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The Latest Data on the Biggest Video Library Marketing Questions

Regular readers of this blog know that I love video marketing. So do most marketers. And so do our cardholders.

A study released by Hubspot on video marketing found that video marketing has not yet reached its saturation point. More brands and libraries are creating videos. 87 percent of organizations use video as a marketing tool. That’s because it’s getting easier to convince our senior leaders that video is an effective and vital part of any marketing strategy. 87 percent of consumers say they like seeing videos from brands. It’s interesting, because that number matches the percentage of  brands using videos for marketing! You can read the full report here.

Videos are getting easier and cheaper to shoot, thanks to smartphones. So, you may find that your biggest video marketing problem right now is figuring out what kind of video to create, how long your video should be, and how to make sure your finished video is seen by your cardholders. Those are my biggest issues! I researched the answers to those questions. Here’s what I found.

What kind of video should we create? 

Consumers want to see short, educational videos. That’s a big opportunity for libraries.

To narrow down the most relevant topics for your library marketing educational videos, find out what questions your cardholders are asking of staff. To do that, check the inquiries you get on social media accounts. Talk to front-line staff. And, if your library website users an after-hours chat service or has a help line, ask those employees to give you the top five questions they are asked. Then create a video to answer each of those questions.

Here’s a great example from the Denver Public Library. It’s a short video explaining how to use their self-check-out machines.

If you have the time and equipment, invest in serialized video content designed to educate your community in a new skill, like languages. I love how the Boone County Public Library did this with their “Word of the Week” video series. The series is tied to use of the Mango Languages service.

And I also love this video from the J. Willard Marriott Library which offers a seven minute tour of their building!


Here are some more ideas for library marketing videos.

How long should our videos be?

This answer is a bit more complicated because it really depends on where you are going to post the video. Each of the social media platforms has an optimum video length, according to the latest data.  Here are the bottom line stats:

Instagram: A study by Hubspot revealed that the Instagram videos with the most engagement were those that were less than 30 seconds long.

Facebook: That same Hubspot study says engagement on this platform is highest for videos that run around 60 seconds.

YouTube: Hubspot says engagement is highest for videos that are about two minutes. However, there is a ton of other research that suggests YouTube audiences will watch longer videos if the content of the video is excellent.

LinkedIn: Many thought leaders in the social media space suggest this platform has the most potential for video growth. LinkedIn suggests marketers keep videos between 30 seconds and five minutes for optimum performance on their site. Essentially, that means they’re not sure which length is best because most brands aren’t posting videos on LinkedIn. And that leaves the door wide open for libraries to experiment and take the lead in getting brand awareness and action from LinkedIn users.

Given these varied recommendations, you may consider making several versions of a video to get the most performance out of your videos. My library recently did this for a video we created called Library Love, where we had librarians read notes of thanks and gratitude written by cardholders. The main video runs four minutes and is housed on our YouTube channel.

Now, you’ll notice that’s a bit longer than the recommended two minutes. But the content is good and we have gotten a lot of engagement. We created shorter versions for the different social media platforms.

How should we promote our videos?

It isn’t enough to post your video on YouTube or your website and forget about it. No matter how short your video is, it still took time and effort to create. You’ll want to make sure people see it. The most effective way to promote your videos, in my opinion, is through emails. Send an email to your cardholders with a link to your video. You might also consider playing your videos at an event. We did this with this same Library Love video. We played it our most recent board meeting, at staff meetings, and for legislators at a recent event. And of course, we’ve already talked about how to optimize video for social media. But if you have the budget and ability, putting a little money behind promotion of your video on social media can help tremendously.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!

 

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More Amazing Tips For Guaranteed Success on YouTube

Video is an important tactic for library marketing. I really believe that. To help you make the leap to video, I’ve created a tutorial to help you set up and run your library’s YouTube channel. This post, and the one published last week, feature tips from Jonathan Stanley, who is the creative manager of online video content and production for Lowe’s. I attended a session led by Jonathan at Content Marketing World. Read part one here. It talks about cleaning up your current YouTube channel and creating a schedule and strategy for your library’s video marketing.

The next step is to decide which of the three basic types of videos you’ll want to create. They are:

Help Content: Also known as the “how-to” video, you can create this kind of video by searching your website analytics to see what your cardholders are looking for when they visit your site. What questions do they have? What services are they using? What web pages do they go to most often and what do they do once they get to those pages? You should also do a check of keywords used in searches in connection with your library, so you can see what people who might be potential customers are searching for. This keyword research will uncover the questions your customers and potential customers have. Then, use video to answer those questions! Help content builds traffic to your YouTube channel and library website. Here’s a great example that could be easily replicated by any library.

Hub Content: These videos are part of an ongoing series. They’re episodic or formulaic and recur consistently. They’re the “must watch” variety of videos we talked about in part one of this tutorial, like the “How to Cake It” series. These videos get people to keep coming back to your YouTube channel to consume more content. You can use hub content to start to build your brand’s voice and to really define what your library stands for. Once you decide on your publication schedule and the formula, these videos are pretty easy to churn out.

My library has an ongoing hub content series, called Virtual Storytime. We publish these once a month. They are have a basic formula and take about an hour to shoot and an hour to edit. They are easily replicated by any library.

Hero Content: These are the big productions that you probably think of when you think of YouTube videos. They should be used for a major launch of a product or service, the opening of a new building, or some other major event. Done really well, these may be the best performing videos on your channel. But they also take the most time (and money) to produce, so save them for major announcements.

Jonathan has a fourth type of video he thinks works well. He calls it Herd Content. To create herd content, ask your library cardholders what kind of videos they want to see from your library and then produce them! Herd content will increase engagement and make your cardholders feel like you’re giving them the help they need. Herd content is video your cardholders will actually use!

And now, after you’ve created your video, Jonathan has the following tips:

Choose the thumbnail picture for your video carefully. The thumbnail picture is the billboard advertisement for your video. Research shows that faces are more likely to be clicked on by YouTube users so choose a face over an object. If you are creating a series of videos, be consistent with the look of your thumbnail pictures (like you’ll notice my library does for our Virtual Storytime series). Settle on a look for the thumbnail and then replicate it for all the videos in the series. For another example of a channel that does a good job choosing thumbnails, check out Adam Ruins Everything.

Be sure to support your video as soon as you post it with promotion to drive traffic to your channel. The first 48 hours are critical to overall success. YouTube will reward you for something called “positive velocity”, which is total number of views your video gets AND the total amount of time your viewers actually spend watching the video in the first 48 hours. A negative number will actually hurt the next video you post, so you have to start supporting your video with promotion as soon as you post.

Stick with it! Most YouTube channels grow slowly at first. Don’t be frustrated by slow growth, as long as you are growing subscribers. Be sure to directly ask viewers to subscribe. Ask for comments too… they’ll drive more traffic to your YouTube channel.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

YouTube Fundamentals to Guarantee Library Marketing Results

Now that you understand the importance of video marketing for your library and you know how to create a video that will be interesting, suspenseful, and drive cardholders back to your channel for more content, let’s spend some time talking about the pros and cons of putting everything on YouTube–and what you can do to make your YouTube channel the best it can be for you and your cardholders.

This post is full of tips I learned from Jonathan Stanley, who is the creative manager of online video content and production for Lowe’s. I attended a session led by Jonathan at Content Marketing World and I left with pages of notes!

YouTube is a great option for posting and sharing library marketing videos. Jonathan says it’s the #2 search engine in the world (wow!) and it has billions of users. You can put your library marketing videos on your website but, according to Jonathan, the reality is that you also need to post your videos on YouTube. That’s because YouTube is the home of next generation of influencers, including that elusive and coveted demographic–teenagers! It’s where people go to watch videos these days (myself included). So your library must have a strong presence there.

To make your YouTube channel the best it can possibly be, your first task is to clean it up. Do not let your YouTube channel become a video dumping ground. Check all the videos on the channel right now and get rid of the videos that contain out-of-date information or that promote programs and services your library no longer provides. For the remaining videos, go in and do some editing to optimize the ability of users to find and watch those videos. You can do that by renaming the videos, rewriting the video descriptions, and updating the keywords.

Once you’ve cleaned up your channel, it’s time to start adding new videos. Jonathan says the production value of your library marketing videos doesn’t matter all that much. Consumer distrust of companies is at an all-time high. Most YouTube viewers equate slick video production with an advertisement, and they really hate ads. So Jonathan encourages you not to worry so much about every aspect of video production and instead focus on the quality of the storytelling because that will strike viewers as authentic and valuable, and they’ll be more likely to watch.

As an example, Jonathan shared a video Lowe’s created about the correct way to use a tape measure. It’s slick and well-produced.

To date, this video has gotten more than 50,000 views and 152 likes. However, Lowe’s noticed their video is out-performed by this homemade video, shot in a workshop.

It has bad lighting and varying audio levels. But it has been viewed more than 17 million times and has more than 29,000 likes! Why? It’s more authentic. So don’t worry too much about the look of your video. Instead, make sure the content is so good that people can’t help but watch it.

Next, Jonathan says you should create a schedule so that you post consistently and map out a plan to publicize your videos. His example comes from a series called “How to Cake It.” The creator, Yolanda Gampp, posts a new video every Tuesday.

The thing Jonathan wants you to focus on here is the way Yolanda sets a cadence. She’s built her audience by creating a sense of anticipation for her videos and by delivering on that anticipation. You could set your cadence at any level you can support on a consistent basis but you should tell your audience when to expect a new video and then deliver on it. You should also create a publicity schedule so that audiences on other channels will head to your YouTube channel to check it out.

Finally, Jonathan says you should always be testing! Experiment with different content types, formulas, and talent. You might fail right away, and that’s okay. The things that are not working for your audience will become clear pretty fast and you can pivot away from those failing ideas just as quickly. You also don’t need to spend years scripting your video. Write it, shoot it, put it out there, and see how it works. Then adjust your strategy for the next video.

Jonathan suggests you start using the YouTube Creator Academy. It’s a series of free courses designed to help you make better videos and use the YouTube platform to your advantage.

Read part two of this series here.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

What a Firecracker and a Watermelon Have to Do with Library Video Marketing

I am so excited that the focus of marketing in the current era is video. I’m positively giddy at the prospect of how this medium will help us transform the popular view of libraries. The power of video is mind-blowing. It’s easier than ever to create a video. The hard part is compelling your viewers to watch it and to keep coming back for more.

I want to encourage you by sharing tips I learned from an extraordinary marketing expert.  Andrew Davis is CEO of Monumental Shift and author of the book Brandscaping. He is a former journalist and producer for The Muppets and Charles Kuralt. He’s a brilliant storyteller and a gifted speaker. He spoke at Content Marketing World this year about the power of video marketing and how to make sure your videos are working at their fullest potential–engaging viewers, building compelling stories, and getting your whole message through to your target audience. His talk was energizing and I want to spread some of his enthusiasm around!

Davis says we need to change the way we think about engagement. Most libraries declare engagement victory when we get a certain amount of views, impressions, shares, or likes. But the social media landscape is so saturated that those numbers really have no meaning anymore. We need to shift our definition of engagement to audience retention.

Audience retention is, simply put, the amount of time our cardholders spend viewing our content. This translates to watch time on YouTube and Facebook and page time on Google Analytics. A compelling video will persuade people returning to those platforms to view your content over and over. Davis says we must stop blaming our viewers for having the attention span of a goldfish. It isn’t that our viewers can’t pay attention to what we are saying. The problem is that what we are saying is boring.

Create videos that your cardholders really want to watch. To do this, you’ll need to get inside the mind of your viewer. Start by creating a series of “how to” videos, which have high audience retention. How-to videos are low-hanging fruit for a library. Your librarians can be your guide–ask them to name the questions they are asked most often by cardholders and then help you create a simple video to explain the answers. To prove the power of the how-to video, Davis played this video, which is one of the most watched how-to videos on YouTube.

Davis says your next video marketing challenge is to create suspense by raising the stakes. The best way to explain this concept is with this video from the Slo-Mo guys.They inserted a firecracker into a watermelon. It takes 18 seconds from start to finish for it to blow up. I admit it’s kind of exciting.  But it’s over in less than half a minute–not the greatest way to create audience retention!

Davis says there is a better way to do that video–and the example comes from Buzzfeed. They did a Facebook live where they burst a watermelon with rubber bands. It took forever to make the watermelon explode but tons of people were watching when it finally blew up. At the 20 minute mark, they had 375,000 viewers. By 40 minutes, they had 800,000 viewers. In all, more than 11 million watched it on demand after the fact. So the lesson is… DON’T INSERT A FIRECRACKER INTO A WATERMELON.

Next, Davis says, teach your audience to chase answers. The pursuit of the answers builds momentum. Your videos need to occupy your audience’s desire to know more over time. Davis says you need to stop worrying about how long a video is. Rather, ask yourself if your entire video worth watching. When someone says your video is too long, what they’re really saying is “I have no more questions.” Make sure there are questions that need answering and keep the audience constantly asking what’s next.

Remember that building suspense isn’t just part of the story line of your video. The title and the thumbnail you choose is part of the equation–don’t give it all away in those two elements. To demonstrate, Davis shared this video from the ancestry research company 23 and Me. Honestly, if you just read the title and look at the thumbnail, you will already know what’s going to happen. There’s no suspense and that translates into no real reason to watch.

A more compelling example of building suspense through the title and use of video is this Dove Choose Beautiful spot.

Finally, Davis says when you are creating drama with your videos, it is important to remember to pay it off. Make sure you deliver a catharsis or an emotional release our audience craves. If you don’t, you risk alienating your viewers. For example, Billy Gene The Wolf of Advertising made the following video. Watch it and see if you can guess why it was widely criticized.

There is no resolution! You must resolve every question you raise by the end of the video. Be sure to provide answers to all the questions in your video, so you avoid frustrating your audience. A frustrated audience will not come back to watch more of your content.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

Powerful Library Video Marketing Ideas To Delight Your Cardholders

If you follow me on Twitter, you know that I’m all in on video marketing. I recently hired a new social media strategist who has a background in documentary filmmaking… you can probably guess where the future of my library marketing strategy is headed.

Why am I so gung-ho on video? As a former broadcast journalist, I have seen the evidence first-hand of the impact a string of moving pictures has on people. It’s more powerful than any other medium, even print. You can read the story of how the library changed the life of a cardholder. But when you see them on the screen and hear their voice, you suddenly feel emotions–empathy, excitement, joy–on a level that you just can’t get with words in print.

And I know video marketing is a scary proposition to libraries. It seems difficult and expensive. I tried to allay your fears in a post I wrote a few months ago. I hope you’ve thought about it and are ready to commit resources to video marketing.

So get your iPhone or your DSLR camera ready, because I’ve got some ideas for videos you can create to get your video marketing strategy moving!

Facebook Cover Video: Facebook recently launched a feature that lets libraries use a video as their cover image slot. This is the perfect starting point for your library. If you have a beautiful atrium in your library, shoot a slow pan of the atrium during a busy point in the day. Or train a camera on the door when you open and record video of customers streaming into the building, then speed up the video for a time-lapse effect. Take your camera into the hidden stacks and roll as you walk among the thousands upon thousands of books. Shoot video of your processing area. Shoot video of workers loading your trucks for daily deliveries to your branches. Shoot video of your drive-up window. There are about a thousand possibilities! You can pick something that requires little or no editing, create an eye-catching visual for your Facebook page, and give yourself some confidence in video marketing.

A few notes about Facebook cover videos: They must be 20-90 seconds long, the resolution has to be 1080p (check your iPhone settings or use a DLSR camera), and be aware that the top and bottom of your video might be slightly cropped by Facebook, so shoot with a little extra room around the margins of your screen.

Video Book Reviews: Create a series of book reviews by librarians, volunteers, and customers. If you’re worried about someone going on and on about how great or awful a book is (readers are passionate!), set a time limit and use that as you shtick. “The 60-second book review” is catchy and gives value to the person watching without risking a diatribe that lasts ten minutes. Try to select reviewers ahead of time and give them a clear set of rules about how the segment is set up–they’ll want to say the title and author of the book at the beginning and end of the video. You can use a number of apps to add text to the video. Upload the video separately to Instagram, YouTube, Facebook, and your website. Do this because most social media platforms now penalize you for sharing video from another social media platform. For a great example of video marketing reviews, check out this series from the Columbus Metropolitan Library.

Librarian Stories: My library did a series of customer impact stories earlier this year that was extremely popular. Each was only a few minutes long and was loosely scripted. We asked librarians to tell us about memorable interactions they had with a customer. We did edit in b-roll (that’s the video that covers part of an interview and usually relates to what the interviewee is saying). We did five of these videos and, all told, it took us about two weeks to shoot, edit, and upload in addition to our other duties. Again, you can use these on multiple platforms. It’s a great piece of content marketing for your library and it also is a great way to boost morale for the front-line staff… they really loved talking about their work. We also took transcripts of their stories and used them in our print publications, so you can repurpose this content for other mediums too!

First Look at New Construction: Is your library building a new branch or doing a renovation? Shoot a video (when it’s safe) inside the building before all the paint is up and the furniture is in place, to give your cardholders a sneak peek at what’s coming! They’ll love it. Here’s a great example from the Woodberry Forest School in Virginia!

I’d love it if you share examples of great library marketing videos you’ve seen in the comments… I need some new ideas to steal, er, copy for my library! 

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

Video and Libraries Make The Perfect Marketing Marriage

I have some homework for you.

Sometime in the next seven days, I want you to go to the New York Public Library’s Facebook page and watch some of the video marketing they’ve done over the past few months. Specifically, I want you to check out their live book recommendations with Lynn and Gwen (Gwen also co-hosts the NYPL Podcast The Librarian is In which is a MUST LISTEN for library marketers.) About once a month for half an hour, these two librarians from NYPL get on Facebook live and give book recommendations to people who give them information via the comments. It’s genius. And it’s free. And you should be doing this–or something like it–too!

Most library marketers are afraid to try video marketing. (I will be looking at the results of the poll at the beginning of this post to gauge if I’m right about that!) I can understand that fear. But I come from a TV background, so video marketing and live video isn’t as foreign to me as it might be to you. So this post is all about lifting the veil, so to speak. I’ve got a secret for you. Video is not as hard as you think. I hope I can give you the confidence to do video marketing!

Video, whether live or recorded and edited, is an easy and relatively inexpensive way to market your library. But the most important point I want to make is that IT IS NOW NECESSARY TO PRODUCE VIDEO FOR YOUR LIBRARY. There is data to prove that but, rather than list it here, I’ll give you this beautiful infographic with statistics on video marketing for 2017 from Hubspot.

The social media platform with the most power to amplify and engage library users is Facebook. And Facebook is rewarding and boosting posts that include video. If you want to reach more people with whatever message your library is trying to send, you must use video.

But many libraries still think video marketing is only something for large libraries with a huge staff. Let me show you why you can do it, no matter your size or budget.

It’s no longer expensive. In the past, producing video was expensive and difficult.  The “barrier to entry” was high. You needed a ton of heavy and complicated equipment. But that is no longer the case. My library produces videos using our regular DSLR camera, which we also use to take still photos of library events. We have two wired lavalier microphones which we purchased for about $75 each. We have a set of lights donated to us by a former TV news photographer. And we have a Go Pro camera purchased several years ago. But you don’t even need any of this equipment to do your videos. We have also shot video on our iPhones! And that has worked perfectly well. Your library likely has an Adobe Creative Suite license already, which will allow you to edit. You can also use iMovie or a host of other online editing software pieces, many of which are free. Here’s a great list.

You can learn how to shoot and edit online. If you’ve never worked with video before, Lynda.com has a host of video production courses which you can take at your desk for free if your library has a Lynda.com subscription! You can also subscribe to this YouTube channel by Amy Schmittauer. She’s got all kinds of tips about video marketing using all kinds of equipment, including a DSLR camera and smartphones, plus tips on how to set up a background for your video and how to “act” on camera! She’s just fun to watch and really down to Earth.

You have the tools to distribute your videos. You no longer have to send your produced videos to a television station and pay top dollar to have them broadcast. Social media has changed all that. Upload your video to Facebook. Upload your video to YouTube. Upload your video to your website. Then promote it and watch your message get across to new people.

Perfection is no longer required. Honestly, I think this is the biggest reason many libraries are hesitant to get started with video marketing. We all have this idea that the video has to be narrated by the perfect person with the perfect hair in front of the perfect background. That’s old school TV thinking and it’s no longer necessary. In fact, the best videos are the ones that show your authentic self. You don’t have to be scripted. If you’re doing a live video, it’s okay to pause and look something up when someone asks you a question. It’s good to show that you’re human and those human moments make videos more interesting and exciting. So please don’t worry about getting every little hair to lie in place, having the right clothes, or always saying the right thing. You’re talking to real people, even if they are on the other end of a video screen. And they’ll forgive you–and love you–if you aren’t robotic. Everyone loves a librarian and you will find fans just for being you!

To see some of the work my library has done with video, here’s a link to our YouTube channel. Have you seen great instances of video marketing by libraries? Please share with me in the comments so I can check them out!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Slideshare, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

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