User Generated Video

3 Ways User Generated Videos Boost Your Marketing Strategy

User Generated Video Marketing Strategy No matter what product or service your business offers, the key to culminating an effective marketing strategy has everything to do with keeping up with the constant shift and growth of technology. One of the leaders in marketing right now, and for the foreseeable future, is user generated video. And for good reason! Video is versatile, but more than that, it caters to the growing number of online users who view and share video content. And with social media platforms making it easier than ever to share, businesses are catching on and engaging with and finding consumers in new, exciting ways. Here at Bravo, we talk a lot about the importance of utilizing video testimonials, in particular. Not only because they bolster credibility, but also because they reflect a genuine relationship with your clients, something that prospective clients want to see. If you already use video testimonials as part of your marketing strategy, it's time to take a look at how else you can incorporate user generated video.

Product Reviews

Before making an online purchasing decision, consumers are looking for reassurance about how they're choosing to spend their money. Text reviews have become common-place as a means to ease some of the apprehension consumers feel. More and more, businesses are finding that text reviews are being skimmed over, or, worse still, consumers are suspicious that reviews are being paid for. With product review videos, consumers are able to connect with a fellow consumer who chose to invest their money in your business. This can increase trust and loyalty among consumers and instead of being skeptical about where the review is coming from, they're put at ease. Additionally, if they like what they see, they might even be inclined to share the video. Which is a huge plus, and something text reviews can't accomplish!

Customer Support

Whether we like it or not, problems happen. Some problems happen more often than others. How your business responds to problems, big or small, says a lot about your business overall and sets the tone for your clients. Rather than sit back and field customer support, maybe it's time to create a series of videos to troubleshoot the common, easy-fix issues that users are reporting. Of course, not everything can be fixed thanks to a handful of videos, no matter how great they are. Since this is the case, you can also allow clients to send in a video when they need to report a service issue. Some businesses have utilized a live chat format, and others accept video submissions in lieu of text reports. Both options allow clients to speak clearly and really articulate the problem they're experiencing, creating less confusion and allowing you to provide faster support because you'll have a better, thorough understanding of the issue. Consumers will appreciate the innovation you bring to a process that, depending on the business and how they handle customer support, can be mildly irritating and make it much easier of them.

Video Contests

Thanks to device portability and the ease of capturing video, expensive contests are a thing of the past. Consumers can film video anywhere, with their mobile devices, and as long as you provide the incentive for them to do so, it's a great way to get people involved with what's happening with your brand. Aside from giving out a prize and drawing attention to your business, consumers will be watching the way your business conducts itself during the contest. If your rules are unclear or you don't deliver of the prize you're offering because of a lower pool of entrants than you anticipated, you can expect that consumers will take note. Which is why having a smooth, fun, and altogether enjoyable contest can do a lot for your business, now and in the long run. Submissions don't need to go viral for it to be considered a success. As long as you're bringing about awareness for your brand, engaging consumers, and acting on your best behavior contests can be a valuable marketing strategy. The best marketing strategies are always evolving. Failures should be studies and successes should be celebrated, but in either case, marketing involves a lot of thinking and planning ahead. User generated video has been keeping businesses on their toes to develop fresh, successful ideas to catch and keep consumer interest. How does your business utilize user generated video? Drop us a comment and let us know.

How Google+ Can Positively Impact Your User Generated Video Campaign

How Google+ Can Positively Affect Your User Generated Video CampaignWe've already discussed what Twitter, Facebook, and LinkedIn can do for your video campaign. Those platforms really lend themselves to chatting with consumers and clients, whether it's via a shared article or 140 character Tweet. Which means they're also a great way to share information and generate interest in your campaign. Unlike these easily recognizable platforms, Google+ is still in its infancy. It's not an easy platform to pinpoint, and there's still some confusion about what it is and how to use it. Here's what you need to know about Google+ and how it will benefit your user generated video campaign efforts.

Google+ 101

Google created this extension of itself in 2011. Google+ offers a variety of features that are similar to other social media platforms, but have their own unique twist, including: Stream (newsfeed), Sparks (recommendation engine), Hangouts (video chat), Circles (friend list), as well as photos and games. Google made a point of creating a social media platform, building off the company's success to create something that could rival Facebook. So, while it's a social media platform at heart, there are things at play behind the scenes that work in your campaign's favor.

What you need to know

It's still a matter of speculation, but there's been talk that receiving those coveted +1's (similar to Facebook likes) will ensure that your business will do better in search engine ranking. The powers that be at Google have denied any connection between the two, but it's not something that should be discounted. The connection is still being explored, and as Google + gains more traction, it'll become clearer how +1's impact brand exposure. Even though the link between the two isn't a concrete one, yet, it's should still be a motivator to bring out your A game when you're creating and putting out content to advertise your video campaign. The more +1's, the more interest you're generating, and it could have the potential to boost your exposure through search results. That said, the site has quickly become a spot to look for new, innovative content. Businesses that have been frustrated by the amount of time it takes for their presence to catch on over at Facebook have been amazed at how quickly their circle sees a boost in numbers. Google+ lends itself to business and consumer interaction. It's a place that, so far, has thrived on sharing new content, which is great news for your video campaign. Bottom line - If you create buzzworthy, exciting content, your audience will come to you. It's essential to generate interest for your campaign by heading to Twitter, Facebook, and LinkedIn to get the word out. They're mainstream platforms, used by many, and designed for the kind of outreach your campaign needs. Google+ is unique in that it has long-term impact in mind for your business. The content that you're sharing for your contest has the ability to build your circle, which is great for communicating with peers and consumers. But, depending on how unique and share-worthy the content surrounding the campaign is, you can also ensure that your content indexation will receive a boost. Between Google's search bots, businesses and consumers, your content has the ability to be a driving force in your long term marketing efforts, and that's not something to scoff at! Overall, the secret to successful utilization of Google+ is taking the time to explore what it can do for your campaign. It isn't a well-established powerhouse like Facebook or Twitter, but it's already showing signs of being a platform to watch, a place where your business wants to be as it gains popularity. You have your go-to platforms for content sharing, but it's time to really dig in and see what Google+ can do for your video campaign efforts, now and in the future.

User Generated Video Campaign: 3 Tips To Prepare For The Holidays

User Generated Video CampaignIt's that time again! Time to begin prepping for your user generated video campaign, so you're not rushing around on the eve of your holiday campaign to get everything in place. Even with the best idea, something that will energize your following enough to get them to participate, it's up to you to start planning and gearing up for the campaign so it will go as smoothly as possible. The great news is that a lot of the prep work can be carried out beforehand, or at least planned to the point where you don't have to scramble to get things in order once the campaign is launched and submissions start coming in. Here's what you can do ahead of time to make your holiday campaign as seamless as possible.

Mobilization

If your website has a tradition layout, there's a chance you've been losing online traffic because of it. There's a very big possibility that on-the-go users, who are viewing your site from their mobile phone have to scroll endlessly to get to relevant information. At worst, they're leaving your site because it won't load at all. The reason for mobilization before your user generated video campaign is two-fold. First, it'll ensure that consumers who want to actively participate in your campaign, whether through voting or submitting a video, will be able to do so. But it's equally important that consumers who are following your campaign or are looking to view the outcome, are able to view what's happening using their mobile device. Consumers aren't known for their patience. So if you have a great campaign and plan to ask users to submit content or want them to view the content you receive, make sure it's easily accessible. Otherwise, you risk turning away consumers who will find other sites with a mobile layout where they can participate on-the-go.

Get social media accounts in the holiday spirit

There are a ton of ways to get your online presence in the holiday spirit, which in turn, will draw interest and participation in your user generated video campaign. Some brands choose to temporarily change their logo, adding some short-term holiday flare. Consider also playing around with the color scheme of your pages to create a look that correlates directly to the holiday season. If you plan ahead, you can choose a layout that will compliment submissions for when it's time to display them. Be sure to check and re-check whatever changes your implement.Test the layout ahead of time. It might seem like overkill, but it's better to work out the kinks before you go live.

Plan advertising efforts ahead of time

Which social media platforms are you going to utilize? How will each platform work with your campaign?The nature of your campaign and the way you plan to share the content will impact how you're going to approach each platform. LinkedIn is great for communicating with consumers and business peers, but it's known for its professional tone and maintaining important connections. Twitter is excellent for link sharing and catching the attention of your loyal following and new consumers in 140 characters or less. Facebook lends itself to more in-depth, laid back interaction. How you plan to interact with consumers while you share campaign content on each platform may seem like a minor detail, but it's actually something you and your team should keep in mind before you begin your campaign. The best strategizing takes place before you introduce your user generated video campaign to clients and consumers. If your campaign goes as planned and you engage your following in a meaningful way, it'll have lasting, positive consequences for your business. Coordinating your campaign efforts can be stressful, but if you start now and finish them ahead of time, your business will be in good shape by the time the campaign kicks off.

Successful User Generated Video Campaign Results: 3 Factors To Look At

User Generated Video Campaign ResultsExcitement is high when your campaign idea gets the green light. What happens when your boss wants to know what to expect from user generated video campaign results? How can you ensure a successful turnout when the campaign is still just in its infancy? It can be difficult when your boss asks you to play the numbers game especially if this is your first user generated video campaign. Luckily, there are 3 factors that you can look at to get an idea about how many entrants you'll receive and how contest participation will fare. What kind of appeal is there? Take a look at the subject of your campaign. Then consider your target audience and how it'll appeal to them. If your subject doesn't have mass appeal you can expect a lower pool of entrants. If you choose a broader subject, more people will take interest. Makes sense, right? It's okay if you go with a subject that's of interest to a select few but it's something that you need to take into account. You're less likely to receive a high volume of submissions if you're not reaching out to everyone. Effort put forth by entrants How difficult will it be for entrants to execute your contest idea? The ease of entry and whether or not you provide the tools for them to make their idea happen will impact submissions. If you've chosen a niche subject you have to lower entry barriers even further. You're already lowering the number of submissions by targeting a smaller audience. Asking for an involved entry process or contest idea will further lower your pool. Keep it simple. Aside from the obvious barriers, a complex idea can make even the most eager entrants put off their submission until it's too late. Go for an idea that won't require too much time. Go over the entry process so it's streamlined and won't be a hassle. Creating awareness through media What kind of social media presence do you have to drive campaign awareness? You'll want to have a variety of platforms and mediums on your side. Obviously awareness is being raised more and more through social media. How's your Facebook presence looking? Could your Twitter presence use some beefing up? Even if your online presence is strong, you'll want to explore print and other traditional advertising routes to receive a healthy number of submissions. Explore multiple avenues. See what you might be missing out on. User generated video campaign results relate directly back to the first factor: Appeal. Begin with the appeal of your subject and plan accordingly. If your subject won't appeal to the majority of your following, you'll have to do some careful thinking about effort and awareness. The good and bad news is there's no magic number of entrants to determine whether the user generated video campaign is a success. A high volume of submissions won't mean much if the contest doesn't end up working to make real, lasting connections with your following. A smaller campaign can have an equal or greater impact as long as it makes connections and drives brand awareness, now and in the future.

Veritas Prep Leverages User-Generated Video To Boost Peer Authority

veritas prep logoEager students are looking to best leverage their test scores as the competition for undergraduate, graduate, business, law and medical schools gets more and more fierce. It's no surprise that there are hundreds of test prep providers readily available to assist those in need. But how are these providers breaking through the noise and positioning themselves as the best solution for a student's academic desires? Veritas Prep, a premier provider in this space, is building their brand by using Bravo Video as a communications conduit. Raising The Stakes While offering testimonials is certainly a standard practice for test prep and admissions consulting providers, making them feel real and authentic is quite another issue. Displaying text-based quotes has always been an effective marketing tactic in this niche. But with so many competitors, many providers are looking to raise the stakes and offer more genuine and authentic-feeling testimonials. Realizing Face Value Through utilizing Bravo, these video testimonials are now offering Veritas Prep the highly effective peer authority and believability they were seeking. Moreover, the details being shared in these videos are especially revealing. Facial expressions are vital cues that provide a deeper emotional connection for onlooking prospects. Needless to say, the video testimonial approach is working, because it’s real – and it’s relevant. We wish Veritas Prep continued success in their user-generated video endeavors!

3 Reasons Why User-Generated Video Testimonial Campaigns Fail

User Generated Video Testimonial CampaignsLet's talk about 3 reasons why user-generated video testimonial campaigns fail. It's not a whole lot of fun to look at our failures but if it means we're learning and can do better next time, it's worth doing.

Staff isn't on board

Unless you plan on running this initiative by yourself (not recommended!) you're going to need your team to be on board with receiving videos. What does that entail? First, it means having a clear understanding of your goals in terms of the content you're looking for. You'll need to consider where video testimonials will be placed in order to get a handle on what they should be about. Long and short term marketing goals should be clearly established, including the strategy about how you're going to reach those goals as a team. All of this should be mapped out before you take it to the team. Video testimonial initiatives fail when team members aren't on the same page. It's all well and good to say you're going to take this on as a team but there has to be follow through. After you’ve outlined goals and how to achieve them, make sure to check in and measure the progress of obtaining videos. That also includes looking critically at the content to see if it will work and whether or not any adjustments need to be made in the questions that are being asked or how they’re being asked. Which leads me to the next point.

Bad questions

Never underestimate the power of bad questions. A few examples of a bad question include:
  • Do you like our business?
  • Would you recommend our product to your friends and family?
  • Why?
If you’re wondering why these are awful questions for video testimonials, consider the answers you’ll receive. A question that only yields a yes or no isn’t worth asking. Focus on questions that will require some elaboration. For example: Why would you recommend our product to friends or family? What problem were we able to solve for you? These questions will allow them to go into detail about what you were able to do for them. You’ll get exactly what you’re looking for when you get into the swing of things and come up with some solid questions for testimonials.

Vague content

Content seems like it should be a no-brainer, right? Not quite. Sometimes it’s easy to look at your audience and pinpoint what your testimonials need to address to make an impact. But if you’re trying to appeal to more than one group, your content is going to need to reflect that. A common mistake businesses make is to use a one size fits all approach to their video testimonials. It’s great to have a video that praises your business and the work your team does. But what about creating testimonials that have appeal on a B2B level? Also consider how a video that might appeal to one portion of your audience might not have the same appeal to another. Always have a clear outline of who you’re trying to reach and how you’ll go about it. Using video testimonials effectively involves more than collecting a handful of flattering videos and placing them on your website. Like any other campaign initiative the difference between success and failure can hinge on the amount of care and detail you put into it.

Coca-Cola and Teens Pair Up for User-Generated Video Storytelling

User-Generated VideoCoke's rolling out user-generated video for its "Ahh Effect" campaign. It all began last year when Coke unveiled the campaign to highlight the range of experiences around drinking their product. The campaign has featured over 61 websites - Ahh.com - with each site differing based on the number of h's in the url. Some of the games on the various Ahh sites have have included aiming ice cubes into a glass of soda, or trying to keep a laser pointer away from a herd of cats. Throughout the campaign, the focus has remained on teens, with advertising on Adult Swim, MTV, and MTV 2. Several months ago, Coke began asking for user-generated video from teens. The aim for the video was to capture the experience of taking a sip of Coke. So far, the campaign has been pulled off in two parts. The first part was a digital-only campaign. Coke used gifs, games, and quick-and-easy mobile updates to drive it forward. This year, they've branched out into TV and other venues to make sure they're hitting their audience from every angle. The strategy has blended well so far, drawing engagement and a buzz of conversation around what they're doing and how they've done it.
The takeaway
Millennials are all over user-generated video. The case is made by the fact that Coke received more than 400 video submissions for the Ahh Effect campaign.  Marketers need to be paying attention to Coke's strategy for this campaign and what it says about marketing to a younger generation. The blended strategy that Coke has used is something to watch and understand about how to effectively reach millennials. They're often painted as lazy and coddled, but the truth about millennials is that they're a source of amazing creativity and passion. If you engage them in the right ways, they're more than willing to rise to the occasion and surprise you with their creativity. Take a tip from Coke when you're considering how to pull off user-generated video campaigns that reach your audience and keep them interested.

The Perks of User-Generated Video Testimonial Campaigns

User-Generated Video Testimonial CampaignsWhy so much buzz about user-generated video testimonial campaigns? There are a variety of reasons, all having to do with what kind of response the addition of video can draw from consumers. Here are the perks of user-generated video testimonial campaigns:
Video does what text cannot
We've all relied on text reviews at one point or another. It's a great way to check in and see what everyone else is saying before we go out to eat, or invest our time and money on a product or service. So, why does video amp up what text is already doing? It's pretty simple, and has a lot to do with video putting a face to a name. With text, we usually get a review with a name underneath, telling us who the review is from. In the case of video, we don't have to rely on a name, which is not as trusted when brands have been caught planting reviews with bogus names. Instead, we're able to see exactly who's speaking, which not only establishes trust, but allows us to find something relatable about the person speaking. Consumers want to see other consumers doing the talking. They get hit with enough sales pitches, that sometimes it's necessary to hear directly from another consumer, who can provide them with a frank and trusted view.
Consumers are able to see your brand in new ways
Video testimonials are formatted so consumers can get away from salesy talk and connect directly with one another. While that's taking place, your brand is also benefiting from being viewed in many different ways. Done right, your user-generated video testimonial campaigns will highlight more than one facet of what you do. They should cover everything from successful customer service interactions, to why your product or service is worth the investment of money and time. That variety, when viewed by other consumers, will show off the many great sides of your brand, which cannot be duplicated by other marketing efforts.
You remain actively engaged with consumers
The act of asking for and receiving video testimonials from clients is just about the furthest thing from being passive. We spend a lot of time talking about the importance of engagement, on and off social media, and in our customer service strategies. But that talk isn't doing much good if we don't back it up with actions. Asking for testimonials, and other feedback, shows your clients that you're invested in what they have to say. You want to hear from them, and display their thoughts for other consumers to view and weigh during the decision-making process. Testimonials can be one of the many steps to ensuring that you're up-to-date on what's being said about your brand, and how consumers are feeling about the work you're doing. It's a great way to open the channels of communication, and keep them open so clients know they can come to you with praise and concerns, which really is invaluable.
It allows you to call attention to cool features and updates
When you roll out a new feature, or an update that you're excited about, testimonials give you a great chance to call attention to it. The questions you ask should shift from general user experience to the ins and outs of the feature, including:
  • What did you like best about this update/feature?
  • How did this update/feature impact your experience?
  • Would you recommend this update/feature to other users? Why?
It's an easy, consumer-oriented way to steer the conversation, and give prospective clients a glimpse into what they've been missing out on!