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All About YouTube and Its Algorithm

YouTube is the largest global video-sharing platform. No wonder a digital marketing speaker Hong Kong highlights its power as the second most visited website in the world. Today, a social media agency Hong Kong notes that video marketing dominates content strategy. That is why a video marketing agency Hong Kong highlights that having a YouTube channel is now a necessity among brands. With 2.3 billion average monthly users, it can help boost brand awareness and conversion.

Like other social media platforms, YouTube algorithms change from time to time. It is to cope with modern consumers’ online behaviors. To further help brands, businesses, and creators understand video insights and trends, YouTube answers algorithm questions.

FACTS ABOUT YOUTUBE

YouTube has been a part of our lives since 2005. It was created by Chad Hurley, Jawed Karim, and Steve Chen. Google later bought the platform in 2006. Today, the platform not only provides video entertainment. It now houses a lot of video materials, including how-to videos, movies, music, news, product reviews, unboxing, vlogs, and web series. Individuals and organizations from various corners of the world can also use YouTube for live streaming.

The YouTube domain was launched on Valentine’s Day of 2005. Two months later, Jawed Karim posted the first YouTube video entitled “Me at the Zoo.” It is an 18-second clip uploaded on the 5th of April 2005. The first YouTube video showed Jawed at the San Diego Zoo in front of an elephant cage. Chad Hurley, Jawed Karim, and Steve Chen all worked at PayPal. To fund YouTube, they use the money from PayPal’s eBay buyout after they resigned.

After Google bought YouTube in 2006, it launched the localized versions of YouTube in June 2007.  It means that people in different locations get different video recommendations. The first 10 regions to get a localized YouTube site are:

  1. Brazil
  2. France
  3. Ireland
  4. Italy
  5. Japan
  6. Netherlands
  7. Poland
  8. Spain
  9. The United Kingdom
  10. The United States

Today, YouTube supports 80 languages and has been localized to 100 regions.

ABOUT YOUTUBE ALGORITHM

People watch more than 1 billion YouTube videos around the world every single day. These videos are commonly suggested by the YouTube algorithm. That is why more creators and marketers are working hard to get recommended by the YouTube algorithm. But how does YouTube algorithm really work? We’ve got you covered!

Since 2005, the YouTube algorithm recommends videos that attracted the most views and clicks. But this led to click baits – misleading titles and thumbnails. So, in 2012, YouTube adjusted its algorithm by including time spent watching a video to rank recommendations. The move evolves in the belief that people watch videos longer if they find value in them. During that time, creators started uploading shorter videos to meet the algorithm’s completion time for watching.

In 2015, the YouTube algorithm started measuring viewer satisfaction through random surveys. It then began using artificial intelligence to power its viewer satisfaction algorithm. This is through the users’ context history and video features. Today, 70% of videos watched on YouTube come from personal recommendations.

THE BOTTOM LINE

In general, the YouTube algorithm has gone more personal today because of technology. Thus, brands, businesses, and creators should focus on creating videos that give value to their target audiences. It is not more of what people want to watch in general. But it is more of creating relevant videos for an industry or niche.

Reference: https://www.youtube.com/channel/UCGg-UqjRgzhYDPJMr-9HXCg

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How Long Should Your Next Social Media Video Be?

Videos are now an irreplaceable part of every marketing strategy. It became the most popular content choice among online consumers today. During the outbreak of the COVID-19 pandemic in 2020, modern consumers have increased their online video consumption by 96 percent. Today, an average person spends 100 minutes watching online videos per day. By 2022, Cisco predicted that online videos will cover 82 percent of internet traffic. This is 15 times higher than it used to be in 2017. 

A digital marketing speaker Hong Kong, around 54 percent of consumers expect to see more videos from brands and businesses they support. It is because they retain more of the video messaging than any other type of content. No wonder, 84 percent of people have been convinced to buy a product or service after watching a brand’s video. 

Marketers who use video as part of their ads and campaign strategies have grown their revenue 49 percent faster than non-video users. Through videos, a brand or business can get 66 percent more qualified leads every year.  This may be the reason why 86 percent of businesses today employ video as a marketing tool. 

Video is a great marketing solution. But like other types of content, they evolve, and their consumption changes. As human attention becomes more selective, how long should your next social media video be? We’ve got you covered here!

Facebook

The ideal video length for both an organic or paid Facebook video is 15 seconds. A social media agency Hong Kong recommends keeping your Facebook short and sweet as much as possible. A Facebook video with a length of 2 minutes has often seen great engagement. The longer your Facebook video is, the more dramatically its engagement decreases. Facebook has several types of videos. These include: 

  • Facebook Reels that can last between 1 to 60 seconds. Please note that this format is still under testing.
  • Facebook Stories that can last between 1 to 120 seconds.
  • Facebook In-Stream that can last between 5 seconds to 120 seconds.
  • Facebook Feed videos that can last up to 240 minutes.
  • Facebook Marketplace videos that can last up to 240 minutes.
  • Facebook Search Results videos that can last up to 240 minutes.

When it comes to a Facebook live broadcast, the limit is 8 hours. Facebook algorithms favor videos that are directly posted within the platform. So, to get better engagement and reach, be sure to post your videos directly on Facebook. 

Instagram

Instagram typically supports short video clips. It is because the social media network is originally a photo-sharing platform. It is only last 30th of June that Instagram Chief, Adam Mosseri, announced that Instagram is switching to a photo and video sharing platform. The ideal length for an Instagram video is 30 seconds. It is important that the videos you upload on Instagram should be visually appealing. Like Facebook, there are several types of videos on Instagram. These are:

  • Instagram Video Feed that can last between 3 to 60 seconds.
  • Instagram Video Feed Ads that can also last between 3 to 60 seconds.
  • Instagram Reels that can last up to 30 seconds.
  • Instagram Stories that can last up to 15 seconds.
  • Instagram Stories Video Ads that can also last up to 15 seconds.
  • Instagram TV or IGTV can last up to 10 minutes for regular accounts and up to 60 minutes for large verified accounts.
  • Instagram live streaming allows a limit of up to 4 hours. 

If you want to level up your videos on Instagram, be sure to take advantage of hashtags. The platform allows the use of 30 hashtags on regular posts and 10 on Stories. But don’t overdo it. Only use relevant hashtags to boost the engagement of your videos on Instagram. Looping videos are also a great feature of Instagram. They can keep your audience engage and lengthen their viewing time. 

YouTube

YouTube is the largest video-sharing platform in the world. As such, it is well-known for longer video content. The ideal video length for YouTube depends on the category of the video and the type of audience you are targeting. 

A video marketing agency Hong Kong notes that YouTube can accommodate long-form videos of up to 12 hours in length. This is equivalent to 256 GB of data. YouTubers may see videos longer than 12 hours. But these are the older ones. The 12-hour limit has only been imposed recently by YouTube. Among regular YouTube videos, shooting for 7 to 15 minutes is the best-performing ones.

When you are using videos on YouTube for marketing purposes, videos that are no longer the 2 minutes offer the best results. There are several types of video ads on YouTube. These are:

  • Bumper Ads are non-skippable video ads that last up to 6 seconds.
  • Non-Skippable video ads that can last between 15 to 20 seconds. 
  • Skippable video ads that can last between 12 seconds to 6 minutes. 

Reference: https://bemarketing.com/social-media-video/

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Marketing Channels Where Brands and Businesses Should Invest Today

Wikipedia defines marketing channels as activities, organizations, and people that serve as instruments to get products and services to their end-users. A digital marketing speaker Hong Kong has a different concept about marketing channels. They are online platforms where brands and businesses can promote their products and services. Some of the most popular marketing channels are:

  • Business Websites
  • eCommerce Websites
  • Google for SEO
  • Messaging apps like Messenger and WhatsApp
  • Social Media Pages and Platforms like Facebook, Instagram, and Twitter
  • YouTube for video marketing

There are many options available to promote products and services in this modern age. The challenge among brands and businesses is choosing the perfect one where they can get a positive ROI from their marketing budget. Below are 7 essential marketing channels where brands and businesses should invest today.

BUSINESS BLOG

A business blog is an informational website. It is a collection of articles, news, and updates about a brand or a business. Brands and businesses should invest in this marketing channel because they start the buyer’s journey to make a purchase. A business blog serves as a dedicated platform to educate your customers and prospects about your brand, industry, niche, products, and services. Out of 1.7 million websites globally, 500 million are business blogs. Six out of ten online shoppers noted that a business blog set them on a journey of making a purchase.

EMAIL MARKETING

Email marketing started in 1978. It is one of the oldest marketing channels today. Despite being the oldest marketing channel, email marketing has the potential to reach a large number of people. In 2021, there are 4.1 billion email users. This is almost 2/3 of the world’s population. Every dollar spent on email marketing yields an average return on investment (ROI) of $42. Thus, a well-planned email marketing strategy will make more money. That is why 9 out of 10 marketers use email as a marketing channel to distribute content. Welcome emails have an open rate of 82% while abandoned cart emails result in 69% more sales. According to a video marketing agency Hong Kong, the way to move forward with email is using interactive content. Attaching a video in an email boosts click rates by 300%.

MOBILE DEVICES

There are now 3.8 billion people using mobile devices or smartphones. Experts look forward to the possibility that the number will continuously rise within the next five years. With 50.88% of online traffic coming from mobile devices last 2020, this is a great marketing channel where brands and businesses can invest today. Modern consumers prefer brands and businesses that provide customer support and information through SMS, WhatsApp, and other mobile devices. 

ORGANIC SEARCH

Organic search is also known as unpaid search results. They are natural search results based on the authority of a website, keyword ranking, and quality of content. Whether it be for entertainment, research, or shopping, the first step a consumer does is to make an organic search. This is the reason why brands and businesses should also invest in this marketing channel. Just this year, Google has already received 360 billion searches. Out of these billion searches, the top 5 organic results received 67.60% clicks. Here’s a pro-tip, nowadays visual and voice searches are rising. Video content is most likely to show on organic ranking 50 times more than plain text. 

SOCIAL MEDIA

A social media agency Hong Kong notes that social media is the best marketing channel that brands and businesses should invest in today. There are 4.48 billion social media users, allowing them to reach a larger audience. The top 5 social media marketing networks for 2021 are Facebook, YouTube, WhatsApp, Instagram, and TikTok. Social Media is a marketing channel that allows brands and businesses to build rapport with their audiences. When you interact in the same place where your target customers connect with people close to them, you also become a part of their personal network. As such, social media is a key to long-term brand and consumer relationships. 

VIDEO MARKETING

If you run a small business, you don’t need to hire a big production team. Most mobile devices and smartphones now have cameras equipped with video editing tools. Even social media apps have features to customize and edit video content. Video marketing is an effective marketing channel for explainers, FAQ, how-to, interviews, and testimonials. Around 86% of modern consumers expect to see more videos from brands and businesses. Viewers retained 95% of the messages on videos they have watched. It also helps them learn more about products and services.

WORD-OF-MOUTH MARKETING

Never underestimate the power of word-of-mouth marketing. They are free, but they can double or triple the revenue of a brand or business. Offline or online, A happy customer will spread the word about how truly delighting a brand or business is. Around 90% of people trust these recommendations from colleagues, family members, friends, and even strangers. They are even more effective than paid ads, resulting in 5 times more sales. Out of all these 7 essential marketing channels, word-of-mouth is the most trusted. 

Reference: https://www.socialmediatoday.com/news/9-essential-marketing-channels-small-businesses-should-invest-in-infograph/604250/

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7 Secrets to Succeed in Video Marketing

Video has been the most popular choice for online content consumption today. This year, an average person is predicted to watch 100 minutes of videos daily. Nine out of ten people wanted to see more videos from brands and businesses. As such, video marketing also becomes an irreplaceable part of a digital strategy among brands and businesses. According to a digital marketing speaker Hong Kong, by 2022, videos will occupy 82% of internet traffic. This is because modern consumers prefer to learn more about a brand, product, or service by watching a video. If you are one of the 86% of businesses that use videos as a marketing tool, this article is for you. Here are 7 secrets to succeed in video marketing.

FOCUS ON STORYTELLING INSTEAD OF SALES

social media agency Hong Kong reveals the 80/20 rule in social media as a secret to succeeding in video marketing. People do not go to social media pages to shop. Their main goal is to connect with the community and get ideas or inspiration. As a video marketer, you need to focus more on storytelling rather than sales. People prefer to watch videos that provide valuable information. They typically ignore salesy videos.

Videos that tell stories are the content most watched by viewers. Connecting to your viewers by telling your story helps them better understand your brand, products, and services. Some good examples of stories video ads are those from Budweiser, a popular American lager. Their videos were able to connect sports fans globally. By showing short clips of the Chicago Cubs victories, they have successfully generated a large number of press coverages and social media followings.

MAKE USE OF THE FIRST FEW SECONDS OF A VIDEO WISELY

A video marketing agency Hong Kong has noted the importance of using the first few seconds of a video wisely. This secret to succeeding in video marketing has to do with the short attention span of video viewers. Because of their busy lives and so many distractions online, people only hold videos in an average of just 8.5 seconds. So, video creators should create a hook at the very beginning. This is to let the viewers know that what they are about to watch is worth their time. Adding a video thumbnail has proven to be an effective hook. They are small still images showing a preview of your video. As they sit alongside your videos on Facebook and YouTube, they get the viewers excited even before the video starts playing. When choosing video thumbnails, avoid blurry shots. Pick a frame with clear and crisp subjects showing the viewers what’s coming up on the video. 

OPTIMIZE FOR SEO

Videos are now part of search engine optimization (SEO). More than 3.5 billion people search for videos on Google. YouTube recorded 3 billion video searches. Facebook also recorded 2 billion searches for videos daily. Here are some tips to optimize videos for SEO:

  • Use keywords in your video title yet keep it under 66 characters.
  • Add auto-captions and descriptions on your video that include your keywords also.

By doing these two steps, you make the video discoverable on search engines. They also allow video discovery among the hearing impaired or people who watched videos with sounds off.

PARTNER WITH INFLUENCERS

Around 90% of social viewers trust peer recommendations over company advertisements. This is how a trusted influencer becomes a secret to succeed in video marketing. Today, a brand is no longer what it tells the consumer it is. It is what the consumers tell each other about the brand. A great example of a video marketing partnership with a brand influencer was that of Nike, the famous sports brand. They partnered with YouTube influencer, Casey Neistat, to create a video in launching FuelBand. The Make It Count video created by Casey now has over 24 million views. 

TARGET RELEVANT AUDIENCES ON SOCIAL MEDIA

Most social media networks feature targeting tools where you can segment your video audiences. This is another secret to succeed in video marketing. By segmenting your audience to those who would most likely watch your videos, you are boosting both its conversion and performance. These are two important metrics of success in video marketing. 

Take Facebook for one. It is an incredible content distribution platform. One of its best features that makes it stand out from other social media networks is its in-depth audience targeting tools. The platform allows marketers to target audiences on ads, Pages’ posts, and even videos. You can segment the audience by age, gender, language, and location. You can also target them based on their interests and preferences. 

TELL ENGAGING STORIES IN VIDEOS WITH SOUNDS OFF

Most online viewers watched videos in public places. They may watch videos while commuting on a bus, having coffee in a shop, or spending their breaks while in their offices. This, they do, using their smartphones. As such, a large percentage of them watched videos with sound off to avoid distracting the people around them. As proof, 85% of Facebook users were reported to view videos with sound off. So, how do you keep a video engaging with the sound off? The secret is to use beautiful visuals, colorful captions, subtitles, and text-heavy descriptions.

TRIGGER EMOTIONS USING A CTA

A Call-to-Action (CTA) does not necessarily mean asking the viewers to make a purchase. It is an image or line of text that prompts viewers to take action. These actions may include commenting, downloading, event promotion, form submission, following a page, learning about a product or service, reading more, sharing, etc. Proper positioning of CTAs is another secret to success in video marketing. They can be placed at the start of a video for everyone to see. They can also be positioned mid-roll to target viewers when they are most engaged. Or, they can be placed at the end of a video to influence highly interested viewers.


Reference:https://buffer.com/library/video-marketing-tips/

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How to Create Successful Marketing Videos

Video marketing is the future of digital marketing. This 2021, the future is here. Around 54% of modern consumers want to see more video content from brands and businesses. That is why 87% of marketers tap into the power of videos as a marketing tool. They are the favorite type of posts among social media users. They even influence 73% of audiences in their buying decisions. Among social media channels, a social media agency Hong Kong commonly posts their video content on YouTube, Facebook, and Instagram. To top the success statistics of video marketing, social media users spend an average of 6 hours and 48 minutes watching videos every week. 

If you want to be a video marketing master, here’s how to create successful marketing videos. A video marketing agency Hong Kong applies three steps to structure a successful marketing video. These are:

  • Outline the video script using the seed and lead method.
  • Record the video using the smile and hold method.
  • Publish the video using the say-show-spell method.

Outline the Video Script Using the Seed and Lead Method

Outlining a video script using the seed and lead method means seeding the things that a brand offered at the start of the video. As the scene progresses, lead the viewer to the solution to their pain points being your products and services. An effective video starts with a seed and lead script. During the video introduction, let the people know that they are in the right spot. Show them that you are willing to help. One pro-tip is to use the viewer’s keywords to highlight their pain points and offer a solution. Here are some ways to use the seed and lead method in video marketing:

  • If a brand is selling a product or service, a tutorial video on how to use the product or take advantage of the service is a good seed and lead script. Before the video ends, offer the viewers something more. It may be a full quick start guide or another way on how to use the product or take advantage of the service. Telling viewers that you can offer more beyond the video is an effective way to acquire customers and leads. 
  • Putting a call to action (CTA) at the end of your video is also a good seed and lead script. The CTA may be an invitation to subscribe, more playlists, website visits, or simply a like and share reaction. These CTAs can definitely boost reach and, most likely, sales. 

Record the Video Using the Smile and Hold Method

During the production phase of a marketing video, ensure that the video will flow evenly. This is by using the smile and hold method. The power of a smile in video marketing should never be underestimated. It is the key to spreading a positive message within the video recording. How can you make your viewers smile? It’s simple. While speaking, smile and hold that smile to show positivity among your audience. When you’re done speaking, smile and hold the smile for 2 to 3 seconds. It probably feels weird, but this can make the video editing flow smoothly. One pro-tip to practice smiling is to stick a pencil in your mouth. It shapes your lips into a smile. It makes you frown your teeth which resembles a smile. 

Publish the Video Using the Say-Show-Spell Method

The say-show-spell method is originally a teaching technique. This means exaggerating the pronunciation of the word by showing an example to help the listener spell it correctly. In video marketing, it means exaggerating the keyword shown on the video for the viewers to remember them for a long time. After recording a marketing video, there’s a lot more editing to do. With the say-show-spell method, marketers can say something using a message pop-up. Get to the point in offering your products and services as a solution to the customer’s pain point. Remove any scene that is irrelevant to that message. It will only confuse your viewers and drive them away. Also, consider the background music. You can make it loud for every pop-up message to catch the viewer’s attention. Or you can soften them during the part when the host is speaking for the viewers to hear the message clearly. 

The Bottom Line

For a digital marketing speaker Hong Kong, creating successful marketing videos means giving a positive vibe to your audiences by offering a solution to their problems. This, you can do, by outlining your video using the seed and lead method. Then, record using the smile and hold technique. This makes the video editing easier to flow. Last, fine-tune your video using the say-show-spell tactic. Cut the fluff and focus more on the value that your brand wants to deliver.

Reference:https://www.socialmediaexaminer.com/how-to-structure-marketing-videos-for-success/

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How to Market Digital Shops

The way people shop today has greatly changed. The lockdowns and social distancing implemented in 2020 have boosted the rise of social eCommerce. This year, there are around 2.14 million digital buyers globally. That is why a digital marketing speaker Hong Kong has noted the importance of digital shops. Yet, it is challenging for brands to create digital shops. They need to consider many factors to keep them earning and running. It is also more challenging to market digital shops. So, here’s a guide on how to do it and thrive!

What Are Digital Shops?

Digital Shops are online storefronts that brands set up on an eCommerce site, social media platforms, and their website. They showcase a collection of products and services like a brick-and-mortar store. However, they only exist online and not in a physical location. Digital Shops are the perfect solution to streamline an online shopping experience. By integrating store inventories with direct payments, brands can boost their revenues online. 

There are different technologies that digital shops can use to keep them running online. The most common are AR/VR try-on, interactive fitting rooms, product tags, QR codes, and shopping stickers. There are also several ways to set up digital shops. First, brands can partner with eCommerce websites like Amazon, BigCommerce, Magento, Shopify, WooCommerce, and Wix eCommerce. Second, a social media agency Hong Kong can set up digital shops on Facebook, Instagram, Messenger, Pinterest, Snapchat, and WhatsApp. These social media online shops can be created through the business pages of social media accounts. Third, brands can create digital shops on their business websites. This is by enabling a product and services page, integrated with a checkout cart and direct payment system. 

A big step in digital shopping today is the integration of online shops into video ads. A video marketing agency Hong Kong now uses product tags to invite video viewers in buying relevant products and services. Brands can tell a story via short-form video clips and showcase a product with a 360-degree spin. They can also publish product explainer videos to relate their products and services to their customers. 

How to Market Digital Shops

Below are some marketing techniques for brands to drive sales on their digital shops. 

Create Educational Blog Posts

A very effective digital marketing technique today is to educate the customers to influence their buying decisions. Most brands focus on content marketing to give their audiences helpful information about their products and services. Using educational blog posts, brands create a problem that their target audience commonly encounters. Within the article, they will offer the best solution to the reader, which turns out to be the brand’s products and services. Educational blog posts can also optimize the SEO strategy of a brand. These powerful posts can boost SEO ranking by providing accurate and authentic content to answer the searcher’s keyword queries.

Expand Your Email List

There are 4.03 billion people who use email today. So, it is the easiest way to start connecting with people who want to check relevant products and services. Brands can use emails as a cold outreach technique to inform people about a product launch or new service. They can also use email to send reminders about an abandoned online shopping cart or a wish list. The best way to expand an email list using digital shops is to enable CTAs or pop-ups like “Learn More” and “Subscribe Now.” Messenger ads can also capture the contact details of an account user automatically. Brands can also contact page questionnaires when users want to join their social media pages. 

Gather Customer Reviews and Turn Them into User-Generated Content (UGC)

Word of mouth is a powerful marketing strategy. To market digital shops, brands can request customers to review their products and services. They can strategically post these feedbacks, ratings, reviews, and testimonials as UGCs. Like word of mouth, modern consumers prefer these authentic pieces of content and influence them to buy a product or service. Video testimonials of happy customers posted on social media pages even garnered the most numbers of likes, comments, and shares. 

Post a Variety of Creative Content

The best way to market digital shops is to post a variety of creative content on social media platforms. Modern consumers easily get attracted to visual content. Use images and videos to catch their attention toward your digital shops. How-to videos, product explainers, and unboxing videos can educate the customer and relate products and services to their needs and interests. Hosting contests, giveaways, and promotional sales are unique experiences brands can offer to increase awareness and discovery. 

Upsell and Downsell

Brands should market digital shops every time there is an opportunity. This is even if the customer is about to checkout. Do this by posting different items on your digital shops. Group relevant items so that once you have a digital shopper, they can see related products and services that interest them. Brands can offer an upgrade to a regular product offering for more sales. They can even offer a downgraded version of the shoppers’ interest with a simpler item. 

Work with Influencers in Your Niche

Collaborating with bloggers, KOLs, thought leaders, and vloggers is a great way to market your digital shops. Such a strategy aims to gain a large reach among the huge followings of these influencers. Brands can also partner with affiliate programs that promote stores using influencer marketing. Through their online expertise and reputation, their followers are more likely to be influenced by buying products and services they recommend.  


Reference:https://blog.red-website-design.co.uk/2021/05/05/ecommerce-website-marketing-tips/

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Why Brands Should Make Instagram Reels

The same kinds of campaigns have been saturating social media marketing today. As such, the engagement rate of social media users among brands has significantly declined. Recently, the TikTok app took the world by storm. Through catchy and short-form video content, creators achieved a ridiculous reach within the platform. That is why other social networks tried to mimic the TikTok clips. YouTube created Shorts, and Snapchat designed Spotlight. But according to a social media agency Hong Kong, Instagram’s TikTok clone works the best. For them, Instagram Reels is getting its users back from TikTok into the platform. They are the perfect way to engage with a new kind of audience. They allow creators to collaborate with the community by creating reel-ish content. They are easily digestible and highly entertaining. So, there are a lot of reasons why brands should make Instagram Reels.

WHAT ARE INSTAGRAM REELS?

Reels are a new way to create and discover short-form videos on Instagram. Like TikTok clips, Reels allow users to record a 30-second multi-clip video using creative tools, effects, and music. A private Instagram profile can share Reels on their feeds. On the other hand, those with a public account can additionally share Reels on Instagram Explore pages. Reels in the Explore page showcase the best culture trends in the world today.

To create a reel, simply tap the camera icon, and select the “Create a Reel” option. A variety of creative tools will then appear on the left side of your Reels camera screen. These include the following:

  • Align to line up objects within your clip frame.
  • AR Effects to add augmented reality to your background and overlays to your clips.
  • Audio to add a pre-recorded from your device or a song from Instagram’s music library. The pre-recorded audio will be attributed to you once you share a reel. If your Instagram profile is set to public, people can use your audio to create another reel.
  • Speed to control the speed of the beat on the part of the video or the whole video. It can help users speed up or slow down the motion of a reel clip.
  • Timer and Countdown to allow users in recording Reels hands-free. 

WHY BRANDS SHOULD MAKE INSTAGRAM REELS

To Increase Brand Reach

The average reach of an Instagram post is currently less than 2% to 3%. For example, if you have 1,000 followers on your Instagram account, the reach of a normal video post is only limited to the active followers of your Instagram profile. A video marketing agency Hong Kong noted that if a brand posted a reel on IG instead of a normal video, there are 4 ways Instagrammers can discover Reels.

  • Reels can be discovered on a dedicated Reels tab at the home screen navigation.
  • Reels from the brands users follow are visible when scrolling an Instagram home feed.
  • Reels are featured on the Instagram Explore page.
  • Reels are featured on individual Instagram profiles.

The algorithm of Instagram Reels also works in mysterious ways. Among Instagrammers, they are most likely to see Reels from accounts they already followed, the content they interact with, and their location.

To Increase Community Engagement

According to a digital marketing speaker Hong Kong, Reels can increase community engagements among brands. This is because the higher the reach of an Instagram reel is, the more chances it can drive followers to an account. With a huge number of followers, Reels can also increase community engagement. A recent report shows that 75% of Instagram users buy a product or visit a brand website after watching an Instagram Reel. Most IG users are getting bored with images. Reels offer them a new way to genuinely enjoy catchy and funny videos. They are super scrollable, and Instagrammers can easily comment, like, or share a posted reel. Besides, Instagram Reels allow creators to showcase their true personalities in a relaxing way. This makes them more authentic, triggering actions through emotional connections.

To Increase Revenue and Sales

Instagram recently rolled out Shoppable Reels. Using this eCommerce feature, brands and businesses can now tag products when creating Reels. These make the Reels fully shoppable. Whenever a viewer taps on the product tag, the user can directly buy the item without leaving the Instagram app. Shoppable Reels are a game-changer for Instagram ads. Being featured on the Instagram Explore Page makes it easier for a large number of audiences to find a product. Brands can use their resources with Shoppable Reels in the most innovative way. They can add a product link, a CTA like “Shop Now,” a shopping bag icon, etc. Shopping from Creators is another new way to turn Reels into a shoppable post. Creators can now use branded product tags when creating Reels. The tags make it easier for viewers to buy the items featured directly on its checkout feature. This can be the next big step to influencer marketing. At the same time, it is also a way to revolutionize online shopping. 

Launched in 2019, Instagram Reels are now available to over 50 countries. In the past 6 months, such short-form video content has been boosting Instagram engagement and reach to the roof. So, if a brand is not using it today, it’s now time to make Reels!

Reference: https://www.entrepreneur.com/article/367075

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The Marketing Elements of a Video

Today, video marketing is one of the most powerful strategies to promote a product online. According to a digital marketing speaker Hong Kong, companies using video marketing have 44% more traffic than those who don’t use videos. Videos share on social media get 1200% more likes and shares than images and text. Emails with videos received 200% to 300% click-through rates than non-video emails. On the other hand, videos in landing pages boost website conversion rates by 80%. So, if you have not yet embraced video marketing, it is high time to adopt such a strategy to boost awareness and sales. Below are the marketing elements of a video to further guide you.

ELEMENT NO. 1 – THE HOOK

Every brand needs to catch the audience’s interest in the first 5 seconds of a video ad. That is why brands need to use a hook to boost their interest. A hook is something interesting that plays at the start of a video to draw the viewers’ interest. Yet in reality, there are two ways for brands to use a hook. First, at the start of a video (first 5 seconds). Second, to use a hook throughout a video to remind viewers that there is more to come. Here are some ideas on how you can create a hook:

  • Animation is a fun element and for easier understanding. 
  • Brand messaging in bold graphics.
  • Introducing a problem and promising a solution.
  • Offering a surprise through blurred images, exaggerated statements or upside-down elements, etc.
  • Promising a “once-upon-a-time” story.
  • Telling potential clients about your expertise or what you do.
  • Text memes or quotes to inspire your viewers. 

ELEMENT NO. 2 – THE VIDEO INTRODUCTION

Another important element of a video is an introduction. The video introduction is a summary of the video content. It should be done in a straightforward tone and as quick as 30 seconds. Typically, brands use the following video introductions:

  • Announcement about the presenter and his or her credentials
  • Brand or company snapshot 
  • Business case description
  • Event preview
  • Project proposal

The video introduction is a brand’s chance to make a good first impression. Today, there are more dynamic ways to liven up a video introduction. These include:

  • A timeless short clip that evokes emotion.
  • Creative AR introduction.
  • Self-introduction of a speaker.
  • Stomp sound effects introducing the video context.
  • Teaser of the outcome in full HD graphics.
  • Text placeholders highlighting a brand message in bold characters.
  • The glitch effect engages viewers out of the gate.

The video introduction should always be translated into text. This is by filling up the meta description of the video during the uploading process.

ELEMENT NO. 3 – THE CONTENT DELIVERY

The content delivery element of a video should be the most creative and informative part. Why? Because it is the section of the video that will make viewers aware of the benefits of a product or the importance of a brand. Every video needs to be planned. Everything planned should complement each section – from the hook, introduction, content, bonus, offer, and CTA. Above all, the content delivery should be a brand’s value, a promised story, or a solution to a problem, 

ELEMENT NO. 4 – THE BONUS OR OFFER

Bonuses on a video are elements that help viewers go to the next step of their viewing journey. It may either be a BOGO promotion, discounted offer, or trade exchange. The purpose of these bonuses or offers on a video is to encourage viewers to make a purchase. Other ways to add a bonus or offer element in a video are an action plan, added tips, or template. These things give them a wow factor to remember the brand.

ELEMENT NO. 5 – THE BONUS OR OFFER

A call to action (CTA) is a link to take immediate action or response from the viewers of a video. This video element should be less than 20 seconds. Only one CTA must be added per video to avoid confusion among the viewers and to boost action over the CTA. According to a video marketing agency Hong Kong, the three basic types of CTA are:

  • Small CTAs asking for likes, comments, shares, and subscriptions
  • Bigger CTA asking for email opt-in and lead magnets
  • Huge CTA asking for conversion or sales

THE BOTTOM LINE

If you’re starting to use video as a marketing strategy, keep in mind to grow your audience and followers. This you can do by creating a video with a hook, introduction, content delivery, bonus or offer, and call to action. Once you’ve got 1000 followers or subscribers, you can use small CTAs. If you’ve got around 2000 fans, you can use bigger CTAs. Likewise, a social media agency Hong Kong recommends using huge CTAs if you’ve got a great following on the videos of your social media accounts. Today, YouTube, Facebook, and Instagram are the top social media platforms for video marketing.

Reference: https://www.green-umbrella.biz/five-key-elements-creating-video/

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The Power of UGC in Video Marketing

Are you a fan of GoPro, the world’s most versatile camera? In November 2015, the company launched the “GoPro of the World Challenge.” Fabio Wibmer, an Australian trail biker, won $1000 on the challenge for capturing the craziest bike ride. Today, Wibmer’s video has 33 million views on YouTube. GoPro continues to solicit user-generated content (UGC) generating 6,000 videos daily. The brand also has a separate webpage that guides users on how to create and upload content to make it on the page of fame. By thinking outside the box and creating a UGC culture, GoPro is a game-changer in video marketing.

What are UGCs?

UGC stands for user-generated content. They are images, posts, reviews, text, or videos created by people, not brands. Typically, these types of content are published on social media platforms. According to a digital marketing speaker Hong Kong, UGCs have been the most compelling form of content. They are 3X more authentic than branded content. They are 35% more memorable than other media. They also influenced the buying decision by 79%. UGCs present unprecedented opportunities for brands to market with people. Among the most famous examples of UGCs today are:

  • Blogs on product reviews
  • Case studies or interviews of customers
  • Customer ratings, reviews, and testimonials
  • Recommendation from forums, groups, or tweets
  • Social media images and videos

UGCs are types of video marketing Hong Kong that no longer need costly photoshoots and high-tech cameras. As such, brands can save money, resources, and time to focus on more important priorities.

The Power of UGC on Video Marketing

Below is some powerful user-generated content that a brand can use to achieve a specific video marketing goal.

  • Contests and promotions are a great way to boost brand engagement. Just like GoPro, generating videos from customers daily sparks conversation and reactions. Today, short-form video content is a favorite of the top social media agency Hong Kong. UGCs in short-form video content may be a live stream, product demos, testimonials, or a vlog (video blog). Brands may run a contest of UGC videos garnering the most likes and shares.  They can also offer freebies among customers who share unique video content promoting a brand.

In 2013, Coca-Cola kicked off the “Ahh Effect.” It called for teenage customers to record a 2-minute video showing what does it feel like when you take a sip of Coke. The result of such a UGC video campaign was phenomenal. Around 5 million consumers visited Coca-Cola’s website. Coke has generated 5x more exposure than their traditional ads shown on TV.

  • Reviews and testimonials promote trust and loyalty among brands. Every buyer wants to see social proof about a product or service. Recently Google launched a video and review platform called Shoploop. It features live videos of product demos and reviews from its customer base. 

Closet Works, Inc. is a leading manufacturer of storage solutions in the United States. Its website houses a video library showing an intercut of customer testimonials with their storage solution results. From its humble beginnings in the 1990s, Closet Works, Inc grew to 40 authorized dealers in 13 states.

  • Unboxing videos from customers, especially influencers, can educate customers about a product or service. Nothing is more exciting than opening a special product that has recently been launched in the market. It’s a great video marketing strategy for new gadgets, games, toys, or tech products. These products are not just everyday purchases. They are special because they are either the latest craze or trends. 

In August 2016, Ryan Kaji, the world’s top YouTube earner from 2018 to 2020, published an unboxing video of a Furby Connect toy on his YouTube channel. Since then, this UGC video has earned more than 8.5 million views. Furby Connect, an electronic robot toy, also became Hasbro’s best-selling toy during that year.

Best Practices in Using UGCs to Video Marketing

UGC in video marketing is indeed powerful. It is a form of word-of-mouth advertising. Happy customers are the most budget-friendly and effective way to boost connection and engagement. Yet, there are three best practices that brands should never forget to gain success when using UGC for video marketing.

  • Know where to share. Brands need to carefully identify where to share the perfect UGC video. They should know where the audience is. Even though marketing means reaching out far and wide, there are times when you need to capture the right audience to thrive. Facebook is a perfect platform for sharing videos of customers engaging in a brand. Instagram is a place for high-impact visuals. So, brands must share well-crafted stories. Tweet a dynamic customer quote with the UGC video link to target retweets. Reflect your brand’s value when sharing user testimonials on LinkedIn.
  • Motivate your followers to share. The best way to have a steady flow of UGCs in video marketing is to motivate customers and followers to share. Incentivize people through fun giveaways. Contests and promotions make way for showcasing high-resolution and curated videos. They are perfect marketing tools. Keep a content library of all UGCs, and carefully plan the right time when to share each. Never forget to thank the owners of the video. Treat them well because they are an extension of the brand’s marketing team.
  • Ask the owner’s permission to share their videos and don’t forget to credit them when posting. Social media platforms make it easier for brands to share content. But it will be good if brands practice respect. This can add up to a good reputation. Always ask permission from the owner of the video to share their content. A simple comment on the post or a direct message in their inbox will do. Send a brief and friendly message noting where you plan to share their content. Once the owner grants you permission, compliment and thank them using mentions or tags.

Reference: https://embedsocial.com/blog/user-generated-content/