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. Sohow do you get decision makers to pay attention to your brand start apoudcast and invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BTAB growthshow a pottast dedicated to helping bee to be executives, achiev explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show all right. We are here today at the BEATO BE Marketing Forum in Boston and I'm here to day with Jason Shaw. He is thechief video officer at Annamoto Jason, how you doing it act good. I'm really excited to chat with U J andwe were talking right before we hit record, obviously about video. You guys are are buried inin the video space. You live and...

...breathe this stuff every day and wewere talking about just different different things that you're seeingyour customery success with different questions are having, and I want tostart by addressing kind of the y behind video,because I I think a lot of the folks listening to this, get why videoisimportant, but from someone from your perspective, you're, you're, living andbreathing this stuff every day you probably, I would imagine, Mabe aprospect asking the y question. Why do we need to start investing more invideo? I on spend a lot of time here. 'CAUSE, like I said, I think people getit 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 a Bazilian stats out there, but at thispoint it's just almost kind of commonly accepted that video is affect video,tar and, and really it just comes down to one kind of simple Kando. I think Ithink Kanofacrit is videos just the...

...most compelling and effective way tocommunicate and there's just you know, study and stat. After statabout know,when you use video, it just performs that much better and it's really justbecause that's how consumers prefer to consume contact. So if you're meetingthe Mans of you know your audience and if they want things in in video form,then you know you're going to be doing better. So really it it's most peoplekind of get the Y. In fact, I think there's never been a bigger disparitybetween something where they know something is important, but the leveland anxiety and challenge they have to get started. A are kind of like there's,never been kindof like a whiter gof desperity be etween that so reallythat's Kindof like the gap, but um I've been focused on as how do we reducethat level of anxiety and increase that level of confidence if y ll, so itdoesn't feel like this big scary. You know forn thing, it say something that,and it really is something that is probably more familiar to people thanthey think it's not this whole new type...

...of markthing that they have to learnreally is, but what I've been trying to hell. Folks is it's not a whole video's,not a whole separate typeomarketing, it's a way to amplify your existingmarcuing, and so I think, that's really been kind of where people Um have beenresonating. With with what we' e talking about is that connective tissuebetween? I know ha it's important and I see everyone else doing it, but how doI just kindo get a star Irn Yeaho? What are some specific types of videocontent just to give people some tangible examples of how they can jump?Ind Ind get started particularly types that S as we were talking outflyng Yesaid a lot of people think they need to go hire fancy agency, but you reallydon't so talk to us about what what are some types of video content, thatpeople can jump in and get started with without having to go and spend a Tom anagency so where a lot of people are in their company is, is they haven'treally started using vidioat? They know they need to. They don't have like anextra hundred thousand orgment ten thousand dollars lying around to godecently, and so they have to fit. But...

...they know Titos Imorant, they want touse they now often times they're, trying to figure how to prove it intheir department or tough, their CEO or whatever, and so they have to figureout where to start some of the common kind of, I guess, anxieties orchallenges that people talk about is like I'm, not creative, you know, I'mnot a story Telle, I don't my my brand or my service or to I's. not this likeemotional thing, where, like I can produce same video that produces you,know, tears and or so, where do I I get started, and so what I often try totell peoples. I say I can of invite them to just sit back and think aboutwhat already works for you and your company. What message works, what whatspecific pieces of content work? What images or video clips that you ar mighthave on your linked in Er facebook or your webpage, your website, whattaglines? What tors? What are things that already work and start there andonce and once you kind of say that you kind of start putting people in a placeof familiarity and comfort, and then we...

...say well, video can really be appliedand all those different wiays or even all the channels that you're alreadyfinding successwith. So you G, you have success with Um, social or with email,orled, nerture or with you know, paid search, R, whatever or with hoir sales.fors video can be used in all those channels. So the message to allallthese folksis start with what already works for you, because at the end ofthe day, you need to make sure delevring content that resinates byyour audience, and you already have tons of the CONTOM that resinate sostart there. So specifically, I think a great place, I've seen more and more is people basically trurning to theirtheir content, marketing, which is often captured in their block, andwhat's awesome about your block content? Is You have empirical Da Ayou havequantitaative data to see which kind of pieces of content are most popularly,so folks are literally taking their block posts and, depending on theirlength, you know they'll either take the highlights of that block post. Youknow top five tips or whatever and...

...putting that into a video or if it's alonger piece kind of crating more like a almost like a preview of that youknow of that piece of content, so they can put that out on social and peoplecan accoun link to that blaand. What's great about that is t you know a lot ofit is mostly just text, but you can put some you know. Maybe some stock photor,I ideos behind it. You could put some Yo know a photo of your office behindit, but it doesn't need anything kind of fancy in terms of it doesn't non tobe the content marketer. Listening to this, they don't need to be behind thevideo exactly so it's. This is kind of a great way that a lot of folks canjust get started with video really quickly produce something that is apiece of content that they can have. High confidence is going to resonatewith their audience so than they can do on their own. That doesn't require alot of you know: Red Taper. you know lion on Ti the other he can get on thesocial and start proving that the stuff works and then from there kind ofsnowballs, and once you start doing or first throth videos, people'sconfidence just starts to go way up and the ideas tost start kind of you knowsnoboe from there n, and they can use a...

...tool like in a moto to take that blockhunt, don't easily turn it into a video that doesn't need to have themin it, yeah exactly yeah, so t at yeah animohat's. What we specially is justanyone can kind of create professonal, looking videos that can stand out onsorcial media, but you can use you can just us you're Goin, to have text andsome logos and you can take them Stockimin, just put it Ben. You don'tneed anything, you don't need any professional eing experience ofprofessional bideography is as far as distribution Jason were. We weretalking offline about facebook and how you've seen a lot of your customersusing facebook to distribute videos. Do you have any thoughts around arounddistribution, best ways to distribute it m? Is I or is it just? You know kindof the traditional email social like? What are your thoughts on it? It's it'skind of like the wild rest right now, like social is really still I mean it'svery powerful now, but it's still kind...

...of this emerging opportunity, sofacebooks, probably leading the way in terms of all the ways that you canhyperhart. You know microtarget folks and I like to say, with everythinggoing on a Oll like just remember, you know, with chargeting with great power.Comes s great responsibility like don't go changing countries elections but but yeah. It's amazing how howprecisely you can target folks and sofacebook an Inseram II. I nature kindof Bei on my facebock, but also linked in supply. Those three are kind of onthe cutting head right now of your ability to to target books, and why notimportant is because, at the end day, you want to make sure that you'reputting your contet in front of the people who are going to resonate mostwith it instead of what we kind call post and pray or you just kind of putsomething ut there and hope someone you know finds it, and so you can get prutyspecific Um with who you want to see the content and if especially, ifyou're starting to spend you know money to promote your content, which a lot ofcompanies are.

You want to make sure that you're doingit in the most cost effective way possible. So I've seen th a lot of thevideos that I'm seeing in my linton feed and- and I guess my face wouldfeet as well. I'm noticing that videos that have captions, particularly ifthere, if there is a person behind the camera Yeahak, maybe it's a whiteboardvideo ever at least for me personally. I know that I'm drawn to the video thatI can read without having the tap the video to to play hen yeah. Are you guysseeing the same yeah so we're? So? Basically we talk about a handful ofthings as best practices these days. So I think tha, the Meta tren right is m.More and more people are consuming contest, especially video CONTA,Omobile ymost of the time. That's a sound off experiencemhm. So that's notso you can't have people in your video you kn w. it's always good to have ahuman being that people feel like they can relate you in your video, but therehas to be captons or or if you're, not using capitains use h. If you don'thave people, you know, make sure...

...there's Tex and he idea that's kind ofsupporting whatever it is that you're, showing so yet kind of designing forthe it's something like ninety somehing percent of video connois consumed onOmal, right, iself, Isas, really just thinking about how? What is that vewingexperience? IOSO, I think designing for sound off is important. Another one iswe talk about using square video instead of Landscape Square takes upseventy eight percent more real estate, and just because of that, there's allsorts of t kindof stats about how much better square radios perform we'llprobably get to landscape in the next year too, but that's a little bit moreDan. So but square videos are pretty easy to make these days Um and thethird thing that we talk a lot about is um this notion of a save the best for first, so it's kind of rewiring. Our traditionalmindset of how we write stuff you know is where we kind of build an ark andtell a story and save the best forlast, but wit almine video. I mean it's kind ofintoitive right. It's it's. Your...

...viewership starts at unercent and youcan kinof safely assume it's only going to go down fro there. So this is notlike a movie going audience that you know is going to be there and Theiseets at the end of the movie, and you can say the Bet Telass, you kind of Hae. You have to start with the baspes Rit wher, whether it's your best image,your best message, our your R, your CTA, whatever it is that you feel is mostimportant and it's kind of sick to so maybe like by the end of your video,you'reing Ha half your audience, yeah just kind of thinking aboutbout.You know, like think about great recipe: Videos Wa a they start with Kindo likethe the money shot at the end, with like the final cake or whatever, andthen they go in to how to make it. So that's kind of like the mentalitythat you kneed go to start save the best Fri. You know me being acopywriter knowing that the subject line of theemail matters yeah, the in my lincen status, up dates Han I'vebeen writing. I put a lot of attention into the first sentence of that updateif sodame similar same idea, her...

...totally ha against Yo. You have to beable to caltivate their attention in the beginning so that they hopefullystick around yeh throughout the entire thing Jason. This has been fantastic.If somebody listening to this wants to stay connected with you, they want tolearn more about Anamodo. What's the best way for them to go BA o H. Well,anyone can follow me on twitter or Chipi Mounfeter, I'm at Jason,underscore Shal, which is Bild hs Io Nemail me, Jason, Animoto, tcom, O oo,Jus Tons, O grat content on o r on our blog and our social for Animoto, butyeah I'm happy to chawit. Anyone provides them all about trying topreach video and get people using videolo Ei Tanksci to ensure that you never miss anepisode of the B to B grow show subscribe to the show in Itunes or yourfavorite podcast player. This garantees that every episode will get delivereddirectly to your device. If you'd like to connect with be to be executivesfrom all over the world, make sure to...

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