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're looking for techniques and strategies or tools and resources, you've come to the right place. 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 in Boston and I'm here today with Jason Shall. He is the chief video officer at Anamoto. Jason, how you doing today? Good. I'm really excited to chat with you, Jason. We were talking right before we hit record, obviously about video. You guys are buried in the video space. You live 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 are having, 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 videos important, but from someone from your perspective, you're living and breathing this stuff every day, a you probably, I would imagine, maybe a prospects asking the 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, I think people get it. Yep, for the most part. But how do you explain why video is so important today? Well, I think, actually think most 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 is effect, videos have and and really it just comes down to one kind of simple kind of I think. I think...

...kind of factors is video is just the 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 it just performs that much better, and it's really just because that's how consumers prefer to 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 to be 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 they know something is important but the level and anxiety and challenge they have to get started are kind of like there's never been kind of like a wider kind of disparity between that. So really that's kind of like the gap that I've been focused on is how do we reduce that level of anxiety and increase that level of 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 is probably more murder of people then they think. It's not this whole new type of marketing that they have to learn.

It really is. But what I've been trying to tell focus is it's not a whole. Video is not a whole 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 been resonating with, with what we've been talking about, is that connective tissue between I know it's important and I see everyone else doing it, but how do I just kind of get started and starting? Yeah, so what are some specific types of video content, just to give people some tangible examples of how they can jump in and get started, particularly types that you is as we were talking offline, you said a lot of people think they need to go at higher a fancy agency, but you really don't. So talk to us about what? What are some types of video content that people can jump in and 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 they haven't really started using video that they know they need to. They don't have like 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 want to use video. You know, oftentimes they're trying to figure how to prove it in their department or Turu their CEO or whatever, and so they have to figure out where to start. Some of the common kind of, I guess, 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 or my service or tool is not this like emotional thing where like I can produce some video that produces, you know, tears and yeah, or so where do 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 and think 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 you already might have on your linked in or facebook or your home, your web page, your website? What taglines, what keyors? What are things that already 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 and then we say, well, video can...

...can really be applied in all those different ways or even all the channels that you're already finding success with. So you got if you have success with social or with email or with lead nurture or with, you know, paid search or in whatever, or with your sales force, video can be used in all those channels. So the message to a lot of these folkses start with what already works for you because at the end of the day, you need to make sure you're delivering content that resonates with your audience and you already have tons of content that resonates. So start there. Yeah. So, specifically, I think a great place I've seen more and more is people basically turning to their their content marketing, which is often captured in their block and what's awesome about your block content is you have empirical data, you have quantitative data to see which kind of pieces of content 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 that blog post, you know, top five...

...tips for whatever, and putting that into a video or, if it's a longer piece, kind of creating more of like a almost like a preview of that, you know, of that piece of content, so they can put that out on social and people can kind 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 you can 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 be the content marketer listening to this. They don't need to be behind the video exactly. Yeah, so it's this is kind of a great way that a lot of folks can just get started with video really quickly produce something that is a piece of content that they can have high confidence is going to resonate with their audience. So then they can do on their own. That's doesn't require a lot of you know, red tape or you know my infamoucygether. They can get on with social and start proving that the stuff works and then from their kind of snowballs and once you start doing your first few videos, people's confidence 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 in a moto to take that blog content, yeah, easily turn it into a video that doesn't need to have them in it. Yeah, exactly. Yeah, so what that? Yeah, Animodo. That's what we specially is just anyone can 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 some logos and you can take them stock and just put it on. Don't need anything. 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've seen a lot of your customers using facebook to distribute videos are do you have any thoughts around around distribution, best ways to distribute it? Is it or is it just, you know, kind of the traditional email social like what are your thoughts on? Well, it's it's kind of like the wild rest right 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 in terms 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 great power 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 facebook and Instagram, I by nature of kind of being known by facebook but also linked in soup probaly. Those three are kind of on the cutting Ed right now 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 putting your 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 kind of put something out there and hope someone you know finds it. So you can 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're doing in the most cost effective way possible. So I've seen the a lot of the videos that I'm seeing in my linkedin feed and and I guess my facebook feed as well. I'm noticing that videos that have captions, particularly if they're if there is a person behind the camera, yeah, talking and maybe it's whiteboard video whatever. At least for me personally, I know that I'm drawn to the video that I can read without having the tapped the video to play down. Yeah, are you guys seeing the same? Yeah, so we're. So basically, we talked about a handful of things as best practices these days. So I think the Meta trend right, as more and more people are consuming content, especially video content, on mobile right and most of the time that's a sound off experience. So that's not so you can't have people in your video. You know, it's always great to have human being that people feel like they can relate to in your video. But it has to be captions or, if you're not using captains, use if you don't have people, you know, make sure...

...there's text and your video that's kind of supporting whatever it is that you're showing. So yeah, kind of designing for the it's something like ninety some percent of video content is consumed on normal right, so just what's really just thinking about how what is that doing experience on mobile? So I think designing for soundoff is important. Another one is we talked about using square video instead of landscape. Okay, the square takes up seventy eight percent more real estate and just because of that there's all sorts of kind of stats about how much better square videos perform. Will probably get to 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, and the third thing that we talk a lot about is this notion of save the best for first. So it's kind of rewiring our traditional mindset of how we write stuff, you know, as where we kind of build an arc and tell 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 percent and you can kind of safely assume...

...it's only going to go down from there. So this is not like a moviegoing audience that you know is going to be there in their seats at the end of the movie and you can say the best blast. You kind of have you have to start with the best 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 of safe to assue maybe like by the end of your video you're on to have half your audience. Yeah, but yeah, so just kind of thinking about about, you know, like I think about great recipe videos, it's also they start with kind of like the money shot at the end, with like the final cake or whatever, and then then go in to how to make it. So that's kind of like the mentality that you need. How to start to save the best refer you know, me being a copywriter, you knowing that the subdecline of the email elt matters. Yeah, the you know, in my linkedin status updates that I've been writing, I put a lot of attention into the first sentence of that update. Yeah, so same similar to say might be a here totally.

That gets you. You have to be 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 to learn more about an Amodo, what's the best way for them to go about doing that? Well, anyone can follow me on twitter or chat with Mon on 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 great content 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 preach video and get people using video. Awesome. Thanks. Thanks. To ensure that you never miss an episode of the B to be growth show, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. 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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