear plot or a place, but stick a pin in purpose because that's a must have for all stories. 10. Features, Benefits & Values: The initial reaction for most people decided to create some sort of video marketing campaign is that they want to tell of you about how great their company is or their product . Maybe in this attempt at selling, you'll often hear about stats, speed, color and price. Maybe I'm not saying this information isn't good to share a TsUM point, but one of the best ways to use video is as a tool for inspiration. You've likely won't inspire anyone if you start listing features and stats of your product or service. Instead, you should focus more on the actual benefits of your product. How exactly can it help someone be better at something? What did they do before your product existed? How does a person's life change with your product? And once you know that benefit of a product, try to come up with the actual value that the benefits have for your audience As an example , let's take a look at on iPhone feature, maybe the front facing camera. The benefit of that feature is that it could take picture. People could take pictures of themselves while seeing what's in frame value. That benefit, though, is that people will be able to capture moments of themselves and others as they happen, rather than trying to find somebody to take a photo features air. Good benefits are great value is what people truly understand and can relate to. 11. People Hate Commercials: there's a saying in the advertising world that goes a little bit like this. Nobody ever lost their job over going with a TV ad. Well, I'm saying right now that no matter how much you spend on TV commercials, you likely won't get anywhere near the same return on investment as you would but using video in different, more targeted places. So there's there's basically three reasons why you should stay away from TV commercials. Number one is that people aren't paying attention. Think about it. Uh, what do you do whenever a TV commercial comes on your TV? One of two things. I'm sure either you reach for your phone or you fast forward. Since it's probably recorded, you're interrupting their content. Nobody is ever excited when commercials come on. With the exception of the Super Bowl, of course. Sure, you might get their attention, but it's not guaranteed to be good attention. By standing in between an audience and their content, you immediately stacked the odds against yourself and label yourself as a necessary evil. They're too expensive, and they're directed at a general untargeted audience. TV commercials are expensive because they get a large audience getting your project seen by 100,000 people might seem absolutely wonderful. But few of those people are your target audience. Of those 100,000 people, you might only be able to really connect with just 1000 people if there if if, of course, there. Watching. Um, if you make 100 sales and your product is $5 you only stand to make $500 after spending thousands of dollars on the single TV ad. So while I don't like and would never recommend TV commercials, some very large brands can see a return on investment with an extremely large budget and a long running campaign for small to medium sized businesses, though you should stay away. Also, stay away from the TV commercials, ugly friends, banner ads, spam emails and cold calls. Instead of interrupting a person's content, you should aim to be the content 12. Your Audience: probably one of the most important sections of this course is this one. Know your audience. If you know your audience, you know an incredibly important part of your marketing strategy. Great marketing and advertising is all about one thing, and that's a good communication. Think about the conversations you have with different people. You likely don't talk to your brother or sister the same way you talk to your grandparent's . You speak to them differently because of, ah, several different factors, including age and experiences. So there are basically four main things you should know and understand about your audience . Number one is Geographics. You need to know your audience is location in the world to s specific as you can possibly be are the international national, regional or local Up. Next is demographics that includes information like a person's age, their gender, marital status, income and ethnic background. Third, we have psycho graphics. That's the activities interest, attitudes, personality, aspirations, values and opinions of a group of people. Possibly the most important of all four of these things that you need to know about your audience. The idea here is understanding what they truly care about and what drives them to make decisions, and number four is behaviors. More specifically, their usage rates and patterns when it comes to your product or industry is your product something they currently use. Do they use it yearly monthly, weekly daily. Um, more importantly, how do they use your product? In order to best communicate with your audience, you need to know who they are. The more you know, the better your communication can be. 13. Narrow Your Audience: probably the most common response when I asked a client who their target audiences, they say Everyone. Mom, Dad's grads. Grandparent's male female, 18 88. Many people see narrowing their audience as a bad thing because it limits the reach of their message. In fact, it's the exact opposite. The more narrow your audience, the greater connection you'll be able to make with individuals. So let's say you're about to give a speech. In the room is 100 random people of those. Those 100 people are made up of essentially three types of people, and we'll name them low, medium and high, based on the level of connection and relatability to your message. If your strategy was to try to connect with everyone on an individual level in a single speech, you might have 50 low connection people and 50 medium connection people. It's highly doubtful you'll have any high level connections with anyone in a large general audience like this. If, however, your strategy was to speak directly to a specific sub section of the audience, you might have something like 60 low connections, 30 medium connections and 10 high connections. By speaking to a much more narrow audience. You'll now you'll now have MAWR low connections, but you'll gain high connections at the same time. To put it simply, ah, high connection audience will be worth will be much more likely to buy your product than a medium or low connection audience. So target your messages and don't feel bad if you completely lose people along the way. As I mentioned in the mindset, Lessen your goal shouldn't be to sell your product everyone. Only the people that truly benefit from your product. It's difficult and new. But in order to gain that real connection with some, you'll have to give up on the majority of a general audience. No matter how hard you try, you'll never be able to connect or relate to a large general audience. 14. Choosing Your Audience: so you know you should have in their audience. But who exactly should it be? Well, here's some tips and ideas for deciding on your tart who your target audience should be. First thing is to talk to current customers of your product and try to find the connection that many have in common with those people. Take into account gender, age, profession, family, family status and the things that really matter to them. Do some research on social media who's saying good things about your product or brand? What can you learn from them? If you don't currently have any customers, develop a persona or ah, fake person profile basically of the person that you that you believe would benefit most from your product? Describe as many details about this person as you can, um, that relate to why they want or need your product. When you finally decide on your target person, make sure they're very well known to everyone that has anything to do with marketing at your company. Describing this person in detail will make sure you remember who every message is directed to at your entire company. This could be a really tough process, but taking the time to speak to the right audience will be well worth it. Whenever when your audience is is essentially raving about your product and thanking you for helping them. 15. You're Not The Hero: a common mistake by business is to make their marketing and advertising about themselves things like we've been in business for 100 years. It certainly goes a long way, but one way to build trust. But the overall message of your marketing should be about or directed to your audience. Instead of telling them how great you are. Tell them how great they are or how great they can be. Saved the rock videos for your internal meetings. Your audience doesn't care. Sort of feel like rob videos should should have a lesson in here somewhere. But I know it could be hard to convince upper management of this idea, but it's a very important element of creating a real connection with your audience. 16. Empathy: empathy is the ability to understand another person. Unfortunately, this practice isn't as common as you think, especially with the video. Any time you create a video, the idea of empathy should always be in your head. Get to know your target audience so well that you know what to say, how to say it, where to say it and why. Empathy happens when you're able to clearly identify a conflict your hero, your audience has and, um, and you're able to sympathize with it and then offer a solution to it during this part of the process. Think specifically about their struggles and what they what they've had to go through to get into this moment in their lives, essentially, and that's empathy. 17. Maslow's Hierarchy of Needs: Abraham Maslow came up with the idea that all things a person needs in life fall into just five different categories, starting from the bottom. They are physiological, safety, belongingness and love, esteem and self actualization. Essentially, the closer to the top that you get, the less that need is required for survival. Something you should try to understand is where your product falls on this chart for your audience, knowing that will help with really understanding your audience and directing your message to a person's exact need. At the physiological level, UM, is needs, such as food, water, warmth and rest basic survival needs really At the safety level, Um, this would be things like security or insurance that the belongingness level would be things like friends and relationships and intimacy at the esteem level is things like prestige or accomplishment at the self actualization level is things like creativity. 18. Make Them Feel Something: one of the most important elements of having your audience remember you is giving them something to hold on to. You essentially need to leave them with something toe hold onto at at every communication. No, not beer cozies or bottle openers. The best way to do this is to make your audience feel something, feeling a strong emotion will stick with People. Think about a movie that you've seen in theaters that made you feel something. You're probably thinking about it for days later. Maybe another movie that you saw that didn't make you feel anything was probably forgotten about on your way to the car afterwards. It doesn't mean it was bad. Emotion just helps us remember and think Any emotion works here, really. But you should be careful about which emotions you attached to your product. Fear and sadness will get the most memorable emotions, but it's it's not always theme ocean that you want people to have when they think of your product or service 19. Positioning: positioning is incredibly important because it's what helps differentiate you from your competitors. The main idea with positioning is that you find your place in the market that's unique enough for you to stand alone in the eyes of your audience. Take a look at your competitors from time to time. Not so you could steal their ideas or their marketing, but so you can ensure that your positioning is different than theirs and that you're filling gaps that they're missing. I say time to time because most of the time you should be looking directly at your audience for answers to your marketing questions. Every business should have a U. S P or unique selling proposition. This is essentially how and why you're different than your competitors. If you don't have a USP, then you simply can't position yourself alone in the market. The closer you are to others in the market, the more you can open yourself up to comparison, and that leads to a customer confusion and indecision 20. Marketing Strategy: Now we're gonna get into the details of creating your video marketing strategy. We'll do this by using US sales funnel as our guide along the sales path. All of your audience will be at a different level just as you talk only to your audience instead of the whole world. You should also talk to your audience differently at each stage of the sales funnel. Here's a look at what the sales funnel looks like in the section. We're going to talk about each of these steps individually, but here's a quick overview. You start with everyone being a stranger than you work to gain awareness, make interaction, gain trust, make the sale and then reward loyalty. You'll notice that the closer you get to making the sale, the smaller the funnel gets. That's because you're gonna lose a good chunk of your audience over time, as they're probably just not a good fit for your product. Step by step, you'll lose more and more people. That's not a problem, though. It's simply the sacrifice that has to be made in order to have customers that are not only loyal but our but become fans essentially and will help carry your brand message to others . The key to a great video marketing strategy is delivering the right message at the right time. So let's take a look at each step of the sales funnel and, uh, and and we'll show how you can use video to get your audience to advanced one level until eventually becoming boil customers. 21. Strangers & Gaining Awareness: everyone in the world starts in your sales funnel as a stranger. At first, they don't know you or your product. So your first step is to essentially make people aware of your product. This step is not about selling in the traditional sense. It's about introducing yourself. You wouldn't walk up to a stranger, say hello and then immediately tried to sell them something. Probably not anyway. So why would you do that to people that just found out about your company less than a couple of minutes ago? Using the sales funnel will help you build a relationship before directly selling to your audience. At this step, you should only focus on introducing yourself and and what it is that you help people with . You can get your audience to the step by using a number of different methods, including paid advertising, search engines, trade shows or person to person encounters. When given the opportunity of attention by your audience, you have a very little amount of time to make that introduction. How much time exactly will depend on where it's viewed, but generally you have somewhere between 10 and 60 seconds. This is one of the toughest videos to make since you have so much to say and so little time . But keep in mind everything you learned about story and your audience. In this step, it may seem impossible, but a 12th story can exist, and it can also be extremely effective. 22. Generate Interaction: at this step, your goal is to get a response. You made your introduction. Now it's time to get people to interact with your company or message. Here's a few examples of the types of interactions you should be looking for exactly. One would be social media likes follows retweets shares or comments. You could also try to get sign ups for email lists for events or even webinars at. This level of video can be a little bit longer, but but still be relatively short. Less than 60 seconds will work well here. In order to get your audience to interact with a video, you can be anything except dull or boring. Nobody is going to be driven to action by a video that's not interesting in either its information or its story. Think about the things you share like and sign up for yourself when you're online. Make it interesting. And don't be afraid to share opinions or values your of your company to really inspire your target person 23. Building Trust: at this step, the user has built up quite a bit of interest in your product. They're aware they're interacting now what? Well, at this at the step. People are close to purchasing but are either waiting for the right time or they're not completely convinced. So you must grow their trust with your videos. In this step, the secret of building trust is honesty and transparency. The more honest information you give, the more you're going to be trusted. You honestly can't have enough trust building videos, while every video you make at every step should be growing trust. This is the sole purpose of videos that this step until your audience is ready to move on to the next step. This is where you can use longer format videos like testimonials, interviews, case studies process or company culture videos. 24. Making The Sale: Now it's time to make the sale there on your product page, ready to purchase. But maybe they're still looking for some final details. This is where you can use video to help answer any of those last minute questions and reassure their confidence in your business and product. While the video should still revolve around story, you could provide mawr of the features at this point, including available colors, correct usage, dimensions or even how to use your product so they know exactly what to expect when they receive your product. 25. Rewarding Loyalty: While most people stop their marketing at the make sail level, there's still more work to do to make sure your audience is happy and to keep them as loyal customers. In retail businesses. 40% of sales come from repeat customers, so ignoring this final part of the sales funnel would absolutely be a mistake. The video that works best here is one that, thanks them or tells them about causes their money, may have went to or inspires usage of your product or even apologizes for a mistake. Hopefully, that's not something that you have to do, though. 26. Content Marketing: in this section, we're gonna talk about a couple alternative strategies for video that could fit at multiple steps in your stale sales funnel. While everything we talked about in the last section is incredibly important, there's another strategy available to you, and that's called content marketing. It's a strategy that will take a bit more time and patients to see the results. But essentially, once it starts working for you, it'll bring in much more constant stream of sales to you. Content marketing is the act of directly giving content to your target audience to consume , and this could be either information or enjoyment. But either way, it should be something that something of value that they actually want toe watch. As I mentioned in Section three, Don't be an ad. Be the content. The following two lessons are ways in which you can do just that. 27. Branded Content: In 2001 BMW released a series of short films about 10 minutes each, called the Higher. Each movie was made by a different Hollywood Hollywood director. But start Clive Owen in the first movie titled Ambush were given a great chase sequence, all featuring BMWs with gun fires, explosions and witty dialogue. But not at any point does BMW asked people to buy their cars by simply giving their audience great content. They actually saw an increase in sales of 12% from the previous year. Another great example of this is the Lego movie, completely made up of Legos and a story from a young boy's imagination, a fascinating story about Legos that again never asked for anything. After the release of Lego movie, their sales increased 15%. By creating content for your audience, you can position your brand or product much differently than than one that is constantly interrupting their content 28. Vlogging: If you're like most people, the term blogging alone is enough to make you cringe. But hear me out. Blogging is a fantastic way for a business to produce content that their audience finds helpful or entertaining. Much of this depends on your brand, but blogging has a place for every business. Even the rugged construction industry can use blogging as a way to gain awareness or make interaction and gain trust with a single Siris on something like how to repair your roof. There are many people out there that have achieved a lot of success using of logging as their only riel source of marketing. It not only provides valuable information to your audience, but it also positions you as a thought leader in your industry. Becoming a thought leader opens up many more opportunities for you and your business. 29. Art Direction: no matter how great your idea or story is, or how perfectly aligned your audience and message are, none of it means anything. If you can't create a professional quality. Video quality is one of the first signals of trustworthiness to your audience. Your art direction and production quality is the first impression of of essentially meeting somebody for the first time. If you don't come off professionally, you'll likely lose credibility. And that can be incredibly difficult to regain later on in this section, we'll talk about a few of your options when it comes to how you can produce your videos. 30. Matching The Story: before we talk about different ways to produce your video, let's first talk about deciding how your video should look every style, every color, and every movement gives a person watching a specific feeling. Feelings are great, but the wrong one could lead your viewer confused or extremely unimpressed. While there are no wrong answers for how your video should be created, there is absolutely a right answer. That answer lies in matching the visuals with both the story and your brand. Yes, I do run an animation company, but animation is not the answer for all videos. Sure, it can be used and incorporated in some way or another, but it's not always the right answer. The same could be true for a live action video. Um, rather than trying to incorporate a certain art direction in your video, think more about the feelings you want people to associate with your message for the maximum amount of connection. While I could make a course on each of the following different styles of art direction, the following lessons in this section are brief overviews on why you could use specific styles 31. Live Action Video: live action video is the kind of video you're likely most familiar with. Shot with video cameras, video crew and actors live action video is a great way to tell a story about real people, locations or events. The possibilities of creating certain feelings using video are truly endless. Things like camera lenses, shot selection, editing, color grading, acting, hair and makeup and wardrobe all play a big role in creating a certain art direction and tone for a video. And every decision you make should basically help push the tone and mood of the story that you're creating with live action video shoots. It can be especially crazy onset with all the questions that need to be answered. But the best way to handle this is to essentially have a note card or something small that you can simply right who your audience is and the tone of the video and its purpose. Then simply refer to it every time a question is asked about the direction 32. Animation: my personal favorite and specialty of Israeli is animation. Animation is an extremely emotional medium that can easily rain from sadness to fear to pure joy and just a few key frames. Depending on your brand and story, you can use different animation styles or techniques to grab the exact emotional positioning that you're looking for on a very wide emotional spectrum. Animation is one of the few mediums that could be used to appeal to everyone from 0 to 99 years old. And while you know that you should never try to appeal to that wide range of an audience, you have that ability to by using a range of different styles, designs, lighting colors and motion. Sometimes it can be extremely confusing, explaining something that is really complex or something that might be confusing to look at . Using animation can help simplify a process, technology or science Teoh to make even the average person understand really technical concepts 33. Distribution: At this point, you know what to create, why to create it, who'd agreed it for and how to create it. Our last step is to learn where your video should be shown to best reach your audience. There are hundreds of different ways to do this, and honestly, that number is growing every single day. But your audiences attention is a moving target. Knowing where to reach them can be pretty tough, since every audience is different. I can't give you specific advice here. But what I can say is that in general, look for where your audience is currently interacting the most. Um, this is even something you could basically ask them directly if you if you have that opportunity, not only is your goal to get their attention, but Teoh also choose a medium that helps tell your story just like art direction. Make sure everything you do has an identifiable reason and purpose, especially with some of the more experimental mediums. I'll talk a little bit more about that in the next section. So while no one way will be a perfect solution for everyone, this section is a few of the main ways that you could distribute your video to your audience. 34. Social Media: one of the most obvious ways to use video is over. Social media. It's free, it's easy, and you're likely already very familiar with it. It's social network on their users. Watch video a little differently, though, so let's take a look at how you can use video with each of the top three social networks on Facebook. You can upload videos that are up to two hours long and also use Facebook live as part of your video marketing. The biggest problem, though, on Facebook as well as some of the other networks, is that audio doesn't play automatically and has to be turned on by the user. This means that any important audio or narration should have subtitles or text included included With it for the best use. Video on Instagram has to be between three and 60 seconds. Instagram is really great for getting interaction with your audience, but you have very little time on this platform to make a real connection quickly. Video on Twitter works works in very well with getting people to watch, especially with gifts, But it's very difficult to get interaction from your audience here again. There's no one right answer here So what I recommend is testing all platforms, including the ones that aren't even listed here to find out what really works best for you and your audience. Making different videos for all the platforms can be very time consuming. So unless you have a big team, it's best to start with with one of these networks at a time and test until you can see what works. 35. Email Marketing: perhaps one of the oldest types of online marketing is email marketing. While it doesn't work as great as it used to, it's still one of the best ways to reach your audience. As an example, the average click through rate of a post on Facebook is about 10.7%. By sending a target of email, you'll be able to get about 3.5% click throughs. That's about 50 times better than Facebook in Voto did some research and found out that using the word video in an email subject line boost open rates by about 19% and click through rates by 65%. Now this is where things get a little tricky. No, you can't embed video directly into an email. So how do you live up to the promise of there being a video to watch in your email? Well, you could link to it from the email to a landing page with a video on it, or you can use this short animated GIF. No, they don't work in every email client, but if it doesn't support him, they'll just use the first frame of the gift gift. And using images is also great for interaction 36. Paid Advertising: while I do hate TV commercials, and I don't even recommend that in this course I love paid advertising on social media in search engines. But on Lee, if what you're trying to get people toe watch is directly related to them or what they were searching for. The biggest advantage of using paid advertising online is that you get is that you can target your specific audience with a number of different variables, including their location, their age, their industry or position, and not waste money on a large general audience that doesn't care about your product or service. While paid advertising isn't a must it can, it can certainly help jump start the reach of a video marketing campaign. 37. Virtual Reality: one of them or experimental ways to do video is with virtual reality or VR. With the are, you can essentially create a 360 degree experience of a story or event. You've likely seen it before, but it's commonly used as a wearable headset that a person puts on, and they're able to look in all different directions into a video. And while this technology is very fun to play with, it certainly has a limited use. It's certainly not for most kinds of video as of right now. For instance, if your story wouldn't truly benefit from seeing in all different directions, don't try to use it because it's because essentially, just cool. Think about the purpose and the functionality before you think of what's cool. 38. Augmented Reality: it sounds similar to virtual reality, but it's actually quite a bit different. Instead of seeing a video on 360 degrees, video animation is played in the environment that you were actually in through some kind of device. Think of it like a hologram that, uh, the sort of holograms that you see in movies. This is another growing technology that is being made popular by Google Glass and several mobile APS augmented Reality is is often used to give more information about something that they come across in the real world. 39. Projection Mapping: one of the fastest growing uses for video is projection mapping. A few years ago, this started by projecting content on buildings where the buildings would actually be taken into account in the video. Now it's being used all over the place, including including on cars at auto shows and even basketball court that arenas during the pregame introductions. Projection video is eyes a really great way to mix video with Riel life as a sort of performance piece that many can experience at the same time. 40. Action Steps: Now that you know everything you need to know about video marketing, let's do a short recap with a step by step plan for creating your next video marketing strategy. Make sure the product is great and that people can actually benefit from your company's product. No amount of marketing look will help sell bad products. Establish a clear goal before starting any work on your video marketing campaign. You must know where the target is in order to hit it, identify your audience and communicate directly with them in your video. Identify your positioning in the market. What is it that makes you unique? Use a sales funnel to identify the stages you should be creating for help. People connect with and relate to your product by telling them a story with your videos. Make sure the quality of the visuals that is at a professional level and the style makes perfect sense with a story being told. Choose a distribution channel that will reach your audience 41. Conclusion: We covered a lot in this course in a relatively short amount of time. While it will likely take watching this a couple times before you really start being able to completely understand how, UM, you should be making your specific video campaign, I'll leave you with us. Video marketing isn't easy. If it was, everyone would be doing it. You can take a lot of time and effort, but the rewards will outweigh the work being done by a lot if done correctly. The biggest thing to keep in mind is that every decision you make everything you do should have a purpose. That purpose should be to honestly communicate with your audience. If you could do that in an interesting way, you'll create the kind of video marketing that your audience will want toe watch. If you have any questions or would like me to speak to your team, you can contact me directly at Matt. ADT's weli dot com Thank you and good luck