Short Video Clips—The Early Report of Our Experience

We’ve launched our short video clip campaign and have some early learning to share with you. You may recall that, a couple of weeks ago, we announced this micro video test, and invited your participation. We’ve learned that just because a micro-social video is short—as little as six seconds—planning is still required if you intend to monetize your efforts. In today’s video, you’ll see our first short video clip. This much we have learned

We’ve launched our short video clip campaign and have some early learning to share with you. You may recall that, a couple of weeks ago, we announced this micro video test, and invited your participation. We’ve learned that just because a micro-social video is short—as little as six seconds—planning is still required if you intend to monetize your efforts. In today’s video, you’ll see our first short video clip. This much we have learned six seconds goes by fast. So we have adapted our approach a bit, and in a slight twist we have lengthened our video test by a few seconds with the addition of an introduction and close.You’ll recall that while Vine by Twitter was the inspiration for the micro-social video, we actually are posting the video on Facebook, YouTube and a web landing page.

The series we’re creating is centered around a “name that tune” interactive contest. We’ve allocated about six seconds to the “tune” but added a few seconds to give context for the viewer with a short voice-over and flying graphics to enhance the experience. You’ll see it in today’s video.

(If the video isn’t just above this line, click here to view it.)

In our last blog on short videos, we told you that the idea behind this series was to involve you, our viewers, in developing this campaign and show you how we did it. We also invited you to share your thoughts via comments and emails (and we listened).

In today’s video, we’ll tell you about three critical steps that had to be completed before we could possibly begin the campaign. It’s the kind of planning that you, too, should undertake. Quite simply, even though these videos are short, there are no short-cuts to quality and no short-cuts when it comes to planning how to monetize a big push like this one.

Over the next few weeks, we have much to learn and share with you. The first video in the series (released last week) had hundreds of video views within 24 hours of going live, and the engagement and comments on Facebook, YouTube and our web landing page have been positive. If you’d like to follow along as it unfolds, you can find out how in today’s video.

In our next blog in a couple of weeks, we’ll tell you about something unexpected, and honestly undesired, that happened to us on Facebook. That experience has prompted a bit of a “work around.” All will be fine, however. We’ll share that experience in our next blog.

We’re pioneering here and don’t have all the answers. But you’re going to learn alongside us if it’s a success—or a bust. There’s still time for you to share your input on the development and deployment of this campaign by commenting below, or sending an email.

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

3 thoughts on “Short Video Clips—The Early Report of Our Experience”

  1. This is horrid. The video is boring, and the results are nothing extraordinary. The part about "give the reader context" goes back to the key copy issue – if you’re explaining things, your message failed. The format chosen was dull, uninviting, and didn’t make the show look appealing at all … adding context was just trying to justify egos and further expenditure on micro video crap.

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