Video player shown on computer screen with Iggy Vision poking his head over the screen.

Online Video Streaming is Changing the Industry

Best Practices for Videos Online are really important today. It’s no secret that the last two years have changed our lives.  What many have not realized is how our media consumption habits have changed. As audiences change, so must the industry. One of the most evolved industries is in video marketing.

In the last two years, online video watch time has increased by 34%, while traditional TV watch time has fallen by 5%. This may be unsettling for the television industry, but not for marketers. Video marketing allows us to reach more targeted audiences, increasing ROI– for less.

Take it from Google, everyone’s favorite search engine and the figurehead of the internet.

Google’s ‘ABCD’s’ of Video Marketing– Best Practices:

These days, video creation can be daunting. Pushing your content to the forefront of the audience’s minds is especially difficult. Google’s ‘ABCD’s’ of video marketing’ will make sure your video gets the watch-time it deserves.

Attract:

 Before the boom of online content, video creators used the “start-high” strategy.

Familiar faces and unique creative styles are sure to draw attention to your video and

Brand:

Consider your marketing objectives. This will determine when it will be best to introduce your brand to the viewer. If you are looking for ad recall? Your brand should be identified immediately and repeated often throughout your video.

Keep in mind that videos with this goal in mind tend to be more short-form, lasting only a few seconds.

Let’s say your goal is audience consideration. Google suggests letting the audience engage with your video before introducing your brand.

Unlike ad recall, ads with the goal of audience consideration have a much longer duration. These videos tend to resonate with the audience on a deeper level. This extra time makes them more likely to take action after viewing your ad.

Connect with your audience: 

Don’t be afraid to experiment with humor or emotion. These help the audience connect with your content on a personal level.

Break the fourth wall, acknowledge the audience. Resonating with the audience on a personal level helps them to remember your message.

Google also stresses the importance of audio and video together.  Videos are best received when they are both seen and heard.

When to use Long-form and Short-Form Video

Use short-form when completion is the goal.

Short-form video works well on non-skippable platforms. These videos are anywhere from 15 seconds to 1 minute in length. Think Hulu or Peacock, for example. These streaming giants use short commercial breaks engage and advertise for their sponsors.

This type of ad will inspire audiences to direct their attention from your ad and to your website to learn more.

Short-Form video platforms have gained massive popularity over the years. You might find success on TikTok if you feel that short-form is right for you.

Use Long-Form to emphasize story and entertainment.

We all know that creators must earn their audience’s attention. The challenge for long-form video, or videos with a duration of over 5 minutes, is keeping it. This style has an emphasis on story and entertainment and causes fond remembrance.

This type of video works best when marketers are committed to data analysis.

Thanks to the prevalence of algorithms, much of the hard work is done for us. Remember that viewers are not willing to engage with content that doesn’t interest them.

Google encourages us to “Think in Beta”– embrace the testing processes.

Remember that audiences are inundated with video. One arc is not enough to keep their attention. The “Heartbeat arc” is especially crucial in long-form video. This term describes an arc that employs bursts of excitement. Rather than one climax, it keeps the audience on their toes.

Choosing the Best Platform for Advertising Content

Text, "Where do you host your videos?" hand with red pencil pushing play on icon

YouTube

YouTube is easily the most popular video platform offering free membership. It targets audiences using algorithms and matches your content with relevant channels. Also, if users allow, YouTube can show personalized ads based on internet history.

Content that lives on your YouTube channel is subject to advertisements as well. Your competition might get in front of your audience before you do. This could impact your reach, but not for the better.

Wistia

This is a lesser known, but revolutionary site built just for marketing. Wistia partners with several automated integrations to ensure no data goes uncovered. Users find that this is also helpful for time management.

Speed and video quality are paramount at Wistia. Beautiful video is not limited to your desktop. Wistia allows for transition from desktop to mobile, with no additional formatting needed.

Video lives on its own page with no distractions from your content. Wistia offers customizations to match the branding for your own site.

Vimeo

Like Wistia, Vimeo allows for video on it’s own page and allows users to create a fully customizable home page. Vimeo refers to your homepage “like your own Netflix page”.

Vimeo also allows users to record video with onboard recording software. And makes hosting virtual events easy for hosts and accessible for customers.

Accessibility Best Practices in Video

Accessibility is more important now than ever as online video becomes more and more popular.

Accessibility of video on website, sight impaired woman in front of computer

Up to 85% of video is watched without sound, decreasing the effectiveness of content greatly. This is  one of the reasons why all three platforms have options to generate closed captions.

Studies show that not only do captions make video more comprehensible for those in the Deaf and hard-of-hearing communities, it also increases the chances that audiences will remember the content more clearly.

When it comes to video communication, posting can be rather overwhelming. But with these simple tips, you can take your content from good to great. Did we miss your favorite video platform? Let us know what your favorite is in the comments below.

Additional Reading:

How to Create Engaging Video Marketing Content

4 Reasons Why You Should Use Video in Your Marketing Strategy

TikTok as a Business Platform – Technology Trend 2022

What is Live Streaming? – Technology Trend 2022

Understanding the latest social media platform to hit our smartphones is the first step to expanding your reach.

What is TikTok?

Using TikTok for Business

TikTok was born after an unsuccessful 8 year run as the digital platform Music.ly. The developers rebranded and relaunched the digital platform in 2017 as TikTok. The social media app for discovering, creating and sharing short video content. It has become one of the fastest growing social media platforms. TikTok now reaches over a billion users in less than four years.


The most viewed genres on TikTok include pranks, stunts, comedy, dance and entertainment. A unique characteristic of TikTok is the ability to reach an enormous audiencee. What makes TikTok so successful, is the algorithm with an accuracy more than those of platforms past.


According to TikTok’s about page, each user has a personalized feed. Each feed is populated based on their interaction with content presented to them. The more a user interacts with their feed, the more it reflects each user’s unique preferences. When a user skips a video or left with no interactions, it disappears from a user’s page. There is then almost no almost no way to find it again.

The more interactions a video receives, the more likely it is that that video is boosted to the top of others’ pages.

Is TikTok Right for My business?

TikTok could be right for you if your marketing content fits into any of the above categories.  If you are still not sure, consider the following:

Most of TikTok’s Popularity Comes Courtesy of Gen-Z:

They make up the largest portion of the TikTok user base. The rest of the user base seems to follow suit with over 60% of users falling under the age of 49.

TikTok for Business graphic with stats on TikTok

Names like Addison Rae and Charlie D’Amelio dominate the platform with their dance and entertainment content. Other content creators follow in their footsteps with the same content in the hope of growing their own following.

Your ideal demographic might not use TikTok as their primary form of social media.

Consider using an alternative social media platform.

Not All Social Media Platforms are Created Equal

Comparing TikTok to Instagram infographic

Instagram, TikTok’s biggest competitor, has a statistically older user base and a more diverse range of popular content. Where TikTok is a more video-forward platform, Instagram is a photo sharing app.

Like TikTok, Instagram becomes familiar with user interests. It can then place advertisements into user feeds. Facebook works similarly, with a more mature audience.

Something that might not be considered is the amount of information that each platform allows its users to publish on their profiles.

Facebook allows their users to publish the most information. Things like business hours, phone numbers, website links, event calendars and chat features make it easy for potential customers to reach your business. Instagram has similar features, but the choices are fewer than TikTok.

More mature social media users tend to appreciate the fact that they can gather almost all the information they need to know about your business in their first glance at your page.

This information is not as readily available when using TikTok. Users are limited to a few characters on their profile. This makes it especially difficult to communicate information to potential customers.

Takeaways

TikTok provides users with a platform to reach large audiences, fast. With a remarkably young user base, the most successful content on the app tends to fit neatly under the entertainment category.

Social media is a useful tool for businesses to reach potential customers. Without social media, businesses wouldn’t have the ability to reach so many new potential customers. Not all social media platforms are created equal. What works for Addison Rae, might not be the perfect fit for you.

What are your thoughts about TikTok as a business platform? Let us know. CONTACT US today

Written By Olivia O.

ADDITIONAL READING:

How To Find Infuencers for Your Brand

The Importance of Micro Influencers in Digital Marketing

What Should You Do With a Bad Review?


As business owners we work hard to provide quality products and services to others. No one ever goes into business trying to do a bad job.  Yet stuff happens. Sometimes there are things that we can’t control, other times there are people that are impossible to please. At the end of the day, the internet can make or break our online reputation. Bad reviews can really cause problems.

What Can Business Owners DO about a Bad Review?

Try to talk to a customer about a bad review

One of the biggest issues many business owners have with social media reviews is that they can’t get them taken down, no matter how ridiculous they are.  Most platforms allow a business owner to write a response to the review, but the poor rating still brings down the total score.  Here are some ideas you can try:

Defamation in the dictionary
Defamation: noun

the action of damaging the good reputation of someone; slander or libel.
“she sued him for defamation”

First Amendment Protected Speech & Defamation of Character?

Any review that contains a customer’s opinions or factual information about your business would be covered under free speech. Here are some examples of content that would be covered under the First Amendment include:

A review that contains lies that directly harm your business could be defamation.  IF the lies hurt your ability to do business such as claims that you cheated them, or stole something, or were not properly licensed to do the work, those claims could be grounds for a defamation lawsuit.

What repercussions do you have with the sites that host the bad reviews?

Believe it or not, you can’t sue website platforms that host bad reviews like Yelp, Google, and others. The reason? The reviewer is protected under the U.S. Communications Decency Act. A quick history of the bill, it was approved in 1996, Congress enacted a major free speech law. In particular the section 230.1 Section 230(c)(1) which states the following:

Internet services categorically are not liable for third-party content, subject to a few statutory exceptions including intellectual property claims and federal criminal prosecutions.

U.S. Communications Decency Act section 230.1 Section 230(c)(1)

Some even refer to this as a stronghold for the First Amendment of free speech. In Section 230.1 it is established that websites are not liable for publishing any content written by a third party. Legally, sites like Facebook, Google My Business and Yelp are all absolved of responsibility of the content of reviews on their platforms. 

Unfortunately, if someone leaves a bad review, as long as the social media platform where the review is posted doesn’t change or alter the content left by a third party, they are protected. Freedom of speech allows individuals to say what they want, as long as they do not say anything potential libel to your business. Unfortunately people can suck. Thankfully, businesses have the power to say what they did to try to make things right, and defend themselves.

If potential customers read the bad review they will also see how you responded to the problem. That says a lot about you as a business owner and often the responses can gain you more customers than losses. It is important to handle these situations with care, and always try to be the bigger person.

What Can Businesses Do After A Bad Review?

There are a few things that you can do as a business to help your review ratings after you get a bad review. As a best practice, you can actually do all of these things to help improve your overall rating over time.

A series of images showing some of the places people can leave a review

LESSONS LEARNED about bad Reviews:

When you get a bad review (and you will at some point) it is important to remember this statement by poet John Lydgate and later adapted by President Abraham Lincoln:

“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”

SOURCE

Takeaways from the World of Online Reviews:

No matter what business you are in, the power you have as a business owner is how you respond to adversity. Be the better person and the outcome will be in your favor even if it hurts short term. As long as you truly try to do the right things, most people will see it.

NEED more help with a strategy to get more reviews CONTACT US.

The USA has seen an uptick in “live streaming” as a response to COVID 19. Businesses continue to change strategy during the pandemic to reach more customers. Understandably, live streaming gained significant traction as in-person shopping was restricted. Now that consumers are adapting to this type of content, how can businesses best use it to convert sales?

What is Live Streaming? Should I be using it as part of my digital marketing strategy?

Live streaming allows users to watch, create and share videos in real time. Think of it live broadcasts on TV or radio shows recorded in real time. To create a livestream you need the internet, a smart device, and a digital platform stream on.

We Also Recommend You Have the Following:

Where do you live stream, girl with phone streaming live

Free Platforms You Can Use for Live Streaming

Now that you have a plan, where do you choose to do a live streaming event?  Some of the current popular live streaming apps include Facebook Live, Instagram Live stories, YouTube, Vimeo, Twitch TV and Tik Tok. While these social media platforms are free, users typically need an account to access and use the livestream features.

Retail and Streaming

Retailers are scrambling to make livestreaming both accessible to consumers and profitable. Brands are using livestreaming to demonstrate products, talk about service and promote specials. The key is finding a way to target the audience, so they know to watch live.

infographic of tips for live streaming

Ideas to get people to show up to Live Events

“What you’re starting to see more and more now, especially in the livestreaming space, is a proliferation of different executions of livestreaming.”

Gartner analyst Ant Duffin told Adweek

Takeaways from Live Streaming for 2022

To make live streaming effective you need to have a solid plan. You also need the right equipment. Finally, you need to know you target audience. Not a single person wants to see you talk about yourself for 10 minutes while you wait to see if anyone joins you live. Besides, if you are showing them an up-close view of your nostrils, they will not stay “live” for long.

Do you need help understanding your livestreaming options? We are here for you, contact us to get started.

Additional Reading:

On average, 25 million LinkedIn profiles are viewed every day by businesses looking for individuals who may be future candidates for job openings at their company. LinkedIn is an effective platform for Business to Business networking especially when recruiters are trying to pinpoint the perfect candidate for certain positions in their company. LinkedIn is the largest professional networking social media platform for conducting background research and building relationships with individuals to network and discover potential customers. This article outlines to pros and cons associated with using LinkedIn

Pros

Networking Opportunities

LinkedIn is a great tool that gives business owners the ability to research potential clients for a company. LinkedIn builds strong networking opportunities for particular industries by making industry posts available for research, establishing credibility with prospects and a solid search technology for companies or individuals to narrow down options.

News Updates

LinkedIn organizes content from across LinkedIn and categorizes it into relevant industries to keep you updated on upcoming trends or big ideas in the news. LinkedIn allows you to link your accounts and blogs to share experiences and advice on topics that are important in your business or industry.

LinkedIn Answers Section

LinkedIn allows individuals to engage with each other by having an answers section which allows individuals to ask questions to the public or to selected members of their personal network. Individuals can demonstrate their knowledge and skills by providing people with feedback on various questions related to their industry. The LinkedIn answers section allows people to share their expertise to help others.

Profile Updates

LinkedIn provides information about potential employee candidates by allowing you to view professional profiles of the individuals you may be seeking. For example, if you are in the IT industry and are actively seeking a new computer engineer, you can view profiles of individuals with relevant experience by doing keyword searches. Most individuals keep their profiles up to date with their most recent experience, and the profile can act as a virtual resume. This provides the company with a general idea of an individual’s previous background and skill set to compare to the job description.

Cons 

First Time Profile Setup 

Any social media site takes time to grow, but LinkedIn, in particular, can become overwhelming with so many components involved. It can seem easy at first, but there are multiple requirements before creating a business page. To create the page, you must have a personal LinkedIn profile and the profile strength must be listed as Intermediate or All-Star. You will need to spend some time building your profile by familiarizing yourself with the site’s features and making connections. It is very time-consuming in the beginning, and you will gradually notice each connection will bring you one step closer to growing your LinkedIn page.

Content Overload

LinkedIn is a great way to share articles or tips, but too much content can make your audience feel overwhelmed and lose interest in your LinkedIn page. For example, if a person is looking for a specific post on your page from a week ago and they cannot find it, they will find another artifice on a similar page because they feel frustrated. This can result in limited interactivity when compared to other social networking sites like Facebook or Twitter.

Overall, LinkedIn is specialized for Business to Business organizations, but it is a great tool to improve business development if you are looking for potential employees, advice or tips from different industry voices. LinkedIn can help differentiate your company from competitors and provide you with research on specific companies and individuals. It is a great resource to grow your network and industry expertise.

As a small business it may seem daunting to get onto social media. You may not know how to use social media or know what to post or you may just not have enough time to feel that you can really post effectively. With so much of marketing going online and consumers spending 28% of their time on social media sites it is crucial that you are on these platforms. While it can seem like a daunting task at first following these steps can give you a great foundation to build your social media platforms on.

Don’t be intimidated by social media as a small business owner! These platforms are a great way to reach your consumers and interact with them in a more personal manner. You can share helpful information, advertise sales and promotions and have conversations with the people who are buying your products. Start off slow and then once the ball is rolling watch your followers and hopefully your number of customers grow!

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