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YouTube TV Graphic Source; The Drum 2017
YouTube TV Graphic Source; The Drum 2017

YouTube Delivers What Apple Couldn’t

It’s commonplace now for us to hear about this war at the convergence points for the big tech firms. Amazon going into content and Google developing self driving cars. This sort of competition is what defines capitalistic markets right?

Anyways, that’s a different conversation.

But early last year, YouTube decided to throw is hat (finally) into the arena they should have broken into 3 years ago. Television. Following the likes of Apple who stated back in 2011 that they were going to “reinvent the TV experience”, YouTube TV stormed the scene in February 2017.  

YouTube TV

YouTube TV Graphic – Source; The Drum 2017

According to most analysts, YouTube TV, the video sharing giant’s latest offering, pretty much crushes Apple’s attempts at commandeering the TV into its ecosystem.

Launched officially in Feb 2017, the 1 year old YouTube TV has already built distribution deals with all the major networks and it’s very serious about waging a war on cable TV and any other TV entertainment providers for that matter. Opting out of lengthy contracts and absurd set up fees, they are doing everything the cable companies won’t.

Although they are doing away with the old TV business model, they haven’t thrown the baby out with the bathwater. Their approach to such quick success has been simple: Partner with all the major networks instead of relying solely on original content. The content being the baby…

The natural question that follows, is “Wait, why would YouTube partner with networks when they themselves have been trying to be a traditional network alternative for so many years?”

Because they learnt from Apple’s mistake. Whilst Apple has spent creative millions producing shows like Planet of the Apps strictly for their own channels, namely Apple Music, YouTube has realised that to solely depend on original content is too risky in a land grab situation. Not only do you need to convince the user to try your new service, but they also have to like the content- wait scratch that, they have to be OBSESSED with the content you’re providing.

Planet of the Apps

Planet of the Apps – Source: Apple Music 2017

YouTube TV on the other hand, partners with existing networks who already have dedicated audiences. Shows like Billions, New Girl and the NBA playoffs are all available on YouTube TV. They know that although YouTube was built on original content, to really take over the TV space quickly, it’s a lot easier and more efficient to partner with existing shows.

It’s a bit like opening a hotel, and outsourcing your food and beverage requirements to local establishments that already have a loyal customer base, and who can produce a better culinary experience at a fraction of the cost. A smart business move for a variety of commercial reasons.

But not to worry, YouTube haven’t completely fallen away from their roots of providing that extra level of real-ness to their content that has been essential to their success for so many years.

They’ve gone ahead and added some of their own YouTube sauce into the mix (Read: They show vlogs and behind the scenes footage of some of our favourite shows to make the experience even more engaging)

See below, for Billions (one of my personal favourite shows) behind the scenes content.

This is awesome. Where most brands would simply run an advertising awareness campaign, YouTube has recognised that one of its competitive advantages is that their users love behind the scenes and candid content.

That being said, YouTube TV currently loses $5 for every one of their estimated 300,000 subscribers according to some reports. (May 2018; Bernstein Research; Todd Juenge)

But in the grand scheme of things, does that really matter? Given that I currently pay £29 for NBA TV, and with YouTubeTV i’ll get that plus 59 more channels for the same price…. I mean it’s a no brainer.

YouTube TV Channels Options

YouTube TV Channels Options – Source: YouTube TV 2018

The only thing that could be a worry for YouTube down the line is Netflix. They offer a phenomenal content experience with binge-worthy shows and already have their own buttons on TV remotes for Sony & Samsung devices. Something I don’t think they get enough credit for; they’ve made it so you’re only ever 1-click away from choosing Netflix over any other form of content and they’ve legitimised it as a real option to view content when on the big screen. One swift move from Netflix could render YouTube TV’s big play obsolete.

Watch this space.

Why Millennials Are About to Kill Your Business

Yep. It’s true. They are about to kill your business.

You’ve been a successful business for the past 50 years because you’ve held your customer’s attention. That’s it.

The person who spends money with you has been entertained, educated, or simply heard about you through a channel or source which they trusted or were interested in. Cue the financial times, TV ads, radio ads, tube ads, magazine ads, and email marketing which you’ve typically invested your marketing budget in.

It’s a pretty simple formula: Where attention is spent, money is spent. So when Forbes reports that as of this year millennials have the largest spending power of any generation, we need to be asking, “Where is their attention and do I have it?”

“By 2018, they will have the most spending power of any generation.”

And according to Google’s latest report, this isn’t only confined to B2C. They found that 70% of B2B buyers and researchers are watching videos throughout their path to purchase. In many cases, marketing directors or CMO’s just like yourself, defer to their 25 year old Marketing executives when in the initial stages of research about a solution. Those millennial juniors on your team, grew up with the internet and therefore go directly to YouTube when learning how to use a solution or to social media when weighing up whether a new service provider can be trusted. The consumer at every level is changing. 

In 10 years you’ll be selling to a customer who doesn’t know who Woody Allen is but follows every thing Logan Paul does.

In 20 years you’ll be selling to a customer who spent their childhood on their iPad.

In 50 years you’ll be selling to a customer who regularly goes to the moon for a quick break.

Ok, I’m being a bit dramatic. For impact of course. But the reality is pretty clear; the consumer is changing and so is the focus of their attention. So when we hear that these same people are now the big spenders, we need to look at how our marketing strategies appeal to them because ultimately that’s what will fill our sales pipelines. Continuing to force feed ads on newspapers and TV isn’t going to get it done.

We know the focus is on social, and likely will be on this for the foreseeable future. But what exactly should we be doing on social, just sharing status updates? Probably not. We should be looking at where Facebook, Instagram & Linkedin are investing money and use it as a leading indicator. Visual. Facebook live, Instagram stories, Linkedin video: New visual products brought to life as they hold the attention of the customer much longer than text.

So if you aren’t actively using visual content on these channels to capture the customers attention, how do you fair in 2 years time? Or even next year when video content will make up 80% of web traffic?

Millennials“Lose the Attention = Lose the Customer”

If visual media, meaning video content, pictures, and to a large degree audio content isn’t part of your marketing, you’re going to lose the attention battle and this will affect your bottom line. No similes, no fancy wordplay. It’s simple. Lose the attention = Lose the customer.

So for traditional businesses which don’t care about social or see video content as a superfluous expense, the future is here (to be extremely cliche). Video or visual media isn’t just something fancy, it’s where the attention is, and hence you should be investing in it appropriately.

Some quick takeaways or solutions because I like solutions not just information:

  • Start by looking at where the big platforms are investing money. When they first came out with Facebook/Instagram live, if you were an early adopter, they were pushing notifications to users to get them to tune in and helping you get traction. Free support from these platforms doesn’t often come, so when you utilise a new feature they’ve launched, you are accessing attention you may not have otherwise have gotten.
  • Connect with the lower age bands of your customer demographic so you can really start to build an audience segment of what they are watching and where. You need this demographic information before you can start creating visual content which they will engage with.
  • If you’re creating video content already, you need to think about using video not just at the point of sale, but using it to create an emotional attachment to your brand online. Panerai recently have done this, splitting their video budget into creating a series content called “Traits”. They’ve recognised that consumers will spend time watching content online when eating dinner or on the train, so it’s better for them to spend money in this ecosystem rather than just pushing 30 second pre roll ads which everyone will skip. They don’t focus on the watch, but showcase the lives of the people who wear their watches. Read our “6 Steps To Great Video Content” here for more advice about building your content so it is compelling.
  • If you aren’t doing video content… Start! Think about laying out a video strategy before you begin- read our “Video Marketing Strategy For Beginners” to get started
  • Even if you’re a B2B brand, educational videos are an easy way to implement effective video content into your brand immediately to start building an audience.

Don’t let a millennial kill your business.

6 Steps to Great Video Marketing

Guess what this post is about?

No flying pigs. Just video. (And a bit of really bad humor)

It’s 2018, so video is on every marketing director’s budget line (hopefully) and some are creating some stunning content and using video properly. Unfortunately, some are missing the mark entirely. And in a world where there are 1.3 billion users of YouTube and Facebook is boasting over 8 billion views a day, video is the most powerful form of content online so you cannot afford to make a mistake through content complacency. (Fancy term for creating terrible or sporadic videos, coined by One Globe Studio, whilst writing this post)

“By 2021 video will account for 82% of all web traffic” 

Cisco Visual Networking Index; 2017 

It’s kind of a big deal if you aren’t using it…

It’s all good knowing you need to produce video content, but knowing how to make sure it’s the right content and not just a funny cat video, is a whole different story. And that’s what I want to help you with today.

Over the past 2 years, we’ve worked with 100’s of clients and we’ve figured out a structure to create compelling content which I want to share with you here. It’s actionable and practical from the moment you’ve finished reading this post. Think of it as a basic checklist you can use every time you are evaluating a piece of video content. You can even download it at the end and keep it with you every time your team sits down to discuss content.

Objectives

Are you trying to gain more views, get more subscribers or just keep people on your website for longer? All these questions have an impact on the type of video you create. Nowadays you hear a lot of blanket statements like “oh video’s should be short”. Statements like that can potentially crush your video strategy before your even start so don’t listen to it. If that was the case, Netflix and their 1 hour episodes wouldn’t exist and the average watch time on YouTube wouldn’t be increasing year on year. The way to list out your objectives is simple.

There are 2 types of objectives:

  • SURFACE OBJECTIVES
    • At a surface level you probably want to drive more sales, views or something measurable.
  • DEEPER OBJECTIVES
    • But we have to look at this at a deeper level and think what we want to convey emotionally with our content.

So think about it like this: If I sold luxury watches, aside from just wanting to sell watches through my videos (Surface objective), my deeper objective would be to portray my store as the most knowledgeable about luxury watches. Not only does that build trust for the long term, but it provides me with some direction to my videos, because I know what other questions to answer in each video I create, and not just provide the price of the watch. I’m also building the sales pipeline, because instead of just catering to the “ready to buy” customers by answering the price of the watch, i’m catering to the future customers, who are aspiring right now and will trust me and choose my store in 5 years when it comes time to buy their first luxury watch.

So think about it, objectives on surface level are great for you short term, but objectives on a deeper level and better for you long term.

Learning From Peers & Industry

Success leaves clues. Again, this is a very intricate process which we conduct with our clients before we create any content for them. We always need to fully understand the market and the current content being produced in the market before we go through it. With those of you who have worked with us before, you’ll be familiar with the commercial insight workshop that our team runs so that they can direct the creative team to make the right content. Think of it as pairing the best management consultants with the best creatives before we shoot anything for your brand. Every time we on board a new client there is a process of discovery which is always different, but in an effort to explain at least a few of these points I’m going to share some interesting ways with you here.

Using free data is a great place to start to glean a basic insight into what content is working in your industry. Sticking with the watch example a good place to start would be gathering some basic info from industry reports. L2Inc do a phenomenal job of independent research which is usually freely available. Coincidentally, they also have a phenomenal video marketing strategy and I urge you to subscribe to their channel.

Here’s a data chart L2inc provided from their study into the Watches & Jewellery market last year. 

Luxury watch brand spends

Chart showing spending of respective brands. Source: L2Inc 2017

If you’re in the watch sector, you’ll understand that I’ve chosen 3 brands here as an example because they are pretty much the market leaders in the watch world. Now, this takes some degree of industry insight you would have about your own industry to make certain inferences. For example, with this chart above, we can see that out of all digital/social media spending all 3 brands are investing money heavily in YouTube, Instagram and Facebook- all heavily visual platforms. Now pair that with a bit more industry insight of knowing that in 2011 the CMO of Patek said they would never do social as they couldn’t sell the story on social media. Yet here they are in 2018, pumping money into YouTube. This must mean it works for them, so as a retailer of watches, if I’m not using YouTube as a main content channel, am I missing out? An emphatic YES! So very quickly, with a bit of lateral thinking you’re picking up on clues left by others in the industry. Learn from it. This is just one of the ways to learn from industry and peers, we’ll be doing more follow ups on this topic in coming weeks.

Demographics

“Which platforms they use on the train or on the way to work, or even when they are on the toilet…”

Understanding who your audience are is at the core of any content you create. You should not only know the age of your target audience, but on which platforms they spend most time and the types of content they are already watching. I’m not going to get too in depth here because marketers have been building customer profiles since the start of time so it’s likely you don’t need help here. But the key things you need to know at this stage of creating content, is which platforms they use on the train or on the way to work, or even when they are on the toilet (I’ve been told by the team to stop mentioning that last one as a reference point, but it’s true so I had to share it. People consume a vast amount of online content when they are taking care of business whether we like it or not). You also need to know what else they are interested in and what else they are watching. Creating an initial list of 5 types of content that your audience enjoys is a good first step. Is it long format documentaries on YouTube, or is it food recipe videos on Facebook? Ask these types of questions to define your demographic and what appeals to them.

Cater To Platform

Once you know how your customers are consuming content, then you can create for those platforms. So if you see that most of your customers spend a bulk of their day on Instagram, start by creating Instagram stories and making sure all your content can fit into 60 second video posts and still image posts. This doesn’t necessarily mean that if you want to create a web series, that you have to restrict it to 1 minute episodes. But it does mean that when you create that web series you need to make sure you’re getting content cut downs for Instagram. Think about what those platforms are also investing in, YouTube is pushing more series based content whereas FB is pushing more quick, text heavy video formats. All these various considerations have an impact on the creative you choose and the content you create.

Source: CrazyEgg

Entertain vs Educate

There’s two ways to grab attention. Entertain them or educate them. It’s that simple.

If you aren’t doing one or the other with your content, you should reassess and figure out where your opportunities really are to add some value to the end user.

Entertaining content is quite frankly why cat videos exist along with why Gangnam style went viral. It’s content that makes you feel an overwhelming positive response even for a fleeting second. Entertainment is a fleeting mistress. It’s difficult to continually entertain your customer without having a 24/7 creative team developing content streams for you.

Education on the other hand has proven to be the most important part of content marketing. People never get tired of learning. TED talks proved that, and so do the 1 trillion makeup tutorials on YouTube.

A quick tip on where to find the questions you should try to answer Try and find ways to educate your customer constantly and answer their common questions, YouTube comments are actually a great place to source out the topic of your next video. Or if you know there are influencers in your industry, browse the comments on their latest video and you’ll be sure to find some of your customers requesting certain topics are covered. You can easily answer these questions in a video piece.

Call To Action 

I’m seeing more and more great content out there which ends on a blank screen and that’s a fast track to nowhere. I understand that many brands simply measure direct response in sales generated and therefore if the CTA (Call to Action) does not involve buy now, they don’t consider it a CTA. But the reality is, the way communities engage with your brand, and ultimately buy from your brand, is changing. So we need to take a deeper look at the CTA’s we are and aren’t using in many cases.

Source: Crazyegg

The way today’s customers buy is completely different compared to their predecessors. Given this reality, our marketing and calls to action must interact with them in a new way. So the CTA isn’t driving an immediate sale in many cases, but rather building a long term relationship and therefore a pipeline of new and return customers. So what’s an appropriate call to action? Think about using other creative CTA’s like “Subscribe Now”, or “Watch More” content at very least as it ensures the client has taken an active step to hear more from you, it’s almost like getting their permission. If you have a web series, it’s important that you ask them to watch the next episode, or to sign up so they can be notified of the release of the next episode. These micro interactions which are seemingly meaningless, build up emotional equity in your brand which will lead to not just a one time customer, but a customer for life. Plus, no one likes to be proposed to on the first date.

So that’s it, a very simple and straightforward starting point for any video content you want to create. Use this document like a checklist every time you are thinking about content and you will be starting on the right track.

Like always, feel free to check out our other content on YouTube and LinkedIn or feel free to reach out to me directly if you want to discuss what you’re working on right now!

The Good, The Bad & The Unwatchable: HSBC

This week on The Good, The Bad & The Unwatchable, we bring you a breakdown of HSBC’s latest piece of social content.

Brand: HSBC

Video: 

http://www.facebook.com/hsbcuk/videos/1162010730563092/

Platform:Facebook

Views: 364,000

Story: 5/10

Whats the aim, message and theme of the video?

  • It starts well trying to play on a topical theme of older generations vs technology
  • This theme is well documented and gets great shares etc on social historically because everyone likes watching the “cute older generation getting amazed by technology”
  • I wouldn’t have chosen this theme though because it’s been used by one of their closest competitors. Yes it’s an industry trend that the banks should be age friendly, but when you realise that they are just advertising an app and not that they are age friendly, it doesn’t have to be locked into a theme which has been used recently by one of their closest competitors. They could create a much more shareable piece around a baby using their app. (Yes that sounds mildly fiscally irresponsible but in actuality, every kid above the age of 6 months knows how to unlock a phone, and if it’s about the app being so easy to use, showing a baby doing it would be a lot more humorous)

Visuals/Style: 8/10 

Does it pass the pizza test?

  • Great design on title cards and graphics which is usually overlooked.
  • They’ve clearly thought about the character, costume design and also the aesthetic of the film which is consistent throughout which is great.
  • Really clean shots especially the close ups to build that personal connection. One of my favourite shots is when he is looking in the mirror and the camera moves around him to show him now looking through the window at the restaurant. This shows some real creative thinking which is always a plus.
  • That being said, some of the shots in the middle, at the barbers or playing chess, don’t add a lot to the story arc. We’ve already established he’s going on a date, so maybe these middle shots should be a little punchier to keep the attention of even the most distractible viewers.
  • Yes it passes the pizza test for me.

Script/Delivery: 2/10

Was this written by a creative genius or a 3 year old?

  • This is where the film really falls short, in terms of how the story and message is delivered to the viewer
  •  Right away, it starts with a logo which is a massive mistake because your brain is waiting for the product placement. In the age of social, this is a tremendous mistake.  
  • They are trying to advertise the app, but it’s not clear what the app does at all. If it’s only used to check your balance, would you even use it?
  • Story does not seem convincing by the end- it could be more convincing if we actually see practical uses of him using the app in very natural settings. Right now it feels like the story is being built up to the life saving moment of the character being able to check his balance in the app. First: is that realistic? Second: So you can check your balance on the app… but what else can you do?  
  • Unfortunately, it doesn’t leave you more educated about the app nor does it leave you feeling good because you don’t truly believe Arthur’s life is any better because of it.
  • Remember, the audience crave to be entertained or educated, choose one and do it properly

Sound/Voiceover: 10/10

Is it music to my ears?

  • Soundtrack is actually really well chosen. Wouldn’t replace it, as it matches the aesthetic of the video and it supports the visuals well.

Duration: 9/10

Did I do a round the world trip in less time than it took you to tell your story?

  • Good length for social- they kept it under 90 seconds but the video ended in a pointless manner so doesn’t really make a difference

Side note:

My brain did scream “yeah, but at least we know HSBC is an age friendly bank which is very important for financial institutions nowadays, so this video deserves more!” That was until I read the comments, which were all complaints by customers about branch closures, which has been fundamentally the most contested part of the move to online banking for the older generations. What was worse, was that the social media team had generic template responses for each comment. You all know how much of a social media mistake this is. So all in all the video in my eyes although impeccably shot, missed it’s target not only in the product placement, but also in the message it intended to deliver.

OVERALL OG RATING: 6.8/10

"We're going to breakdown the GOOD, the BAD and the UNWATCHABLE to explain what makes a phenomenal video asset"

A question we keep getting is: “What makes a good video?”. It makes sense, and we aren’t mad about it. It’s what we do after all. But instead of answering this question in hundreds of different ways each week, we’ve decided that we’re going to use real world examples and breakdown the good the bad and the unwatchable, to explain what makes a phenomenal video asset. To make this as useful (and fast) for all you attention deficient marketers, we’ve created a simple structure you can use quickly to judge your own content or even your competitors content. We’ll be auditing a real world video asset every week so watch this space!

 

Brand: Entrepreneur Magazine

Video: 

6 Words That Will Change How You Wake Up

"Don't let your brain make decisions."

Posted by Entrepreneur on Saturday, 4 June 2016

Platform: Facebook

Views: 2.3 Million

 

Story: 6/10

This first section is all about how well the theme or message of the video is delivered. In most cases, the themes or messages will revolve around trigging certain emotions in the viewers and sometimes it will simply be the aim of the content to educate the viewer. Whatever the aim, we’ll give it a score out of 10 for it’s ability to convey its message.

  • Great topic everyone wants to know how they can wake up on time.
  • Appeal of the video has a very wide audience and captures the attention of a wide group immediately.
  • It follows a pretty simple story arc, in terms of using a basic powerpoint structure where one point follows the next. The lack of building a more creative story arc is what holds it back hence the “middle of the road” rating. 
  • That being said, people on Facebook love list content because it’s direct and to the point (knowledge and speed are a powerful combination)

Visuals & Style: 4/10

This is the most subjective section for many people, but for the Scorsese’s and the Spielberg’s of the world, this is where the real magic happens. What is the visual styling of the video? Does it pass the ‘pizza test’. When you’re watching it and eating pizza at the same time, are you looking at the screen or the pizza? 

  • Thumbnail stands out and tells you what’s on the inside, so even when scrolling through your news feed at 50mph without autoplay on, this will grab your attention.
  • Starts with some live action video which looks decent to start with, this could be improved by having a more dramatically cliche scene of someone really being late. Think Home Alone when Kevin realises they left him. This would be an engaging way to grab the attention of the few viewers who haven’t fully engaged just yet.
  • Good use of bold colours and animation, although you may have noticed that too many colours can be distracting when there’s text to read. 
  • The animation is repetitive and is on screen for far too long. Animation is a great way to transition between scenes and highlight key concepts, but it’s important that you use different animations and make sure they are dynamic.
  • The background images scream “stock image” and that’s a bad look. If you’re a brand and have to use stock images, use ones that actually look somewhat similar in terms of theme.
  • Transitions could benefit from being a bit more punchy and intentional to ensure engagement is kept up between each point on the list.
  • Doesn’t pass the pizza test for me, I looked away at least 3 times.

Script: 5/10

Did you mean to write this or did a 3 year old write this? Just kidding. So, what we’re looking for here is how well the script is delivered to the audience, and how engaging it is. Does it get the message across or is it too dense for anyone to understand?

  • Lists are usually 3,5,10 in most cases. So choosing 4 seems a bit rogue but it’s not a major hang up.
  • The whole video uses text overlays without a voiceover. For Facebook this works great because 85% of videos on FB are watched on mute.
  • There is too much text on the screen at any given time. I’m not sure about you but I struggled to read everything before the screen changed. Reducing the amount of text overall will help with delivery and retention of the information. 
  • Language is clear and simple which is always a plus!

Sound/Voiceover: 5/10

Music is the secret sauce in most visual content. If you’re not entirely convinced, go to YouTube and close your eyes for the pre-roll ad. You’ll hear music first before anything and that will already dictate how you feel towards the content. That’s also why Lamborghini split test the sound their doors make when you close them. Because subconsciously, sound matters.

  • Soundtrack aims to be bright in line with the theme of the morning, but it’s too repetitive and fake sounding. It’s never good when a soundtrack repeats itself 4 times in a video which is just over 1 minute long- my Samsung alarm repeats itself less in that amount of time. 
  • To make this video more versatile and engaging on other platforms (YouTube etc) it would be a good idea to include a voiceover.

Duration: 6/10

The world we live in doesn’t allow for long videos unless they are on Netflix or Amazon Prime. It’s simple, how does this asset fair in terms of getting the whole message across without becoming a full blown movie. 

  • This video is good, for a Facebook audience. In this instance, you want to aim between 60 – 90 seconds for a Facebook video as a rule of thumb. The ideal time varies for each platform (i.e. Instagram would be a lot shorter) 
  • Regardless of the simple message, I found myself switching off around 40 seconds in. With that being said, if they improved the dynamic of the video, including reducing the text and using more engaging animation and less stock images, they could potentially leave it at this length.

OVERALL OG RATING: 5/10 

What You Need To Know About YouTube’s New Layout

YouTube has been working on a not so secret design UI for a while now and it’s slowly being rolled out across most devices and browsers. Chrome was the first to receive the update which is based on the Google “material design”.

What is material design you ask? It’s a fancy name for a design language Google wrote in 2014. It basically means that the design is more like the Google cards format and makes use of more responsive grid layouts.

Material Design

For your YouTube channel what does this mean?

This means that in the next 30 days or so, your YouTube channel will start to adjust to this new style. That includes the channel covert art and the way your playlists are laid out and organised.

In most cases, a slight adjustment to dimensions on the cover image will sort out any issues,  but for the playlist layout I would take a close look at the changes before making any drastic decisions. It’s nothing major to worry about but if you don’t deal with it, you’ll have a very strange looking channel for a few days once the update is live for everyone.

The one unfavourable thing is that YouTube will pull a “theme” colour from your channel from the most used colour on the channel. That means that if your cover artwork is seasonal or isn’t directly inline with your brand colours, your channel colours may change. You can’t change this just yet, but stay tuned for some more updates as i’m sure YouTube will add this functionality soon.

For everyone we’ve designed YouTube channels for, your updated artwork has already been sent to you. If you need any further help just give us a shout.

If you want to go ahead and see what the new layout looks like before it’s rolled out to your browser of choice, just follow the steps below:

  1. go to https:www.youtube.com/?gl=US.
  2. open the developer tools (ctrl + shift + i)
  3. go to the `Resources´ tab and delete the VISITOR_INFO1_LIVE cookie for the youtube domain.
  4. go to the console and define the VISITOR_INFO1_LIVE cookie using the following command:
  5. reload the page.

That’s all for now folks!

Calls To Action For A Video First World

I’m seeing more and more great content out there which ends on a blank screen and that’s really what has compelled me to write this small piece. I understand that many brands simply measure direct response in sales generated and therefore if the call to action (CTA) does not involve “buy now”, they don’t consider it a CTA. But the reality is, the way communities engage with your brand, and ultimately buy from your brand, is changing. So we need to take a deeper look at the CTA’s we are, and aren’t using in many cases.

Source: Pardot

Source: Pardot

In general, online video content has been looked at as superfluous, something “nice” which you’ll add to your marketing mix, but for it to really move the needle on your income streams or bottom line, you have to see how video fits into your sales cycle and how it can help move the customer along the buying journey. We all have to sit in front of the board at the end of the year and explain what return our marketing brought to the business, so if we don’t understand how video content fits into the sales cycle, or more importantly, how to use the right call to actions in our video content, it simply doesn’t make sense.

See millennials- who this year became the biggest spending power in the world incidentally-  don’t want you to force them into a corner on the first interaction. The way they buy is completely different compared to their predecessors. Given this reality, our marketing and calls to action must interact with them in a new way. So the CTA isn’t driving an immediate sale in many cases, but rather building a long term relationship and therefore a pipeline of new and return customers. 

Millennials want to be a part of your brand because of what it says about them and their lifestyle choices and they do this through investing the brand emotionally. This is especially prevalent across all product classes which are above a “necessity” price point, i.e. any product which could not be placed in the “impulse buy” section at the supermarket. The case of Apple versus Samsung shows this story perfectly. Both products are above the necessity price point, but they both have extremely loyal customer bases which have their own reasons for using the devices, none of which typically revolve around the quality of the device. If it was, everyone would be able to tell me exactly what processor the Samsung uses and which processor the Apple uses. Examining this at a fundamental level, people who buy Apple products care about how sleek and how cool the iPhone is. Whereas Samsung users typically care more about being better than the Apple product. (Notice I said, better than the Apple product, not the best on the market because they certainly aren’t). Neither of these stories are based around the quality of the product really.  Both brands have created emotional stories around different feelings. This isn’t different to previous generations, but what’s different is that for the first time you’re seeing people committed to their chosen brands over and beyond any level of rationalism. Being part of the community or the tribe as Seth Godin says, is more important nowadays than anything else.

Source: Crazyegg

Source: Crazyegg

Many brands have noticed that this is the way Millenials buy,  and have already shifted their communications to video content because it is the most effective way of creating these compelling stories. But what many brands have missed is the way to change the calls to actions to suit.

So how do we create emotional equity in our brands? Small repeated actions. Start trying to get smaller but more consistent calls to action which don’t demand so much from the user, but serves the purpose of getting them more exposure to your brand. Think about using other creative CTA’s like “Subscribe Now”, or “Watch More” content at very least as it ensures the client has taken an active step to hear more from you, it’s almost like getting their permission. If you have a web series, it’s important that you ask them to watch the next episode, or to sign up so they can be notified of the release of the next episode. Not enough thought goes into this right now, and yet it’s extremely important. These micro interactions which are seemingly meaningless, build up emotional equity in your brand which will lead to not just a one time customer, but a customer for life. Plus, no one likes to be proposed to on the first date.

As long as you continue to put out relevant content, adding the right call to action will prove to be fruitful. Once you get used to doing this, then we can start tying this to long term KPI’s and be able to track the way a consumer interacts with you before a purchase. This no only increases lifetime values but also reduces churn rates.

This will cause a bit of friction for many brands who are used to simply measuring direct response by the number of sales generated. But as we move into the content era, and the way consumers buy products for the next 50- 70 years change, so will our KPIs and measurements of what makes a successful campaign.

Have a look back through your current content and see if there are opportunities to get the viewer to take any action at all or how you could re-purpose content you have to support some long term sales objectives.

If you have any video content right now which you think urgently needs a call to action, and you have any questions, just call me and I’ll be happy to give you some free advice on it. (See my CTA? No but seriously, if you need help let me know, all the responses come right to my personal inbox)

The U.S. Presidential Fight Spreads To YouTube

DISCLAIMER: This post is not to show support or lack of support for either party, the commentary is simply about the use of various mediums used. 

For the past few months, traditional press has been, portraying Hillary Clinton as an emotionless, machine like lady with no sense of humor.

In the probably most important month of her entire career, she’s chosen to come on YouTube as a guest of the forever awkward comedian Zach Galifinakis, on his talk show Between Two Ferns. It’s a genius PR move in many senses. 

In one short, hilarious, cringe worthy, non politically correct video, she’s attempted to show a more human side and make light of all her seeming downfalls. Trump even makes a surprise appearance. It should serve as a glaring reminder as to the power of video content when utilised effectively.

WHY FB AND YOUTUBE LOVE CLOSED CAPTIONS AND YOU SHOULD TOO

closed captions with video

There’s been a lot of talk around the content industry that an increasing number of people are turning to visual media formats and therefore you should turn your attention away from written content and towards visual. This is true, but I feel like this is a bit of a “throwing the baby out with the bath water” situation. See, humans don’t care about flashiness of content, they care about what’s convenient and what entertaining. In a utilitarian nutshell, that’s the only reason why video is so important for getting exposure for your brand.

You’ve probably already realised based on the title and the intro what i’m about to say, and if you’ve done any content with us at all and you’ve told us you’re using it on FB or YouTube we’ve probably already told you this next part. I’ve broken it down to the two  most common platforms and why you should be using text on your videos.

Now, when you were on the tube/tram to work this morning, you looked around and there was someone watching a video on their phone. I’m willing to bet that video was a Facebook news feed video, much like the ones we’ve done for some of you. What you didn’t see or hear was that they were watching without any sound. In fact, 80 percent of videos on FB are actually watched on mute; you’ve probably done this too. So in the off chance that your customer is part of that 80 percent, you have to tell them a story without speaking and without them hearing anything. That means even if the visuals are absolutely stunning, the context of the content could be lost upon them without a guiding thread. The captions are a great way to entice them and let them know what the video is about before they invest that precious minute by opening up your video. Just in case you’ve had your head in a hole, Apple released their new iPhone 7 with one of these “caption only” videos of Facebook!

“You have to tell them a story without speaking…” 

Now for the other behemoth video distribution service: YouTube. If you’re putting anything on YouTube, closed captions are a must and probably for a more important reason than anyone realises. By adding CC’s, Google can scan your video for the words, and place it according to relevance in the search engine results. That means your video can appear not only at the top of the YouTube search but also on the first page of Google. This is especially useful for webinars or educational ‘how to’ content, where customers commonly type “How to *insert relevant topic here*. It’s one of the fastest and most significant ways to boost your content organically without paying a penny for SEO. It’s also super important to make your content more accessible to a wider audience, that means people who are hard of hearing and also people in different countries. Try not to use the auto generate caption tool YouTube provides because it’s often riddled with mistakes and will just make you look bad…

This is also something you can look at doing very cost effectively for videos you’ve done in the past. We always include this with all our videos if we know it’s going to be used on YouTube or Facebook. If there’s a video we’ve done for you in the past that you’re now using on one of these platforms, please let us know and we’ll get a transcribed file over to you! 

3 LEARNINGS FROM 50 DAYS ON INSTAGRAM STORIES

So after 50 plus days on Instagram stories, there’s three key takeaways which seem to have set the tone for the usage of the new feature.

1. No Sound Necessary: Firstly, one thing has become really apparent if you’re using it as a brand: Try to produce content which doesn’t need sound or you’re not talking in the video. See, Instagram hasn’t quite perfected the immediate play the way Snapchat has, even on the best of internet connections. There’s a considerable loading time on Instagram stories which is even higher when there is voice or music in the video. Also, when viewers click your story, it starts off muted, and very few will take the extra effort to click the screen so that sound can be heard. Be aware of this and share content which works within this simple framework for maximum results.

2. Snapchat, ya dead? Na man: In terms of IG Stories meaning the death of Snapchat? I doubt it, regular consumer groups are still heavily using Snapchat. I guess people just can’t get enough of the filters and stickers on Snapchat. There are also rumors that Snapchat is making aggressive product developments in the direction of augmented and virtual reality. This harks to the success that Pokemon Go has had this summer, and could prove to be a big win in appealing to users and brands alike.

3. IG for Brands and Snapchat for the People: Although 50 days is not long enough to really say anything concrete, it looks like brands are making more use of IG stories over Snapchat. I’ve heard from a few that this is simply because it’s easier to manage interactions on one platform as the main reason for this. However, I think the more exciting thing for brands on IG is the ease with which a viewer can interact with  more of your content. They can click your profile link, and then click your website link the bio, without ever having to leave the platform. And that’s powerful. On Snapchat, if you want to promote a YouTube video or a product offer, the user has to screenshot your Snap, come off the platform and go to another platform to engage with you and that creates barriers. It’s still early days, and that means Snapchat will probably learn from this in their next few product updates and try to make it more brand focussed.

IG stories is a great tool if you use it correctly, and regularly. As with all unedited content, it’s not really difficult to figure out what to put out, but rather how you put it out there, and that essentially means you need a strong strategy behind delivering this type of unedited content. At a fundamental level, a good strategy to employ is to try and express your brand values, so simply list out 5 core brand values you want to express over a period of 5 weeks and then decide basic clips which could support this message. We can help you design a strong strategy behind these channels to give you a roadmap to success and achieving the goals you want.

www.oneglobestudio.com