"LinkedIn? Oh yeah, we tried that. It didn't work."
Did you really? Did you really try or give up because it's not easy?
Breaking the Short Video MYTH
It's time to break the Short Video Myth. Audiences ARE watching branded videos and stories that are longer than 60 seconds.
During the workday, 30 to 60-second videos rule. When relaxing and especially in the evenings, audiences use their mobile devices and connected TVs to engage in 30, 60, 90-minute video programming. Not just the big streamers, but YouTube, Vimeo and more.
Branded Storytelling: Stories And Content Should Have A Purpose
All stories, all content should have a purpose. You should never create content just for the sake of creating something. "Content, Content, Content! Everyone else is doing it, they say we should be doing it. Let's get some content created!" If you're just creating content because 'that's what everyone says we should be doing,' then how are you going to measure your return on your efforts?
Building a Brand Narrative: One Project, Many Storylines for Maximum Content
Delivering maximum quality content is all about planning and efficiency.
If all you do is plan your entire project, your entire process around one deliverable, you're missing out on many content opportunities that allow you to work smarter, not harder.
What IS Branded Storytelling?
A recurring question I receive is "What IS Branded Storytelling?" Is it just a commercial but more cinematic? Does it mean I don't talk about my brand directly?
Branded storytelling is all about making a connection to your potential customer. It's usually a long game, you don't make one video, tell one story and magically you've connected to an entirely new audience. One story might get that initial interest, but a body of stories can form an emotional connection to your brand and your product. Multiple storylines can attract multiple demographics.
Georgia-Pacific is Tourney ready. Are you?
DP Brad Hinton showing off some moves in GP Studios.
One thing about taking on a new role at Georgia-Pacific… you hit the ground running. March Madness is such a fun part of American sports and we have tons of certified sports nuts working at GP. Our Social Media team was looking for some way to have a little fun with the basketball tournament. So I quickly sketched out a storyboard and hatched a plan with lead on our intranet to recruit ‘actors’ for the spot. This turned out to be so much fun.
What is the Purpose of your Video?
On the other end of the phone is a very smart, intelligent marketing leader for a corporation. “I really need a video as soon as possible.”
Me: “What’s the purpose of the video?”
Silence, and then….”Um what do you mean, ‘the purpose?’ It’s a marketing video is that what you mean?”
All videos should have a purpose just like every message a company puts out has a purpose. Read the Rest of the story in my Post on LinkedIn.