Founder at Vidico. Produces thousands of leads through stellar video content for clients like Square, Uber, Citibank, Salesforce and Amazon Web Services. Responsible for over 1.1 billion video views in the last two years. Currently generate over $2 million in annual agency revenue. My Agency: www.vidico.com My Linkedin: www.linkedin.com/in/michael-pirone
I am really excited by this space, not just at the consumer level with Calm and Headspace, but also at the enterprise level with startups like Ginger and Modern Health. If you're looking to scale customer or client acquisition, I'd suggest the following:
1) Content Marketing — I would take your knowledge as an expert, and write long-form articles on the topic. You then submit the articles to major publishers. I have found this to consistently be the most inexpensive method of acquiring large scale awareness at a low cost. Ads can be tough to make work if you haven't got a decent capital backing for a product like this.
2) Video Marketing — Youtube loves this category of content, and if you can give out a preview of your program, you could start by doing some internal video production of you speaking — people listen to experts that can communicate with charisma. If you have this quality, just keep speaking on the topic consistently, and post three times per week on Twitter, Youtube and Medium.
If you'd like to talk further on the above, feel free to book a call with me, or see more of my work in video at www.vidico.com
Typically if you're only just getting started in video production or video marketing, there's three options (ranked by order of learning curve):
1. Adobe Premiere Rush (fast, easy and powerful)
2. Final Cut Pro X (recommended for short to long term)
3. Adobe Premiere (very powerful functionality)
Our agency uses Premiere for every single video project we've produced. We normally need more functionality than what Rush can provide because of the specific nature of our client requests and project constraints.You can see some of the projects we've created with Premiere here: https://vidico.com
If you do decide to go with Premiere, we've written on a few techniques that will help you with editing: https://vidico.com/news/5-effective-video-editing-techniques-every-marketer-should-know/
Let me know if you need any help with above.
Getting a single freelancer to win massively here is hit and miss — I would say 90% of the best creative talent are either in agency or high-growth tech startups.
You could try Upwork? At least there's some ratings there and some examples of writing. You need an excellent copywriter and someone who can also put together a visual moodboard.
If you'd like your campaign to extend into video or crowdfunding, check out some of our work: https://vidico.com or a specific case study example from one of our video productions: https://vidico.com/case-studies/koala-video/
Hi Lucas — there's some OK advice here. Personally, I run Vidico and am in your space (we don't compete though).
Assaf is correct in that some people might find your offering a little confusing. I get it because I've been in animation for five years. You just need a killer one-liner that summaries your product and value proposition. Something like:
- 10x your subscribers with engaging animations.
- Get more subscribers with animated buttons that stand out.
- Use fun animations to attract more video subscribers.
Something along those lines ^^
You can see we did it here for our explainer videos:
If you get a developer to action the steps in the article below, we basically went from a score of 38 to 90 for both mobile and desktop in literally a day. We're a video production company, so naturally we thought it was all the video content we had on the site slowing us down — turns out it's scripts like GTM and Intercom/Drift.
Here's the article: https://twitter.com/GoodMarketingHQ/status/1166066852344291328
Here's our site if you want to test our pagespeed for yourself!
Very big question, but an exciting space for sure. I am a big believer in this model, as the barrier to entry for creating specific, high-quality video content is higher than most people think.
I am happy to run you through all the steps in more detail, but it would take this trajectory if I were undertaking this project:
1) Deep Competitive Analysis on the niche you're planning to go after. What video content is currently being served in this market and how good is it? For example, categories like fitness, yoga and web/software development are not areas I would recommend going into for an online video instruction platform — they are saturated as hell. Let's choose something high-growth and relatively new as an example: podcasting.
2) In-Depth Writing on an Ultimate Guide to podcasting. Get this written yourself FIRST and then share it with a podcaster worth their salt for feedback, and even pay them to have them fix up what might be a 10,000 word guide on everything you need to know to setup a successful podcasting channel.
3) Once they say the guide is perfect, divide the guide in 20 chapters (500 words) each. These will be more or less, your templates for your initial 20 video scripts that will form the taxonomy of your initial video content library.
4) Find a video production company that has ideas on how to produce the video content in a way that uses mixed media: some live-action with a presenter speaking, some animated scenes with text, and some found footage or product screens. This approach will cost far less than a high-quality presenter to camera, and you will not get stung on things like continuity etc. Get them to produce 3 before you commit to the company for the whole set.
More or less, you're going to need to build your website alongside all these steps I've mentioned above. TL:DR — it is a bloody time consuming model, and I wouldn't attempt it as a solo founder unless you were doing it full time and had high trust with the video production company you were partnering with.
It is so very worth it if you can get it right, and there are tools like Uscreen you can use which will get you off the ground quicker.
Whilst my production company is probably not the best fit for this project, you could find some inspiration from companies we've worked with: https://www.vidico.com
Happy to talk over the rest in call — this is about 10% of what you need to do.
I disagree with 80% of this advice.
Follow these points:
- Test smaller cutdowns of the video at 1-min and 30-secs.
- See how this compares to the completion rates of your 3-minute video. You might like the video, but it matters more that your customers like the video and actually watch the content. Nearly every video hosting service worth their salt includes analytics in their base packages. If the drop off rate over 1minute is 40%, you are doing pretty good. If it's 20%, that is a pretty damn good video you have.
- With 3-minutes of content, you could likely make 4-5 smaller videos using existing collateral. Editing doesn't take much resources, and it sounds like you've done the hard work already.
If you'd like an example, see our case study for Acast:
There's a new platform called Uscreen that pretty much takes care of everything you've mentioned.
Vimeo also has a few of these features in their mid-tier packages.
You can see examples of video embeds on our site:
They are a pretty phenomenal hosting service nowadays.