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Behind the Screen

A Video Marketing Tips and Tricks Guide

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I’m Published!

Today I’m not blogging on my own blog. Maybe it’s a dumb move on my part to redirect you to another website, but I want to share my latest published post with you!

It’s a post that I recently wrote for on another blog.

And not just any blog: Production Hub!! They are the go-to online site for services in the production industry. I get a lot of freelancers there (insider tip!).

They asked me to write an article for them about developing the message of YOUR brand video, and it’s super juicy!

Click to read all about it. (But feel free to come back here after and tell me what you think in the comments.)

 

More Video in 2017

Alert the press! Paige Media is on a serious mission this year. It’s a bold mission, so we need your help to make it happen.

Before I tell you what that mission is, let me show you this:

Only 22% of business owners will use video in the next year

ONLY 22% of small business owners are using video content this year. Can you believe that? That means 78% are NOT! And that’s totally mind blowing to us. Like, it almost enrages us.

That brings us to mission time. Our mission (and we’ve already chosen to accept it) is to:

Make video available and accessible to ALL small businesses!

More businesses NEED to be doing video. We live in a digital world where video is the ultimate sales tool.

Now is the time! It’s not too hard and it’s not too time consuming. In fact, your business can’t afford NOT to do video.

“But Paige…” you say “I don’t have a big budget for equipment.”

What if I told you that you already have all the equipment you need in the palm of your hand?

It’s true, and I’ve made a rap video that breaks it down for you.

Learn how to shoot video with your smart phone. And listen to a few sweet rhymes while you’re at it.

Now start making your own videos! Don’t be in the 78%.

 

The Hero of Your Business Story

The other day, I was minding my business on the subway when a teenage boy no older than fifteen walked into the car and started telling a story. Being a very familiar scene for any New Yorker, most times I simply tune out, reach into my pocket, and turn the music up in my headphones, careful that they don’t see me and think I’m reaching for money (I know this makes me seem heartless, and I swear I’m not).

When this boy started talking, though, I turned my music down and honed in on his story.

“Ladies and gentlemen, I’m sorry to interrupt your ride,” he started, “but my sister has Cerebral Palsy, and I’m saving up to buy her a new wheelchair.”

This was a new one for me. He wasn’t selling candy, he wasn’t looking for food or a place to stay. His ask was completely selfless.

He continued, “so if you can spare anything, anything at all, it would help my sister out a lot, and we would both greatly appreciate it.”

Now, who’s to say whether is was true or not. But his story sparked something in me, and in the other train passengers. They pulled out bills (not coins…BILLS) to give to the young boy.

The Hero's Journey Chart

Image courtesy of www.designingsomething.com

As a marketer, this situation made me ask myself “why did these people give? What triggered them emotionally to the point of reaching into their pockets for spare dollar bills?”

And it brought me back to the classic hero’s journey from grade school English class. Image courtesy of: www.designingsomething.com

To refresh your memory, the hero’s journey follows a protagonist through a series of events that facilitate him/her experiencing some sort of transformation or significant change. That’s the key: the protagonist always returns a changed person.

When we apply that archetypal model to the subway example, the hero of that story isn’t the boy and it isn’t his sister: it’s the person that gave money. THAT’S where the transformation in this story occurred. These people had their headphones in and their books to read; they didn’t want to be bothered. That day, the boy’s story took each subway passenger through their own personal hero’s journey.

Now let’s circle back to your business story.

In your business story, you are not the hero.

Let me repeat that one more time.

YOU ARE NOT THE HERO of your own business: the audience is the hero. And when you make the audience the hero, you give them the power to do something good for themselves and for the world.

Your job is to move your audience to the point of transformation so they are willing and excited to take part in your story. It’s a simple shift you have to make in telling your business story, but I promise it will make a major impact on how your audience relates to you and how you help them through their own transformation.

So do that right now. Rewrite (or just write) your business story. Make your reader the hero. And leave a comment about how it works for you.

 

Branding Your Video Content

Here’s the thing about a “brand”: you are one, whether you like it or not.

Everything you do in your business is telling a story, and that story needs to be crystal clear.

Otherwise, ain’t nobody got time for that!

Branding is all about storytelling.

But I’m not in the business of branding (there are companies who can do it much better than I can). I’m in the business of taking brands and making them shine through video content.

And I’ve got some hot tips to make your videos easily recognizable, so when someone sees your video, they’ll be all “yeah, that was so you.”

1. Music.

Music is more than just a tertiary element you throw in there because people say you should. It’s more than an afterthought. Music is an audible representation of the story you want your brand to tell. So choose music that clearly represents your brand and doesn’t clash with your message!

2. Custom Thumbnails.

This is your opportunity to stylize your video library and bring your brand personality front and center. If you want to learn more about custom thumbnails and how to make your own for free, watch my custom thumbnail video.

3. Branded watermark.

In YouTube, this is the little logo that pops up in the bottom right corner of your screen, giving users an easy way to subscribe to your channel. It adds to the professionalism of your channel and enhances your brand.

4. Closing Title Screen.

Tell people where they need to go next with a branded title screen that plays after your video. Buzzfeed does a great job of this.

5. Consistency!

Consistency will give your audience something to rely on. They know they can always count on you to provide “fill-in-the-blank” content.

Want more? I made a BRANDED VIDEO (go figure) all about branding your videos.

Check it out here.

 

How to Upload a Video from Your Computer to Instagram

Instagram is one of my favorite social media platforms because it’s incredibly visual. You can understand so much about a person just by snooping on their Instagram account.

Take my friend Maggie Wu who designs romantic wedding accessories.

Instagram Maggie Wu

Or my other friend Risa (I only have two friends) who loves craft beer, yoga, and astrophotography…and she should definitely have more followers than she does.

Instagram Risa

These women are powerful Instagramers because everything they post is aligned with their passions!

Now don’t neglect the power of video when posting to Instagram. While photos have more engagement on Instagram than videos, I have to admit I fell down a rabbit hole of watching Instagram cooking videos the other night (don’t start…you won’t be able to stop), so I guess engagement is all relative.

If you want to know how to upload a video to Instagram from your computer, click here to watch my tutorial video that walks you through the process (cat appearances included free of charge).

Instagram cat included Paige Media

 

How to Create A Crowdfunding Campaign With Video Content

Video marketing can be a somewhat elusive topic.

When we say “video marketing” do people even know what we’re talking about?

Maybe you’re like “I know what video is, and I know what marketing is- so you just put those things together, right?”

Or you get a vague picture in your head of a modern Mad Men scene (subtract the thick blanket of smoke and blatant workplace sexism): a bunch of executives in a conference room on the 17th floor of a skyscraper tossing stress balls in the air while brainstorming the next great viral video idea.

Not quite…

It’s much easier to demonstrate what video marketing is through stories.

Today’s story is about Jessie. She is an actress turned peanut butter cup entrepreneur, and she just launched a crowdfunding campaign for her business.

Jessie has done everything up until now: sales, marketing, baking, shipping (she even makes the peanut butter from scratch!). But she needs YOUR help.

Jessie booked a half-day shoot with us and in that time, we shot not just one crowdfunding video for her: we shot an entire video marketing campaign consisting of a total of SIX videos.

Yes, SIX videos that would be released over time to create a buzz around her brand.

This is called a drip marketing campaign, done completely with videos. We’re touching her audience FIVE times before asking them to donate money to her campaign.

That’s video marketing!

Let’s walk through Jessie’s drip campaign:

Video 1: About Jessie

The company is called “Jessie’s Nutty Cups” and Jessie is a huge part of this brand. We needed a quick, easily digestible (no pun intended) video that highlighted her fun, nutty personality.

https://www.youtube.com/watch?v=anZ5Jks6O9s

Video 2: Fan Reactions

These nutty cups tell a story of their own, and you can see that in the face of every single person that bites into one. This short video conveys the fun and happiness that these peanut butter cups bring into people’s lives.

https://www.youtube.com/watch?v=5NMZQXzDJmI

Video 3: How They’re Made

The process behind making the nutty cups is what makes them so delicious. Say goodbye to fillers and preservatives! Jessie makes the peanut butter from scratch, so you know they are going to be the most delightful treat you’ve ever indulged in. Plus people love watching “behind-the-scenes” videos. It’s like they’re getting a special VIP tour.

https://www.youtube.com/watch?v=UoAj6mNQebY

Video 4: Customer Testimonial

Michael drives in from New Jersey once a month to pick up his box of peanut butter cups. To him, the cups represent so much more than a sweet treat. Capturing a third party testimonial like this is much more powerful than the founder telling you how great they are. Of course Jessie thinks her peanut butter cups are great. A review carries much more weight when it comes from a third party.

https://www.youtube.com/watch?v=Fggq3jGlEJA

Video 5: Lifestyle video

The final video in the drip campaign is a video that captures the essence of the brand in a short highlight video with just text and b-roll. If someone wants to know what Jessie’s Nutty Cups are all about, here’s the video to show them…and it’s less than 20 seconds!

https://www.youtube.com/watch?v=OqgiRIqTnHY

Video 6: The Full-Length Video

Now that people are intrigued by the campaign videos, it’s time to launch. Here’s where you deliver with a full-length video (about 3 mins) that tells your story, explains why you need the money, and makes the audience feel really good about giving you their money.

Check out Jessie’s full-length video on her crowdfunding page.

There you have it! A drip marketing campaign created with video content.

How to create a sweet crowdfunding campaign with #videos; a delicious case study Click To Tweet

 

Shake the Video Content Overwhelm: A Video Pep Talk

Overwhelm.

I hear a lot of overwhelm when I talk to small business owners about creating video content. Not only is there a ton of stuff to learn (and it’s changing all the darn time), but it seems like there’s already so much content out there. Everybody has a brand video, everybody has a YouTube channel, everybody is doing SnapChat and Instagram Stories and everybody has an at-home studio…right?!? (Is your head spinning yet?)

It really can be overwhelming, I get it. And it’s so easy to feel like you’re behind the eight ball when you focus on all of the small businesses out there who are currently doing video.

Let’s reframe this mindset, shall we?

It’s no secret that the amount of video content we consume is growing exponentially.

Just take a look at this infographic and you’ll see proof in the numbers. Video content for marketing works. It works really well! Of all the big numbers on here, only one of these statistics truly surprised me, and it will probably surprise you, too.

It will not only blow your mind, but it just might motivate you to start (or continue) creating more video content. If you’ve never created video content before, and you want to, watch this video before you start. It just might motivate you to pick up the camera and start shooting your first video.

Click on the video below to learn what video marketing statistic really blew me away!

 

Get your video pep talk from @PaigeMediaCo and be inspired to make a video for your business today Click To Tweet

 

It’s Not About What You Do

In the last post I dropped a hot new rap video about white balance.

But here’s what you didn’t see: the first video I made about white balance. Sure, I recorded it in the style of Paige Media, and I took a lot of time editing it and uploading it to YouTube. I was about to make it public and send it out to the world, but something wasn’t right. It didn’t feel like I was delivering on what my brand stands for: entertaining, educational content. Also, full disclosure, it was shot at the end of a long day and I was tired.

Pro tip: tired people need sleep, NOT more makeup and “let’s push through”…hello, self care. (tweet that)

Despite my apprehensions, I was going to release it anyway. Why not, right? Content is king. And an unreleased video is just money down the drain.

…Until I got a burst of inspiration while listening to the Hamilton soundtrack (download this album STAT). Hamilton creator (and my Broadway hero) Lin-Manuel Miranda is a real life genius. Inspired by the story of a founding father that refused to give up, Miranda weaved Alexander Hamilton’s story into the perfect hip-hop musical that will make you ugly cry and feel feelings you can’t name.

A story told through rap. How efficient, educational, and above all else…fun! That’s the Paige Media brand wrapped up in three words.

Then, I was reminded of something I tell my video marketing clients: your video is not about what you do or why you do what you do as much as how you do it. (tweet that)

Here’s where video truly differentiates itself from the written word.

Copy can tell your audience what you do.
Copy can tell your audience why you do what you do.
(Good) Copy can bring your story to life.

But a video shows HOW you are.
How do you love what you do?
How do you show up for each client?
How does your personality make you the ideal coach, speaker, author, lawyer for the job?
How does your energy vibe with your audience?

The HOW is a new level of uniqueness.
The HOW is your special sauce.
Tapping into your HOW is going to revolutionize the way your audience relates to you.
And the only place to show your HOW is through video.

See the difference between my before and after white balance video.

Which HOW is more compelling to you?

New Video:

Old Video:

Why I Made a Rap Video About White Balance

I recently published a guest blog post on Becky Mollencamp’s blog entitled Is Your Topic Good For Video?  In it, I talk about the two key reasons someone watches a video:

  • To be educated
  • To be entertained

(BONUS POINTS if you can cover both of these elements.)

For my latest video, I wanted to talk about white balance, so I put the topic through my own test. I asked myself:

  1. Is white balance educational?

My Answer: kind of, but my audience doesn’t really want to be educated on white balance or even know that they should learn about it. FAIL!

  1. Is white balance entertaining?

My Answer: Nope. FAIL!

If we’re using the Paige Media test of video suitability, this topic FAILS WITH DYING COLORS (pun!)

I could just stop there.

I could say “not good for video” and move on.

I could quit.

But I didn’t. I pushed through. I asked myself “how can I make this topic entertaining while still educating people?”

I was trying to answer this plaguing question while commuting home on the subway, but I couldn’t think over the Hamilton soundtrack blasting through my headphones.

And then, just as George Washington was stepping down from his presidential post, it hit me: A RAP VIDEO! Yes, a rap video could be both educational and entertaining. Thank you, Lin-Manuel Miranda.

So I put a pencil to my temple and connected it to my brain (that line is directly taken from the musical), and that’s when I birthed this beautiful, fun, and messy rap video.

Enjoy learning about white balance and don’t forget to subscribe to my YouTube channel if you like it. More rap comin’ your way.

PS: This video was the second white balance video I created. Stay tuned for the next post to see the video that got dumped on the cutting room floor.

 

The Best and the Worst Part of Being an Entrepreneur

The best part of being an entrepreneur is also the worst part of being an entrepreneur. It’s called independence.

On one hand, you get to create your own schedule, make all the important business decisions, and take on projects that fulfill you.

On the other hand, you do it alone, at least it feels that way sometimes. It’s your bank account on the line, your reputation at stake, and your creativity open to criticism.

This kind of life is a great one, but sometimes it can feel like an empty one.

Flashback to this video about the entrepreneur roller coaster.

The entrepreneur roller coaster is rickety, annoyingly unpredictable, and sometimes you’re just dying to jump off. But there is one thing that will keep you going time and time again.

When you are in those low points, when things are slower than expected and you are doubting your path, the answer is collaboration!

Yes, collaboration. It’s the big secret to picking yourself up and getting back on that path to success. Whether it’s companionship, colleagues, or community, finding like minded, thirsty people like you will remind you that you’re not alone in this journey, and sometimes just knowing that is enough.

Collaboration has gotten me through some of the toughest times in my business and has made  the good times even better.

I so believe in the power of collaboration that I’m sharing my latest collab project with you. It’s called Expert Marketing Tips for Small Businesses and Startups.

Expert Marketing Tips for Small Businesses and Startups

It’s a 30-page e-book created by a hand-picked collection of New York City marketing experts. I’m so excited to share this priceless project with you. All you have to do is click here to grab this free gift, and start making collab magic!

 

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