Define a Primary Objective

What kind of impact do you want to make with your video content? Building brand awareness? Online engagement? Educational content? Once you come up with your main aim, this will be your reference point before making a decision about your video content.

As a rule of thumb, a video that aims to build brand awareness should be memorable and leave an emotional impact on your customer, whereas a video aiming to increase online engagement should be snappy and eye-catching.

So, you have your objective set. Now on to actually creating the content. An important tip to keep in mind is that you will need to tell a story with the video. Click here to see how to do that.

Define your audience

One of the most effective ways to get to know what kind of customers you should target is through surveys. This way, you can dictate what kind of questions you ask them, such as demographic-based questions like age, gender, where they live, etc.

Once you have this information, research what content suits your target audience. For example, a younger audience will be more inclined to watch a video that uses more simplistic language and is more interactive. Now that you are ready to create your video content, try to generate a story from your video that gets your point across to your customers.

Now that you know the steps to targeting the right audience, the next stage is to define the objective of the video. Click here for more details.

Telling a Story

You can split your video into three subsections, the beginning, middle, and end.

In the beginning, you will want to portray an issue that is close to your target audience and will capture their interest right from the start. The average concentration span in 2023 is 8.25 seconds, giving rise to the importance of having compelling content.

As for the middle section, you want to outline the impact of your product or service on the issue in question- how does it assist with overcoming the consumers’ problem?

The end of the video is where you should be converting the consumer to purchase your product/service. Ensure you are clear on the benefits and conclude with a call to action for the next steps.

How To Navigate Account Settings

Your account settings page gives you a complete rundown of the information pulled from your account, such as your email address, full name, username, password change, etc. One of the more valuable functions on your account settings page is the ‘total storage usage’ section. This will give you a good indication of what needs to be removed from your account if you plan on uploading a bulk of videos.

Follow these steps to access your account settings and make the changes you want:

  1. Click on the three lines in the top left corner of your dashboard.
  2. Scroll to the bottom, and you should see ‘account settings.’
  3. From there, you can choose what changes you’d like to make; for example, if you want to change your password, click ‘password’ and follow the steps.

If you are having trouble finding your account settings page, please get in touch with us via our chatbot on the homepage.

How to use Team Walls

Team walls are a great way of organising and sharing your video content amongst your team members. They have many innovative functionalities, such as a commenting option with timestamps, if you or a team member want to leave feedback more precisely. You can also allow your team to edit the video while having the option to keep an original copy if your team makes any amendments to the video.

Team walls are straightforward to create and navigate; follow the below steps to do so:

  1. Under the ‘Team Video Area’ section, you can create new walls and add whomever you would like to see the content within that wall.
  2. Go to your finished video section and select the one you want to share on a wall.
  3. One of the ‘share’ options for that video should be ‘publish to a team video area’. Select this and choose the relevant team wall.

It’s as easy as that! If this is something that interests you, make sure to check out the Binumi website and give it a go.

Find this video useful? Why not check out our video on navigating your way around your account settings next.

How To View Video And Storyboard Reports

The storyboard report function is in the ‘your work in progress’ section under each of your storyboards. This will give you a breakdown of all activity surrounding that storyboard (shares, duplicates, and exports).

Further down on the page, you will see a more specific breakdown of all the elements within the storyboard. Such as:

  • The music within the storyboard.
  • The font styles used in the storyboard.
  • The hex colours used within the video.
  • Any clip transitions.
  • The production timeline of activity, such as your editing time.

Additionally, you can filter this information by day, week, month, or year.

Under finished videos, you’ll see a similar function called the video report. To access this, go to the ‘Your Finished Videos’ section and click ‘see details.’ This will pull up a tab that shows:

  • Views
  • Landing Pages the video is present on
  • The video walls it is on

You can click ‘see video report,’ and it will take you to an external page that displays a full breakdown of all activity surrounding the video (views, shares, exports, content details and production history)

Now that you have the basic knowledge, it’s time to give it a go yourself. Login and check out your video report function.

Now that you have the reporting side sorted, check out how to share your video content with your team members via our Team Walls.

Why Use Video?

There are numerous reasons you should create video content. Still, the main reason would be the retention rate of watching a video versus reading a text. A survey showed that information retention from a video is up to 95%, whereas reading text came to up to 10%.

Videos allow you to connect personally with your viewer, generating more brand loyalty. The average user will spend 88% more time on a website if there is a video on the homepage. On top of getting better customer retention, it can significantly improve your reach if marketed correctly.

Check out the video below for more information.

Now you understand the importance of video content, the next step is to see what kind of audience you want to target. Click here to see our guidance.

How Does Social Media Affect Video Marketing?

Social media and video marketing work really well together.

All major social platforms support multiple video formats, as well as a variety features for sharing video content. This makes it easy for marketers to put their skills into practice and create effective video marketing campaigns.

If you plan on using video in your next social media marketing campaign, we would advise you learn more about the ways social media affects video marketing. You can start by checking out our guide on the topic in the remainder of this article.

10 Ways Social Media Affects Video Marketing

Social media affects marketing in a number of ways, some obvious, some more subtle. Here are the 10 most important ones you should know about.

1. Video Improves Social Media SEO

Social media search engines prioritize video on result pages. This makes it much easier to rank for high-volume keywords, allowing you to compete with pages and profiles many times your size. This is more evident on YouTube thanks to its integration with Google Search, but Facebook (and by extension Instagram) has also expanded its video search capabilities. Video SEO works along the same lines as regular SEO – tagging, tactical use of keywords, and meta-descriptions will go a long way towards improving the ranking of your video content.

2. Video Provides Value to Social Media Users

Video is an excellent means of value to social media users. The majority of content on social media is ephemeral, so anything that provides value will tend to stand out by default. Video is unique in this regard thanks to its ability to encapsulate information. A 3-minute video can teach users more than a whole series of text-only posts.

3. Video Encourages Sharing

Social media users enjoy sharing any cool content they find with their followers. This includes their friends and family, two groups which are more likely to engage with the content, as well as share it further. Video content encourages this further, as it’s typically more engaging than text or image-based posts. This is especially noticeable on platforms like Twitter, where videos typically get more shares than regular tweets.

4. Video Has Potential to Go Viral

One of the most powerful tools in the social media marketer’s arsenal is the viral video. Viral videos tend to spread like wildfire on social, giving your brand a boost of attention that would otherwise take years to reach. Creating viral videos is more art than science, but you can get a lot of mileage by watching popular meme videos, and extrapolating for there. Pro-tip: keep it under 10 seconds, include obscure pop-culture references, and don’t try to censor yourself.

5. Video Enhances Branding

Social platforms excel at creating an intimate environment for sharing web content. This makes them excellent for all forms of branding, though leadership, and authority building. The key lies in the commenting feature. Social media users can freely express their opinions on brands they follow, making it easy for organizations to figure out what works and what doesn’t, and adjust their messaging accordingly.

6. Video Has Long Shelf-Life

Video is more memorable compared to other forms of social media content. This higher retention rate is one of the reasons video has such long shelf-life. Even the best text-based post will only remain relevant for a short while, whereas a video can keep accumulating views for years after being published. In fact, sharing old videos is often a more viable marketing tactic than creating new posts at all cost.

7. Video Appeals to Younger Demographics

Younger social media users tend to prefer video over other forms of content. This is especially evident on TikTok, where the majority of users belong to Gen Z. This represents a unique challenge for social media marketers. On one hand, these younger cohorts will always respond better to video than other forms of content. On the other hand, the fact that they watch so much video makes it harder to make content that resonates – someone who watches hours of video on a daily basis is harder to impress than someone that only does so irregularly.

8. Video Makes it Easy to Find New Audiences

Social platforms have developed sophisticated systems for audience analytics. This makes it much easier to discover audiences interested in what your organization has to offer. Facebook is particularly notable in this regard. The combination of targeted advertising, private and public user groups, pages, and influencers from every niche enables video marketers to instantly find an audience for whatever they want to publish.

Streaming is quickly becoming the most popular video format around. As a result, social platforms are getting enhanced with extensive features for live-streaming. If you want to get in on the streaming bandwagon, the best way to go about it is to work with social media influencers. These middle-men make it much easier to reach audiences than attempting to build a streaming operation from scratch.

10. Video Facilitates Social Selling

Another aspect where video excels is in the realm of social selling. Consumers are much more likely to by products upon watching a video that explains its features and benefits. Again, influencers are key here. Consumers tend to trust social media influencers more than business pages, so working with them is a good way to get positive word of mouth for your products and services on social media.

Conclusion

Social media and video are both powerful marketing tools, so it makes perfect sense to use them in conjunction to achieve better business results. Thankfully, social media providers are in on the game, which is why we can expect even better video features in the future.

Best Video Marketing Conferences to Attend

The video marketing industry has been making strides this year, and the marketing community is eager to share their experiences with the world, and what better place to do this than at a video marketing conference.

These events host some of the top experts from the marketing industry at large, including key staff from companies such as Facebook, Google, YouTube, Twitch, and others. Whether you’re looking to network, learn, or just enjoy the spectacle of it all, you don’t want to miss out on these top video marketing conferences.

10 Best Video Marketing Conferences & Events

Most of the events from our list can be attended alive. But the Covid-19 pandemic has also pushed marketing event organizers to host a number of online-only events.

1. Video Marketing Summit for Entrepreneurs

Location: Online event

Organizers: Denise Alison

Topics: LinkedIn video, Instagram video, video marketing and business growth, video podcasting

Top speakers: Ben Decastro (social media content creator), Brian Schulman (Founder & CEO of Voice Your Vibe), Jeff Sieh (social media video marketing consultant)

The Video Marketing Summit for Entrepreneurs is an online-only event featuring interviews with top video marketing experts from across the globe. Attendees will have the opportunity to discuss how video marketing can facilitate business growth.

2. Vidyard Fast Forward

Location: Kitchener, Ontario

Organizers: Michael Litt, Co-Founder and CEO at Vidyard

Topics: business video, video marketing strategy, creating video content, video production tips

Top speakers: Mat King (video production manager, Vidyard), Glenn Hughes (video producer, Gordian), Matt Heinz (president, Heinz Marketing Inc.)

Fast Forward is a gathering of over 2000 marketing and sales experts from the video marketing industry. The speakers will talk about video marketing strategy, as well as give practical guidance for creating effective business videos. This event is an excellent opportunity to network with video marketing experts from a variety of industry.

3. Mad Over Videos

Location: Bangalore, India

Organizers: Bobby Isac, Kamalesh Keserker

Topics: video marketing strategies, viral video content, video marketing benefits

Top speakers: Aashish Chopra (VP Content Marketing, Ixigo), Deepa Kedoor (LinkedIn), Achint Setia (VP Marketing, Myntra)

The biggest video marketing conference in India, and one of the largest in the world, Mad Over Videos has invited over 200 marketing experts and brand managers to share their industry knowledge. Speakers will share their experiences in the content industry, how they use video marketing to promote their organizations, and why video is a critical part of modern marketing.

4. Video Advertising Summit

Location: Palm Springs, California

Organizers: Nick Friese, CEO of Digiday

Topics: OTT advertising and its limitations, video marketing and Web 3.0, video marketing industry challenges and predictions

Top speakers: Marc Cestaro (Director, MODI Media), Nate Houghteling (co-founder, Portal A), Gaston Legorburu (New York Times best-selling author)

The Video Advertising Summit is one of the top conferences on the subject of TV and digital advertising. It brings together top marketing experts to discuss the future of video advertising. Also covered are topics such as investments in video advertising, video marketing and the evolution of the web, and others.

5. Vidcon

Location: Anaheim, California

Organizers: John Green, founder of Vidcon

Topics: engagement in video marketing, viral videos, video storytelling, YouTube video

Top speakers: Matthew Patrick (creator of Game Theory), Hank Green (creator of SciShow), Alex Wassabi (top YouTube content creator)

Vidcon is the world’s biggest video marketing conference. If you can attend only one video conference this year, this should be it. Join experts from around the world in discussion on a wide range of topics, attend video marketing workshops, participate in Q&A sessions with industry leaders, and enter the Meet & Greet lottery for a chance to meet top content creators.

6. Video Marketing Summit

Location: Online

Organizers: Michael Stelzner, Founder & CEO of Social Media Examiner

Topics: video ads on Facebook and Instagram, creating videos for YouTube, live-streaming, video engagement

Top speakers: Tim Schmoyer (YouTube video strategist), Nick Nimmin (YouTube video expert),   Justin Brown (film director)

Video Marketing Summit is the premier online-only video marketing training event hosted by  Social Media Examiner. It consists of numerous 45-minute sessions with experts from the video marketing industry. This conference will teach you everything you need to know about YouTube video marketing.

7. VidSummit

Location:  Los Angeles, USA

Organizers: Derral Eves, Founder of Vidsummit

Topics: video marketing trends, video ecommerce, viral video, mobile video strategy

Top speakers: Casey Neistat (film director), Jon Youshaei (IGTV product marketing manager),   Derral Eves (video marketing expert)

Vidsummit gathers together the world’s best influencers, video marketing experts, and brands managers. If you belong to one of these groups, VidSummit is the best place to network with colleagues from the video marketing industry.

8. TV & Video Insider Summit

Location: Montauk, New York

Organizers: Steve Smith, editorial director at MediaPost

Topics: OTT advertising, creative video content, ephemeral content, social media

Top speakers: The TV & Video Insider Summit is a three-day event hosted by MediaPost to bring top TV, video marketing and Ad Agency buyers together to discuss, debate and share best practices.

In this Summit, you can connect with TV and video professionals. Attendees can directly interact with experts who are planning, buying and telling the next generation of brand stories.

9. Video Marketing World

Location: Richardson, Texas

Organizers: Scott Simson, CEO of Video Marketing World LLC

Topics: Strategies of video marketing, social media video strategy, B2B Video Strategy, How to create the best videos for businesses etc.

Top speakers: Joe Mandese (editor-in-Chief, MediaPost), Josie Warren (senior content producer, Sleep Number), Jesse Math (head of OTT, ForwardPMX)

Video Marketing World is a conference by video marketing enthusiasts, for video marketing enthusiasts. It represents a great opportunity to meet and learn from the best talent in the video marketing industry. The main topic for this year video monetization and revenue optimization with online video.

10. Videonomics

Location: The Ritz-Carlton Bacara, California

Organizers:  Adam Gerber, president of Media at Essence

Topics: B2B video marketing, TV vs digital, innovation in the video marketing industry, content advertising

Top speakers: Ben Aronson (director of strategy, MediaCom), Ben Blatt (digital strategy director,  ABC), Sarineh Croft (head of sales, Tremor Video), Lisa Herdman (director, RPA)

Videonomics is an invitation-only video conference bringing together, more than 200 executives and other C-sec personnel from top marketing agencies and brands. The conference lasts for 3 days, during which there will be presentations, case studies, keynote speeches, and workshops on the topic of video marketing and video advertising.

Conclusion

Whether you’re a layman or a marketing expert, a trip to a video marketing conference will change your perspective on video marketing. You’ll also have the opportunity to chat and share experiences with fellow video marketing enthusiasts, which will make for a fun trip!

How to Use Real Estate Video Marketing

Video is the best marketing strategy in real estate. It’s informative, engaging, and cost-effective – ideal for showcasing your real estate on the web. To learn more about real estate video marketing, check out our primer on the topic in the paragraphs below.

What is Real Estate Video Marketing?

Real estate video marketing is the practice of using online video to promote your real estate business. You can use real estate marketing videos on your website, blog, social media profile, mobile app, and practically every other communication channel.

10 Real Estate Video Examples

The best way to illustrate what real estate video marketing is all about is by way of example. Here are 10 real estate video types you can include in your marketing campaign.

1. Cold Outreach Video

Cold emails are a widely used marketing in real estate. They’re extremely cost-efficient, and can net you some serious clients. A good way to enhance your cold emails is by adding video into the mix. Video is more engaging than text, and combined with the outreach potential of email, it is a powerful tool for convincing customers to buy or sell real estate. Short introductory videos work best here – you don’t want to overwhelm potential clients with too much information up front.

2. Follow-up Video

Once you have clients signed up for your email newsletter (with the help of your cold outreach video emails), you can entice them further with more video content. When it comes to follow-up video content, you have more options to choose from. You can follow up on your story from the previous email, or go in a completely different direction. For instance, you can share videos explaining interesting stats from the real estate industry, guides for buying a new home, or even a short compilation of previews of your best properties.

3. Social Media Video

Video is huge on social media, even on legacy platforms such as Facebook or LinkedIn. Video content gets more views, shares, and comments than text and images, making it an excellent tool for spreading awareness about your real estate brand. Social media video content is typically lighthearted in nature, so save your talk about mortgages, property valuation, etc. for other video channels. When creating social media video content, pay attention to video specs on each platform – each has different requirements in terms of size, aspect ratio, and bit-rate.

4. Testimonial Video

Testimonials are one of the most powerful forms of marketing. Testimonials from satisfied customers will paint your real estate operation as trustworthy, sending a signal to potential that their investments are in safe hands. Testimonial videos should never be scripted – let your customers express themselves in any way they want. It’s easy to spot when someone is doing fake advertising.

 

5. Neighborhood Tour Video

The decision to by real estate is never made in vacuum. Savvy clients will always take into account the surrounding neighborhood before buying a property. So why not make their decision easier by showcasing the surroundings of your property? Depending on the type of property (residential, commercial, industrial, other), you can showcase local restaurants, culture sites, schools, hospitals, parks, and anything else the clients might be interested in.

6. Virtual Tour Video

Thanks to frequent Covid lockdowns, virtual tours are not only popular, but they are often necessary. Virtual tours allow clients to preview properties from the comfort of their home, empowering them to make better purchasing decisions. There is also the wow-factor to consider – most people are still unfamiliar with virtual reality tech, and seeing their new home in rendered in VR is sure to keep their interest piqued.

7. Drone Video

Drone video footage is a bit more common in real estate, but it is nonetheless a powerful tool for showcasing your properties. Drone videos are excellent at showing how a real estate property fits into the local environment, highlighting its connectedness via roads, walkways, and other paths. Drone videos also emphasize scale. The client will get a better grasp of distance, property density, and the general lay of the land.

8. Educational Video

Real estate buyers are often inexperienced folk, which makes their decisions tougher than they need to be. Fortunately, you can address this by providing educational video content on real estate topics. You can share interesting industry stats, talk about problems real estate buyers often face, discuss the impact of technology on real estate and how clients can benefit from them, etc. You can host educational videos anywhere, but posting them on a video-focused platform like your YouTube is a good way to ensure they will reach your target audience.

9. Video Ad

Video ads are a tried and tested strategy in real estate marketing. Nowadays, real estate ads are commonly seen on social media, particularly on platforms such as Facebook. They are extremely useful for raising brand awareness, selling properties, and spreading positive word of mouth online. Note that each social media platform has different technical specifications for ads, but so you’ll have to convert your content in to repurpose it.

10. Instructional Video

Instructional videos are excellent for teaching real estate buyers how to get the most of their properties. Unlike educational videos, instructionals are all about teaching practical skills. For example, you can create an instructional video on how to efficiently use space when placing furniture in your home, how to clean windows efficiently, and similar skills unique to each property.

5 Real Estate Video Marketing Tips

Now that you know what real estate video marketing is all about, here are 5 tips for making the best real estate videos.

1. Start With an Outline

This one might be obvious, but in order to make a video, you have to plan for it. You don’t need a full production schedule, just a basic outline to keep track of tasks. Your outline should describe your audience, available equipment and other resources, the goal of the production, and other basic details.

2. Production Values Matter

More than in other industries, real estate videos greatly benefit from high production values. It’s what separate real estate professionals from people showcasing their home on Instagram with their phone. That being said, production values are more about cinematography, editing, and an eye for detail, than about expensive equipment. Watch a view guides on how to make videos look good, and work with equipment you have available.

3. Script Your Videos

Improvising in front of the camera might work for social media influencers, but in real estate, you have to get your facts straight and tell a coherent story. So devote some time to polish your video script. This will help you greatly down the line when you start recording footage. You’ll have a structure to fall back on if you get lost in details.

4. Be Short and Concise

Real estate agents often have the impulse to talk on and on about the many benefits of the property they’re currently selling. This approach doesn’t work that well for video. Sales talk is interactive, whereas watching a video is passive experience, so you want to keep your videos short and concise. Focus on a couple of core ideas in each video, and skip the details where possible.

5. Check Your Competitors for Ideas

If you’re new to video marketing, it can be tough to start making videos from scratch. And the best way to get inspired is to check out what works for others, namely your competitors. Browse their websites and social media profiles to check out their content, and use your industry knowledge to determine how well it works. Then, steal their ideas, and make them better by improving at least a single aspect. For example, if they’re making instructionals, address topics they haven’t covered.

Conclusion

That’s basically everything you need to know to get started with real estate video marketing. As a final piece of advice, don’t get bogged down with the details. Instead, start by making videos as fast as possible, then iterate based on feedback. It’s much quicker than attempting to do everything at once with your first production.