The Good, The Bad and the Viral(Why video is vital to a product’s launch success)
@gregkincade
Why Video Matters
Questions to Answer before Beginning
1) What do I want my target audience to do after viewing my video?
2) Can I show my product’s UVP to the customer through my video?
3) Do I have the budget and/or right production team?
4) What metrics do I use to determine success?
5) How will I cross-promote the video across my social media properties?
Making a product video actionable.
1. It must tell a story that resonates with the customero The Future of Shoppingo Protect the Stuff that Matters
2. It must have a clear and unobtrusive Call-to-Actiono Wistia's How not to do CTAs video
3. It must not be too longo Average View Time
4. It must have resources in place to measure the ROIo YouTubeAnalyticsOverview.
Three videos, Three Competitors
• The Bad (aka the Corporate Talking Head) The 'Bad' KMM Video
• The Good ( high production values, but…) The 'Good' KMM Video
• The Viral? (maybe better, but not viral) KMM video - Better?
Let’s Talk Viral
Can a B2B video go viral?
Can B2B product video be viral but not actionable?
Does not have to be viral to be successful.
Appendix: Average Viewing Time
Appendix: YouTube Analytics
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