The Art Of Story Telling In Your Business

Episode 11


About The Show

Today I am joined on the podcast with Ben Amos from Innovate Media and the Engage Video Marketing Podcast,

Ben is an expert in building a story around your business and brand through video marketing strategies.

In this interview, Ben shares the importance of formulating and building a story around your business and brand and when to use video in your business marketing strategy.

What You'll Learn!

  • How to craft an engaging story to connect with your customers through video
  • The importance of being strategic with video online and knowing how that affects your production budgets
  • Knowing the end goal when crafting and creating your videos
  • Common pitfalls business owners fall into when creating video messaging
  • Why placing your video on YouTube alone is not enough to get a return on investment
  • Cutting through the noise and clutter online by crafting a compelling video strategy
  • How overwhelm leads to lack of action by business owners when it comes to creating video content
  • Why content needs to be mapped out and aligned with your overall business strategy
  • Tips for starting out when using video in your business
  • Why focusing on the tactic or tool such as Facebook Live in the first instance instead of strategy can be the wrong approach
  • Understanding who your audience is before starting to use video to promote your business
  • Why you need to know what you want your audience to do, feel or act before you start producing your content
  • The power of storytelling to move people to take action
  • The four pillars of a story structure a business can use: people, place, purpose and plot
  • Why the hero is not the business.  Understand who you want to help.
  • How Ben is using video in his own business to create wins by producing video for specific social media platforms
  • The new video vertical format Facebook is recommending for their ads platform
  • Why video is a must for any marketing strategy

Links Mentioned

A weekly podcast exploring the power of online video to engage audiences and move them to action. Hosted by leading online video strategist Ben Amos.

Online Video Strategy Design & Consulting

Join other business owners in our Free Facebook Community all sharing their trials, ideas and wins in business. It's a fantastic community of driven and supportive entrepreneurs.



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Full Episode Transcript

G’day, g’day everybody. Jason here for another episode of The Business
Made Easy Podcast where we make business easy. I hope you’re doing well
out there whatever you’ve been up to in the last week. I hope you’re kicking
some goals in your business and things are pointing in the right direction
because that’s what it’s all about. We’re about success in business with a less
stressful life and actually really making sure our business is giving us life as
opposed to just taking life from us. And today’s episode, we’re going to be
talking with an interesting guy that loves to tell stories. And when I say tell
stories, not in the traditional sit-down and read a Golden Book type story.
No, we’re talking to Ben Amos from Innovate Media and Ben tells stories via
video and what his business is all about is actually helping businesses to
formulate a strategy – a story and strategy about their business and then he
produces that into video and makes sure that your product and service and
your brand looks the absolute best it can on social media such as YouTube
etc. So, you’ll learn that it’s not just a matter of point your iPhone and hit
publish, it’s a lot more to it than that the way Ben works. He’s getting some
great success with his clients and customers. So, the other great thing with
Ben is that he is a storyteller in the sense of a podcast that he has as well.
He’s got a podcast called Engage with Story where he actually talks about the
strategy and structure behind good storytelling and what’s involved with
that in your business. And he shares a lot with us in this episode as well on the
best way to structure and what’s involved in telling a compelling story in your
business and you’ll hear that in this episode as well. So, let’s get into the
interview without further ado. Here’s Ben.
G’day Ben and welcome to the show mate. How are you?
Very well Jason. Thanks for having me today.
Yeah. My pleasure. It’s great to have you on board. Ben, you’ve been involved
with a few ventures now and I know you’ve got your podcasting which is
Engage with Story, which I do want to talk about later on in more depth but
your main business, Innovate Media, tell us about Innovate Media and what it
is you do.
Yeah, absolutely. So, Innovate Media, we’re a video production and strategy
agency based in Queensland in Australia. Basically, what that means is, the
background of the business is video production, straight down the line, make
content, edit content, make people and brands look good. But really over the
last couple of years, we’ve refined what we’re doing there. You know, what I
say, you know, I guess, the short answer here is, is what we do now is to
connect brands to their ideal customers through clever online video strategy.
So, what that means really is that it’s about being strategic with video and
using it online in the right ways at the right time and, you know, really
understanding the goals that a business wants to achieve with video and
using our video skill set in the right way to make the right video that’s
actually going to equal the results for that particular business.
Cool. Cool. Tell us how you got into this video – I mean it’s a growing space. I
know particularly from a social side of things and technology has made it
easier and more accessible, I guess, video. You’re doing the full production
type video, though aren’t you?
So, what we do now is really, like I said, it’s really based on the strategy and
we can dive into that a bit further but when we talk about strategy online and
when it comes to video is, it’s about using multiple pieces of content in the
right way for the specific platform that you’re using it on and, you know,
understanding where that piece of content fits within a wider marketing
strategy. So, you know, to give you a bit of an idea, basically, you know, when
it comes to production so, you know, how we actually produce the video
content and how much, I guess, budget or time or effort or creativity is put
into a particular piece of video content, often what we’re looking at is
aligning those production circumstances with the goal that we want to
achieve for the piece of content. (Yep.) So, and that’s where the strategy
comes in. So, if your aiming to create a piece that’s really all about, you know,
top line brand awareness, so getting people that have never heard about
your brand before (Yep.) and getting them to connect on an emotional level
and to buy in to who you guys are as a company or a service provider, then
that’s where we want to be apportioning more of the budget and creating,
you know, really beautiful engaging content that tells a story and connects on
an emotional level and obviously reflects the brand ideals and identity. So,
you know, that’s where, you know, high production values need to come into
play. (Yeah.) But on the other hand, when you go down to, you know, a video
on a particular product page on a website on your online shopping cart, for
example, that’s talking about a specific widget or product that you sell (Yep.)
or service that you provide, then that’s when production value can be
lowered because the purpose of that video is simply to make that conversion
or make that sale. So, if someone’s already engaged, they’re already switched
on, they’re already connected to the idea of buying from you because you’ve
done other bits of content in the lead up to this purchase decision, but now
they’re here on the webpage ready to click add to cart or buy now or enquire
and that’s where you want to be thinking about, okay so, from a video
perspective, what’s the, you know, short engaging simple to produce piece of
video content that I can put on this website right next to that enquiry or buy
now button that’s going to get someone across the line? And that could be as
simple as done with an iPhone or you know, even DIY for a business. It
doesn’t even need to involve a production company like us.
Yeah. So, what your’re saying is, where your expertise comes in is you
basically, put the framework – rather than just point and click type stuff out
there which a lot of people are doing and just throwing up hoping that it
works, you’re actually coming in with an actual strategy and saying, “Okay.
The end goal is we want X and then this is the path that’s going to get there
and these are the snippets of footage and video content that you’re going to
need along the way to do that.” Is that it?
Absolutely. It’s all about, kind of, applying, you know, robust and solid digital
marketing strategy to how people are using or how brands are going to be
using video content online. And the reason for this, you know, really stems
back to, you know, the story of, kind of, how I moved into an interest in
marketing and digital marketing and marketing strategy because my
background is in video production and also in teaching. (Yep.) So, I used to be
a high school teacher and taught film at a high school level. So, you know,
when you, kind of, focussed for years and years on teaching the skills of
production or doing the skills of production. When I started the production
business, you, kind of, focussed on, you know, cameras and lights and audio
and editing and, you know, piecing together a story or whatever it is. Making
a great piece of content and that’s what we were doing for business clients in
the opening few years of the business. You know, people were coming to us
and saying, “We want a video for this purpose for our business.” And we’d
create a great video. We’d hand it over to them, they would be happy. They’d
pay the bills and we’d move on but then we’d check back and we’d go, “Okay.
So, hey, how’s that clients video went?” And we’d see they’ve stuck it up on
YouTube (Yep.) maybe, that’s all that they would do and then they would
maybe have 30 or 40 views. There was one particular client I know, we
created a beautiful video for. It was, kind of, like a brand story video. It was
telling the story of their brand. They were stoked with the result and, you
know, we checked back six months later and it had 34 views on their
YouTube video and that’s the only place that they’d actually used that video.
You know, how does that return on an investment for them? (Yeah. Yeah.) It
ultimately didn’t. It made them feel good. Everyone had patted themselves on
the back (Yeah.) when we produced this video and that’s where I, kind of,
started this journey into needing to deliver more for our clients around
online video strategy and getting the stra
helped them implement the video, you know, once they got it out into the
digital landscape, then they would have had better results. (Yeah.) And it
would have returned more on their investment and that’s ultimately, you
know, how businesses need to be thinking about video these days.
Yeah. I think you’re dead right. And in particular now where there is so much
video out there and like I said at the intro there, it is so much easier to shoot a
video, you know. We’ve got iPhones, the new capped phones got
12-megapixel cameras and you know, really great stuff which means there
are more noise and more traffic out there which means that I guess, your
strategy now is even more important, like as you say, to raise that awareness.
Absolutely. Yeah. I mean, look, ultimately – your spot on there Jason because
the idea of like – there’s kind of two things I talk about here and that’s
democratisation and overwhelm and I’ll break those two things down for you.
But, what you’re talking about here is the democratisation of video content
production. So, it’s in the hands of everyone now. (Yep.) In the same way that
the Gutenberg Press, the printing press, democratise the printed words. So,
kind of, took the control out of the hands of the clergy and monks and things,
you know, back in the renaissance. (Yeah.) It kind of opened up the world to
the ability to get language and information out to the masses. (Yep.) That’s
kind of what the smartphone and what, you know, the lowering barrier to
entry or the lowering cost to video production is doing now in this space.
(Yep.) It’s democratising it. So, everybody’s got the ability to. And what that
resulted in is potentially the second thing -overwhelm. (Yep.) So, by
overwhelm, I’m talking about that feeling that so many business owners feel
of, Wow, I should be doing video. Everyone’s saying I should be doing video.
In fact, hey, my competitors are doing video. Everyone’s doing video. I’ve
tried video and it didn’t work or it’s too hard or whatever. So, there’s that
overwhelm so they end up doing nothing. They end up, kind of, head in the
sand like the ostrich and just ignoring what’s going on around them. (Yep.)
And, you know, that’s potentially the problem and that’s where strategy is so
important. Because, when you’re clear on how a particular piece of content
from a suite of contents so not just one video trying to do it all but how a
particular piece of content aligns with a particular goal in your business (Yep.)
and that’s what strategy ultimately is. It’s a plan for (Yeah.) how to do
something and how to use something. When you can see it all clearly mapped
out. You know what to take action on, how to do it, what it’s got to look like,
how much to spend on it, how to use it when you’ve got it and ultimately you
know how you’re going to measure the results of that so you’re returning on
your investments. (Yeah, cool.) That’s what it’s all about.
Cool. Ben, for the audience out there, I guess, that is contemplating using
video, particularly I know there’s a lot of buzz around Facebook Live at the
moment and going live and all that sort of thing. What sort of tips could you
give someone who was, I guess, just starting out in business or they’re in
business and they haven’t yet done any video, where would be a starting
point or place that they could start implementing a strategy?
Yeah. So, you’ve, kind of – what you’ve talked about there is, you know, part
of the problem I think is the idea of focussing on the tactic. So, the tool that
you’re going to use and I’m seeing that a lot lately as well around Facebook
Live, it’s so easy to use, you know, (Yeah.) you can go live from your
smartphone. You can start creating video content and you’ve got, you know,
digital marketing people who are basically saying that. Like, just start doing
video now and there’s a lot of merits to that around just start doing it, start
experimenting with it. (Yep.) However, I think before you even do that, as
easy as it is to press go live on a Facebook Live broadcast, you know, don’t
worry about the tactics or the tool but focus first on strategy. (Yeah.) So,
what I mean by that is that, at its simplest form, is know who you’re trying to
talk to. So, understand who your audience is. (Yep.) When you’re clear on
who you’re going to talk to and then you think next about what do I want
them to do, think or feel as a result of this piece of content that I’m thinking
about producing. (Yep.) When you know who you’re talking to and how you
want them to either do, think or act or feel, (Yeah.) then you’re well on the
way to having a strategy in place. (Yeah. Yeah.) Because from there, you can
basically then figure out, okay, so now that I know who I am talking to, is
Facebook Live the right platform, you know, are they actually going to be
watching (yep) and, you know, what do I want to actually say in that content
and then what sort of result do I want to achieve from that?If you decide that
all I want is for people to think differently about a particular area, so, you
know, you’re just getting on and doing a bit of a rant about something that
you’re passionate about then the goal there is to just change the way that
someone thinks but also allow them to get to know, like and trust you a bit
more. (Yep.) So, when you’re clear on the goal then you know, well, that was
successful or not. If the goal for a particular piece of video content is to say,
sell someone into a workshop, you know, to get them to buy a ticket for
example, then it’s a very different way you want to craft that piece of content
and you potentially want to use it in a different way. (Yeah.) So, maybe
Facebook Live isn’t the right way to do it or the way you approach the
Facebook Live if you do use Facebook Live, is going to be different to if the
goal is just to create some awareness around a product or a brand or ideal.
(Yeah.) So, you know, ultimately to bring strategy back to its simplest form,
you want to be thinking about who am I talking to and what do I want them to
achieve with this particular piece of content and then everything else can
flow through from there.
Yeah. So, I think and I guess what you’re saying there is that really your
Facebook Live’s and your smartphones and that, they’re really just tools in a
toolbox and you really need to say well, you know, is my audience really going
to resonate best with this tool or this piece of content delivered this way
versus Facebook Live which might be a different demographic or different
audience again that’s going to engage differently again. Because I know I’ve
done a couple of Facebook Lives and I tell you what I really shouldn’t. It’s kind
of, just because you can doesn’t mean you should is probably the lesson.
Absolutely. I think, you know, the thing to take away from this is because you
can and because it’s easy, I think you should but you should also make sure
that you’ve thought about strategy before pressing go live. (Yep. Yep.) Like, I
think it’s a fantastic tool, an amazing tool and video is, you know, as I’m sure
all your listeners, you know, realise is a place that businesses need to be
playing in these days. But if they’re not thinking at least top-level strategy
like we just talked about there and effectively they’re just adding to the noise
or what I call the avalanche of average content that’s out there online. And
we don’t want to just be adding more to that rubbish heap, you know. (Yeah.)
I think there’s merit in that. You know, like, having a really, really nailed down
strategy. A clear understanding of, I guess, who your target audience or
customer is. What they’re listening to. What they’re engaging with and how
they’re engaging with it etc. And then implementing, like you say, clear
strategies got to be good cut through, through all that noise as we say. Mate, I
want to talk about – I guess, with video comes this concept of story and I
guess, video is telling a story, isn’t it? (Yep.) It’s, sort of, all about telling a
story whether it’s about your brand, your product or the journey that your
business is on and you’ve got a podcast called Engage with Story. Tell us
about that and how that came about.
Yeah. Absolutely. So, Engage with Story is my podcast which is really, I guess,
a bit of a self-indulgent thing because, you know, as a video producer we use
story in our toolkit every day. But, personally, I’m just very fascinated by the
idea of story and particularly how storytelling moves people to take action.
And, that’s where storytelling becomes a really powerful tool to have as part
of a strategy because when you understand that story is not just about, you
know, top-level just entertaining someone or whiling away the hours. When
you understand the power of story to actually move people to take action,
then it’s tied back into that top-level idea of strategy that I just talked about.
The people are the audience, you know. So, if you’re understanding from a
business sense who your audience is and what action you want them to take
after they engage with a piece of marketing, it’s the same thing with story. It’s
moving people to take some sort of action (Yep.) and story is really powerful
at that. So, you know, ultimately that’s why I put the podcast together. You
know, I interview guests around, you know, who are experts story artists in
their own way. In business and in life and it’s really interesting. And I’ve
learnt a lot about story as well as I’ve, kind of, gone through this process and
continue to go through it. So, and I guess the take away for your listeners
when they’re thinking about story is – unfortunately, story can be a bit of a
buzzword in marketing these days (Yeah.) so you kind of hear it bandied
about all the time. (Yeah. And increasingly so. Yeah.) Yeah. I mean, people are
saying, “What’s your story? Tell your story or use storytelling in your
marketing.” Which is all well and good but if you don’t understand, you know,
how you can use story or why use story or even how to find what story to tell
within your business, it can be really overwhelming again for business
owners. You know, marketing guru’s and marketing agencies love it but, you
know, even then I often see it not implemented very well. There are
obviously fantastic examples as well but for many, I think, it’s potentially just
as scary and dare I say, a bit of a wanky kind of a term, you know. (Yeah.) So, I
mean, let’s break it down a little bit, the idea of how you can use story.
Yeah. I was going to say, like, ’cause there is a formula I understand, isn’t
there to structuring good story?
Yeah. There can be and I’ll talk you through briefly a really top line overview
of a potential story structure that a business can use. (Yeah, please.) And, this
is not really my ideas. It’s basically by a company in the States called Muse
Storytelling. So, if you’re interested in learning more about storytelling for
business, go and check out Muse Storytelling. Definitely worth – they’re like
experts in this stuff. Basically, you know, to simplify it, they kind of talk about
four pillars of a story and this is story whether it be relevant to, you know,
Hollywood filmmaking or, you know, child’s picture book through to a
business story that you’re trying to tell for a particular brand. And, ultimately
it comes down to identifying four pillars and those pillars are four P’s. They
start with P. The first one is people. Now again, we’re coming back to
audience again, you know, we’re coming back to who are you talking to? If
you can understand the people or the characters that make up your brands
or business story, then you can start to flesh out who, I guess, features. Who
are the heroes of that story? (Yep.) Now, for many brand stories that are
relevant to a business, the people tend to be your customers. You know, the
people who buy from you. Okay. But there are more characters within the
story than that. So, we know who our heroes are, our customers. But, then we
need to think about, so what other people are involved and often that’s
people within your team or your organisation. So, you know, your own
people. There’s also suppliers or stakeholders. They’re part of the people
element to your story. So, if you can start to map out who are the people that
feature within your story, then you kind of got that first pillar ticked off really
well. Just before we move on from people though, it’s important that those
people, those characters are relatable. So, relatability within story is kind of
critical. (Yep.) So, don’t, kind of, think of people as well. It’s anyone between
the ages of 35 and 55 who live in a particular geography, that’s not a
character. What you need to do is to be clear on who is that single character?
Sometimes in marketing, it’s called a customer aviator so, (Yep.) you know, a
single person who is your ideal client or customer, if you can identify who
they are, then that is the hero of your brand’s story. And you may have
multiple heroes or multiple stories that are, kind of, coming together so you
may be targeting multiple people. But getting clarity on who the people are is
a great way to start. The next P then is place. So, you can’t have story or you
can’t have a clear and engaging story without a sense of place or a location or
a setting. And, from a business storytelling point of view, having an idea
about where are the places where this story that our hero customer, where
their journey takes place? And, you know, from a storytelling perspective,
there’s a guy called Joseph Campbell who wrote a book called the Hero with
a thousand faces and basically, that was back in the seventies and it’s, kind of,
talking about the idea of a single story structure or a monomyth, a single
mythical structure that underlies all good storytelling and we can apply that
thought process into, you know, what you see in Hollywood filmmaking today
right through to what we’re talking about now, which is brand and business
storytelling. (Yep.) And, ultimately, you know, at its simplest form, a hero
within Joseph Campbell’s monomyth theory, a hero goes from their ordinary
world – some kind of call to adventure so something that, kind of, kicks them
in the pants and gets them to move and they go into the special world of the
narrative or the story. So, they go on an adventure and then, you know,
battles and trials and tribulations and conflicts and they’re helped along the
way by mentors and things like that and then they return back to their
ordinary world which is a new normal. So, there a changed man basically.
(Yep.) That’s your kind of standard story structure. You can see it reflected in
everywhere. (Yep.) From a business storytelling point of view, knowing that
hero customer, if we can understand where are they in their ordinary world.
(Yep.) So, before they are our customer or client. Before they engage with our
brand or product or service. And, use that as a core p
bunch of keywords. So, things we want people to feel or action we want them
to take. So, again we come back to what do you want them to do, think or feel
(Yep.) after engaging with this story? Refine it down into, you know, four or
five keywords. If you can get everyone around the table including the people
that are helping you tell the story, whether it be a marketing team or a video
producer or whatever or your web designer if you can get them all clear on
what is the purpose? So, what are these that we’re trying to communicate
with this story? Then you got clarity on how to go about it. The next stage and
the final pillar or P is – so, people, place, purpose and the final one’s plot.
(Yep.) So, again story telling. You can’t have a good story without a plot. Well,
you can have a story without a plot, it’s just not a good story. So, ultimately
plot comes down to those moments of conflict and tension. (Yep.) Now we
understand from the Hollywood filmmaking or from, you know, a novel or
narrative point of view the importance of a plot. But, from a business
standpoint, it’s sometimes harder for people to connect with the idea of, you
know, a plot within a business brand story. And, ultimately what it comes
down to is, identifying your villains. So, as a brand, what do you stand against?
What do you rally against? What are you trying to stop or prevent? Or, you
know, how are you trying to work with your ideal client or customer? You
know, what are you trying to change in their life? That’s, kind of, the villain
that your story plays up against. You need to have, you know, the anti-hero to
your hero or the antagonists, you know, (Yep. Yep.) to your protagonists, so,
from a storytelling point of view. So, when your clear on what are those plot
elements within your brand story and ultimately you want to be looking at
kind of a key overarching plot. So, what’s kind of the one main plot point
here? (Yep.) But also, what are the little plot points along that journey that
hero customer goes on with our brand? So, little things they need to
overcome or understand or realisations they need to have or things that they
can do to interact with your product at different stages that helps them take
another step towards their ultimate fulfilment which is what your brand or
product or service allows them to do. So, I know that’s, kind of, general
terminology because we’re not working on a specific business here but
hopefully, that gives you an understanding of how to (The structure.) plot.
Yeah. How plot can really help you get clear on, you know, what are those
elements of tension that’s going to keep people engaged throughout your
storytelling. So, from a web design perspective or from a marketing material
like a printed brochure or from a video perspective, if you’ve got clearer plot
points throughout the journey and someone reads that page or watches that
video, then people are going to keep watching because they want to know
what’s going to happen next. (Yeah.) And that’s how you can create engaging
content that moves people emotionally to take the action that you want
them to take.
Jason: Yeah. Ben, that’s fantastic and I think it gives a great framework – I
mean, if you just listed down those four things and as you say, work through
each of those four pillars, you’re certainly going to get a much better story
and structured story. One of the things I see a lot and you mentioned the
hero of the story there. The point that needs to be made – the hero is not the
business itself. A lot of people look at themselves as the hero going out to
help all the victims. The hero, if I understand what you’re saying is the actual
customer themselves and it’s the hero that has the problem that wants to go
from their current state which is not desirable to a desirable state at the end
of the story. And, the business is actually the vehicle or the mentor that helps
them to get there. Is that what you’re saying?
Ben: Absolutely. I think it’s the biggest number one mistake that people can
make in marketing within a business is thinking of themselves as the hero. I
mean, ultimately, why did we get into business in the first place? It comes
down to, you know, understanding your why and, you know, the most
powerful and effective ways, you know, come back to people you want to
serve. You know, who you want to help and that’s what business is. It’s
helping people achieve something and they pay you money as a result of that.
So, the purpose, you know, shouldn’t be, you know, to make more money in
the business because ultimately that’s a result of (Yeah.) serving someone.
Helping them achieve something. That will make you more money. So, that’s
the result but the why behind that is, you know, helping someone achieve
something or move them to a state of satisfaction from a state of
dissatisfaction. So, yeah, I mean, the biggest mistake someone can make with
any storytelling is to think of themselves (As the hero.) as the storyteller, as
the hero because people are selfish, you know, what’s in it for me? (Exactly.)
That’s ultimately what they care about so they’re not going to engage with a
story that positions a brand as a hero but ultimately, they want to relate to
the hero. So, ideally your ideal customer should relate to the hero in your
brand story and that might be characterised from a brand video perspective
or it may be an actual character, an actual client. (Yeah.) Allow them to be the
hero of your story.
Testimonials. Those sorts of things. Yeah.
Absolutely. Yeah.
Ben, thanks for that. That’s fantastic and I think it gives a really good starting
point for someone, I guess, if they’re looking to go down the video and
storytelling path, that it gives that structure and yeah, framework to actually
start the process. Mate, I like to ask all our guests when they come on the
show about a win that they’re having in business. I just wanted to go over to
that for a sec. Something that’s working for you in business at the moment.
That could be productivity wise, whatever. Where are you having some wins
at the moment in your business?
I mean, we talked about, you know, the importance in getting a strategy right
when it comes to video and, you know, I think probably one of the things I’d
like to share here is, is how we’re using video and experimenting with video
within my own businesses because ultimately what we want to try and do in
this area we work in is – they’ve tested things out on our business first before
you start doing it with clients in a way. So, and where we are having wins
which is really, really fun and exciting in the video space is creating video
content quite strategically for specific platforms. And doing so, you know,
this is probably getting a bit tactical and technical but it’s fun to experiment
with the idea of creating video not in your standard aspect ratio or format.
So, typically a video would be widescreen, (Yep.) like, 16 x 9 which is your,
kind of, widescreen high definition typical video format. But as you’re
probably experiencing as you look at social media and video on these
platforms, for example, a video doesn’t need to be constrained by that, kind
of, widescreen shape anymore. So, video that is now becoming more effective
on particularly mobile news feeds. So, we know that people are using their
mobiles more than they’re using their desktops. (Yep.) And with social media,
it’s a mobile-first platform. So, we’re creating more video now and starting to
do it for our clients as well, that is in different formats, different screen ratios.
So, square or one by one, kind of, in a ratio which is great for Instagram for
example, it fits perfectly.
So, like a 720 x 720 type format?
We typically go for 1000 x 1000 (Yep.) so it’s closer to that high definition of
1080 (Yep.) which is typical size. But it’s scales based on the platform and the
size and even the handset size. You know, whether it’s a 7 Plus and it’s all –
(Yeah.) the pixels, is all just scaled based on the player. But, you know,
without getting too technical but the other thing is, like, basically now, you
know, Facebook, for example, is recommending for Facebook ads with a call
to action button, like a learn more or book now button. They’re
recommending that they’re actually produced in a 4 x 5 or a long and skinny
ratio which is much like vertical video. You know, like (Yep.) a couple of years
ago, a video producer like me would have screamed at the idea of vertical
video. “Turn your phone sideways so you get the right screen resolution.”
(Yeah.) But, now we’re producing a vertical video for our clients. (Wow.) But
only for the specific purpose where the strategy makes sense of using that
video for a Facebook ad on mobile only for example. So, I think that’s the
takeaway and that’s something we’re getting some great results with. That if
you are going to be creating video and using video within your social media
strategy, look for ways to create video that is specific to the platform you’re
using it on. (Yep.) So, that’s where the strategy comes into it. Don’t just get
one video in one format and stick it everywhere.
And, plaster it everywhere. Yeah. Yeah. Yeah. I mean, it just doesn’t make
your brand look good either does it?I mean, it’s just sort of like, they’ve really
just had a half go at that and its sort of…
Yeah. It’s not respecting the language of the platform you’re using it on.
(Yeah.) You know, so and the way you use it on Instagram is different to how
you’d use it on Facebook or Snapchat or LinkedIn video or all sorts of things.
(Yeah.) So, you know, I think, just be clever about how you’re using video if
you are going to use video. (Yep.) But if you’re not using video, start using
video. Get your strategy.
So, in your opinion, video is definitely a must for marketing going forward,
Absolutely. And I may be biased but I think that you just need to have a look
at your Facebook or social media feed or Google search results to see the
power of using video strategically.
Yeah. Cool. Ben, that’s fantastic mate. You’ve really shared some great tips in
terms of, yeah, the importance of video and using it in your business and then
a framework to actually start implementing it. And most importantly about
having that right strategy behind whatever video it is or content that you’re
putting up. Which we should always be doing anyway. Mate, I really
appreciate you taking the time to come along and talk to us about that today.
It really is appreciated and I guess if people want to find out more about you
or get in touch with you about implementing a video strategy in their
business, how would they best get in touch with you?
Yeah. So, for any listeners who are, you know, in business in Australia, our
agency Innovate Media, innovatemedia.com.au. You’re someone that would
be happy to talk to but for anyone really listening who maybe isn’t the right
fit for our agency, my other brand Engage Video Marketing is all about
sharing information and education around online video strategy. So, that’s
where the podcast is and things like that. So, the best call to action would be
to head on over to engagevideomarketing.com/foundations and there they’ll
find a free three-part video series which is helping businesses establish the
foundations of an effective online video strategy. So, you can sign up there
for free for those, you know, three videos and it will just get you started with
the right thought processes to think about using video strategically in their
That’s fantastic. And I’ll include that link in the show notes as well for anyone
who would like to go over and do that and that would be a great starting
point as you say, to do that. Fantastic. Ben Amos, thank you for your time
mate. I really appreciate it, as I said and I know myself I’m going to go away
and re-look at my video strategy or lack of from there. Very good. Thanks,
Ben. Much appreciated mate and we’ll talk soon.
Thanks, Jason. It’s been fun.
All the best mate. Bye. Well there you have it guys, that’s Ben Amos from
Innovate Media and if you’re interested in telling your story in a video digital
format, Bens certainly the guy to talk to about there and making sure you’re
getting the right strategy behind that as well. He shared some great tips
there about structuring story as well which I really like and certainly am
going to go and implement in my business. Before we go, I just want to have a
massive thank you to everybody who’s been providing me feedback on the
show and sharing what they’d like to hear further on the show and what
they’d like more of. I really do appreciate that. It is a podcast for small
business owners that want to grow their small business and have a less
stressful life in business. That’s what it’s about being the Business Made Easy
Podcast. And, I really do appreciate your feedback and thank you so much
for listening in and subscribing as you have done. If you haven’t already, I
would love it if you have been enjoying the show to leave a review on iTunes
because that’s how we get found. So, you can do that by just clicking on the
ratings and review section within iTunes. It’ll only take a couple of seconds
but I really would appreciate that if you’ve been enjoying the show and
you’re finding if of value. Well, that’s it from me this week. I really do
appreciate your time again, as I say. I love doing this for you and I hope you’re
getting something out of it. So, until next week, I’m going to hand over to Mia
now and she’s going to take us out. All the best till next week.
Thank you

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