Month: March 2019

How Ariana Grande Won Video Marketing

Ariana Grande is taking 2019 by storm. But it’s not just her music that is making waves. It’s her genius marketing.

Her video, “Thank U Next,” hit sky high views on YouTube, setting the record for the most views in the first 24 hours of release. Since then, she’s released more videos, all with the same success. So how did this pop star bring back the popularity of watching music videos, similarly to those who grew up on MTV experienced? The answer all lied in her video with a vision.

For “Thank U, Next” she treated the video as a live event with a story plot, creating content leading up to the release, and well after. She made teasers using clips, creating massive social engagement. These teasers alone built high anticipation and created waves of word-of-mouth marketing.

Whether you like the singer or not, she created massive FOMO, and left everyone not wanting to be the one that didn’t see the video. After the release of “Thank U, Next,” Grande didn’t let the video content die. She featured “bonus” assets, to continue to tell her story.

The songstress’ strategy proves how important it is to storytell the live event. It also shows with the right type of angle, you can easily get the audience involved in your marketing, leading to authenticity and a personal connection between your consumer and brand.

Here are five main takeaways you can learn from Ariana Grande’s video marketing.

You must storytell with the vision.

We know how important your vision is, and Grande’s team must have worked just as hard as Soliman Productions do to make her ideas come true. We help you bring your story to life, just as Grande did, to meaningfully engage with your audience. Having a narrative of your vision is the first step, and essential when it comes to marketing and getting the proper video content for your needs.

You must have a start, middle and ending.

We pay attention to the complete story arc when working with you. From script writing, show flow, pre-produced content, on-site video and photography, content capture, live streaming and more, we make sure to tell your story using strong visuals as Grande’s team did. Ariana’s crew began their story on Instagram, sharing that the song reached platinum, and the fans would get a video soon to celebrate. From beginning to end, Soliman Productions makes sure you’re getting the most out of what we capture for you, ensuring your full story is told.

You must get personal.

What can set you apart from your competitors? Content that showcases your brand, its personality and the people behind it. The singer incorporated personal pieces of content throughout each delivery, giving people an inside look. Today, even major CEO’s are sharing more of their personal stories. An essential part of our collaboration with you is to ensure we capture your personality and people in a unique manner to showcase the human side of your event or your company.

You can’t forget to recycle.

You don’t need to let good video content die after it is used. Repurpose it, to increase reach and engagement, drive more traffic, boost SEO, and increase leads. Grande is still using repurposed content in order to keep momentum. When creating your vision and story, we make sure it’s the most meaningful and engaging content so it can be repurposed throughout the year.

You must think of social media.

We know for all content we capture, we need to think of the social media audience and the viral possibilities. While you may not rely as heavily on social as Grande did, it’s important to think of ways video can translate to your social media presence. From making sure you have behind the scenes content, to creating Instagram story-friendly sizes, Soliman Productions makes sure your video strategy considers not just one, but all your marketing channels. If you’re ready to take control of the algorithm and have the best quality video content, give us a call or drop us a line.

How Social Algorithms Are Making Video Marketing A Must

Raise your hand if you have been personally victimized by social media algorithms.

Algorithms have been shaking up the social world, and forcing companies all over the world to find different ways to market and keep up with them. One thing you need to compete with the algorithm is eye-popping and scroll-stopping content. How do you do that? Videos. It is no longer an option to have videos on your feed – it’s essential. If you don’t have a video production team or a video marketing strategy, you’re already behind the pack or curve – your choice.

According to Wyzowl:

94% of video marketers say video has helped increase user understanding of their product or service.

84% of marketers say video has helped them increase traffic to their website.

81% of marketers say video has helped them generate leads.

80% of marketers say video has increased dwell time on their website.

41% of marketers say that video has helped them reduce support calls.

While all forms of video marketing are important. It’s especially important when it comes to Instagram and Facebook, due to algorithms.

Instagram’s algorithm is all about engagement and visual content. Instagram videos allow auto plays in your feed for followers, making them stop and spend longer on your post in order to view the video. While Instagram doesn’t admit that video makes your post higher on the algorithm, the latest growth of Instagram TV (IGTV)  proves they are pushing video production. If you have yet to learn what IGTV is, it’s the latest Instagram feature and app for sharing and viewing video. It’s similar to Instagram Stories, but you are able to upload longer videos and they do not vanish.Think YouTube, but on Instagram’s app.

That means Instagram stories and IGTV are just as important. The more engagement you have total, the more likely your followers are to see your post, because the algorithm pushes it to the top of your feed. Creating interesting Instagram stories increases followers to engage with you more, and IGTV allows them to stay connected through longer video. Instagram Live generates notifications to followers, placing yourself automatically to the top of your followers’ stories feed. All are needed in order to have a successful video marketing plan for social media.

Engagement is also measured by “saved” posts, as well as the number of direct messages sent (who knew!?).  If you have a compelling video, it’s more likely that people will save it or send DM’s to their friends so they can see it. All of these make a difference on your algorithm.

Of 51 percent of marketers who have used Instagram video, 88 percent found it to be an effective strategy. Much of this has to do with the algorithm.

When it comes to Facebook content, video is the most important form. Videos receive 59% more engagement than other posts, according to BuzzSumo, and outperform photo posts by 73%. The studied showed that 70% of your Facebook content should be videos! Just like Instagram, comments, reactions and shares are all important. To sum it up, your posts are rarely seen on Facebook if they aren’t video!

To recap, engagement is key for the algorithm, and engagement is highest through video content. Video is paving the way for social media, and without it, you’re off the path. Whether it’s an event, how-to, or promotional video, Soliman Productions is here to help you, give us a call to discuss how to get your post in front of your target audience.

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