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Five Video Trends to Dump in 2019

Tucked too frequently in between good, informative online business videos are some real dogs, which prompted professional video producer Holly Paige to list five trends to ditch in the new year. Think boring talking heads and glitzy, distracting special effects.

Tucked too frequently in between good, informative online business videos are some real dogs, which prompted professional video producer Holly Paige to list five trends to ditch in the new year. Think boring talking heads and glitzy, distracting special effects.

As I review business videos on LinkedIn and other online portals, I see good, even great examples. I also see videos and trends that need to be kicked to the curb.

Here’s my list of five business-related video trends we need to wave goodbye to in 2019:

Lose the one-take wonders

Those stream-of-consciousness monologues that otherwise smart people launch into as soon as they hit the Record button on their smartphones. No. Just no. You’re not witty. You haven’t figured out what you want to say. And your audience doesn’t have time to wait for you to get to the point. Before you hit the Record button, practice, practice, practice. And practice some more.

Ditch the long-talking head video

Have you ever watched someone try to speak directly into a camera and not make a mistake? 

Unless you’re using a teleprompter, it’s pretty difficult to do. Yet I’ve seen many LinkedIn videos that consist solely of a person speaking extemporaneously into a camera for as long as five minutes in one uninterrupted take. Length is not your friend when it comes to producing a talking head video. Make it easy on yourself and your audience by creating shorter videos focused on specific topics. It’s easier on you, the presenter and your audience. Here’s a great example of an easy-to-produce, effective and short (57-second) video by leadership coach Simon Sinek.

Don’t put up with bad audio

Most people will ignore shaky video, but they’ll always notice poor audio. Investing in a wireless microphone is an easy, inexpensive fix. Your audience will thank you.

Gimmicks, begone

Just because you can, doesn’t mean you should. Video is a creative medium, so it’s not surprising that businesses are tempted to push the limits when it comes to developing a creative approach for video content.

However, instead of embracing the latest visual effect, ask yourself: Is the creative direction I’m considering for my video in line with the goals I’m trying to achieve by producing the video? Or, do I want to try something edgy and cool just because I can? With so much online business video available, often the best strategy is to produce content that communicates a clear message in a memorable way.

Resist the urge to follow the video herd

I know this sounds odd coming from a video professional like me. But If you’re not ready to commit to producing video content, don’t do it. There are lots of reasons why businesses don’t use video, and that’s okay. The video medium has been around for decades, and it will still be there if and when you decide to take the plunge.

May the business video content you produce in 2019 be informative and engaging – and help you achieve your goals.

Holly Paige Photo.jpg

About the author:

Holly Paige is a story consultant and video content creator based in Portland, Oregon. She uses the power of storytelling to consult with businesses and organizations that want to tell their stories and tell them right. Visit: www.digitalwave.tv; and www.waveonegroup.com

 

Which Online Video App is Right for You?

Instagram introduces a new long-form video-sharing platform that underlines the importance of video content in marketing, public affairs and political campaigns.

Instagram introduces a new long-form video-sharing platform that underlines the importance of video content in marketing, public affairs and political campaigns.

Instagram, the popular photo sharing app, stepped up its game in a big way last week by launching IGTV, a mobile video app for iOS and Android. IGTV allows users to shoot vertical video on their smartphones, and upload an hour’s worth of video, up from its previous one-minute limit. IGTV is accessible from a button inside the Instagram home screen, as well as a standalone app. Users can create their own content, and access popular videos from Instagram celebrities.

By declaring “Game On!” to online video rival YouTube, IGTV could prove to be a worthy competitor in the video-sharing space. Some industry analysts are even predicting that Instagram, and parent company Facebook, are challenging the future of television with IGTV, pointing to the “TV” in the name of the app, and the “static snow” effect that appears in the app when users switch from one video to another.

Clearly, the impact of IGTV on the current state of television or online video remains to be seen. In the meantime, there are plenty of existing apps and platforms that B2B and B2C content marketers are using to create and post engaging video content. Here’s a sampling:

YouTube: This is the granddaddy of the free online video content-sharing sites. YouTube is owned by Google, so you can expect YouTube videos to show up well in SEO searches. On the other hand, the sheer popularity of YouTube videos can make it difficult for your specific video to gain traction with its intended audience. There are the annoying pop-up ads that appear on your video, and the so-called “related” videos that appear after your YouTube video ends. But if you want maximum SEO search capabilities, and don’t care about pop-up ads or other forms of brand clutter, YouTube’s your platform.

Vimeo: This video platform is preferred by filmmakers and producers of high-quality videos. Vimeo is a paid service for business, but the advantages include no ad overlays over videos and brighter video and cleaner audio. Unlike YouTube, you can make changes to a Vimeo video without creating a new URL link. This is a time and money saver, especially if you have a video you plan to update on a regular basis.

Facebook Live: This service allows users to broadcast live video from their mobile devices straight to their Facebook News Feed. Use this app to share up to 90 minutes of live events, interviews or other user-generated content. Users can access the Facebook Live option when they post an update to their Page. They’ll be able to see who’s watching their broadcast, as well as read and respond to any real-time comments. After the broadcast has ended, your Facebook Live video will remain visible on your Facebook stream.

Periscope: This is Twitter’s live streaming video app. You’ll need a Twitter account to shoot video with the app. When you download Periscope from the App Store, you can subscribe to the Periscope broadcasts of those you follow on Twitter. Periscope played a key role in American politics in June 2016 when Democratic members of the US House of Representatives staged a sit-in on the House floor to protest gun control. When the House session was halted, and the cameras shut off, Rep. Scott Peters (D-California) used his Periscope account to broadcast the sit-in and speeches, which was live streamed by C-SPAN.  

LinkedIn: In August 2017, the world’s largest online professional network jumped into the B2B video arena by launching LinkedIn video through its mobile app for iPhone or Android. Users can record their own video in the app or upload previously recorded content. In May 2018, LinkedIn introduced video ads for sponsored content. According to the company, the sponsored content video lives directly in the LinkedIn news feed. Similar to the Facebook Ad model, LinkedIn’s Sponsored Content video is a paid service, with pricing levels based on pay-per-click (CPC) or pay-per-1,000 impressions (CPM).

So, what does it all mean?

It means video is a huge part of the online experience, with as many different uses for video as there are apps and video platforms. It’s easier than ever to create and post your own videos, but the glut of online video content makes it hard to rise above the noise.

That’s why content marketers and professional communicators need to get crystal clear about the audiences they want to reach, and the messages they want their audiences to hear, so they can produce visual content that is engaging, memorable and meaningful.

Holly and Wayne Paige are video content marketing strategists and creators based in Portland, Oregon. They use the power of storytelling to produce videos for businesses and organizations that want to tell their stories – and tell them right. Visit: www.digitalwave.tv and www.waveonegroup.com.

 

Small Business Use of Social Media Continues to Grow

Small businesses follow trends of increased social media presence and promotion and use of visual content such as infographics, images and videos.

Small businesses follow trends of increased social media presence and promotion and use of visual content such as infographics, images and videos.

Despite its problems with preserving user privacy, Facebook remains the dominant social media platform for small businesses, but Instagram, YouTube and Twitter are catching up. LinkedIn and Snapchat are in the race, too.

More than 70 percent of small businesses with fewer than 500 employees use social media promotion, according to a recent survey of more than 350 US small business owners conducted by Clutch, an independent research firm based in Washington, DC.

Small business presence on social media platforms has risen in step with increasing user engagement. Clutch says as many as 24 percent of small businesses now posting on social media started as recently as 2017. More than half of small businesses with an online presence post something daily.

Women-owned small businesses tend to rely on social media more than businesses owned by men. Millennial-owned small businesses are more likely to use social media than older business owners.

Fifty-four percent of small businesses post images or infographics on their social media sites, adhering to evidence that visual content draws greater attention than text.

Of the small businesses surveyed by Clutch, 16 percent said they planned to become active on social media, while only 13 percent indicated no interest.

Eighty-six percent of small businesses surveyed indicated they are on Facebook, which isn’t much of a surprise given its overall social media market dominance with 2.13 billion users across multi-generations and the ability to target audiences.

A little more surprising is that Instagram logged in as the second most used social media platform with 48 percent of small businesses. YouTube (46 percent), Twitter (44 percent), LinkedIn (31 percent) and Snapchat (25 percent) also attracted substantial small business usage. Only 12 percent of small business social media users rely only on Facebook.

A social media presence for women-owned small businesses is a virtual no-brainer because women outnumber men as social media users. The same holds true for small businesses owned by Millennials and targeting Millennial consumers, who grew up surrounded by digital media and can’t imagine life without the internet.

Generational preferences indicate Gen X and Baby Boomers are more likely to prefer Facebook and LinkedIn while Millennials gravitate more to Instagram and Snapchat, creating at least a crude form of social media segmentation.

The Clutch survey showed 52 percent of small businesses post something daily on social media, 70 percent post weekly and 94 percent monthly.  Images or infographics (54 percent) are the more popular type of content posted by small businesses, followed by offers or promotions (52 percent), reviews (49 percent), videos (44 percent), blog posts (40 percent) and research data (33 percent).

 

Personal Branding by Employees Benefits Business Bottom Lines

LinkedIn has become much more than a place to look for a new job. It has emerged as a hub for personal branding that can benefit business bottom lines as well as employee satisfaction.

LinkedIn has become much more than a place to look for a new job. It has emerged as a hub for personal branding that can benefit business bottom lines as well as employee satisfaction.

LinkedIn has evolved to more than an online job hunting site and emerged as a hub for personal branding.

“When LinkedIn launched, it was primarily an online resume and e-networking site and its functionality was geared toward job search,” says William Arruda in an article for Forbes. “Today, with features like Groups, Influencers and Blogging – and dozens of other career-boosting enhancements – LinkedIn is the place to manage and advance your career.”

The evolution of LinkedIn is not in perfect parallel with corporate thinking about employees engaging on social media at work. Some still view social media activity as a waste of time. But, according to Arruda, other companies are taking a more forward-looking view and encouraging employees to build reputations on platforms such as LinkedIn.

Impressive statistics developed by MSL Group back up Arruda’s point:

  • Brand messages reach more than 500 percent further when shared by employees in their networks versus the same messages shared via official brand social channels; and
  • Employee-distributed brand messages are shared 24 times more frequently than official brand messages.

Because of its professional orientation, LinkedIn is an effective vehicle to demonstrate thought leadership and expertise and share your community and civic activities. You also can show your ability to write coherent sentences. It is a content marketer’s dream come true.

While email and one-on-one chats over coffee can keep you in touch with your existing close-by community, LinkedIn allows you to expand your community to different business sectors and geographical locations. There is an argument that diversifying your community leads to new gateways to personal and business growth. It is an intentional strategy to get lucky in finding contacts that open doors you never dreamed possible.

Participation in LinkedIn groups or reading comments from influencers can be learning opportunities that you can repurpose with your reflections in your blog.

When employees develop and enhance their personal brands, there is a risk others will come calling to steal them away. The job search aspect of LinkedIn remains. But employees leave for lots of reasons. Encouraging your employees to build their personal brands may provide satisfaction and a great reason to stay put and take on greater responsibility.

The Face of News Media Keeps Changing

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

We may be trading dominance by communications conglomerates for dominance by a handful of gargantuan technology companies that are emerging as prime arbiters of our news feeds.

Given the recent flap over Facebook’s censorship of certain trending news, that could be a growing concern, rivaling worries over the likes of Rupert Murdoch’s influence over what is considered news.

It is no secret that newspaper circulation has continued to dive as many print publications have struggled to cash in on their digital siblings. But it has gone relatively unnoticed that eyeballs tracking the news have shifted so dramatically to Google, Facebook, Yahoo, Microsoft and Twitter – with $40 billion in digital advertising trailing along.

Microsoft’s $26 billion purchase of LinkedIn puts it alongside Google, Facebook and Apple as digital platforms intent on creating bubbles that users never have to leave to do their work, share information, network with friends or potential employers, be entertained and view the news.

According to the Pew Research Center's 2016 State of the News Media report, 2015 was the worst year for newspapers since the Great Recession. Circulation dropped 7 percent, advertising fell 8 percent and newsroom staffing shrunk 10 percent.

Michael Barthel, a Pew research associate focusing on journalism research, speculated, “Coming amid a wave of consolidation, this accelerating decline suggests the industry may be past its point of no return."

Meanwhile, TV and cable news operations held their own, thanks in part to a long and lively presidential primary season with lots of candidates and SuperPacs. News podcasting and live streaming are experiencing audience growth, but not revenue growth. If there is good news, they also are not cannibalizing traditional radio listenership and revenues, Barthel says.

Mobile devices are gobbling up audience attention and attracting more ad bucks -- and Google and Facebook are raking in the lion's share. The transition is more rapid than some may realize, with mobile advertising now outpacing advertising geared for desktop devices.

The question begged by the mounds of data in the Pew media report is “So, what does it all mean?” For one, it’s clear people appear more, not less interested in the news. They are shifting where they get their news, which is pulling advertising to new places and creating a demand for different types of advertising. But there is no promise current trends will persist. They may just be dog legs to the left on a course that is inexorably going into a water hazard on the right.

It seems obvious there is increased channel segmentation and a sharp divide in the news viewing habits of younger and older adults. But where does that lead? In an age of videos and visuals, why are audio-only communications picking up steam?  Will cable TV news retains its appeal after the November election? Would TV networks and stations have benefited as much by a more traditional contest such as Hillary Clinton versus a candidate like John Kasich?

Local TV stations have been buoyed by the buzz and business bump of morning TV shows, which feed into national news TV shows. Even evening TV news shows, which have been stretched over a range of “getting home” times, are prospering or at least holding their own. But how is this sustainable when younger adults no longer tune into traditional TV?

Media trends have a remarkable ability to mirror general societal trends. They show, as Pew reports, that people still thirst for news, but are willing to gravitate to different platforms and non-traditional sources to find it. Apple and Yahoo aren’t permanent emplacements. They can be as temporary as yesteryear must-sees, such as “Laugh In” and “Dallas.”

One thing is clear. In times past, all people could do is complain about the faults of their local newspaper or the bias of TV networks. But there is a lot more to fret about today when it comes to the news.

Making a Better Connection Through LinkedIn

A LinkedIn trainer says the online networking site has hidden capabilities that can make it more personal and less sterile in seeking and engaging new connections.

Blogging and promoting your blogs on social media sites such as LinkedIn is a smart way to demonstrate thought leadership, share valuable content and show off your expertise. It would be even smarter if you exploited all of LinkedIn’s capabilities.

Mic Johnson, a content coach and LinkedIn trainer for Blue Gurus, says some of LinkedIn’s most valuable and useful features are hidden from view for the average user. LinkedIn could make these features more accessible, he says, but meanwhile LinkedIn users can make use of the features if they know where to find them.

One of Johnson’s biggest bugaboos about LinkedIn is its impersonality. Invitations to connect can be sterile, but they can – and, he insists, should – be personalized. The blue “Connect” button makes it easy to send an invite with the clinical “I’d like to add you to my professional network on LinkedIn” message. However, Johnson says if you go to someone’s profile and click the button, a dialogue box appears that gives you a chance to describe how you know the person and add a personal greeting.

LinkedIn discourages engagement, Johnson explains, by making it easy to accept an invitation without seeing whether or not the person who extended the invitation wrote a personal note. He suggests clicking on the “quotes” to see if a message was sent before accepting an invitation. You don’t have to respond, but at least you know someone took the time to send you a message.

If you are baffled by how stories or posts appear on your LinkedIn feed, it’s not a surprise to Johnson. He says the LinkedIn default is to give preference to “Top Updates” instead of “Recent Updates.” This increases the likelihood you may not see a post that interests you.

You can change your feed by clicking HOME and looking under “Publish a Post” where they are three little dots that you can pick and select “Recent Updates” as your preference. Irritatingly, Johnson explains, if you leave your home page, LinkedIn will restore “Top Updates” as your home feed default setting.

“I’m not a fan of social networks choosing what they think I want to see instead of the other way around,” Johnson says.

Tucked away on the profile pages of your connections is the largely unnoticed Relationship Tab. Johnson says it can be found below a person’s photo and offers an opportunity to “jot down notes about the person, set follow-up reminders and tag the personal in a category such as prospects."

“I’m a big fan of LinkedIn,” Johnson says. “LinkedIn is one of the best tools out there for connecting with people in business, finding people you share in common with others and consuming and sharing quality content.” 

“Linked needs to spend more time making the user experience more intuitive and stop forcing people to click around to find hidden features,” he adds. But thanks to Johnson, some of LinkedIn’s hidden features have been exposed, allowing you to use LinkedIn like a guru.

The Art of Engagement and Spam

Online engagement isn't a choice between what is and isn't spam. Online engagement is all about what works.

Online engagement isn't a choice between what is and isn't spam. Online engagement is all about what works.

The point of social media is engagement, but a lot of engagement resembles spam. Cory Torella says it doesn't matter.

Torella – the founder and CEO of Better Auds, a social media marketing firm – says most posts on social media sites seek to engage other people. He calls that "strategic, purposeful conversation." You may be sharing a video of your dog refusing to go out in the rain or inviting people to participate in a contest. Torella says at some point "spam is no longer spam."

"If you guessed that the amount of spam that I receive on a daily basis is fairly high, you are correct," says Torella. "However, I love reading spam…. I read every single word of it."

Most social media users don't share Torella's enthusiasm for spam, but they may unknowingly share his habit of reading it. Especially if the "spam" has strong visual appeal and an irresistible hook.

Torella's business is all about cultivating an audience online without trying to buy followers. Earning an audience on Twitter, Facebook, LinkedIn, Pinterest or Instagram is all about content that engages people.

As individual users, we seek to engage our circle of friends by sharing experiences, pictures and thoughts. Corporate, nonprofit and pubic agencies seek to engage target audiences to sell a product, ask for a contribution or change a behavior.

The social media strategy for individuals may be as simple as connecting with "pals." The strategy isn't that different for organizations, except they usually want their "pals" to connect with their websites.

Torella's zest for consuming spam posts is tied to his interest in finding what works, what appeals to certain audiences. In effect, he is looking for how users segment social media.

One of the most vexing problems for organizations that have worked to accumulate a large number of "followers" is to keep them engaged. Many people "like" a company or organization, then never go back to the Facebook page. Sustaining engagement takes energy, creativity and perseverance. You have to work at it constantly.

Torella views spam as a form of lab mice. By trial and error – and, in his case, careful observation – you see what works and what doesn't. "I determine if there's anything I can take away from [spam]," Torella explains. "If it's good, I will write it down or screenshot it. If it is bad (and I mean really, really bad), I will write that down, too. So while most [people] see spam, I see art."

Engagement, spam, good art, bad art all may make no difference. What counts is what works – to gain clicks, conversions and customers. The only way to find out what works is to experiment. That is a lot easier and cheaper to do on social media than paid media. You simply have to be willing to engage and let that lead you where it will.

Tips for Using Social Media to Pitch Media

These guidelines will help you successfully connect your pitch with reporters using social media.

These guidelines will help you successfully connect your pitch with reporters using social media.

With the current realities of newsrooms, it’s smart to look for alternative ways to pitch story ideas using social media. Before you send that pitch, make sure to follow a few guidelines. 

Nicole Fallon, writing for Ragan.com, says there is an art to pitching journalists on social media. An inappropriate pitch or using the wrong social network can do more harm than good. 
“Every social media site is different and has its own set of unspoken rules and guidelines for using it,” says Fallon.

LinkedIn is almost always a safe bet for any sort of professional outreach, but not everyone checks the site regularly. Most reporters use Twitter professionally, so take a look at the type of content they post to get a sense of if this is an appropriate place to pitch. Use of Facebook can vary from person to person. Some have a large number of friends and contacts, while others see Facebook as a more private space. If you’re friends, review the reporter’s posts to determine how a particular reporter is using the site. Instagram can be more personal as well, so use it as a way to build a relationship with a reporter, but not to pitch them directly.

Always try to start by building a relationship with a reporter. A pitch is not a good way to say hello. A good relationship with a reporter is almost always going to make your media pitches more successful. Social media can be a great way to build a relationship with a reporter. 

“A great way to start is by sharing or commenting on journalists' articles that are relevant to your clients' expertise,” says Fallon. “If you tag them, they'll most likely see it, and if you haven't worked together before, this will put you on their radar.” 

Rather than an outright pitch, Fallon recommends using social media to gauge interest. Keep your messages short and direct. You can always send more details later. 

If the reporter is interested, Fallon recommends moving the pitch to email. It’s really the best way to send more detailed information. If the reporter is expecting your email, he or she will be more likely to respond. 

Be careful about sending attachments immediately. These can often get caught in spam filters or the large file size can cause emails to bounce. Let the reporter know what types of materials you have to send to them and ask about the best way to send them. Sometimes it’s downloadable files online, while others prefer services such as Dropbox. Sometimes email is fine depending on their system. Delaying attachments can make sure your message gets to its intended target. 

Pitching via social media is not always the best – or even a good – idea. Make sure you’ve done your homework before hitting the send button.
 

Locking in on LinkedIn

The time and energy you invest in LinkedIn can be rewarded with job opportunities and client referrals, as well as heightened respect from colleagues and competitors.LinkedIn is much more than a professional networking site. However, you need to dedicate time and energy to optimize its value.

If, for example, you ignore your LinkedIn account, you will miss daily alerts about your colleagues who have new jobs or job anniversaries. In addition to the cue, LinkedIn makes it easy to congratulate your colleague, creating an opportunity to renew or refresh your contact. 

Even if you have an extensive set of connections on LinkedIn, you can get lost on the social media site by failing to post anything. LinkedIn provides an excellent opportunity to post thought leadership pieces or share content you find valuable.

Online is Norm, Not Exception

Data from 2012 shows Web access and use growing worldwide, with a real surge in social media and mobile traffic.There are 2.4 billion Internet users worldwide compared to 2.2 billion email users. There are 5 billion mobile phone users, including 1.3 billion who have smartphones. There were a staggering 1.2 trillion Google searches in 2012 and 1 billion active Facebook users.

Those are a sampling of statistics arrayed in a blog by Pingdom, which helps its clients keep their websites online. It has provided similar year-end summaries since 2008.

The 2012 summary is dotted with interesting data points, such as the average Twitter user tweets 307 times per year, the average LinkedIn user is 44.2 years old and 47 percent of Facebook users are female.

Some of the information has commercial value in assessing channel choices. For example, there are 425 million active Gmail users, which Pingdom says makes it the largest email provider in the world. The top 100 blogs that run on WordPress claim a 48 percent share of viewers. There were 37 million page views on Reddit.com and 191 million visitors to Google Sites, making it the number one web property in the United States.

Such Stuff as Dreams Are Made On

Not getting enough sleep? A new website leads you through useful content, one sense at a time.Storytelling and interactivity often are missing on websites. Not so with NationalSleepFoundation.com.

“This website includes fun, practical information to help people transform their bedrooms into a sanctuary for sleep,” says David Cloud, CEO of the National Sleep Foundation. “We believe everyone can benefit from better sleep and this site provides easy tips and links to more in-depth research to help people improve their sleep environments. It also gives guidance for when more help is needed.”

The new "Inside Your Bedroom, Use Your Senses" website engages viewers through touch, sight, hearing, smell and taste. The familiar paths of sensory perception let viewers contemplate issues such as "shivering and sweating at night," as well as "how bed surfaces affect your sleep."

Landing pages devoted to each sense contain a mixture of information about what impacts sleep, such as too much or too little light in a room, and research data — "73 percent of Americans say a dark room is important to getting a good night's sleep."

Social Media as Big Business

Social media is the part of the economy where overnight sensations are business as usual.Recent social media company stock offerings have attracted huge investment and now the big elephants in the room are trying to move in on their rivals' territory.

Except for names such as Google, Facebook and LinkedIn, you would think this is a story about big business flexing its muscle. In fact, social media has become big business, with spectacular successes and stupendous failures.

Initial public offerings for LinkedIn and Pandora Media fetched investors in droves, despite sketchy profit profiles. One report indicates LinkedIn generates a paltry $300 million in annual revenue, but its users are increasing by 100 percent per year, which evidently is what catches the attention of investors. There are reports Facebook will issue an IPO in the near future, with a potential valuation of $100 billion. An unofficial report says the social networking giant may have eclipsed 750 million users worldwide.