The Bakehouse Productions Guide to Live Streaming: Part 1

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Unless you’ve been living under a rock for the past year, you’ll know that live streaming has become the next big thing in video marketing.

What Is Live Streaming?

If you have been living under a rock though, according to the Oxford English Dictionary live streaming is where you “transmit or receive live video and audio coverage of (an event) over the Internet.”

And the good news is that most of the big social media networks have introduced live streaming, and you can do it both from your personal profile or your business page.

Live streaming is now so accessible thanks to huge advancements in technology, meaning that anyone with a mobile phone and access to the Internet can head to YouTube, Facebook, Instagram or plenty of other sites and get their live streaming fix.

But what does it mean for you as a business?

These advances in technology mean it’s now even easier for you to reach a huge audience across the globe, and you have the potential to improve brand awareness, gain positive media exposure and – most importantly – boost your sales.

We know what you’re thinking: “That’s great, Bakehouse! How do I get started?!”

Allow us to explain all.

Why Use Live Streaming?

Hopefully, we’ve revved up your engines and you’re raring to try your hand at live-streaming, but just in case you’re not convinced, take a look at just a few of the reasons the biggest brands in the world are increasingly turning to live streaming.

It’s Cost-Effective

Before live streaming came along, businesses would have to rely on TV and radio to broadcast their message live, which of course came with a hefty price tag.

But nowadays, live streaming is free. Sites such as Facebook, YouTube and Instagram all let users live stream with no cost, although there may be some adverts.

Not only is the service itself free, but it’s easy to get started too. If you have a decent quality smartphone you can stream straight from there in pretty good quality.

Top tip: Buy yourself a cheap tripod to ensure your live stream footage is steady – you’ll be able to get one from Amazon or eBay for less than a tenner!

Boost Your Engagement

According to Facebook, it’s users comment 10 times more on Facebook Live videos than normal videos. Just another reason why live-streaming is a no-brainer!

It’s Shareable

With more than 1.5 billion active social media users across the world, live streaming makes it easier than ever to reach more of your audience.

Facebook loves live videos, so when it’s users engage with them by commenting or liking, it gives more exposure to the brand by showing the user’s friends they have engaged. Once you finish live streaming on Facebook, the video will be saved to your profile for fans who may have missed your live stream to catch up on later.

Asking your audience to share your video is another great way to increase your reach, and you’d be surprised by how many of your fans will actually hit that share button.

It’s Entertaining

Much like behind-the-scenes glimpses of your business make your audience feel involved, there’s something about live stream that people love just as much.

Feeling like they’re part of something, viewers can feel a sense of camaraderie with their fellow audience members, particularly in the comments section.

It becomes even more entertaining for viewers when their questions or comments are mentioned by the people presenting the live stream and doing this is a great way to boost engagement.

Check back for Part 2 of The Bakehouse Productions Guide to Live Streaming to find out what kind of content you should be sharing in a live stream, and what works best.

If you’re considering live streaming an event or conference, Bakehouse Productions can help. Email hello@bakehouseproductions.co.uk or call 01482 778185 for more information today.

If you learnt something about live streaming from this guide, why not hit share?

4 Video Marketing Metrics You Should Be Using

4 Video Marketing Metrics You should Be Using

Figuring out what “success” looks like before you even begin to think about commissioning your next video project is super important. After all, how will you judge the results if you haven’t defined what would make a successful video?

Cue video metrics.

And because you don’t have hours to figure out what you should and shouldn’t be measuring, we’ve done the hard work for you.

Here are 4 video marketing metrics we use (and recommend our clients use) to determine the success of video projects.

View count

Perhaps the very first step in measuring the success of your video is the view count. But whilst this little metric is simple, it’s actually the most deceptive of all!

Checking how many times your video has been viewed will tell you the reach of your content, which is great if your objective is to reach as many people as possible.

But you should be aware that what constitutes a view on some sites, is very different to others.

For example, YouTube count a view after 30 seconds of the content has been watched, but Facebook counts a view after just 3 seconds.

You should bear this in mind when analysing the views on each of these platforms, as Facebook could likely (seemingly) outperform YouTube in terms of views.

But don’t be disheartened if your video views aren’t what you expected them to be – they really are just the first step in measuring success.

Engagement

Unlike view count, we can actually take some real feedback by looking at the engagement of a video.

Engagement defines how much of your video a view has watched, and this number is shown as a percentage.

As you can imagine, the higher the number the better.

The engagement figure will also tell you an overall average, which is how much all viewers watched.

The engagement metric will allow you to measure the quality and usefulness of your video in general and will help you make decisions about the type of content you produce in the future.

Using an engagement graph you can see how much your audience watched and re-watched, and when they stopped watching too.

Like view count, low engagement rate doesn’t mean your video was a failure, and there are some other metrics you can use to further understand how it was perceived by your audience.

More about improving the engagement of your videos in our blog post next month.

Click through rate

It’s likely you’ll have measured click-through rate before, either on your website or maybe in Pay Per Click campaigns such as Google Adwords.

In video terms, the click-through rate (CTR) is how many people click on whatever your call to action is in your video.

Arguably one of the most important metrics, the CTR will indicate how well your video encouraged viewers to take action.

The CTR is particularly important if you want your audience to do something after watching your video – like completing a form on your website or visiting a particular page.

 Conversion rate

The conversion rate is often the most accurate representation of the return on investment for a particular marketing activity; in this case video content.

The conversion rate is how many customers (or leads/enquiries) you have gained as a result of your video content. A conversion could be counted as filling out a form, subscribing to a newsletter or channel, buying a product or making a phone call.

Conversion rate is shown as a percentage and tells you what proportion of viewers actually took action.

This differs from the click-through rate, as it shows how many viewers completed the specified action, rather than just showed intent (for example, visited the web page where the form is).

Setting up some goals in Google Analytics is a good way to monitor conversion rate, and you’ll also have to think about your attribution model (more on this in another blog post!)

Going forward...

Make sure you are using at least all of the previously mentioned video marketing metrics to define the success of your video content, both before and after the commissioning of a new piece.

By doing so you will establish what success looks like and what you hope to achieve, which ultimately will ensure your video generates a return on investment.

Using Video to Grow Your Business

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In the fast-paced world which we live in, it’s becoming more and more important for businesses to take advantage of the different technologies available to them in order to reach their customers.

Arguably one of the most effective ways to do this is through video.

But how can video help grow your business successfully?

Video should support your wider business activity, and reinforce the pieces of the puzzle mentioned above. So where to begin? Following our tips is a good place to start…

Tip 1 – Make Your Brand Memorable

If your business is to grow, it’s crucial you set yourself apart from your competitors. Your product or service offering should be memorable and get people talking.

So how can video help you with this?

Create promotional videos that boost brand awareness and encourage engagement from your audience. These shouldn’t be a hard-sell, but a way of getting customers to engage with your brand.

Your video shouldn’t lose sight of your brand’s identity – and it should personify exactly what your company is about.

Industry experts agree that video is one of the strongest tools when it comes to building your brand.

We can help tell your business's story, in the right way. Check out Brand Story Videos here. 

Tip 2 – Build Customer Confidence

Everyone knows it’s much easier to get more business from your existing clients than attract new ones, and video can play an important role in this.

Use case studies and testimonials to market why your customers should continue to buy from your business.

Not only is this kind of content great for reengaging with existing customers, it’ll also help new customers who are in the final stages of the decision process, make that final decision to use your business.

Here at Bakehouse we can help turn endorsements into business performance. Find out more here.

Tip 3 – Recruit Great People

You might be thinking – “What the heck has video got to do with recruiting staff?”.

Well, in our experience – a lot.

Video is a great way to communicate your business's values and why people should join your team.

Here at Bakehouse Productions we have produced a wide variety of videos for a whole host of different industries, to help attract and recruit the key people who will be instrumental in the growth of our client’s businesses.

One of the sectors using video to their advantage is education; where video is used not only to attract students and applications, but also teachers, trainers and staff.

Check out just one of the videos we have created for a client in this sector here.

Start growing your business with video today

Now is the perfect time to invest in video as part of your marketing strategy, and we have helped hundreds of business across Yorkshire, The Humber and the rest of the UK generate real results through purposeful video marketing.

Whether you have little or no idea how you imagine your business to be represented using video - we can help.

Get in touch today with your ideas, aims and objectives, and we'll get the ball rolling.

Email hello@bakehouseproductions.co.uk or call 01482 778185 today.

What is Ephemeral Content & Why Should I Be Using It?

What is Ephemeral Content?

Ephemeral content is content that only lasts for a short period of time before disappearing, and it’s becoming increasingly popular thanks to the likes of Snapchat.

With Instagram and Facebook hot on its heels, it’s clear to see that this type of content is here to stay. But ‘Why should I be using it?!’, we hear you cry! Let Bakehouse explain…

It’s authentic

There’s something about this disappearing, time-limited content that creates a real sense of authenticity.

Sure, your polished, branded content is great too. But we’re increasingly seeing that consumers who choose to follow brands on Instagram or Snapchat are reporting increased trust and more excitement for the brand on the whole.

Increased trust in your brand = a greater chance they’re going to buy from you.

No one likes missing out

FOMO (or Fear of Missing Out) is no longer reserved for that great Netflix show everyone is bingeing, it’s now what consumers are experiencing when they don’t check out what their favourite brands are upto on social media.

Try using video for Q&A sessions or how-tos, that your audience won’t find anywhere else. This kind of content coupled with FOMO will have them tuning in more regularly.

Publishing exclusive ephemeral content on certain platforms will allow you to drive traffic there from other channels; using FOMO to your advantage!

It offers a BTS view

That’s “behind the scenes” to you and I.

Everybody loves a sneak peek, a behind the scenes view of what’s going on. Not only does it add to the authenticity of your brand, but it’s another factor that will keep your audience coming back for me.

Manufacture a product? How about showing the production process?

Offer services? Why not showcase the prep work that your team put in to deliver such a service?

The possibilities for behind the scenes video content really are endless! Not sure where ot start? We’d be happy to advise you!

Mobile heavy

The great thing about ephemeral content is that it doesn’t have to be expensive – in fact, it can be produced by anyone with a smartphone (and that’s a whopping 77% of adults, in case you were wondering!)

With no need for fancy equipment, ephemeral content is accessible for businesses and brands of all sizes – from your start-ups to your multi-million-pound companies.

Amazing engagement

You probably already know that visual content is 40 times more likely to be shared by your audience on social media.

Yes, you read that right. FORTY TIMES MORE LIKELY.

Not only is visual content more likely to be shared far and wide, it also provides super high engagement as a result. And an engaged audience is a warm audience.

To wrap it up…

It’s clear that ephemeral content isn’t going anywhere, but don’t feel limited by its expiry date fashion.

Use that to your advantage to show a real, authentic side to your business, and engage with your customers in a fun, friendly way!

Bakehouse are experienced in crafting all different kinds of video content, lots of which would work perfectly for platforms like Instagram and Snapchat. Get in touch today to figure out how you can incorporate ephemeral video content into your marketing mix.

Talk to us today – call 01482 778185 or email hello@bakehouseproductions.co.uk

Using Video in Email Marketing

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Video is quickly becoming the go to tool for marketers, and with no other medium able to communicate as quickly or effectively, it’s easy to see why.

Video has a variety of uses in your marketing strategy, but have you considered using it in email marketing?

Just ask yourself if you’d like…

  • More conversions?
  • Better brand awareness?
  • To educate your audience?

Then you need to be using video in your email campaigns, but don’t just take our word for it.

In a study carried out by the good people at eMarketer, more than half of marketing bods who opted to use video in email campaigns saw better click-through rates, more shares and forwards, along with greater time spent reading the email itself.

In other words, their audience was more engaged.

But where to start? Lucky for you, our expert team have compiled their top tips for video email marketing success!

1.   Create a Mini Series

Breaking your content down into smaller chunks to create a series of videos may help to keep your audience excited and anticipating what is to come.

2.   Strong Call to Action

Make sure both your video and email have a call to action so your audience know what to do next.

Try asking a question then invite your audience to share their response on social media, or how about asking them to fill out a short form?

Other examples include sign up for a webinar, enter to win, vote, find out more or watch another video.

3.   Test “Video” In Your Subject Line

Including the word “video” in your subject line may actually make your email more appealing to your audience in their inbox, so consider A/B testing 2 different subject lines to test.

Most email marketing software will allow you to run automated A/B tests, with the winning version being sent to the majority of your database.

4.   Ditch Autoplay

Research suggests that Autoplay doesn’t actually help your audience to engage, and could actually put them off. Make it clear there’s a video there to watch – either embed it or include a ‘Play’ button, then let your audience watch it in their own time.

So, to recap…

If you’re still not sold that using video in email marketing is for your business, here’s just a handful more benefits you’re likely to reap from doing so…

  • Videos get your message across easily
  • They save time – both your business’ and your audience’s – by getting information across quickly and succinctly
  • It’s proven that viewers feel more positive about a given product after watching a video – you could go viral!

If all of that wasn’t enough to persuade you, then consider this… Video email marketing helps to improve your Google search ranking, meaning your existing and potential customers can find your business easier.

Need help with business video production in Hull? Bakehouse Productions have helped hundreds of businesses like yours get their message across through video!

Talk to us today – call 01482 778185 or email hello@bakehouseproductions.co.uk

 

How Can B2B Businesses Effectively Use Testimonial Videos?

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We've heard it all before: testimonial video content is ‘nice-to-have’, but there are budget and time restrictions, and the final result may not be worth the time and effort. Right? Wrong. Testimonial videos should be an essential tool in your customer communication toolkit, especially if you are a B2B business. 

Testimonial videos are very cost effective and are far easier to create than you might think. If you’re offering an excellent service or product, then you'll definitely have some enthusiastic customers who are happy to share what a great experience they’ve had.

By capturing their feedback on video, people will see the genuine satisfaction on your client’s faces in video format, rather than just reading written testimonials, which don’t come across in quite the same way.

Just take a look at these (Forbes) stats...

  • A third of all time spent online is spent watching video content.
  • 59% of all company decision-makers would rather watch a video than read an article or blog post.
  • 65% of business decision-makers visit a company’s website after watching its video content.
  • 70% reported that video performed better than other content in terms of conversions (ReelSEO). Furthermore 82% said they had success overall with B2B video marketing campaigns (Vidyard).

The numbers don’t lie. If your business isn’t using video content to promote itself, you’re way behind the times. And the longer you put creating video content off, the further behind you’ll fall.

The benefits of using testimonial videos for B2B

The audience for B2B video content isn’t like B2C; creating something memorable that resonates is obviously important, but what’s more important is affirming that you can bring value to a customer’s business. Video Testimonials are the key to B2B businesses cracking video content. They create trust, because prospective clients can see real value in your offering, through a genuine customer’s perspective.

If another business is going to work with you, they need to see what you have done for others, and also feel that they can trust your product or service. And what better way to win them over than with positive feedback from existing business clients? It’s important for prospective clients to see other people’s point of view, rather than just hearing about how great you are directly from you, which somehow isn’t quite as believable.

According to a survey by BrightLocal, 85% of consumers turn to online reviews to determine whether or not a local business is reputable. That’s exactly what a testimonial video is, a review of your product or service, in visual form, which makes it appear more believable and trustworthy.

How to use testimonial videos

B2B business can use testimonial videos to show off their product or service, as well as create engaging web content. Not only will users absorb and retain more of the information than if you’d offered it in body content, making them more likely to convert, but video views on your site send positive ranking signals to search engines, as users are recorded as interacting with your site, rather than passively scrolling.

As well as using testimonial videos on your website, and sending them to prospective clients, you can use them to generate brand awareness. Don’t just use your testimonial videos on your website, promote them across several popular video platforms such as Vimeo and YouTube. Testimonials can be used for social media and advertising campaigns, sent out in information packs, and placed at key places in the user purchase journey on your site.

As we mentioned, testimonial videos are far simpler to create than you might think. You don’t need to interview your clients for hours on end, you only need to ask them a few simple questions, such as:

  • What were the issues the speaker’s business was facing?
  • How did your business help?
  • What were the tangible results (use exact figures, don’t just say ‘they improved things’)?
  • Why would they recommend your business?

Testimonial videos also don’t have to be done in the traditional sense. If you’re up for getting creative, you can approach things slightly differently. For example, testimonial videos can be used to show off customer reviews and demonstrate how your product or service works at the same time, so you get double the benefit.

Keep in mind that customers don’t have to be interviewed via a green screen, you can film them in all sorts of interesting locations. Testimonial videos can be used as a way to show off your business premises and facilities, we can interview people in eye catching locations that way your video more visually appealing.

We are extremely flexible in our approach to online videos and we love to get stuck in and produce creative testimonial videos as well as straightforward testimonial videos that deliver every time. Get in touch today to discuss how we can help you to produce stand out b2b testimonial video content.

Regular video content for social media

 regular video content for social media channels

Bakehouse is pleased to bring you Scoff, our regular video and photography content service to feed your social media animal.

We all know that Social Media is a hungry beast. The minute breakfast is served he’s asking for lunch. To stay fit and healthy Social needs feeding, we’re here to help you with portion control.

Scoff is a social media ready-meal. Perfectly formed pieces of microcontent - pictures and videos to you and me - to feed your Social. A well fed social media will play nicely with passers by, encouraging them to say hello more often and maybe even pop around for a coffee.

Scoff takes the pain out of making fresh social media content. We visit regularly (you can decide how often) to capture, edit and package up video and images for you to share on your social channelsSimple, effective visual content for your social marketing.

Example dishes

Scoff content is tailored around your business. Here are some ideas to get started…

  • Customer testimonials
  • How to videos
  • Meet the team videos
  • Video headshots
  • Interviews
  • Guided tours
  • Product introductions
  • Seasonal messages
  • Company announcements
  • Visual sales materials
  • Behind the scenes videos

… the options are endless - it’s all about keeping your audience interested, engaged and sharing.

A bit more about microcontent

Microcontent is an internet marketing term given to small, easily digestible chunks of information, ideally suited to sharing on social media. We make visual content, images and videos, to support your wider marketing efforts. There are 100’s of studies and statistics to support the view that people prefer visual information. They consume more of it, remember it for longer and take action more often because of it.

With the best will in the world, many organisations struggle to maintain a ready supply of content for their social media. We can help you by creating and managing a structured approach to creating content. We look after the frequency and content ideas (or help you to develop your own content ideas), leaving you to manage posting to social media and engaging with your followers.

Scoff for agencies

We all know that catering for bigger parties can be tricky, especially if it’s for a bunch of rowdy Socials. Scoff can be white labelled by your agency allowing you to concentrate on front of house (that’s right, we’re going to wring this food metaphor out to the very end).

We’ll take away the pain of creating briefs for social content by simply getting on with it. We’re experienced video experts and marketers - we know what works and how to develop content in line with brand values and required outcomes. We concentrate solely on making visual content to support your existing social media contracts.

Of course small businesses can compete in video marketing!

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Too many small business owners see video marketing as something that isn’t within their grasp.

It’s not just the big boys that are making an impact with online video. You don’t have to have a multi-million pound budget to strike a chord with your audience. Sure, there’s the John Lewis and Coca Cola ads of the world, but that’s just the tip of the iceberg.

 video marketing for small businesses

There’s a growing collection of small businesses that have seized their right to capitalise on video marketing. They’ve entered the video marketing arena and won, and sometimes with the most simple yet genius concepts and smallest of budgets.

The truth is, your business is unlikely to get the traction it desires by only posting corporate content. Video is a much more engaging way to deliver your message and speak to your audience in a way they like to be communicated with. According to Dr. Liraz Margalit, Ph.D.

“It’s much easier for us to become emotionally attached to something we watch in a video than something we read in an article.”

A new report from Magisto states that 85 percent of small businesses are currently using video or intend to use video in the near future, and two-thirds of small businesses create marketing videos at least four times a year.

 social media video for small businesses

The platforms are there for the taking

The plethora of video marketing platforms we have at our fingertips are available to all. Small businesses can put videos out on channels like YouTube, Facebook, Instagram and Snapchat just like multinational brands can. They may not have the audience initially, but if your video hits the mark, it will soon gain traction. With these exciting platforms waiting to be utilised, why wouldn’t you test out the power of video marketing?

Facebook video seems to have made an impact on audiences. There are now more than 50 million small businesses on the social network, and over 8 million video views on the platform a day. Facebook video appears to be working particularly well for small businesses.

Examples of small business video successes

You probably need to see it in order to believe it right? A growing collection of small businesses are cracking the video marketing code and making waves with viral videos. Here are a few examples:

August Oak Woodwork -  Recipe videos like this wonderfully simple idea “cooking” a box video, which has over 19,651,779 views, 103,913 likes and over 250,000 shares.

Bullfrog Spas - small budget YouTube series, “The Principal”. They were a finalist for Best Content Marketing Video Series at the 2015 Content Marketing Awards.

First Kiss  - a video created on a £1100 budget, which took the internet by storm and has had 120,586,162 views.

Creativity wins

All it takes is a little creativity, and carefully considering how to target your audience. Some of the very best videos out there are based on surprisingly straightforward concepts, or they're simply things that haven’t been done before. If you take the normal formula or concept, and give it a new spin, like the cooking in a box video, you can take people by surprise and make a real impact.

This is how small businesses can win with video, through creativity, and working with a video company who possess the talent and ingenuity to create videos that inspire, evoke emotion, wow and sometimes, shock.

The growth of online video

Cisco predicts that 82% of all internet traffic will be video-related by 2020. So, in a few short years, those small businesses that don’t embrace video in some way will struggle to have a voice. Soon, video won’t be a choice for small businesses, it will be a necessity.