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10 Secrets Of Highly Lucrative Video Marketing
I started compiling a bunch of statistics to show you how popular video marketing is becoming.
And then I realized – the last thing you need is more statistics about how video is taking over the Internet.
The fact is, if you’re not using video yet, you’re missing out on leads, customers, and revenue.
Consumers love video. They watch the video. ENJOY the video.
They even enjoy video when the video is selling something, as long as the video still entertains and informs.
So how can you make more use of video in your business?
And how can you make those videos perform as well as possible to get your viewers to take action?
Here are ten tips to get you started in the right direction:
1: Make your video about the story, not the sale.
Anyone can make a sales video and put it on YouTube. “Buy my product!” But will there be views? Not likely.
Instead, tell stories and provide value. Let’s say you’re selling a course on how to market to chiropractic offices.
It’s tempting to tell the viewer why your course is moving, why it’s exactly what they need, and how it’s only available for a limited time.
But what if you made a series of short videos where each video offers a powerful marketing tip just for chiropractors?
I guarantee those videos will be watched and shared in the chiropractic community.
You will build great credibility. And of course you can kindly refer to your website at the end of each video.
These videos will not sell your course for you.
But what they will do is make it a lot easier to sell.
Think of it as a romance with the client…
First, take them out on a date or two or three…
And THEN close the sale.
Your success rate will be much higher than if you try to close the sale while you are both still strangers.
2: Make the first 10 seconds the BEST 10 seconds ever
One statistic says that 20% of viewers will click away from a video within the first 10 seconds.
Now you must be asking yourself – why would they do this?
They come to see something, but leave almost immediately.
There may be several reasons:
· Your video doesn’t seem to be what they expected. If they come from a link that says, “Free iPad!” and your video is about growing organic vegetables, you will lose them. Continuity is the key here.
· You have a long, boring, “Look at me!” entry. You’ve seen those presentations where it’s 30 seconds about how great the company, video creator, brand or whatever is. The problem is that no one cares, but the person who made the video. Lose the long entry.
· You dily lully about. Taking the first minute of video to finish setting up your recording device is a big no-no.
· You don’t start with a bang. You want to get straight to the meat of the topic by quickly introducing what’s going on and then making it happen.
Think of movies from the 50s, 60s and even the 70s – they all had long, boring intros filled with too many credits and no action.
Now think of today’s movies – from the very first moment there is action; something that grabs your attention and makes you want to stay tuned to find out what’s happening, why it’s happening, and what’s going to happen next.
When it comes to writing fiction, teachers often tell their students to cut out the first page or two because they’re usually full of long, boring introductions to set up the first scene. But when you wrap it up and start with the action, BOOM – the reader is hooked.
Videos are the same way. Start with the good stuff and let it get better from there.
3: Don’t be so serious.
Your video may be to inform and instruct, but that doesn’t mean you have to look like a boring, stuffy college professor.
Find ways to inject fun and humor into your presentations. This doesn’t mean injecting knock-knock jokes that have nothing to do with the topic at hand. Instead, find the humor in what you’re learning or talking about. It’s always there, you just have to look for it.
Now I know that when you go in front of a camera, if you’re like most people you get nervous. And when you get nervous, you may not be able to find humor in anything except maybe your own nervousness.
Three things I can tell you – if you practice in front of a friend, you’ll be surprised at the funny things you come up with. Go ahead and try your humor on your friend and listen to his comments. They will tell you which parts to leave out.
Second, when you’re filming, keep thinking of the camera as your friend. You’re just having a friendly conversation, whether it’s you on camera or using slides.
Third, have fun. If you’re having fun, then the viewer is likely to be, too.
4: It’s good to be human
No one really likes someone who is perfect, or even someone who appears to be perfect. This is why it’s okay to make mistakes on camera.
If you’re nervous or if you do something wrong, just admit it and move on. For example, you release something you were showing the viewer. Laugh, take it, make a joke about your nerves, fingers, or whatever, and move on.
It’s a funny thing when we admit to the audience that we are human and can laugh at our flaws – the audience starts to like us more, and they also root for us.
I even know people who purposely make a mistake or do something clumsy just so they can get the audience on their side.
It’s a really effective technique when done right.
5: Tell embarrassing stories about yourself
As an extension of the last point, use yourself as an example of what not to do. Let’s say you’re learning dating tips. You want to tell viewers what not to do. Instead of saying, “You should never do this or that because it just annoys the other person,” say this:
“I was in a meeting once and I made a stupid mistake. What happened was . . .”
And then you go on to tell a story about yourself doing something stupid or wrong or whatever.
Notice that now instead of lecturing the viewer, you’re sharing a valuable story about how you got scammed.
This does a few things…
It teaches viewers in a way that they will remember because people remember stories much better than lessons.
And it’s another opportunity to show how human you are and make the audience like you even more.
But what if you’ve never made this mistake yourself?
It’s up to you, but I still see no harm in telling the story from your point of view. Again, it’s a very effective teaching method and everyone loves someone who can laugh at themselves.
Just look at comedians – they’re constantly telling audiences about things they’ve done that weren’t very bright. And audiences love them for it.
6: Optimize your videos for search
Here are some tips to do this:
If you can, host your video on your own domain first before uploading it to sharing sites. This has the potential to get people to link back to your domain, which will also help your overall SEO efforts.
Enable your video embedding to increase your chances of getting inbound links.
Add your videos to your sitemap to give Google information about your video. This gives Google useful meta data that can improve Google’s ability to include your video in search results. Here is a helpful site to show you how https://developers.google.com/webmasters/videosearch/sitemaps.
Use tags for relevant keywords. Enter full descriptions and add a unique title.
And remember this: if there’s a box, Google needs you to fill it out to help you rank.
7: Educate your audience
Some of the best videos you’ll ever make that your customers and clients will love, or videos that teach viewers something useful.
Whether it’s to get a result they want, show them how to best use your product, or give helpful tips, people enjoy short ‘how to’ videos that teach them what they want to they know, when they want to know.
Which of course means you have to be found when they’re looking. To do this, go back to #6 and make sure your video shows up in the right SEO searches.
8: Let your customers speak for you
Social proof is best done by your customers on your behalf. For example, you could ask customers to film themselves talking about how they use and love your product.
Case studies are a great way to showcase your product while teaching your audience how to achieve the result they want.
Your customer can talk about their purchase decision, what might have stopped them from buying and why they went ahead and got the product.
They can then talk about their results using the product, what specific features they like, and the biggest benefits of using the product.
A good customer testimonial or case study can be worth an entire sales letter when it comes to converting new prospects into customers.
9: Add a call to action
Whatever type of video you’re making, don’t forget to add a call to action at the end. It could be visiting your website, going to a landing page to grab a free report, viewing a sales page, or whatever.
Just remember that your videos should be 90-95% great content and only 5-10% sales.
10: Add a video to your landing pages to increase conversions
Obviously, you’ll want to test this, but chances are you’ll see a nice bump in your conversions on your landing page if you add a short video.
The video should quickly introduce itself and let them know what they are getting when they subscribe. Make it viewer friendly and fun and try to inject some humor.
Above all, provide a very clear and immediate benefit for subscribing to your list and grabbing your free offer.
I know a marketer who has never sold anything on his videos. All he does is give helpful advice, tell silly stories about his industry, and act as a helpful friend to his viewers.
And his sales are through the roof. Why? Because people love and trust him.
The video is not difficult. What’s hard sometimes is relaxing enough to just be yourself and give a helping hand or a tip to the viewer.
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