In today’s issue, I am going the discuss video marketing strategy.
This is based on the book “Fast Cheap & Viral” by Ashish Chopra.
Ashish Chopra is a practitioner in the video marketing field, and all his recommendations are coming from his real-life experience and are given in very straightforward manners.
Even if the book is about the Video marketing, concept covered in the book can be used for any content production.
So here are the 7 secrets that Ashish Chopra thinks essential for any content to go viral.
- #1 – Make It Share-Worthy
- #2 – How to Pick share-worthy Topic
- #3 – Move Fast and Engage
- #4 – Storytelling beats production value
- #5 – Make for mobile
- #6 – Think Conversation before campaign
- #7- Distribution Is Everything
#1 – Make It Share-Worthy 📢
Before reading this book, my Ideas regarding video production were, the video should be good, and that’ enough!
But here in this book, the author focuses too much on share-worthy video, or let’s say any content.
He focuses a lot on this factor. So he asks a simple question,
how many user compelled to share your content?
Not how many likes or comments! But how many user compelled to share?
And, this approach is excellent, sharing video is like, referring someone to our company.
That’s the reason we don’t share anything which catches our eyes! But we share content that we feel is worthy enough to share on our feed.
So try to create something which compelled the user to share it.
#2 – How to Pick share-worthy topic 📝
Now, as you decided to create share-worthy content, then the real question is how to pick the share-worthy topic.
Well, before even we start, let me ask you one question, how you pick a topic for creating any type of content? Do you put any thought into it? Do you research the topic, or you just choose some topic, hoping that one of it will work.
The most important thing about picking a share-worthy Topic is, understanding the pain points of the user.
Your topic should not be just about your product, but it should resolve the problems of the user, their pain points their well being, and if your content can do it. They will love to share it!
It is that simple!
Also, there is a formula for it. And that’s the best thing about this book.
the formula is “IUCTC.”
Let’s check what this IUCTC formula even mean,
I = inspirational contentU = Useful contentC= celebrating their lifeT = Topical ContentC = changing the world
While deciding any topics. Ask these question
- Is it within a brand DNA?
- Does it look like an ad? (Drop it if it does)
- Is it fiction? Non-fiction is simpler to crack driven by value and not just entertainment
- Is it inspirational?
- Is it useful? ( Focus on pain points + creatively solve them)
- Does it celebrate their life? ( Pain points you can’t solve, you celebrate )
- Is it topical?
- Does it attempt to change the world?
#3 – Move Fast and Engage 🏃♂️
This is self-explanatory, you need to move fast and engage with the user, and that’s important in this digital era.
As the attention span of the people is less, and if you don’t move fast and engage, you will be left behind.
#4 – Storytelling Beats Production Value 🎬
If you have to spend enough time in digital space, then you must familiar with the debate of storytelling vs. production value? It can again be rephrased as quantity vs. quality where quality is associated with production value.
Whatever kind of content you are creating, there is a cost involved in creating the content.
And this cost defines the quality of the product.
But, with this, there exists a myth that companies believe in, that is, video production is an expensive affair!
When it comes to video production, it is right that its budget can go much higher.
But, if one focuses more on messaging and storytelling, then that can surely beat production value.
We all know about the Bollywood movies, which failed because they lack a good story, even though Hollywood specialists did special effects.
So, in the more straightforward term, “Storytelling Matters The Most.”
#5 – Make for mobile 📱
I don’t think, I need to explain this part, as it’s a no-brainer that mobile usage is at its pick!
Though, it’s quite understandable and straightforward that, we should create our content for mobile users.
But, still, there are the things that one should consider before even starting to create a video.
Like, whether you are creating a square or vertical video.
And create a clutter-free experience for a tiny screen.
#6 – Think Conversation before campaign 💬
Everyone comes in the campaign mode once, and the video is created. Like, we all say, let’s run a campaign to maximize the reach.
But, what if your video is not worth sharing. then, by running a campaign you end up telling maximum potential users that how your video sucks. And that is not right!
That’s the reason the user should able to start a conversation about your video.
Like, on Facebook, when a user finds video interesting, they tag to their friends, and in return, their friend watches, and many start conversation.
Such, content are favored by social media platforms as its increase the time of user on the platform.
So in short – conversation saves your lot of money in distribution.
#7- Distribution Is Everything 🖥️
When it comes to content half, a battle is creating share-worthy content that engages the audience.
But, then comes the most critical step that can make or break your video marketing efforts.
That is distribution. Without proper distribution, even the best of your content will die.
But, when you try to distribute video content on different social media channels then, one thing is essential that is you must upload the video on various platforms by understanding the nature of the platform.
Like, some platform allows long video whereas others prefer short videos. So before uploading these videos, these things should be kept in mind.
Now, when it comes to distribution, one thing comes into mind that, is when to spend money? Because it can be tricky sometimes.
You can resolve this issue by assessing the initial engagement of your video if you are finding that your content is getting initial engagement right.
Then, invest in distribution so that social media algorithms will show this to maximum users. As you have already experienced good results by organic reach, you can assume that your paid investment will give you the best result for your content.
Keep in mind that success of video is based on how many people are sharing the video and not on how many of them likes video received.
So, these were the 7 secret from this book which helps Ashish Chopra to achieve fame in the Video Marketing Field.
In case you are also a part of content team then you can use these secrets to excel your video marketing strategy.