Video is taking over the internet, but it’s not as simple as pointing, shooting, and uploading. In this presentation, learn video marketing strategies that will help retailers connect with customers, increase brand awareness, and sell products.

1. VIDEOMARKETING
&TIPSFORMAKING
ITGREAT

2. MIKE DUNCANCEO / CREATIVE DIRECTOR
MDUNCAN@SAGEISLAND.COM

3. FACTSABOUT
VIDEOS

4. Facts AboutVideo
» Website visitors are 64% more likely to buy a product
online after watching a video
» Video is most effective way to demonstrate a product and
show its benefits
» Google displays a mix of search results, including videos.
Less competition for videos means you have a better
chance of being first
» Video is more likely to be shared
» Videos are more user friendly—it’s easier to watch
something than to read something

5. Products Feature Videos
Showcase product and features.
Demonstrate how a product works, showing it in action
and from all angles.
More effective than text description or static photos.
Keep them short and put them directly on product landing
pages.
HOW TO:
Keep video simple and focused on the product. Show
product from all angles, and include a CTA, such as link to
product or website, at the end of the video and in the
description. Place on landing page beside product.

6. PRODUCT
VIDEOS
https://www.youtube.com/watch?v=cQpoIaV0XM8

7. Instructional videos
Instructional videos.
Teach or instruct customers about how to use a product,
install something, etc.
Helpful, add value to your website, and build trust in your
company as an expert.
HOW TO:
Walk customers step-by-step through the assembly
process. Narrate clearly as you go. End with someone riding
the skateboard so viewers can see it in action.

8. INSTRUTIONAL
VIDEOS
https://www.youtube.com/watch?v=b8emH-PfZcE

9. Contests & user generated content
Have customers submit videos in a contest and ask other
customers to judge which video is best. Winner gets a
prize.
Increases engagement and generates user content you
can repurpose later.
HOW TO:
Ask customers to film their best tricks on the skateboard, to
post video reviews of skateboard, or to share unboxing
videos. Reward the best video with a gift card.

10. USERGENERATED
VIDEOS
4M Views
https://www.youtube.com/watch?v=vYyUb_MI7to

11. UnboxingVideos
Carefully removing a product from its packaging, showing
each element to the camera. Very popular among
consumers.
Great to include on new products, either filmed by staff or
by customers. Great way to build hype for products that
are coming soon or in high demand.
HOW TO:
Film staff member unboxing, show off extra goodies
(stickers, freebies), highlight cool packaging and boxes.

12. UNBOXING
VIDEOS
https://www.youtube.com/watch?v=1zLsXgDnqEk

13. Torture Tests
If a product is described as durable, try to destroy it on
camera.
HOW TO:
Try to destroy it in increasingly dramatic ways. Stomp it,
drop it off a building, drive over it with a car, etc.

14. TORTURE
VIDEOS
https://www.youtube.com/watch?v=Pe9_X3CdYzw

15. Interactive Videos on the Rise
Videos that include embedded forms, questionnaires,
surveys, and choose-you-own adventure style to boost
engagement and convert more sales.
More engaging, and people spend more time watching
them.
HOW TO:
Show different styles or products in a series and ask
viewers to vote on which one they like best.

16. INTERACTIVE
VIDEOS
https://www.youtube.com/watch?v=MfPwaa8NGYs

17. Live Video on the Rise
No editing required! Use Facebook Live, Periscope or
Snapchat to air live videos.
Great for events, special promotions, or product debuts.
More engaging, and people spend more time watching
them.
HOW TO:
Broadcast your staff filling orders, show off the new
skateboard, ask viewers to comment on new boards or ask
question and answer them in real time.

18. LIVE
VIDEOS
https://www.youtube.com/watch?v=2OqhE3L37l8

19. LIVE
VIDEOS

20. BrandVideo
Lifestyle brand culture, great for brand awareness.
HOW TO:
If a retailer, film your store, behind-the-scenes footage, staff
and customers. Include info about the store and what
makes you unique. Get people excited about shopping
there. Interview owner of store and talk about mission and
goals. Similar to a long form commercial or mini-
documentary.

21. BRAND
VIDEOS
https://www.youtube.com/watch?v=8tYkUsOxl_I&feature=youtu.be

22. LIVE
VIDEOS
https://www.youtube.com/watch?v=7lVBURtlNG0

23. Video Blogs
Short that are filmed & posted regularly and are focused
on one topic—similar to written blog posts
HOW TO:
Film a video of staff or community members using
skateboard in a variety of places. Create short snippets from
longer videos and post them as stand-alone entries. Keeps
content fresh, multi-media, and bite-sized.

24. BLOGS
VIDEOS
https://www.youtube.com/watch?v=1t1aFGSYsio

25. Webisodes,or Web Series
Viewers keep tuning in for the next episode.
Tells a story about a lifestyle that encompasses brand or
products.
HOW TO:
Create an ongoing story and film it in installments. Ideas
could include someone learning to skateboard or learning a
new trick, or a road trip to visit different skate parks.

26. WEBISODES
VIDEOS
https://www.youtube.com/watch?v=9P5KL6uYE1Q&list=PLnuf8iyXggLGUVFr60wJ3g_xl0_R3CFtj

27. SHOOTINGAGREAT VIDEO
NINEVIDEOTIPS!

28. Tip 1
Optimal video length?
It Depends. Shorter videos produce more engaged
audiences overall.
Tutorials/demos 45-90 seconds
Commercials 15-59 seconds
Crowdfunding videos 2.5 minutes
Testimonials 60-119 seconds

29. Tip 2
Command attention from the start.
Attention declines rapidly the longer the video length. Grab
their attention from the start and keep the conversation fast
paced to hold interest.

30. Tip 3
Video location is key.
Where you record your video can effect your audience’s
interest. Don’t record in empty rooms where echoing
occurs. Stay away from backlight or window background
that make your appearance look dark and unclear.

31. Tip 4
Show people not just products.
Product explanations are important, but don’t always make
the most compelling stories. Personal video recordings
from the owner of the company, staff members and
customers puts a human face to your company.

32. Tip 5
Never Fade to Black.
Don’t end your video with a blank screen. Provide a call to
action pointing to another related video or contact
information to learn more. Unless it’s Metallica.

33. Tip 6
Optimize video titles uniquely per platform.
Make video titles descriptive, straightforward, and using
relevant keywords to strengthen SEO (i.e. LinkedIn) versus
making titles enticing, fun, and viral (i.e. YouTube).

34. Tip 7
Promote on relevant platforms.
Twitter: Include shortened URL to video and and
encourage employees to share on personal accounts.
Facebook: Upload video and encourage employees to
share on personal accounts.
LinkedIn: Include link in post and encourage employees to
share on personal accounts.
Blog: Embed video into blog and respond to any
comments.

35. Tip 8
Look into advertising opportunities, especially Facebook.
Facebook newsfeed algorithm places enormous amount of
weight on videos. Uploading a video and promoting it
allows you target an audience that is most relevant and
profitable to you. This includes gender, age, geographic
location, interests, and behaviors.

36. Tip 9
Analyze your audience
Don’t settle for empty metrics such as number of views.
Pay attention to who is watching your videos. Look at
gender, age range and where views are coming from.
Check duration of views, repeat views and drop-off rates.

38. MIKE DUNCANCEO / CREATIVE DIRECTOR
MDUNCAN@SAGEISLAND.COM