VIDEO:

THE GREAT BRAND EQUALIZER

Justin Allen Head of Production & Video Strategy Ragan Consulting Group justin.allen@raganconsulting.com @Allen_Justin

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74% of all online traffic is video

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500,000,000 people watch videos online every day

the practice of attracting the RIGHT audience with the RIGHT content

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audience acquisition:

audience acquisition: do this correctly and you have a LOYAL and ENGAGED audience—no matter your size.

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LET’S TALK ABOUT A #CONTENT SUCCESS STORY

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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

MILLION YT VIEWS SINCE 2012

25

COST TO PRODUCE FIRST VIDEO

$4K

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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

LAUNCHED A LIFESTYLE CONTENT BRAND

SMALL CONTENT TEAM PRODUCING DAILY CONTENT

621,000 MONTHLY PAGE VIEWS

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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

3.3 MILLION FACEBOOK FANS

TARGETED SOCIAL AD SPEND & CONSISTENT VOICE IN ALL POSTS

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LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

SOLD FOR $1 BILLION

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“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”

LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

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“He could start by undercutting the big competitors on razors, and then build out something that felt less like a shaving supply company and more like a full-scale men’s club -- a subscription-based grooming brand with personality, that men actually identify with.”

LET’S TALK ABOUT A #CONTENT SUCCESS STORYDOLLAR SHAVE CLUB

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“Does your brand understand ME as a person?”

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BUT IT ALL STARTED WITH A

SILLY VIDEO THAT DID ALL THE SMALL

THINGS RIGHT

the right eyeballs > all the eyeballs

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audience acquisition:

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5 KEYS TO A LOYAL AUDIENCE

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55 KEYS TO AUDIENCE ACQUISITION

MONEYYour video has to cut through the

noise and show up in my feed.

To do that, you have to spend money.

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55 KEYS TO AUDIENCE ACQUISITION: MONEY

AWARENESS > REACH

DO I BUY REACH OR AWARENESS?

Reach: as many people see your video as possible.

Awareness: people remember your name after they see your video.

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55 KEYS TO AUDIENCE ACQUISITION: MONEY

ENGAGE FIRST.

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55 KEYS TO AUDIENCE ACQUISITION: MONEY

WOO AWAY FROM FACEBOOK SECOND.

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45 KEYS TO AUDIENCE ACQUISITION

PLATFORM EFFICIENCY

Each platform has “rules” for optimum results.

FOLLOW THEM.

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45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY

Good thumbnail; great SEO.

Timely + short. Very short.

Show me something cool.

Make me feel.

#1 RULES:

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45 KEYS TO AUDIENCE ACQUISITION: PLATFORM EFFICIENCY

ABOVE ALL

SOUND NOT REQUIRED

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35 KEYS TO AUDIENCE ACQUISITION

THE TEXT BETWEEN

Congrats! The first three seconds of your video grabbed me. But the

hard work is just beginning. Now it’s time to keep me. One easy way is by

writing a great headline/post text.

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35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!

MY EYE PATH:1. Your video. It’s interesting. Wait, what am

I watching? 2. Your headline/video title. Does it sound

interesting or did you trick me with a good first few seconds?

3. Any additional post text that might give me insight into whether or not I should un-mute and keep watching.

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35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!

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35 KEYS TO AUDIENCE ACQUISITION: HEADLINES!

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25 KEYS TO AUDIENCE ACQUISITION

GIVE ME ALL THE FEELS

Want me to keep coming back for more of your content?

Make me FEEL SOMETHING.

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25 KEYS TO AUDIENCE ACQUISITION: THE FEELS

Make me laugh, cry, stop and say “huh, that’s interesting,” — ANYTHING.

Otherwise, I have no connection to your content.

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15 KEYS TO AUDIENCE ACQUISITION

BE VALUABLEThe biggest thing your audience

needs to see in your content to keep coming back?

VALUE.

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15 KEYS TO AUDIENCE ACQUISITION

BE VALUABLE- Make my life easier

- Give me info I can’t live without

- Empower me to “be the change”

- Consistently surprise me in a good way

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THE COST OF YOUR FULL-SCALE #PIVOT TO VIDEO

“Publishers must acknowledge the pivot to video has failed, find out why, and set about to fix the reckless pivots so that publishers focus on good video. It should be original, clever, entertaining, and part of a balanced multimedia approach to digital journalism that includes well-written, well-reported stories, strong data and graphics, and good art.”

if your content is hard to find, access or consume on a mobile device, it will not be

consumed.

ONE FINAL note

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Q’s?Justin Allen Head of Production & Video Strategy Ragan Consulting Group justin.allen@raganconsulting.com @Allen_Justin