How to turn disaster into gold

The bigger you are, the harder you fall. However, that does not mean that you have to keep silent every time a giant like your company fall. Here are 5 ways to turn disaster into gold besides just keeping mum.

Apologize

Too many companies think that this is detrimental to the shareholders of the company and it is really a fact. However, shareholders does not pay your bills, they own a portion of the business. Customers are the ones who pays the bills and the longer the unrest is, the harder for your company to re-capitalise market shares. Jack Ma puts it simply “Customers first, employees second and shareholders third”. It will definitely be detrimental for sales either way, but by facing your issues, your customers understand that you are honest; an important trait in business. Have an honest video apologising and tell everyone how you intend to win their trust, your customers will appreciate it.

 

Volume Sales

Nothing says you are giving back to a customers than sales. Having a sale after a public apology will definitely drive volume sales up. It keeps the company healthy to tie through the possible tough times ahead and also engage real customers through analytics and find out how to reposition. Having a video to drive sales is an oxymoron it seems, but it is when your company is at its worst that investment in PR and Marketing truly pay off. If you follow the crowd and market only in good times, what differentiation are you providing?

Counter-Act

There is no better time than the present to hit back at your competitors. What I mean is that since you are in a corner, you might as well go down fighting. Gather your sales and marketing department and go all out for blood. Nothing motivates people than catastrophe and it is your equaliser at the moment. Getting down in the trenches and changing your approach of being too expensive for most to valuable for all will ensure sales go through the roof. No one will not stand behind a David in times of trouble and you will definitely get to see this happen in your favour.

 

Innovate

The mother of inventions is necessity and it is even more true in times of calamity. Being able to innovate under pressure since everyone is motivated is the best way to get the best works out there into the market. Quality attracts customers and nothing produces quality than a motivated team. See, you have just chanced upon the opportune moment you have been looking for!

 

Take out the trash

Warren Buffett has an important saying that benefits business as well “Only when the tide goes out do you discover who is swimming naked”. It is when the company is in the red that it is impossible to hide behind the efforts of others. This is the time to cut your losses in poor performance areas and consolidate in your better areas. What is even better than instead of retrenching that department, you repurpose it to support your key competencies. This approach of tightening down and pushing forward lifts colleague morale and align everyone in the same direction, a synergy rarely seen in big companies.

 

After reading the 5 ways to respond in terms of a disaster, it is important to spread the right message to your relevant communities. Be it speaking to your customers, your shareholders or your employees, nothing tells the story better than a heartfelt video.

10 types of videos every company need

Video is the most consumed media online and offline, so why not market your company through this medium. Here are the top 10 types of videos every company needs, from the time you start, the moment you stumble and when you are one of the big boys.

 

Company Launch

When your company first step into the market, the problem you will definitely face is awareness; are people aware of my brand? Well, the truth is that no one really know you are there and there is no better way to do so other than advertise yourself in the best medium; video. The first thing you need to get right is your company voice. Be it if you are funky, crazy or even just friendly, there is always something for you. This is where your company needs to explain the reason you are in the market and what gap you fulfil.

 

Product Launch

This is where everyone has been doing since the birth of the television; advertising your new product. However, because this particular segment is filled, you have to innovate in order to stay ahead of the curve. Companies that have done this successfully includes Old Spice, Carl’s Junior and even Axe. The idea is to create something unique to you such that when your audience see it for the first time, it creates a wow effect. Subsequent showings will then bring up your brand name in organic conversations (or otherwise known as the holy grail as word of mouth).

 

In store Video

Don’t you just hate it when your product is not properly represented in your distributor’s store? Plus, the sales are not coming in fast enough for you to hire a full time staff to help you sell your product at that outlet. What would your solution be then? Well, one of the things you can do is to install your own display cabinet and have it in store with a video that explains your service. JML does it very well for a lot of the products that it acquire by placing dedicated video stream next to the new product that hits the shelf. The next best thing you can do besides having your own shelf space is to include bright and bold subtitles. No one wants to strain their ears in order to hear what your ad is saying, they just want to know how it help them, so make it easy for them.

 

Training

Once you are ready to expand, the worry is that you might not be able to ensure the high quality standards you expect of yourself to flow down the chain. However, one thing you can do is to create work training videos. This way, you ensure the same message is being delivered all the time to all the new staff and make sure everyone is on the right track. If you have great senior management, this would also be a good time to teach each specific department the work standard as well as how the system runs in the company.

 

Sales

Another good component to separate yourself from your competitor is to equip your sales team with a sales video. This way, sales becomes a measurable constant in the company rather than a big question mark at the end of every month or quarter. By equipping your sales team with a video, your new staff can get the hang of selling, your veterans will be able to close better and your regular sales force will see the light at the end of the tunnel because it becomes easier to convince, close and convey your messages.

 

Public Relations

Every now and then a company encounters a shit stop that just get from bad to worst. The usual regime is to disregard the issue but that is only a feasible tactic to wait for the fire to burn out on its own. Instead of putting power in the hands of others, why not take control and get in front of the situation. By facing the situation head on and creating your own press, you elevate yourself out of the mud and onto the stage. Being in a position of authority to shed light on the matter gives credibility to your company and shows your ability to take a hit; everyone likes a company that can bounce back up again.

 

Company Culture

In order to scale big without compromising your values, you need to spread the correct company culture and nothing does it better than the use of videos. It is rare for everyone to be in the same place celebrating your anniversary so make that event count. Use this time to spread the message of how much you appreciate your staff, what they have accomplished and what your direction is in the future. This rare repositioning enables you to seed your message out to receptive minds, something that is hard to do in the 9-6 office hours.

 

Share with your Shareholders

If your company has scaled to the point of getting listed, congratulations on getting there! It is important that the owners of the business understands what you, the operator of the business is helping them to achieve. Explaining it out in numbers and powerpoint slides is great, but what gets blood rushing, fist pumping and a war cry is still best achieved with a video. By showing visually what your vision is for the following year through words and numbers on the screen, do 2 steps better; use MOVING VISUALS. This engages with your audience and make you come across professional, to the point and rally your shareholders behind you.

 

Documentation

Sometimes, just saying that you did such and such for your marketing efforts might not be enough proof for a promotion. Sometimes, you need to step it up and nothing steps it up when you are documenting your progress for the year than showing your boss some of the events you were able to put together. Event is still a good way to reach out to organic traffic and having a video document the gruelling journey you went on and the success of the campaign can land you in a better position to do more for your company (as well as a bonus). When it comes to event coverage, make sure that the best parts of each segment is captured on film, particularly if your event spreads across a long period of time or over a large space. Make provisions for a big enough crew to help you document each parts properly and in its entirety.

 

Branding

The last thing you can do with your videos is to make sure that you keep emphasising your brand voice. By creating regular content to the general public, you brand your company as someone who keeps growing and improving, but yet sticks to the same values you had when you started the company. This video will highlight your company’s tireless pursuit to deliver the best product to your consumers with the same values that they grew up with; making you a company that will be here for many years to come.

 

And that wraps up the top 10 videos you can do for your company. Remember that doing videos is not just about taking a camera out and capturing what is in front of you. It is about telling a convincing story to your audience such that they feel for your company, rather than just seeing what is happening on screen now.

Why Viral is the New Currency

As seen by yesterday election, being viral swings the vote of common sense. Here are 5 reasons why being viral is even more important than anything else now.

 

Sales soar

There is no doubt about it. The moment you become viral, the translation from being audience to customers goes through the roof. Your loyal fans become even more ingrained to your brand, non-fans wants to find out what the hype is and all of this leads to crazy sales volumes. Being viral is not just about being viewed by many people now, it is about making yourself the thought of mind awareness for everyone.

 

The commoner sees you, the execs wonder

That is exactly what being viral means. It attracts people unknowingly and make the knowledgeable wonder why it happen. Being famous is more important than being correct in this climate of subjectivity, where the brand that pushes its subjectivity better than its competitor comes out the winner for the day, week, month, year even decades.

 

Media is manipulated by you

In a desperate attempt to stay relevant and create content, media outlets starts to blast your news, making your reach even bigger than before. This action of doing so allows you to produce an endless amount of folds on your initial distribution plan. Your crummy $1000 distribution method just started getting multi-million dollar to distribute your message for free (all in an attempt to stay relevant).

 

Competitor are intimidated

This is by far what is most important on the finances at the end of the year. When competitors are threatened and unable to produce a proven response, your chance to capture even more market share is for your taking. Most companies have yet to come up with an equally viral return to knock their opponents back into their spot, leading to a long and drawn-out cooling off period, all of which is beneficial to your brand.

 

Government supports

The worst of all in this communication cycle is government endorsement. Governments are threatened when big conglomerates pull out of a country because it destroys the country credibility, image and potential cashflow. In order to prevent this from happening, government will ensure that laws and structure is created around such cash-cows such that it entices more potential companies to set up shop in Country A instead of Country B. This competitive environment breeds a platform for your senior management to twist the arms of politicians to serve the needs of the company.

 

The analysis might sound far-fetched and unlikely to happen, given that you are dealing with different types of people with a variety of education. However, it all boils down to a simple denominator, who can your company help? The more people it can help by being even more profitable and viral, the higher chance you have to maintain a higher position of power.

How Buzzfeed is the new way of marketing

If you have been on the internet, you would have seen content created by Buzzfeed. From viral post to videos that suits the different types of demographics, Buzzfeed has really paved the uncertain road in the internet age. Here is 10 reasons why adopting that approach is also great for your business.

 

Constant Contact

Buzzfeed does this very well by keeping in contact with their fans daily. In the ever connected web of the internet, it is key to remain always in contact with your customers. What I mean is not just about an email address and a contact number, but rather a personal relationship. The ability to respond to a customer queries online, creating quality content in terms of blogs and videos are the key to ensure consistent communications with customers. Customers are more savvy and are looking for something outside the best quote for the best product, they are drawn to the best personal experience they can have with a company. It is no longer about dealing with faceless companies, but friendly faces that are ambassadors for the company. Providing constant feedback is not only good for your customers, but for you as well. With constant feedbacks about products and services, you can make minor adjustments to better gain market shares in your industry.

Building a fan base

Let’s face it. Not everyone will like your brand. Take for instance even in the soft-drinks industry. Some people swore by Coca Cola while others prefer Pepsi. Buzzfeed has a huge fanbase that spans Facebook, their website as well as their various Youtube channel. Having a fan base behind your product serves two purpose; allow you to gather analytics on how to market to your existing customers and also create content that deepen loyalty for the brand they like. People will always buy from people they like compared to a compelling salesperson who is not well-liked (the percentage drops even more if you are a salesperson that is hated). Developing this factor known as likability allows you to focus your marketing budget on people that are already your fans.

 

Cross Promotion

Buzzfeed has various Youtube Channels and cross promotion is one of the many keys that allow each channel to gain fans from another channel. In order to scale, we have to see to several gaps in the market and that is where social media really unleash its full potential; cross pollination. When you have a couple of brands under your parent company, cross promoting each brand is ideal because they will share similar demographics. Using inexpensive approach like sharing your other brands on your channel allows you maximise the bond between customers and your brand even more. You might even discover a sub-niche between both brands that previously went unnoticed.

 

Non Geographical marketing

Most marketing is still done solely by region, countries or even by states. However, having a place for different fans of your brand congregate in a localized place allows you to market without the border mentality. This allows you to share new launch at a fraction of the price than it would cost marketing in both places and also offer insights on what you might be missing out in each region. Sometimes, customers might be looking for a design that is only available in another region and sharing such new launch allows you to make the necessary adjustments to bring the product they are vying for into the relevant markets.

 

With such potential awaiting your brand in the social media space, isn’t it time to hop on board and start making your brand global online as well?

 

10 video marketing mistakes

Having been in this line for quite a while, you get to see the different kind of clients who wants to collaborate. Sometimes, friction can happen and the process becomes very difficult or the end product is unsatisfactory. This hopes to help you get the most valuable out of your partners and everyone ends up going home happy. Here are 10 things you can possibly get wrong about video marketing.

 

If everyone can do it, then it must be cheap

Happens in the era of graphic design as well as photography and now video, many of you have seen that DSLR is getting cheaper and assume that it will have an impact on cost. To be honest, it barely does. The major cost to make the best video still boils down to hiring people to act, shoot, direct, produce and of course edit your video. This is where the bulk of the money you spend will be going and though the price of equipment has come down substantially, getting trained people to create is still the most expensive thing. It is not just the manual labour, it is the techniques and skills people use to get the product they want in the shortest amount of time.

 

Everyone can do it

As with wedding videos, just because someone you know owns a DSLR and claims to be able to shoot a video means that the works produced will be the same. As much as I love to hope (and I do pray about this every night) that I can shoot like industry greats like Philip Bloom, it is closer to spending more time behind the scenes planning out the shots I want before I head on set if I want quality work like his. It comes from the years of experience being out working to know sometimes you really only 1 monopod for the job while other time it is ideal to bring everything onto set. Coming back to wedding, find the right videographer or wedding studio that match the style you want for the wedding and chances are you won’t go wrong with it.

 

It will be done very fast

How I wish every production project can be handled very quickly. This means I got more time to find more companies I can help rather than go through rounds and rounds of revision. It could be improved by making sure both of you are on the same page, right down to each shot detail if possible. This will prevent any last minute changes that usually affect the mood of the story and end up not getting the effect we want to bring into the world. P.S. we spent a long time to develop the creative process to think out a suitable and great idea in an instant, but if it is not followed through at the end, it will result in a poorly delivered message to your audience.

 

It will be viral

As much as all of us creative wants to pursue the dream of making big hits time and time again, it rarely happens when we work on your brand. No offense, but you are not usually going to create a viral video after you set up your You-tube page with only our video. Chances are it will take a while for you to develop traction and audience for your brand online. This is usually also the swaying motion for companies to approach established You-Tube channel to host their content. The problem? You are helping them develop their audience, not yours. Take the time to find someone that can work with you for a longer period of time to develop your brand and when you have a strong following, then you can become more at ease to disseminate whichever message you want.

 

It will be crude and disgusting

A lot of You-tubers get slammed for being unsophisticated and unsuitable for a lot of marketing companies because the messaging is too crude for the corporate image. The crowd that was drawn in were the Gen X (90s kids can relate). This means that most of the young adults who have consistently been making hits on Youtube will want to start out a production company based on what works for them individually; in your face crude and disgusting content. The good thing is that if you find someone who is willing to work hard with you, chances are you can develop a content that is suitable for online consumption and yet subtle enough for your brand image.

 

It is not targeting my audience

Some companies stop the discussion midway because of the assumption that when you are doing marketing online that you are only talking to the unsophisticated teens, tweens and kids. That is not the case all the time. It varies based on your target audience behaviour and if your message is crafted and distributed in the right location. Take for instance you are setting up a Michelin star restaurant, chances are you will not be setting it up in the neighbourhood areas right? But at the same time, it cannot be set up in a place that requires your guest to take a plane, a speedboat, scuba dive, climb a mountain and parachute in order for them to find you right? Understanding how your target audience online behaviour will make sure that your message is being served out at the right time at the right medium.

 

It is either online or offline marketing

Just like ATL and BTL, it is always a combination of both. Online marketing can reap better results for some brands, but without offline marketing to remind the audience, chances are you are converting a lower chance of sales. Same for some of the brands that have been seeing effects offline. Just being offline only does not help your brand, in fact it could be what is stopping your brand from growing. With the increased in internet consumption, perhaps setting aside 10-20% of your marketing budget yearly to slowly learn and become good at this new platform is ideal.

 

I don’t need it

This is by far the biggest hindsight in my opinion. Not because it is detrimental to my business, but rather it is the exact thing hindering yours. Heraclitus said “The only constant is change” and if you refuse to adapt, chances are you will soon be left behind. the insatiable hunger of the human pursuit will always drive the market to bigger and better things. If you refuse to get with the times, don’t be surprised if you get left behind.

 

I don’t see results

Just like planting a tree or raising a kid, it takes time to see results. Remember when you first started your company page on facebook (if you haven’t, please please please do it now). It is tiring with little to no results, even with you spending money to facebook to advertise your brands. However, the growth became more pronounced after a while, 10 likes became a 100, then a 1000 then 10,000 and perhaps you are closing in on the coveted 1 million fans. The internet is a great equaliser for brands and as long as you keep at it, you will definitely see results.

 

I am afraid of screwing it up

Hey, you and me both. Who wants to hire a guy after he make a “viral” video for his previous client only to have mass outrage online? Not me, that is who. However, this does not mean we swing to the other spectrum either and create safe videos that even grandma will turn off while she is knitting on the rocking chair. Your ideas need to be bold, prominent but also represent your brand image well. As long as this is communicated clearly to your partner, things generally will work itself out in the end.

 

With these top 10 mistakes to avoid in video marketing, I hope that you can use this list to find out who you should be working with on your corporate image. Great ideas come from a combination of 2 brains, not the forced submission of just 1.

Secret video that is getting millions of views

Everyone assumes the way to go viral is to create crazy content and seo it to the max. What if I told you that there is a secret video type that not many people are using because they find it pointless or too way of left field to get the right traction. Here is how you can take advantage of the secret video type and use it to maximise your channel.

 

What is this secret video type?

Many of you maybe skeptical in believing me on this but there is really a video type that is getting millions of views even by the newer entries. The video type that I am talking about is nursery rhymes! Just take a look at the link at you will be shocked at the views it gets. Now you can obviously close the browser now and think that it is of no relevance to you but here is where it all gets interesting.

 

How do you know if the channel is worth your time?

We mainly use 4 rough metrics to gauge for ourselves if a channel is worth your precious time; video views; subscriber count, how it is shared and what people are saying about it. The 2 main metrics we are influencing is subscriber count and what people are saying about it.

A video or channel goes viral because it contains the right words that we are searching for or if it is so daring big brother You-tube or Facebook bump it all the way up. The more people that watch and like your video, the higher your subscriber count goes up. When we have a secret video somewhere in our list of videos that have off the charts views from a nursery rhyme, chances are the success will spill over into subscriber count and nothing attracts people more than big numbers.

 

Secondly, people will comment more and more for the nursery rhyme you make and also onto your channel. The key then is to curate the comments that are vague enough to say that your channel is extremely helpful and happening while not going into the details. I call this hyping it up. This allows new visitors to see what a great channel it is and see other created content you have.

 

But what happens if they feel we lied to them?

The thing is that most channels think that you can only create content of a certain type to target a specific demographics all the time. However, we are also aware that we click recommended videos from other channels as well. Why would you like to encourage populating someone’s else channel when you can simply continue doing it on yours? With content made literally for the young and old, you ensure that you keep your audience count higher in house compared to populating your competitors.

 

Should I pull the nursery rhyme video after it has become a hit?

I would say no. The reason is very simple. That little secret will continue to churn view counts for you while you are building your channel and the drop-out rate is unnoticeable because there are more people subscribing to you then unsubscribing. Also, remember that babies do not go onto You-tube and search for nursery rhymes themselves, their parents do. And if I know anything about marketing, it is that most of the time you are targeting the same target audience as your nursery rhyme, win win isn’t it?

 

What do I do now then?

I suggest that you organise a crazy weekend with your family, cousins or even other parents. Come together and do 10-15 nursery rhymes and record it down. Put the appropriate tags for your songs and start boosting your channel success immediately!

10 types of online video successes

Coming up with online video can be a daunting task, even the seasoned marketers. In order to navigate the fast moving current of the Internet, it is good to keep your eyes on the horizons and see what kind of videos survive coming online. Here are 10 types of online video successes that have been proven successful online.

 

Outrageous video

This is by far the broadest term being used. What is outrageous to some maybe different from another. However, they all serve the same purpose. Get people riled up with crazy emotions, be it loving it or hating it. Contenders includes the recent PPAP (if this does not rile you up, I don’t know what to say), clown pranks or even T-rex taking on Ninja Warrior. If being outrageous and shocking is something your company brand welcome (or is open to explore), I strongly suggest you go down this path.

Music Video

It is not rocket science that humans like a rhythm, tones and rhyming words just about anything. It is like bacon, it cannot go wrong anywhere (I am looking at you vegans). Channels such as Vevo has definitely benefitted from it but even non “professionals” can also do so. Great repeat artists such at ERB and even the infamous Bart Baker has jumped onto the rhythm bus, how about you?

Answer Video

The prime reason why You-tube was a hit was because it was used as a place to get answers to just about anything. People were finding things from how to fix pipes to even Rubik’s Cube. So if you are in any business where people need to find out how to fix something of your competitor (or yours, I really hope not), then perhaps you could become a key expert in that area by providing the answers your potential customers will need on your channel.

 

Series video

This typically means that it has a story that is chopped up into bite sizes for easier video consumption. What series video does perfectly is to hook audience in to come back for future releases; something that has worked for tv series as well as movies. If you can come up with a story that can be developed into a 3 part or a 4 part, try this method. Even better if you can spin it off into a full year series.

 

Trying videos

Without a doubt, Buzzfeed dominates this space like a king. From groups such as The Try Guys to Ladylike and even more outrageous non gender specific ones involving food and other topics. The format is pretty simple and the execution as well. You just need to be creative to come up with an angle that ties your product or services in a bit later on.

 

 

Documentary

People like to see something different and that fact holds true if it is something that is either not seen before or something that was prohibited. Either way, people are curious and if you can feed them that kind of information, you will certainly be successful like Vice someday.

 

Sex sells

This is a secret that working in an advertising industry will tell you. Everything can be sold with sex. From food to fragrances and even the obvious protection brands. If you choose to sex it up, make sure your brand welcome sensual imagery, especially if you are a prominent bank that grandpa and grandma uses on a daily basis.

 

Hilarious video

Humour, sex and music are the 3 primal forms of human interactions and it is no wonder that we also see it turn up in our list. Hilarious videos can vary from stand up to even skits. Jokes can vary from country and language but I sort of find a way to do it without being flagged as offensive. The simple way is to always poke fun at yourself, then nothing bad could ever happen.

 

Cat video

If you can capture the reaction of your cat, turn it into a meme that supports your story, then you have what the internet call a genius idea. Execution, simple. Take out your camera and record your cat expression and actions around the house. You will be surprised what it can add to your brand and your channel. Even something like this can be taken out of its current context and made into a coffee commercial. This is me without coffee for your information. Think Grumpy Cat.

Socially Awkward Video

This has 2 avenues; one is documenting socially awkward things to do while the other is to stage it and film it for the effect it has on storytelling. The more unspeakable it is, the higher it seems to perform. So lift up your hands and hi five yourself in the face. You maybe onto something.

 

And that sums it up on the top 10 types of videos that works on the internet. Find what works for your brand specifically, it could even be a blend of 2 types of videos into 1.

What Donald Trump has taught me about Marketing

As much as we try to compartmentalise Politics, Personal and Work, sometimes there are crossovers to improve our career and help us to be better people if we are attentive. Here are what I learnt so far from the US Presidential candidate Donald Trump in his campaign.

 

Donald Trump appeal to a niche

Unlike what most marketing books and common sense say, Donald Trump appeals to a very small group rather than appeal to everyone all the time. His target audience for this campaign is White Americans affected by the slow growth of the US economy. Being specific to a certain niche in that audience has allowed him to build mainly 3 things; credibility, popularity and media attention. When you pick a niche, you become an expert in your field very quickly. This makes you the topic for people in your niche as well as other niche who will then talk about you through word of mouth; the holy grail of marketing. When you serve your message to a niche, other groups will definitely be unhappy and you will then get cross-featured by other people, making you disseminate your message faster.

 

Donald Trump uses the majority

In many of Donald Trump’s speech, he use the a phrase to help him prevent getting scrutinized by the press and the phrase is “many people say”. When he use sentences and starters like this, he becomes instantly credible in the audience’s eyes (or ears if you really want to get specific). It is like saying “Scientific studies have shown that drinking milk everyday is good for you”. The instant you finish that sentence, you form a concerete impression on people for giving credible statements. Imagine repeating it 10 times, or a 100 times, your credibility goes through the roof.

 

Donald Trump tells stories

Nobody cares about what you say. People care about being entertained. If you can tell a story that links somehow to your brand and company, then you have a topic most people want to hear. Have you seen that when newspaper cover stories of big brands, they will feature the humble beginnings of the entrepreneur? This is because it bridge the gap between the audience and the entrepreneur, making him relatable to the common man. People will understand the struggle of working hard to keep his daughter in school, much more so if he is trying at the same time to rid himself of cancer in his body. The take-away is this; find a quality that you would like to highlight in your brand and think of real-life examples where that quality is being highlighted.

 

Donald Trump speaks like a 10 year old

In most of his speeches, Donald Trump aims to speak using simple English. The reason? You are more likely to process what he says compared to him rambling off into technicalities and the loopholes of politics and finance. See what I did just there? The more technical your content, speech or ad, the easier it is for someone to follow your message (that is if they are paying attention in the first place at all). It is easier to grab attention with simple words in your messaging compared to big jargons everywhere.

 

Donald Trump likes to go off script

I don’t know if this is intended in part or orchestrated, but Donald Trump pulls it off without a hitch. His tendency to go off script gives the audience an impression that there is something he finally is letting out of the bag. This technique allows your audience to become more receptive to your speech, making them more attentive and easier to convince. To put it simply; until the moment you decides to end, chances are the audience are at your mercy of the message you are trying to deliver. It is only after it all that people try to poke holes in your campaigns or your message that they form a negative opinion about your brand. The next time you need to deliver a message, a TVC or a campaign, memorise what you have to say but visually tear up something else on stage.

 

The whole concept of sales, marketing and branding in my opinion can be broken down into 3 simple human interactions; speaking privately to people, speaking publicly on stage, forming the impression of how other people talk about you. It is thus key that you find a message and a quality that you can benefit your company from and leverage it in the entire communication process of your company.

Why is social media video the next big advertising tool

If you have yet to hear, You-Tube, Facebook and Insta-video are going to be the next place advertising platform for your company. Here are 5 reasons why you should jump on board before it is too late!

 

Audience Size

According to the study, 4 billion people are watching videos everyday on You-Tube while Facebook has 100 million people doing otherwise. That is Billions and Millions, meaning if market it the right way, you could be reaching out to such a huge audience for sizeably smaller budget. Which platform would you prefer advertising on, 4 billion people daily or a mere 3 million circulation for newspaper?

 

Downtime

For every video, print advertisements and radio spot, it takes roughly 2-3 months to go from concept to screen. A lot of things would have come and gone. That is the reason why most top brands are unable to tap on current running trend because it is just too fast to get the approval, the work and distribution during that time. Would you prefer to create advertising content that are fast or would you prefer taking 3 months to make just 1 piece?

 

Risk

The biggest thing that everyone of the big brands faced like yourself is risk. How successful would an idea work and what will be the reaction of the audience. This led many marketers to do the same thing all the time due to the fear of the unknown. Every new product launch video is the same, paying hefty prices to celebrities for endorsements and does not add value to the brand itself. Not so in the internet age.  You can put your video up as a private link to test the concept, localise your exposure by demographics and if all things fail, pull the plug faster than a phone call. Would you prefer to put all your marketing dollars into 1 advertising campaign for that year or would you prefer spreading out your risk of exposure to ride on the trend wave of each and every week whenever you choose?

 

Cost

The price to reach out to 1000 people on traditional media are 30, 20, 8, 7 on paper, magazine, radio and tv globally, and that does not include tapping in during peak hour where you have the biggest audience pool or set aside funds to create your video. Talk about throwing money down the drain. Would you prefer to take the risk on a platform that is unfamiliar now or would you prefer to continue paying high advertising fees to agencies and celebrities?

 

Uniqueness

The baseline of all advertising is to stand out from the rest. The problem with traditional media is that you rarely can do so. There are rules like 30s tv spots, 1/2 page print ad, 3-6 months billboard ad, or even the infamous and dreaded a5 brochure hand-out. When the medium is the same, marketers needs to innovate on content. However, little take such risk because conglomerates are expected to be prestigious, so out goes all the ideas that ad agencies come up with to set companies apart. Even though social media statistics has indicated specifically that 3-4 minutes clips are the most watch online, there is no rule forcing your hand. Would you still want to make content that are unoriginal, uninspiring that make your audience bored of the same old type of video?

 

With such compelling reasons why traditional advertisements are rigid, expensive, have a small audience size, takes up too much time and is too risky, have you decided if it is time to get on board to market on social media or do you need to wait 1 more year in order for the results to become clearer?

How to Make My Video Viral

Everyone wants to be the talk of the town and with social media, this means making your videos viral. “Viral means more people will see what my company and my product is about, so my sales will go up”. The Marketing Gods have heard you and this is how you make your videos viral.

 

1.Find a different use for your product

People are numb to what everyone is doing on videos. In order for you to stand out you have to do it differently and one of the proven ways is to find another use for your product. Examples include Will It Blend, Silly Putty and even Hydraulic Press. All these brands understand the call of Social Media Videos which is “Show Me Something I have never seen before!” This can be a daunting task but I am certain with a little creativity you can find a fit for your brand.

 

2. Leverage on trends

There will always bound to be topics that people for that week will be talking about, be it the latest gossip, latest fashion, holiday festivities or even something weird they saw someone did online. Whatever it is, it is vital to push out a similar content and that time. The benefits is 3 folds; leverage on the meta-data of this trend, make your brand look on trend all the time and to build your subscriber base from a wide base of audience. Too many times, we market to a structured group of people but in the Internet Age, niche marketing is the key to success and if you can speak to different demographics, groups and society of people, chances are people who love your brand for who it is with band together irregardless of the race, religion, country of language and support your progress online.

 

3. Create often

Too many times we get brainwashed that in order to make a viral video, everything must be done right. That is not the case proven by the many vloggers on social media. The internet favours the person who is hardworking; churning out content irregardless of how the previous one does. This never say die spirit favours you in 2 ways; 1) your first time viewers will have other content to watch which increases the chance to subscribe to you and 2) you might stumble on something that makes it viral. The concept of what is going to be viral tomorrow cannot be foretold, but seemingly it favours the prepared.

 

4. Go all out

No one wants a video of someone being in character all the time. Take for instance if you are a chef and you intend to come up with a cooking show, throw in something different. It could be that you wear a cosplay outfit while you cook, cook extremely weird unedible things or even cook upside down. I think I am on to something..

 

5. Ask for feedbacks

No one knows what your viewers like more than your viewers themselves so ask them to comment, like, share and subscribe to your videos. The more feedback you get (in terms of written feedbacks from fans or even Analytics), you will be able to tweak to maximise the trend. Perhaps more people will watch your videos during the mid-week lull or perhaps yours is the perfect video to watch on Friday nights before they head out.. Only your fans and your Analytics can tell you.

 

With these 5 tips on how to make viral videos, perhaps it is time to try it out and see what happens. Other tips that also work are things like clickbait, sharing on various social media accounts and collaborating with other successful social video creators. Time to get out that camera and start shooting!