Video Marketing Weekly | Issue #12
Video Marketing Weekly is curated playlist of video production and marketing content to help you discover new possibilities, hone your craft, and share your story.
"Every campaign or ad format in the world can be boiled down into two types: ads designed to engage your prospect’s attention and ads designed to drive a direct action such as sale, app install, or lead.”
~James Mulvey, Hubspot
In this article, you’ll learn the five key elements of successful Facebook ads. Jame’s Mulvey will walk you through each step. The elements are based on things they’ve learned at Hootsuite running paid social advertising campaigns. So, valuable lessons from an experienced social team.
A cursory read and you might think that this article is a tactical how-to, but it has much more to offer. Specifically, long before you create your video content, you should have one of two goals in mind - engage attention, or drive direct action. Trying to do both “rarely works.”
"The Sound Collection gives you access to thousands of high-quality audio tracks and sound effects from all over the world to spice up your videos. These sounds are owned by Facebook, and are free and clear to use in any videos you create and share on Facebook and Instagram.”
You can check out Videomaker magazine's coverage on this development, or go straight to Facebook’s sound collection right away. This is good news for creators using Facebook, as it will help reduce the risk and cost of using music.
Although, I am unsure of the quality of the music and SFX, so I will be testing it out over the next couple of weeks. In the mean time, if you're looking for more quality, here are some solid alternatives for music other than Youtube’s music collection:
The most expensive option, ranging from $79.99 USD and up depending on your licensing needs. But, they have the best indie selection. So good, I mostly use their site to stream my music in between projects:).
This site offers tons of tools for creators, more than music and SFX, such as tutorials and articles on filmmaking and editing. Their music to date, is a licensing service much like Music Bed, but cheaper starting at $49.99 USD. The music selection is a step down, but they offer much more with each track such as loops and instrumental tracks. This is an invaluable resources for quality, and not cheesy, education and corporate music.
This is my go-to resource for music tracks in my video content! Unlike other services, this is a yearly subscription services. You pay a single fee of $199.00 USD a year, and you are set to download whatever from their growing list of artists.
Most of the quality is similar to Music Bed. In fact, if you can find them, there are some artists from Music Bed offering their tracks here too:).
I feel I have to mention Song Freedom here as they offer more mainstream music, along with their tracks. This has definitely helped for weddings, but they are not as up front about their yearly fee. They advertise a monthly fee, but the small print locks you into a yearly contract totaling $720.00 USD. Not to mention the additional cost of premium music tracks.
Do you know of any other music licensing platforms? Please share in a PM or in the comments.
"By incorporating video into your sales process, you can provide your customers with a self-serve, on-demand user experience. This way, you can provide them information at the right time without having to make salespeople always available.”
~Syed Balkhi, Entrepreneur
Video is the present and future of content marketing! The biggest opportunities lie in original content and user generated content. These are opportunities for brands to go beyond direct sales video content, which most audiences ignore or skip, and engage their audience’s attention through original programming, and celebrating other's creativity and use of the product/service.
"…[C]ompanies who decide to make that “pivot to video” should understand that when plotting their content strategy for the upcoming year: just because you built it, doesn’t mean that it’s valuable, or interesting, for your audience.”
There are some huge insights for your video content strategy this year. The two biggest coincide with Syed Balkhi’s article from Entrepreneur Magazine above: (1) the move away from annoying and obtrusive experiences on Google and social platforms, (2) the need to move towards more “interesting” experiences through sponsored and original content.
"What was just a blip on the radar a few years ago is now a top content marketing priority for brands and influencers everywhere. Yet the barrier to creating video marketing content that resonates with audiences can still feel high.”
~Brian Peters, Buffer
What a great article to help you get started with video marketing! Here’s what you’ll need according to Brian: (1) resources, (2) equipment, and (3) video editing skills. He provides resources for all three. I also recommend our top 3 resources for getting started with video marketing.
A really great ad that came up on my Facebook feed this week. Stock footage just got a whole lot better!
A great example of not only original content, but Facebook's new Show feature.