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VIDEO IMPACT – PART 2HOW TO CREATE, EDIT ANDPROMOTE VIDEO CONTENT
WEDNESDAY 11th MARCH8.30AM TO 9.30AM
atSANTANDER WORKS CAFÉ
In collaboration with:
TAG/FOLLOW/CONTENT
@bobbledigital@manpreetsingh
@andy-green-video-expert
#videoimpact
www.bobbledigital.com/videoimpact
MANPREET SINGH
Digital Marketing Specialist &
CEO of Bobble Digital
Your Presenters.
ANDY GREEN
Video Strategist, Producer & Managing Director at
Video Production Explained
Recap
VideoFilm EditIdea
ObjectiveAudienceLogistics
ResourcesBudget
ScriptVoice over
Self deliveryPersonnel
DirectionLocationActors
Deadline
GraphicsMotion graphics
Screen textScreen captions
MusicTranslation
Share
WebsiteFacebookLinkedin
LaptopExhibitionInduction
Memory stick
Measure
AnalyticsInsights
VisitsViewsSharesVerbalSalesROI
What would you like to achieve?
What is your expectation?
What do you want more of?
What are the challenges you face?
What reservations do you have about making a video?
What is your message?
Who is your audience?
How are you going to reach them?
Who is your target?
What would you like to achieve?
What is your expectation?
What do you want more of?
What are the challenges you face?
What reservations do you have about making a video?
What is your message?
Who is your audience?
How are you going to reach them?
Tom
Sally
Tom
Sally
Sky
Tom
Sally
Identified potentialtargets pain points
Sky
Questions?
Tom
Sally
Identified potentialtargets pain points
Sky
Questions?
Answers
Tom
Sally
Identified potentialtargets pain points
Sky
Questions?
Answers
B
0 5 605510
5 5 5
A C
Ben
efit
s
15 15 15
Invi
te
Exam
ple
Qu
esti
on
?
Ab
ou
t yo
u
Cal
l to
act
ion
Sky
VideoVideo Video VideoVideo
Week01
Week02
Week03
Week04
Week05
Making & editing video
Hello
Moving image style Text based style
Text based style
Text based style
Video content
• Opening question
• About you
• Benefits for your services
• An example of your service
• Invite people to learn more
• CTA: How to contact you
Video content
• Opening question
• About you
• Benefits for your services
• An example of your service
• Invite people to learn more
• CTA: How to contact you
Script
Storyboard
Storyboard
1
Script
2
Script
3
Script
4
Script
5
Script
6
Script
7
Script
8
Script
9
Script
10
Script
11
Script
12
Script
Storyboard
1
Script
2
Script
3
Script
4
Script
5
Script
6
Script
7
Script
8
Script
9
Script
10
Script
11
Script
12
Script
Storyboard
Video editing software
Final Cut ProPremier ProAvid Media Composer
DaVinci ResolvePinnacle
iMovieWindows Movies MakerYouTube Editor
Mobile video editing apps
MagistoFilmoraLumaFusionPower DirectorQuik
Sky
1.Identify
2. Find pain points
3. Answer pain points
4. Where are they
5. Choose video style
6. Follow video structure
7. Write a script
8. Record message
9. Create storyboard
10. Edit video
11. Publish video
Sky
Where to find andhow to targetyour audience
HOW TO PROMOTE VIDEO CONTENT…
CHANNEL SELECTION
Channel selection is key, as the channel you choose will offer you various targeting options and different video ad formats. Here are the key channels to consider:
SOCIAL MEDIA
YOUTUBE DISPLAY RETARGETING
Know your audience as this aids channel selection. This
was covered in Part 1.
AUDIENCE
PROFILING
Audience profiling is essential to ensure that
we can understand which marketing
channels will drive the best return on spend
Where are they consuming content, the
device, is it through video, social. Is it via
searching for answers to particular
questions?
We are then able to split our campaigns into
designated groups based on demographics
such as gender, age and location
Socioeconomic group of BC1C2. They are young working professionals predominantly
based in the south of England. They have a working wage of £30,000+. Are quite tech savvy and usually buy high quality items.
James & Lucy
24 - 34
PLANNING YOUR CAMPAIGN…
PLANUNDERSTAND YOUR OBJECTIVES AND AIM OF YOUR
CAMPAIGN. HOW ARE YOU GOING TO DELIVER RESULTS?
WHO ARE YOU GOING TO TARGET?
DEVELOP A MEDIA PLAN TO ACHIEVE THE OBJECTIVES. IN THE DIGITAL WORLD THIS WOULD BE TESTING VARIOUS CHANNELS E.G. FACEBOOK, INSTAGRAM, YOUTUBE ETC. ASSIGNING BUDGETS TO EACH CHANNEL.
A PROCESS:
DEVELOP
CREATE CREATE THE VIDEO CONTENT BUT IN-LINE WITH EACH CHANNELS AD FORMATS AND CREATIVE SPECIFICATION.
BUDGET…
The budget you have depends on the impact your message and channel
selection will have on delivering on your objectives.
For lower budgets there are elements that you can employ to maximise the
impact.
Time of Day targeting, look at your data for conversions and highlight key
times when most conversions take place, then run your ads at those times to
amplify your channel selection to consumers at key decision-making periods.
Local Targeting, target local cities and postcode areas to maximise budget
reach as apposed to wasting budget with national reach.
PLAN YOUR BUDGETS:
BUDGET SPLIT:
We ran a LinkedIn
Video campaign
targeting Business
Owners, Marketing
Directors In Leeds.
For our £100 budget
over 10 days we
would reach just over
100k people.
BUDGET & REACH:
BUILDING A CAMPAIGN…
CAMPAIGN
OBJECTIVE
• Conversions
• Brand Awareness
• Reach
• Lead Generation
• Using Existing Data
• Retargeting
• Look-a-likes
• New Customers
• Drive Customers In-store
• Education
VIDEO TARGETING TECHNIQUES
Its important to understand
who consumes your product
and based on that data you
can be specific and narrow
your targeting to specific
audiences.
The more you know about
your customer the better.
DATASEARCHAUDIENCE
Through YouTube video advertising, search is a powerful and effective targeting technique.
By using Google Search Data, you can deliver your ads to consumers specifically searching for your product, such as intent or keywords.
Use methods like retargeting and look-a-like targeting using the audience data you capture from existing customers to website visitors.
Target existing customers who follow and engage with your brand pages.
AD SPECIFICATIONS…
FACEBOOK STORIES:
These full screen vertical ads appear between user
Stories. Photo Stories are visible for 5 seconds or
until the user swipes out of the story.
Consider leaving roughly 14% (250 pixels) of the
top and bottom of the image free from text and
logos to avoid covering these key elements with
the profile icon or call-to-action. This means, if your
video is 1080x1920, ensure key elements appear
within a 1080x1420 title-safe area.
• Image ratios: 1.91 to 9:16
• Images that consist of more than 20% text may
experience reduced delivery.
FACEBOOK AD SPECS:
VIDEO GUIDELINES:
• Recommended size: 1280 by 720 pixels.
• Minimum size, landscape video: 600 by 315 pixels
(1.9:1 aspect ratio)
• Minimum size, square video: 600 by 600 pixels (1:1
aspect ratio)
• Recommended specs: .MP4 or .MOV format,
maximum file size 4GB, maximum length 120 min,
maximum frame rate 30fps.
• Facebook Stories Placement – Video Length 10 to 15
seconds.
• Facebook Stories Video Size: Consider leaving
roughly 14% (250 pixels) of the top and bottom of
the video free from text and logos to avoid covering
these key elements with the profile icon or call-to-
action. This means, if your video is 1080x1920,
ensure key elements appear within a 1080x1420
title-safe area
FACEBOOK:
Facebook In Story - https://youtu.be/x7bT3idTDI8
Facebook In Feed - https://youtu.be/T8U6G3oLsaA
Facebook In Stream - https://youtu.be/6_KIiBBuI7g
Facebook In Video Feed – https://youtu.be/0gVTq5-KVHE
INSTAGRAM:
Instagram In Feed – https://youtu.be/au0kQNc8bhU
Instagram In Story – https://youtu.be/pv-e80oMVxY
FACEBOOK & INSTAGRAM VIDEO LINKS:
YOUTUBE AD SPECS:
YOUTUBE:
YouTube Pre Roll – https://youtu.be/mVY6b82U5mc
YouTube Promoted – https://youtu.be/qRho6X2EZwg
YouTube In Feed – https://youtu.be/RFq9cZCl3fY
YouTube In Stream - https://youtu.be/-9swiCnPgh0
YOUTUBE VIDEO LINKS:
BEGIN PROMOTING
VIDEO CONTENTSTART TO RUN YOUR ADS TO YOUR DESIRED AUDIENCE, BASED
ON YOUR BUDGETS AND REVIEW PERFORMANCE THROUGH
ANALYTICS.
IN SUMMARY…
Identify youraudience
Video
Identify painpoints
Tailor yourmessage
ChooseChannel
Make video incorrect format
& tailoredfor youraudience
Set budget &run campaign
£
Build your campaign and select
key targeting techniques
NOW YOU BEGIN TO MEASURE PERFORMANCE.
COVERED IN PART 3…
ANY
QUESTIONS?
THANK YOU.
www.videoproductionexplained.co.uk
CONTACT US:
www.bobbledigital.com
