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Index
Cover
Title Page
Copyright
Contents
List of figures
List of tables
List of abbreviations
About the author
Preface
Acknowledgements
SECTION ONE Video marketing strategy: an introduction
01 What is video marketing?
The content soup
How to get the most from this book
References
02 The growth of video marketing
Landmarks in the development of video marketing
Tomorrow’s world
Summary
References
Further reading
03 Why video marketing works
The System 1 mind: emotional video, marketing and consumer behaviour
Driving System 1 emotions with mobile video
Conclusion to System 1 and emotive marketing
The System 2 mind: logical discussions and mobile video
Summary
References
Further reading
04 Video types and approaches
Thinking like a publisher
‘Always-on’ marketing
Hero films
Growing engagement with Hub content
Attracting attention and building an audience with Help content
Driving conversions with Action content
Summary
References
05 Which online video platforms (OVPs) should brands use?
Fixed vs fluid
Short-form vs multi-form
Social vs owned
Owned OVPs
Social OVPs
Short-form video
Live video platforms
Summary
References
06 Conclusion to Section 1
Reference
SECTION TWO Creating great videos
07 Creating great videos: an introduction
References
08 The basics of video marketing
Summary
Reference
09 The magic formula for great video: an introduction
10 The magic formula: planning effective video campaigns
The magic formula: planning
The planning journey
The journey of planning: where are you headed?
The journey of planning: how are you going to get there?
How to change behaviour in your audience
Summary
References
11 The magic formula: storytelling and creative that changes behaviour
The magic formula: story
A structure for brand films: EFG
Practical steps to building you EFG structure
Three-act structure: an alternative to EFG
Visual storytelling/getting better creative
Summary
References
Further reading
12 The magic formula: activation, measurement and testing
The magic formula: activation
Optimize
Media types: owned, paid, earned and viral
Summary
References
Further reading
13 The dark underbelly of video advertising: how to avoid losing money
Poor viewability
Brand safety
Fake view
Ad fraud
References
Further reading
SECTION THREE DIY video projects
14 DIY video: an introduction
15 DIY video: filming on a smartphone
Sound recording on your phone
Keeping it still
Shed some light on the matter
Using your smart phone’s controls
16 DIY video: filming on DSLRs
Co: Colour
F: Focus
F: Framing
E: Exposure
S: Sound
17 DIY video: advanced tips
Release forms
Listen with your eyes
Shot sizes
Record wild track
My name is …
Ears open
In and out
Get help
Don’t be too practised
B-roll
Master the key light
Relax
18 DIY video: editing your work
Extra tips on editing
SECTION FOUR Creating effective video campaigns
19 Multi-video campaigns: an introduction
Thinking like a publisher
Six steps to an effective video campaign
Reference
20 Steps 1 and 2: where your brand content is now and setting goals
Where are you now? Video content audits
Where are you going?
References
21 Step 3: content planning and programming strategy
Content pyramid
Programming
References
22 Step 4: building the perfect content hub
Interactivity on video content hubs
Structuring your video content hub
23 Step 5: creating high-volume video content – and making it easy
Do you need it and when do you need it?
Building your internal team
Outsourcing your video and strategy
Summary
References
24 Step 6: multi-video campaign activation and testing (how to grow ROI)
Pre-launch prep
Launch day
Post-launch: the four Rs – Review, Renew, Refresh, Reiterate
Summary
References
Further reading
25 Adding live video to your campaign
1. Building a live audience: before broadcast
2. Building a live audience: during broadcast
3. Moderating live content
4. Building a live audience: after broadcast
Live-streamed video examples
Summary
References
26 Multi-video campaigns: a summary
The closing curtain
Index
Backcover
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