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Moving Beyond the "Hail Mary" School of Video Distribution

There is no longer any doubt that we’re in the midst of massive sea change in the way we watch video. Not only does video take up an increasingly bigger share of all online content, viewers, especially younger ones, watch more videos on devices than television screens. Below: RUN and RUN / lyrical school【MV for Smartphone】


Run and Run

For businesses, this means it’s easier than ever to get your message out but harder to stand out in that ocean of online videos. Marketers rightly expect that their investment be returned in the form of video views, brand awareness, and product sales, but too often they settle for much less.

On one level, it's understandable that video production is still approached as an end in itself. Videos are not only fun to produce but there’s an inherent optimism in the process that can make us feel that somehow the video will go viral based on its own merits.

And while this does sometimes happen, the vast majority ofsuccessful videos, as with movies and TV shows, are supported by equally creative distribution campaigns.

It's important to understand here that online videos are not inherently searchable, meaning that it is not actually the video but the metadata (the words written about it) that appears in search engines. 

So, if we want our videos to provide a return on investment, not only do we need to have the right words to identify them, we need to make sure that:

a) Lots of people watch them
b) Their content reinforces brand attributes
c) Viewers have an easy path to point of sale

It remains for our next post to explain how you can achieve those goals for your own videos. Stay tuned!

Download Now! Free Whitepaper: How to Make a Great Video

Are Your Videos Social?

In past blog posts, we’ve shared our goal to help clients make the most of video’s potential across a range of media. Although we’ve never considered ourselves a social media company, our recent work with clients has shown us a way to use video as the basis for social media content.

We call this Social Video, and it reflects a slightly different approach than the traditional process of shooting then serving up the best bits in a tightly edited overview video. Instead of a single video, with limited shelf-life, our Social Video program employs the whole animal approach we always talk about to produce two-dozen or more clips, 30 to 90 seconds long, that can provide content for blogs and social media streams on a daily or weekly basis.

one to one box

Here are some sample posts that would go along with video:

Facebook

social video fb

Twitter

Our clients still rely on us to produce a range of other video types, but we’re especially excited about our Social Video model. It addresses the need many of us have for rich, nuanced, and ongoing content, and it can provide potential customers with the information they need to know you're a fit for them.

The process begins with a deep dive to discover the personal, day-to-day things that makes your company great. It ends with a trove of rich and authentic video material to resonate your brand identity.

To learn more, visit One to One Box’s Social Video program or contact us This email address is being protected from spambots. You need JavaScript enabled to view it..

Integrated Educational Video Media