551: How to Distribute Video to Maximize Reach w/ Jason Hsiao

ABOUT THIS EPISODE

In this episode we talk to Jason Hsiao, Chief Video Officer at Animoto.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the BAB growth show,a podcast dedicated to helping be to be executives achieve explosive growth. Whether you'relooking for techniques and strategies or tools and resources, you've come to the rightplace. I'm James Carberry and I'm Jonathan Green. Let's get into the show. All right. We are here today at the B Tob Marketing Forum inBoston and I'm here today with Jason Shall. He is the chief video officer atAnamoto. Jason, how you doing today? Good. I'm really excitedto chat with you, Jason. We were talking right before we hit record, obviously about video. You guys are buried in the video space. Youlive and breathe this stuff every day,...

...and we were talking about just different, different things that you're seeing your customers you success with, different questions arehaving, and I want to start by addressing kind of the why behind video, because I think a lot of the folks listening to this get why videosimportant, but from someone from your perspective, you're living and breathing this stuff everyday, a you probably, I would imagine, maybe a prospects askingthe why question. Why do we need to start investing more in video?I won't spend a lot of time here because, like I said, Ithink people get it. Yep, for the most part. But how doyou explain why video is so important today? Well, I think, actually thinkmost folks at this point. I mean there are bazilion stats out there, but at this point it's just almost kind of commonly accepted that video iseffect, videos have and and really it just comes down to one kind ofsimple kind of I think. I think...

...kind of factors is video is justthe most compelling and effective way to communicate. And there's just, you know,study and stat after stat about you know, when you use video itjust performs that much better, and it's really just because that's how consumers preferto consume content. So if you're meeting the man's of you know your audience, and if they want things and in video form, then you're going tobe doing better. So really it's most people kind of get the why.In fact, I think there's never been a bigger disparity between something where theyknow something is important but the level and anxiety and challenge they have to getstarted are kind of like there's never been kind of like a wider kind ofdisparity between that. So really that's kind of like the gap that I've beenfocused on is how do we reduce that level of anxiety and increase that levelof confidence of people so it doesn't feel like those big scary, you know, foreign thing. It's just something that and it really is something that isprobably more murder of people then they think. It's not this whole new type ofmarketing that they have to learn.

It really is. But what I'vebeen trying to tell focus is it's not a whole. Video is not awhole separate type of marketing. It's a way to amplify your existing marketing.Yeah, and so I think that's really been kind of where people have beenresonating with, with what we've been talking about, is that connective tissue betweenI know it's important and I see everyone else doing it, but how doI just kind of get started and starting? Yeah, so what are some specifictypes of video content, just to give people some tangible examples of howthey can jump in and get started, particularly types that you is as wewere talking offline, you said a lot of people think they need to goat higher a fancy agency, but you really don't. So talk to usabout what? What are some types of video content that people can jump inand get started with without having to go and spend a time? Yeah,an agency. So where a lot of people are in their company is theyhaven't really started using video that they know they need to. They don't havelike an extra hundred thousand or emen tenzero lying around to go do something,and so they have to fit. But...

...they know videos important. They wantto use video. You know, oftentimes they're trying to figure how to proveit in their department or Turu their CEO or whatever, and so they haveto figure out where to start. Some of the common kind of, Iguess, anxieties or challenges that people talk about is like, I'm not creative. I you know, I'm not a storyteller, I don't my brand ormy service or tool is not this like emotional thing where like I can producesome video that produces, you know, tears and yeah, or so wheredo I I get started. And so what I often try to tell people, as I say, I kind of invite them to just sit back andthink about what already works for you and your company. What message works?What what specific pieces of content work? What images or video clips that youalready might have on your linked in or facebook or your home, your webpage, your website? What taglines, what keyors? What are things thatalready work? And start there and once and once you kind of say that, you kind of start putting people in a place of familiarity and comfort andthen we say, well, video can...

...can really be applied in all thosedifferent ways or even all the channels that you're already finding success with. Soyou got if you have success with social or with email or with lead nurtureor with, you know, paid search or in whatever, or with yoursales force, video can be used in all those channels. So the messageto a lot of these folkses start with what already works for you because atthe end of the day, you need to make sure you're delivering content thatresonates with your audience and you already have tons of content that resonates. Sostart there. Yeah. So, specifically, I think a great place I've seenmore and more is people basically turning to their their content marketing, whichis often captured in their block and what's awesome about your block content is youhave empirical data, you have quantitative data to see which kind of pieces ofcontent are most popular. So folks are literally taking their blog post and,depending on their length, you know, they'll either take the highlights of thatblog post, you know, top five...

...tips for whatever, and putting thatinto a video or, if it's a longer piece, kind of creating moreof like a almost like a preview of that, you know, of thatpiece of content, so they can put that out on social and people cankind of link to that blog. And what's great about that is it's,you know, a lot of it. It's mostly just text, but youcan put some you know, maybe some stock photo or stock videos behind it. You could put some you know, a photo of your office behind it, but it doesn't need anything kind of fancy in terms of there's man bethe content marketer listening to this. They don't need to be behind the videoexactly. Yeah, so it's this is kind of a great way that alot of folks can just get started with video really quickly produce something that isa piece of content that they can have high confidence is going to resonate withtheir audience. So then they can do on their own. That's doesn't requirea lot of you know, red tape or you know my infamoucygether. Theycan get on with social and start proving that the stuff works and then fromtheir kind of snowballs and once you start doing your first few videos, people'sconfidence just starts to go way up and the idea is just start kind of, you know, snowball from there and...

...they can use a tool like ina moto to take that blog content, yeah, easily turn it into avideo that doesn't need to have them in it. Yeah, exactly. Yeah, so what that? Yeah, Animodo. That's what we specially is just anyonecan kind of create professional looking videos that can stand out on social media. But you can use you can just use you're can have text and somelogos and you can take them stock and just put it on. Don't needanything. You don't need any professional editing experience, of professional videography experience.Is Far as distribution, Jason, we're talking offline about facebook and how you'veseen a lot of your customers using facebook to distribute videos are do you haveany thoughts around around distribution, best ways to distribute it? Is it oris it just, you know, kind of the traditional email social like whatare your thoughts on? Well, it's it's kind of like the wild restright now, like social is really still I mean it's very powerful now,but it's still kind of this emerging opportunity.

So facebook's probably leading the way interms of all the ways that you can hyper Tart, you know,but micro target folks. And I like to say, with everything going on, a role like just remember, you know, with targeting. With greatpower comes great responsibility, like don't go changing countries elections, BET UH.But yeah, it's amazing how precisely you can target folks. And to facebookand Instagram, I by nature of kind of being known by facebook but alsolinked in soup probaly. Those three are kind of on the cutting Ed rightnow of your ability to to target books. And why that's important is because,at the end of day, you want to make sure that you're puttingyour content in front of the people who are going to resonate most with it, instead of what we kind of call post and pray or you just kindof put something out there and hope someone you know finds it. So youcan get pretty specific with who you want to see the content and if,especially if you're starting to spend, you know, money to promote your content, which a lot of companies are,...

...you want to make sure that you'redoing in the most cost effective way possible. So I've seen the a lot ofthe videos that I'm seeing in my linkedin feed and and I guess myfacebook feed as well. I'm noticing that videos that have captions, particularly ifthey're if there is a person behind the camera, yeah, talking and maybeit's whiteboard video whatever. At least for me personally, I know that I'mdrawn to the video that I can read without having the tapped the video toplay down. Yeah, are you guys seeing the same? Yeah, sowe're. So basically, we talked about a handful of things as best practicesthese days. So I think the Meta trend right, as more and morepeople are consuming content, especially video content, on mobile right and most of thetime that's a sound off experience. So that's not so you can't havepeople in your video. You know, it's always great to have human beingthat people feel like they can relate to in your video. But it hasto be captions or, if you're not using captains, use if you don'thave people, you know, make sure...

...there's text and your video that's kindof supporting whatever it is that you're showing. So yeah, kind of designing forthe it's something like ninety some percent of video content is consumed on normalright, so just what's really just thinking about how what is that doing experienceon mobile? So I think designing for soundoff is important. Another one iswe talked about using square video instead of landscape. Okay, the square takesup seventy eight percent more real estate and just because of that there's all sortsof kind of stats about how much better square videos perform. Will probably getto landscape in the next year to but that's a little bit more advanced.So but square videos are pretty easy to make these days. Okay, andthe third thing that we talk a lot about is this notion of save thebest for first. So it's kind of rewiring our traditional mindset of how wewrite stuff, you know, as where we kind of build an arc andtell a story and save the best for last. But with online video.I mean it's kind of intuitive, right. It's your viewership starts at hundred percentand you can kind of safely assume...

...it's only going to go down fromthere. So this is not like a moviegoing audience that you know is goingto be there in their seats at the end of the movie and you cansay the best blast. You kind of have you have to start with thebest birds. But whether it's your best image or best message or your CTA, whatever it is that you feel as most important, and it's kind ofsafe to assue maybe like by the end of your video you're on to havehalf your audience. Yeah, but yeah, so just kind of thinking about about, you know, like I think about great recipe videos, it's alsothey start with kind of like the money shot at the end, with likethe final cake or whatever, and then then go in to how to makeit. So that's kind of like the mentality that you need. How tostart to save the best refer you know, me being a copywriter, you knowingthat the subdecline of the email elt matters. Yeah, the you know, in my linkedin status updates that I've been writing, I put a lotof attention into the first sentence of that update. Yeah, so same similarto say might be a here totally.

That gets you. You have tobe able to captivate their attention in the beginning so that they hopefully stick around. Yeah, throughout the entire thing. Jason, this has been fantastic.If somebody listening to this wants to stay connect you with you that want tolearn more about an Amodo, what's the best way for them to go aboutdoing that? Well, anyone can follow me on twitter or chat with Monon twitter. I am at Jason Underscore show, which is felled hus io. You can email me and Jason Animodocom or we have just tons of greatcontent on our on our blog and our social for Animoto. But yeah,I'm happy to chat with anyone because I just them all about trying to preachvideo and get people using video. Awesome. Thanks. Thanks. To ensure thatyou never miss an episode of the B to be growth show, subscribeto the show in Itunes or your favorite podcast player. This guarantees that everyepisode will get delivered directly to your device. If you'd like to connect with Btob executives from all over the world, make sure to join our private facebookcommunity. There are some incredible conversations...

...happening inside this group. To Join, visit be toob growth showcom FB. Thank you so much for listening.Until next done.

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