What is covered in this episode:
- 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 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
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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 story teller 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 story telling 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.
Jason: G’day Ben and welcome to the show mate. How are you?
Ben: Very well Jason. Thanks for having me today.
Jason: 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.
Ben: 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 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.
Jason: 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?
Ben: 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 enquire 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.
Jason: Yeah. So, what your 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?
Ben: 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 in to an interest in marketing and digital marketing and marketing strategy because my back ground 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 gone?” 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 strategy right. Because if we had, like, invested time in the strategy with that client beforehand (Yep.) and actually 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.
Jason: 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 is 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.
Ben: 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 there 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 results in is potentially that second thing is 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 competition 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.
Jason: 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?
Ben: 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 smart phone. 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 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.
Jason: 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 tool box 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.
Ben: 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 on line. And we don’t want to just be adding more to that rubbish heap, you know. (Yeah.)
Jason: I think there’s merit in that. You know, like, having a really, really nailed down strategy. 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.
Ben: 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 tool kit every day. But, personally I'm just very fascinated by the idea of story and particularly how story telling moves people to take action. And, that’s where story telling 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 is 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 buzz word 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 story telling 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, lets break it down a little bit, the idea of how you can use story.
Jason: Yeah. I was going to say, like, 'cause there is a formula I understand, isn’t there to structuring good story?
Ben: 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 story telling 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 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 stake holders. 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 brands 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 story telling 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 story telling 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 story telling 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 story telling. (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 story telling 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 part of your place in your brand story telling. (Yep.) But then show the special world as well or the world in which your business, you know, engages with that customer or brand. So, that might be physical spaces, like, you know, your workshops or your meeting rooms or, you know, the places where you do business with your client. Or your stores, you know, like an Apply store for example. You know, like the physical spaces. They need to feature in your brand story. Or it may be, you know, more places where the customer engages with your brand. So, let’s say Fitbit, a fitness product. It's the outdoors. It's running up mountains and things. That’s the special world that they live in. (Yep.) So, now you’ve got a clear idea about – okay, so from a place perspective, the ordinary world and the special world of my story for my brand, now I know where I need to set it. (Yep.) Yep. And, from a video sense, obviously that’s where you can film potentially. But just more of a brand story telling sense, you know, kind of, maybe what images to include on your website. You know what photography to use in your pamphlets or your brochures if you do printed material. So, it's really clear. You're getting that clear story coming through. So, people, places or place. The next one is purpose. If you're not clear on what the purpose is for a particular story you're trying to tell and effectively your audience isn’t going to be clear on what action you want them to take. So, it's kind of a wishy-washy story. (Yep.) An ineffective story. So, purpose is, kind of, critical. And it's critical when you're, kind of, going through the story planning process to get all the stake holders or the people who are within your business who need to make a decision here and getting everyone on the same page. So, when we talk about purpose, often it's about creating key words. So, the simple way to do this is to think about, you know, brain storming a whole bunch of key words. 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 key words. 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 key words 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 stand point, 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 story telling 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 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 story telling. 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 whys, 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 story telling is to think of themselves (As the hero.) as the story teller, 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.
Jason: Testimonials. Those sorts of things. Yeah.
Ben: Absolutely. Yeah.
Jason: 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?
Ben: 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 wide screen, (Yep.) like, 16 x 9 which is your, kind of, wide screen high definition typical video format. But as you’re probably experiencing as you look at social media and video on these platforms for example, video doesn’t need to be constrained by that, kind of, wide screen 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.
Jason: So, like a 720 x 720 type format?
Ben: We typically go for 1000 x 1000 (Yep.) so it's closer to that high definition of 1080 (Yep.) which is typical size. But its scales based on the platform and the size and even the hand set 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 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 take away 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.
Jason: 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…
Ben: 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.
Jason: So, in your opinion, video is definitely a must for marketing going forward, yeah.
Ben: 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.
Jason: 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?
Ben: 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 to 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 business.
Jason: 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.
Ben: Thanks Jason. It's been fun.
Jason: 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.