Engagement is the buzz word in the social media marketing world right now. I’ve even posted articles on this site pertaining to the importance of marketers creating content that will engage an audience. As online video grows, so does the need for marketers, advertisers, and video producers to measure a consumer’s interaction with those ads. According to eMarketer (as reported by Daisy Whitney in her August 16th episode of The New Media Minute), one-third of all online display advertising will consist of video by 2014, so there is a lot riding on the effectiveness of those videos. Marketers define video ad engagement in several different ways. In The New Media Minute, Daisy Whitney highlights a few of these:

1. Time spent watching the video
2. Interactivity with the video (i.e. “clicking”)
3. Purchase intent
4. Sharing or commenting on a video
5. Funny, emotionally touching, informative video content

With video continually on the rise, the pressure is on to ensure that your videos stand out. So, what are some ways to boost engagement rates? According to eMarketer, advertisers will need to so a little research:

1. Find out where people are watching video.
2. Look at where a viewer goes next, after watching a video. This is a good indication of whether the consumer is wanting to learn more about a product or service featured in the video.
3. Analyze time spent watching each video, and count the number of viewing sessions (i.e. Do viewers come back to watch the video again?)
4. Pay close attention to the demographics of the viewers to make sure that videos are reaching the right audience.
5. Create branded videos that connect emotionally with customers and provide useful information about products and services.

Knowing the viewing habits of consumers and learning about where your demographic hangs out online will provide you with the assurance that the video content you create is targeted appropriately and distributed to the right websites.

Brands are really starting to embrace interactive video content, which gives viewers options of what they would like to see while the video plays. It’s an excellent way to boost consumer engagement, while increasing the amount of time a potential customer spends with one particular brand. Video producers and marketers are not only interested in video views, but also on completed video views. Recently, Coca-Cola Germany released this interactive video for Sprite Zero. It features a skateboarder launching himself off of a ramp and doing tricks while in mid-air. However, viewers have control over which tricks they want to see. By using keyboard keys 4 through 9, viewers can skip certain tricks, replay others, and create a customized sequence. It’s interesting to note that the producers chose to minimize branding, because, “[We] wanted the focus to be on the content and interactivity.” So, how can you incorporate this kind of video content into your marketing efforts to draw your potential customers into learning more about your products and services?

I regularly listen to podcasts on a variety of topics that interest me. For a list of podcasts that I recommend, look here and here. I was watching one of the recent “New Media Minute” video podcasts from Daisy Whitney, and came across the one entitled, “The Social Video Effect.” In this particular installment, Whitney discusses how implementation of video within social media networks can greatly increase a brand’s exposure. Here are some take-away points:

1. The average Internet user in the US spends an average of 4 1/2 hours per month of social networks.
2. Research shows that using video on social networks can improve consumer engagement.
3. Brightcove, an online video technology provider, reports that videos shared through social media perform better than other videos. For example, every auto-shared tweet from YouTube results in approximately six new YouTube viewing sessions. Also, viewers that find new videos through friends and influencers on social media networks are more likely to view or complete watching an entire video.
4. Video can drive traffic to your website. Forrester Research found that webpages with video are 50% more likely than pages with text to show up on the first page of Google search results.
5. If you are using video on your website and within the social media space, include Facebook buttons and other sharing buttons to encourage viewers to pass your video on to someone else.
6. Include clickable calls to action within the video itself. Read this article about the rise of interactive online video.

And one final point: don’t forget to monitor the performance of your videos to see how audiences are responding to your message. There are some great analytics tools available to help you measure your ROI when it comes to your video marketing campaign.

I was listening to a recent episode of the Duct Tape Marketing podcast, featuring Dave Kerpen, CEO of Likeable Media. In this particular discussion, Kerpen made some excellent points about the value of storytelling in a brand’s marketing strategy. I’ve written articles on this blog before, centered on the aspect of storytelling and the power it has over an audience, but I wanted to recap some of Kerpen’s points. The whole of Kerpen’s discussion with host John Jantsch centered on how brands can utilize marketing tools, strategies, etc. to achieve the ultimate goal of “likeability.”

• The best way to use social media tools to strengthen relationships is to share stories. Open up and tell people who you are. Be personal.
• Stories personalize a brand better than any marketing tactic.
• Imagine the social media landscape was a cocktail party. How would you capture the attention of those at the party? You wouldn’t show up with a slick marketing campaign and broadcast it out to everyone you meet. Rather, you would tell interesting stories to engage. You want the other guests to like what you have to say.
• Every business has a story to tell; stories about how the company was founded, obstacles that certain employees have overcome, successes and failures, etc.
• These stories can be shared with pictures, with web video, with blog posts and tweets.
• Stories are what people want to talk about.

One last point that was made that I thought was worth repeating is, “It’s hard NOT to like someone, once you know their story.”

I’ve always been a strong advocate for storytelling, because in every video we at Red Fox Media produce, the goal is to share some kind of story with the audience. It’s natural to want to use video to convey basic facts about a company, product, or service. But it’s more challenging to weave those facts into a story that will engage and entertain. Consider this testimonial video we produced for an oral surgery clinic, or this promotional video for the Hoover City Schools. In each video, the necessary marketing facts were conveyed, but that information was presented using stories as a foundation. We will always welcome the opportunity to tell your story.

Related articles

• Is Facebook Still Likeable? (ducttapemarketing.com)
• The Importance Of Being Liked (nytrafficticket.com)
• 10 Proven Strategies for Greater Likeability on Facebook (mashable.com)

One of the podcasts I regularly listen to is the Duct Tape Marketing Podcast from John Jantsch. Each episode offers insights from John and various guests on how small businesses can better market themselves to get potential customers to know, like, and trust them.

The episode from June 22, entitled “One Thing About Marketing Strategy” goes over some marketing essentials and discusses the reasons why businesses need them and the ways they can develop them. To create an effective marketing strategy, businesses (according to Jantsch) must…

1. Understand WHY they do what they do. What is the business’s higher purpose? Why does the business exist?

2. Convey an INSPIRING story. This is the point that I found most interesting. Jantsch really supports the idea that businesses must create a story that captivates the potential customer; a story that points to something bigger than a specific product or service. Even the smallest of businesses have a story to tell, and these stories will reflect the overall purpose of that business.

And telling stories is exactly what we at Red Fox Media strive to do. With every video we produce, we are communicating (for our clients) an inspiring, practical, engaging message, that takes a viewer on a journey toward a better understanding of who our clients are and the philosophy that serves as the core of their existence.

3. Strive for INNOVATION. Businesses must find a clear differentiation between what they offer and what their competitors offer.

4. Create a FUN environment. Successful businesses will be the ones whose employees enjoy working there, because of the culture that has been developed.

5. Make things CONVENIENT for the customer/client.

6. EXCEED expectations. Give more than what has been promised.

“The Duct Tape Marketing Podcast” is certainly one that I find very insightful and extremely helpful. The tips within each episode are designed so that anyone involved in a small business can put them into practice.

And when it comes to creating a story for your business that communicates your mission and objectives, spend some time looking at the work here on our site. We would welcome the opportunity to develop a video campaign for your business that will certainly inspire.