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Viral Videos: A Guide to the Imperfect Art

Video Marketing, Youtube Marketing
January 11, 2023/by
Viral Videos: A Guide to the Imperfect Art Virality. Many brands want to go viral, but it’s more of a mystery to create viral content in a digital age where the most unpredictable content can reach millions of views overnight. There is no secret recipe for the perfect viral video, and yet there are videos that receive millions of views every year. What’s the secret? Unfortunately, virality is more of an art than a science. While there is no tried-and-true formula for virality, there are some elements that we consistently see — and knowing what that puts you one step closer to attaining that viral glory. So let's identify some of the commonalities that can make them internet-famous. The Science of Virality From the latest trending Twitter or TikTok moment to some of the oldest viral moments to come from YouTube, like “Keyboard Cat” or “Charlie Bit My Finger,” the science of a viral video is an ever-changing imperfect formula. How do videos go viral? While for YouTubers of today, it may take a lot of luck, some common elements of viral videos can set you up for success. According to HubSpot research in the 2022 Video Marketing Report, these are the most prevalent characteristics: Title length: Videos had short titles (3 words or less) Run-time: Videos had shorter run times (3 minutes or less). Captures viewer's attention in first few seconds: Videos featured the element of surprise (defined as seeing or hearing...
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How to Write a Video Script [Template + Video]

Video Marketing
September 2, 2022/by
How to Write a Video Script Videos tell a story. Whether you're writing an original video script or using a video script template, your script is essential to that story. And videos are powerful selling tools. 92% of marketers say that video is central to their marketing strategy. But creating videos can be intimidating. It's complicated whether you're a writer, marketer, or movie producer. There are many steps to planning, editing, and producing videos and each step is important. Writing an effective video script can mean the difference between video success and failure. This post will show you how to write an effective script for your videos. Are you ready to get started? Even the most basic video will be better with a video script. Creating a video is complex. Most video projects include: Lighting Sound Sets Cast and crew Equipment Each of these elements can be tricky to execute, and when they combine, it's easy for mistakes to happen. But your script will include details that make the process run smoothly. A video script is vital to help your team prepare for and organize the video-making process. Plus you and your team will be more confident and produce a better video with a comprehensive script. 1. Choose your target audience. Any marketing project is better with the right buyer persona. This is especially true with video. Because videos often take more time and investment than an online ad or...
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The Best Video Marketing Channels to Grow Your Brand in 2022

Video Marketing, Youtube Marketing
August 9, 2022/by
The Best Video Marketing Channels to Grow Your Brand in 2022 Video marketing isn't "quick." On average, it takes 2 weeks to create a video from start to finish. To get the most traction out of your work, it's essential to pick the best video marketing channels to leverage. However, since most social media channels are pivoting to video, it's hard to know which ones are worth your time. Here, we'll list the best video marketing channels for your long-form, short-form, and live videos — based on ROI, engagement, and lead generation. Best Channels for Long-Form Video 1. YouTube In the social media sphere, YouTube feels like a steady ship in choppy water. In fact, it's nearly impossible to talk about video marketing without mentioning the behemoth that is YouTube. Launched more than a decade ago, YouTube has kept a competitive edge against new players in the field, like TikTok and Instagram. But it's not just an entertainment hub — it's a powerful marketing tool. According to a HubSpot Blogs report of 500+ video marketers, almost half (48%) of marketers plan to increase their investment in YouTube this year. Participants also ranked YouTube as the second best platform for ROI. While many marketers find success on YouTube for different reasons, its large user base (2.6 billion active users, to be exact) and advanced ad targeting certainly help. If you're looking for the best place to host your long-form videos — like product demos, Q&As, behind-the-scenes content, and more...
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The Top Video Marketing Tactics Brands are Investing In [+Which Are Losing Steam]

Video Marketing, Youtube Marketing
July 12, 2022/by
The Top Video Marketing Tactics Brands are Investing In Video marketing is becoming more and more integral to a brand's success. If you're a marketer trying to craft the best video marketing strategy for your brand, it helps to know the top video marketing tactics brands are investing their time and money in. Fortunately, the HubSpot Blog recently surveyed over 500 marketers across the globe about their video marketing tactics, what seems to be working, and which tactics are worth reconsidering. Most Used Video Marketing Tactics Here is a breakdown of the kinds of videos and platforms marketers are continuing to leverage and why: Short-Form Video In our survey, we found short-form video leads in usage with it being leveraged by 58% of marketers. Short-form videos also lead on ROI, engagement, and lead generation. Nearly half (46%) of marketers will plan to use short-form videos for the first time in 2022 and 36% will invest in short-form videos more than any other format. These numbers aren't surprising when you consider short-form videos are more likely to go viral, according to 47% of video marketers. Long-Form Video Long-form videos come in second when it comes to usage with 37% of marketers leveraging the format. This format also places second in terms of ROI, lead generation, and engagement. According to our survey, 36% of marketers plan to leverage long-form videos for the first time in 2022, and 18% will invest in the format more than any other kind...
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How Video Can Humanize Your Brand in 2022 & Other Insights from Wistia’s CEO

Video Marketing
June 30, 2022/by
How Video Can Humanize Your Brand in 2022 & Other Insights from Wistia's CEO One of the main things we've learned during the COVID-19 pandemic in regards to how people consume content is that they want to be entertained in different ways. Consumers want the convenience of being able to consume content where they spend the most time, and on their own terms. If your brand doesn't give consumers this option, then you're missing out on a big fraction of your audience — that's where the powerful tool of video comes into play. In our recent 2022 State of Video Report, we found that people were watching more videos than ever before in 2020 as many spent extended periods of time at home due to the pandemic. But even more shockingly, as the world opened up and employment rates rose, consumers watched even more video content. With all this talk about video, you may be wondering a few things: What length should my video be? How do I create videos that stick? And where should I promote my videos? In other words: What's the best video marketing strategy for 2022 and beyond?  HubSpot Blog Research surveyed 518 video marketers in the U.S., Germany, France, Japan, Australia, and the U.K. to find out about their goals and strategies going into 2022. Let's dive into what you need to know so you can make your next, or first, video strategy a success. What is the optimal length of a marketing video? Short and...
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The HubSpot Blog’s 2022 Video Marketing Report [Data from 500+ Video Marketers]

Video Marketing
June 29, 2022/by
The HubSpot Blog’s 2022 Video Marketing Report More than ever, social media channels are putting video content front and center on their feeds, as audiences increasingly turn to TikTok, Reels, and live videos to be entertained, discover products, and even learn about exciting new brands. And for marketers, leveraging video not only offers the highest ROI of any media format, but it plays a key role in helping marketers exceed their goals. To learn more about the top strategies and opportunities in video marketing today, we surveyed over 500 professionals that specialize in this field. Immediately, the effectiveness of video marketing became obvious. But where in the world of video marketing should you focus your efforts first? To help you determine your next steps, we gained insights from video marketers about all sorts of topics and tactics including: Video Marketing Benchmarks and Metrics The Top Video Marketing Goals and Strategies Which Video Formats Have the Highest ROI? Which Channels and Platforms are Most Effective For Video? How to Make Viral Videos Let’s dive in. Video Marketing Survey Findings Video Marketing Benchmarks If no one sees your video, was it even worth making? We first asked video marketers how many views their videos get on average. Here’s what we found: 38% of marketing videos average less than 10K views 16% average under 1,000 views 16% average over 100K views But views aren’t the only metric...
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Top B2B vs. B2C Video Marketing Trends You Should Know [2022 Data]

Video Marketing
June 28, 2022/by
Top B2B vs. B2C Video Marketing Trends You Should Know Both B2B and B2C brands recognize the power of video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content. But how do B2B and B2C brands differ as it relates to strategy, goals, and performance? We surveyed 550 global marketers to find out. Read on to learn about the key trends we discovered. B2C and B2B brands balance creating content in-house with relying on outside agencies. We asked 500+ global video marketers, "Does the primary company you do video marketing for creating content in-house, through an outside agency, or both?" 37% said in-house, 14% said an outside agency while 49% said both. When breaking it down between B2C and B2B brands, there was only a 1% to 3% difference. Although there is an argument to be made for both cases, 33% of marketers (both B2B and B2C) surveyed say the ROI is the same in both cases. However, when asked about the quality of the videos, more B2B brands believed creating video content through an outside agency resulted in better marketing videos. Meanwhile, 59% of B2C brands believe creating marketing videos in-house is faster and more efficient, compared to only 48% of B2B marketers. 75% of B2C brands also believe marketing videos created through an outside agency are higher quality and more professional, an 18% increase from B2B brands. Pro-tip: If you want to create high-quality...
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How Brands are Investing in Video Marketing On a Budget [2022 Data]

Video Marketing
June 28, 2022/by
How Brands are Investing in Video Marketing On a Budget According to 2022 HubSpot Blog Research, 31% of video marketers surveyed say their biggest challenge is having an inadequate budget to create video content. In this article, we’ll cover what it costs to run a video marketing campaign and what brands are investing in the most this year. How much are marketers spending on video marketing? This year, we wanted to learn more about how marketers approach video marketing, including the strategies they leverage, the returns they get, and the amount they invest. We surveyed over 500+ global marketers and here’s what we discovered. Firstly, the data suggests that video marketing is a top content format for brands – with 31% of marketers surveyed allocating 21 to 40% of their total marketing budget to video. Another 30% allocate 41 to 60% of their total budget to video marketing. Video is so important that 52% of marketers say their budget increased in 2022. However, the increase is more present in B2B brands. Now, when it comes to quarterly budgets, here’s the breakdown: Many brands have a conservative budget with 15% of respondents allocating only $1K and $10K. 11% of marketers surveyed budget $10K and 20K. The most popular budget bracket is between $20K and $60K, followed by 26% of marketers surveyed. On the higher end, 16% of marketers surveyed say they allocate $80K to 100K while 20% invest between $100K and $200K....
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YouTube vs. TikTok: Which Is Better for Your Business in 2022?

Video Marketing
June 23, 2022/by
YouTube vs. TikTok: Which Is Better for Your Business in 2022? Short-form video is dominating the social media landscape — and many marketers want to get a piece of the action. But this leaves one important question: which video-sharing platform is worth your time, effort, and money — YouTube or TikTok? While YouTube is the more mature platform, it's hard to ignore the buzz around TikTok. In order to make the right decision, it's essential to understand their unique audiences, marketing opportunities, and algorithms. Let's take a closer look at the key differences between YouTube and TikTok — and how to choose the right platform for your business. YouTube vs. TikTok: A Head-to-Head Comparison 1. Demographics. YouTube With a global user base of more than 2 billion people, it's safe to assume that your target audience is on YouTube. Let's take a closer look at its user base. YouTube holds sway with both men and women, almost in equal measure. Male users account for 53% of its population, while female users account for 46%. The platform is also popular across different age groups. Outside of China, 77% of Gen Z, 75% of millennials, and 44% of Baby Boomers visit YouTube daily. Specifically, the 18-25 year age group commands the largest visitor base. YouTube attracts a global audience, with more than 95% of the internet population using it. That said, India accounts for the largest audience size, followed by the United States and Indonesia. TikTok TikTok is known as the...
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Top 5 Video Marketing Challenges in 2022 [New Data]

Video Marketing, Youtube Marketing
June 23, 2022/by
Top 5 Video Marketing Challenges in 2022 Video marketers report that it offers the highest ROI of any media format, but those who use it still face challenges with the strategy. The HubSpot Blog Video Marketing Report surveyed 500+ video marketers and asked them about their top challenges, and we’ve compiled them in this post. Read on to learn what marketers are dealing with and how to overcome them in your strategy. Top Video Marketing Challenges in 2022 The top five video marketing challenges are: Lack of time to create video content. Difficulty creating an effective video strategy. Inadequate budget to create video content. Difficulty with the video creation process (producing, filming, editing videos). Lack of content ideas. Let’s go more in-depth into each of these challenges and how you can address them if you also struggle with them. 1. Lack of time to create video content. Marketers wear many hats and create multiple different types of content on multiple channels, so it makes sense that finding the time to balance everything can be a challenge. As a result, it’s no surprise that lacking time to create video content is the top reported challenge for video marketers. When it comes to a lack of time, they also note that the most consuming part is pre-production, which involves coming up with ideas, writing a transcript, casting, etc. One of the best ways to remedy a lack of time to create video content...
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