There’s No Such Thing as a Boring Subject

‘Boring’ is a word that gets thrown around a lot in creative industries, and it should be banished to the fiery depths of hell, because there should be no excuse for it, and certainly no place for it, in whatever you’re doing, whether it’s film, online videos, blogging, podcasting, morris dancing, or anything else.

There have been a number of clients over the years who have mentioned their industry or business using this term, and it’s great when it happens, because we get to show them exactly why there is no such thing, and then pitch the client ideas that are fun, creative and engaging, that (with any luck) will make them excited enough to hire us, and show them that what we believe is true:

There is no such thing as a boring niche or industry.

A perfect example of this comes from the world of film, and specifically the 2010 David Fincher/Aaron Sorkin collaboration The Social Network, which grossed over $200 million worldwide because Sorkin (who adapted the screenplay from Ben Mezrich’s book The Accidental Billionaires) and Fincher (Seven, Fight Club) didn’t make a film about people Poking each other in university dorm rooms, they created a Greek tragedy that focused on issues of class, sexism and betrayal, all contributing to a masterful example of high drama.

Now imagine being a film executive being pitched a film about the invention of Facebook…

Urgh.

 

That’s a boring subject to anyone outside of Mark Zuckerberg’s lawyers and anybody outside of the Sorkin/Fincher circle, who had done their research and realised there was an incredibly powerful, dramatic and important story to tell.

“It really didn’t have much at all to do with Facebook itself. I wasn’t on Facebook. I don’t spend a lot of time on the Internet, and social networking wasn’t really part of my life. But the story itself! There are elements of it that are as old as storytelling: friendship and loyalty, class, jealousy, betrayal — all those kinds of things that were being written about 4,000 years ago. It struck me as a great big classic story. And those classic elements were being applied to something incredibly contemporary.”
– Aaron Sorkin in an interview with TIME, September 2010.

And that’s what you need to do to erase the word ‘boring’ from your content: Find the story within your business, industry or niche and tell it in the best possible medium. You don’t need Oscar winners and a Hollywood budget to achieve it either, so don’t panic.

Now let’s focus on how you can do just that, in relation to creating online video content for your business:

 

What’s Your Story?

Your business didn’t fall from the sky one day (although that would make an amazing online video), you built it, your family built it, maybe you and your best friend built it. Regardless of how it came to be, your business has a story, and that’s where your online video journey begins: Finding the story. Once you start to do that, the word boring slowly fades away.

For example, you could be running a store that makes wooden signs for home and business, and on the surface, you might be scratching your head as to how that becomes remotely exciting on screen. Here are some questions that will instantly change that perception:

 

  • How did your business start? Is it family owned? Did it start here? Have you moved to where your business hails now from somewhere else? If so, why?
  • How do you make your signs? Is everything hand-carved and painted by hand?
  • Where do you get your materials from?
  • What kinds of signs have you made?
  • Who have you made signs for?

Once you start asking these questions, all kinds of interesting stories will reveal themselves, including:

  • The story of the business
  • The hard work and craftsmanship that goes into creating your goods
  • The relationships/friendships of the people who work there
  • Showing off just how great your good are, of course

The next step is to discuss ways in which your stories can be told. These could be through interviews, short form content, an online advert, tutorial films and more. There are no end to the stories that can be told in any industry or niche, but one thing is for certain…

They should never be boring.

The Rise of Branded and Personalised Video

2015 was widely regarded as the year that video marketing really took off. As we head into 2016, marketers will be looking into how they can use technology to further build on the huge potential of video marketing.

Increased Value of Branded Video Content

The power of YouTube will come to the fore again this year resulting in more companies making an extra effort to produce branded video content. Marketers are recognising the fact that YouTube is now the third most visited website in the world with more than four billion views per day.

‘The play button has become the most compelling call to action on the Web’ (Lessard, T).

Videos are becoming more popular among online users than traditional text-based pages. More and more marketers will move towards moving images, creating branded videos such as key interviews, behind-the-scenes insights and product promos to engage their target audience.

digital-video

 

More Videos Will Appear on Websites

Jayson DeMers (Forbes) suggested that there are two areas where video content is likely to show up:

  • Home pages – As this page is likely to be the first page seen on the website, it is vital that it is attractive for the viewer. If your homepage is engaging, the visitor will be more likely to spend more time exploring the website.
  • Product pages – To make sure that your product or service is sold effectively, videos are a great method of explaining what you offer. Using just text and still images can be difficult to understand if your product or service is complex or new to the market. With the use of short videos, customers will better understand the product and the purchasing process which can boost conversions.
The Revenant: 200 Miles website includes an interactive video in the background.

The Revenant: 200 Miles website includes an interactive video in the background.

Videos Will Play a Larger Role in Driving Sales

The inclusion of videos on websites brings us onto the next prediction that videos will play a larger role throughout the customer journey. From a recent survey by research firm Demand Metric, 74% of businesses reported that video content drove conversions more than any other content type.

With increased video content, customers will be guided through the purchase process. According to a recent study, customer testimonials, demos and explainer/tutorial videos were found to be the most effective at helping convert sales.

The Potential Rise of Personalised Video Content

 

Interactive, one-to-one, video content is forecasted to emerge in 2016 which will create a more conversational experience. New technologies will allow the viewers to fully engage with the video content to form a more immersed experience to potentially gain more customers. Features to look out for will be mid-roll surveys and questionnaires inserted into the videos as well as multiple choice options that the viewer can select to direct how the video content will continue.

Video personalisation will also enter the mainstream in 2016. The concept will involve the viewer’s name, company logo, or an image posted on social media placed into the video to bring the viewer into the story. Marketers will be hungry to create a more engaging, immersive experience by creating stories that are personally directed by the viewer.

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5 Ways To Boost Your Online Presence

We live in one of the most exciting times in the world’s history where you can build up a brand globally and faster then ever before. Over the last ten years there has been a major shift from traditional forms of marketing (think large scale, big budget Mad Men-esque advertising campaigns) to online marketing. Social media is a huge part of the rise in online marketing strategies and it has never been more accessible or affordable.

You now have the opportunity to build a personal brand by leveraging the amplification of social media, blogs and online video to share your messages and your business stories. If you are having trouble getting going, here are five simple ways business’s can grow their brand and online presence:

1.  Start a Blog

A good way to drive traffic to your site is to start a blog. Google loves blogs as they keep it’s search engine results recent and relevant with a constant stream of new and unique content. Blogging actively not only gives you a chance to share your knowledge and expertise with potential new customers, it also allows you to start an active dialogue with them via comment boxes on your posts.

2.  Keep Your Content Fresh and Unique

It’s a good idea to play to your strengths. If you are a great writer, then write. If you are more comfortable in front of a camera then maybe a video blog or audio podcast is the best way forward. Video bloggers such as Gary Vaynerchuk transformed their business with a video blog. Create Film will soon be launching our very own video blog sister site CreateFilm.TV were we will be utilising our knowledge of the film and video production industries to share our thoughts on current and trending topics.

3. Create a Twitter Account

Keep your Twitter account name consistent with your brand and blog. Used correctly Twitter is an excellent marketing tool in which you can communicate with your target market. The 140-character message limit forces you to be concise and relevant when posting content. Share your blog posts a couple of times a week via Twitter. Encourage people to interact with your content.

4. Create a Facebook “Page”

Facebook has a whopping 600 million users and provides a rich source of contacts to spread your content and get feedback from users interacting with your brand. Facebook also run advertising campaigns in which you can pay to promote your content further to reach new audiences or to simply get more people interacting with your page. As above, share your blog posts a couple of times a week via Facebook. Encourage people to interact with your content.

5. Utilise Video On Your Homepage

Online video is the fastest growing medium in the history of the Internet. Just like blogs, Google loves video. A great way to make your site instantly more engaging is to include an introduction video or case study film about your business on your homepage. A video offers a potential customer the chance to get to know what you do and how you can help. It also makes you more approachable by forging an instant connection between you and the customer by putting a face and a voice to the name.

Luckily for you, Orange Fox Studios specialise in helping small business’s delve into the world of online video and social media marketing. If you are having trouble or just need a little advice on how you can make your brand more engaging, please come and have a chat to us. The coffee is on us!

 

Further Reading:

10 Steps To Promote Brand “You” with Social Media

What is Social Media? The Must Know Basics Explained

Online Video: The Future of Content Marketing
 

 

 

What is Social Media? The Must know Basics Explained.

Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and online networks. A traditional Social Media Manager role would include the management of the main Facebook, Twitter, Instagram, Google+, Foursquare, YouTube and Vimeo accounts, amongst others.  

Key Principles for Social Media Managers:

  • Social media is about conversations, community, connecting with the audience and building relationships. It is not just a broadcast channel or a sales and marketing tool.
  • Authenticity, honesty and open dialogue are key.
  • Social media not only allows you to hear what people say about you, but enables you to respond. Listen first, speak second.
  • Be compelling, useful, relevant and engaging. Don’t be afraid to try new things, but think through your efforts before kicking them off.

Popular Social Media Tools and Platforms:

  • Blogs:  A platform for casual dialogue and discussions on a specific topic or opinion.
  • Facebook:  The world’s largest social network, with more than 1.15 billion people using the site (as of September 2013). If you haven’t heard of it, where have you been? Users create a personal profile, add other users as friends, and exchange messages, including status updates. Brands create pages and Facebook users can “like” brands’ pages.
  • Twitter:  A social networking/micro-blogging platform that allows groups and individuals to stay connected through the exchange of short status messages (140 character limit).
  • YouTube & Vimeo:  Video hosting and watching websites. More than 1 billion unique users visit YouTube each month. Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth!
  • Flickr:   An image and video hosting website and online community. Photos can be shared on Facebook and Twitter and other social networking sites.
  • Instagram:   A free photo and video sharing app that allows users to apply digital filters, frames and special effects to their photos and then share them on a variety of social networking sites.
  • LinkedIn Groups:  A place where groups of professionals with similar areas of interest can share and participate in a conversations happening in their fields. [1]

At Create Film Production we make every effort to produce shiny, lovely looking online videos that can form the centre piece of wide reaching social media campaigns. To find out how your business can benefit from online video and social media get in touch – We would be thrilled to have a cuppa’ with you and discuss how we can help.

Oh, by the way…YouTube isn’t just for business. Here’s a happy dancing  monkey. Enjoy!

 

[1] http://webcomm.tufts.edu/social-media-overview13/