MAD Rants

Is YouTube marketing worth it?

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How to improve YouTube engagementMore than 1 billion unique users visit YouTube each month. It is the second most popular search engine and the third most popular site in the world. Nielsen says that it reaches more U.S. adults ages 18-34 than any cable network, a sweet spot for advertisers. Mastering the art of YouTube marketing will help your target audience discover you in an entirely new way.

Many businesses are daunted by the prospect of using the platform because of the perceived complexity. Getting started with filming and production can be perceived as intimidating, and brands often pass on the opportunity because it seems like it’s too much to deal with.

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Before jumping to conclusions, check out this infographic from QuickSprout. It some offers some key statistics and these best practices that help increase YouTube engagement:

Fill in the meta data

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Meta data is essential to enabling your video to be found in search engines. Make sure to include a detailed description of your video, a good headline, and tags that will draw readers to your content.

Select attractive thumbnails

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It has been shown that thumbnails increase YouTube engagement more than 150%. Choose a thumbnail that with grab viewers’ attention, whether it’s simple and beautiful or shocking and intriguing.

Add annotations

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“Click here” messages on videos actually work, so it’s important to design calls to action that entice people to visit your website, subscribe to your YouTube channel, and otherwise build a relationship with you.

Be consistent

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Post videos at regular intervals and maintain consistent video lengths, production values, and titles. Establishing a pattern and sticking to it will correctly set your audience’s expectations.

Strategically time your posts

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It’s important to catch viewers when a particular topic is top of mind, so try to synchronize your video posts with news and events. Examples include rolling out a turkey recipe close to Thanksgiving and offering gift-wrapping tips close to Christmas.

Make your videos the best length for your topic

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Shorter YouTube videos are generally better for engagement but some formats, such as instructional and educational videos, require 4 to 5 minutes in order to fully inform viewers about a particular topic.

How to increase YouTube engagement



4th Blog - brand-experience

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The employee training manual at Apple Computers lays out the A-P-P-L-E “steps of service” with an acronym of the company name: “Approach customers with a personalized warm welcome,” “Probe politely to understand all the customer’s needs,” “Present a solution for the customer to take home today,” “Listen for and resolve any issues or concerns,” and “End with a fond farewell and an invitation to return.”

No doubt, the customer experience at any Apple Store is usually worth remembering, Late Steve Jobs will always fuss over the slightest of details whenever it involved any Apple product or the retail experience associated with Apple products. Little wonder most Apple product users tend to see themselves not as customers but as followers. Yes, product quality has a role to play but the brand and retail experience sure does help to seal the deal.

A company’s brand is really a composite of it’s customers’ experience of that brand. If you think of it, its the experience that a customer remembers and eventually shares with his/her friends and contacts, not the shape or colour of your logo. In the words of Martin Zwilling, “the real challenge in building your brand is building the level of engagement and delivery of your team”.

There’s nothing wrong with spending big on having a fancy logo or on advert messages, but we need to remember to train ALL our employees on giving the customer an experience that’s in harmony with our brand promise.

Read more on Apple’s customer experience strategy:

For as long as I can remember, companies have always made adequate provision to have their corporate events documented using video and photographs. Over the years the standard and quality of video service and photography has increased and most companies (big & small) no longer hesitate to pay good money for these services, which in no small way has led to the growth and professionalism of the Nigerian videography and photography industry.

Outside of filming and documenting an event for storage in the company archives, there is a huge and colourful world of video just waiting to be tapped. There indeed is a place for Video before, during and after any and every corporate event. If you are going to spend so much time and resources putting together an event, then you certainly want to have it very well attended. In this day and age where many of us on the one hand have so much information from different sources bombarding us for attention and on the other hand we find ourselves carrying out most of our operations on our tablets and mobile devices, it only makes sense to market/promote/publicise our events in a manner that is sure to grab your audience’s attention; be possibly interesting enough  to have people willingly and easily share your message with their friends/contacts; be easy & straight-forward enough to understand and recall. Of the available media, video clearly meets the outlined criteria. Be it an amateur video horridly put together using an everyday camcorder to invite one’s buddies to a Friday evening get-together; or a professionally produced video with branded graphics, soundtracks, transitions, and more, inviting a paying audience to an industry conference, video sure gives you a high ROI.

And how about after the event? You certainly want the world to know about it. Whether it’s a seminar, or product launch, you want a great event video to show your followers how much of a success the event was, availing them a close enough experience of the energy and excitement at your event. This also goes a long way in preparing your audience for the next event you are going to host. It makes for good content on your website, blog and social media pages.

Do you know of any event  where video was effectively used before and/or after the event to promote/publicise it?




2nd Blog -brand evangelist

In religion, an evangelist is one who takes the gospel far and wide. A person who speaks for and on behalf of his/faith, with a conscious hope of convincing his/her listening audience to convert to the faith in question. Webster dictionary defines an evangelist as “an enthusiastic advocate”.

For anyone who wishes to know the power of evangelism or advocacy, simply take a look at how far and wide various religious faiths have spread across the earth over time. Likewise, any company/brand wishing to maintain or expand their customer base needs to build an army of evangelists – persons that will speak for and on behalf of their brand/product/service. Fortunately, many companies already know this. What some currently may not know or are not consciously aware of is the existence of a relatively small but effective army of potential brand evangelists. Every company has such an army – they are known as ‘employees’.

In the many years I have practiced marketing communications, I see many companies allocating  huge budgets to marketing communications – adverts, events, promotions, etc. all targeted at the external audience – the folk out there that are considered potential customers. Very few companies realize the importance of communicating with the company’s internal audience, their employees. Here, I am not referring to communicating the company’s goals or target for the year or other productivity related subject matter which companies often communicate to their staff. The type of communication I refer to is that of selling – to sell the company or promote the company to its employees. Remember they are not working there because they love the company or believe in its cause. They are working there because it pays their bills. So, take it not for granted that your staff, by default, love your brand/product/services. You need to consciously develop strategies to endear your brand in the hearts of your employees.

Every company needs to find strategies to market itself to its employees, get them to understand and appreciate what the company stands for. Appreciate the quality of its products and services. Once you cross this hurdle, you now need to get them talking about the company. According to Forbes magazine, “you need to get them engaged, excited and thrilled to tell others about your company”. Rick Delgado in his post – Create Brand Evangelists from the Inside on ‘Socialmedia Today’ says “turning to employees to talk about their personal experiences working with the company helps to provide legitimacy to posts about the company, as well as significantly increase the scale of the company’s social outreach”. He goes on to layout how to go about turning your workforce into brand evangelists.

The power that’s packed behind the punch of social media should be made to work for you, not against you. Socialmedia is all about people conversing amongst themselves, talking about different subjects. A blog post is said to have a shelf life of close to hundred years – “It will appear and reappear in search engines within that span of time for as long as the tag names are updated”. So, it’s really in your interest to have more people saying good things about your brand. Surf the Internet for blogs, forum discussions, reviews, comments and tweets about your company. The idea is to learn what people are saying and what they want. According to Alex Goldfayn, technology columnist for the Chicago Tribune, “the cornerstone of the system of creating evangelists is a deep understanding of what your customers think, want, and how they use your product or service.” This is true for both your customers and your employees.

All said and done, I leave you with a quote I have fallen in love with from a BusinessMirror Editorial – “the real secret lies in the quality of product and services. No amount of “evangelization” effort will succeed without a product worth its weight in customer support”.

Share your experience on this subject matter as either a company employee or as a customer.

1st Blog

I prefer watching video! Why? I think the question should really be “why not”? It’s fun watching video. The average person prefers to watch a video than to read. Can you blame them (us)? Video is entertaining, in some cases it’s informative, it’s easy to assimilate, some find it easier to remember, it’s certainly engaging, and yes, like I had pointed out earlier, it’s fun.

Video is indeed a very communicative tool, and the reasons we are so drawn to it are fairly straightforward:

  1. Many of us grew up having video as a great companion. If the internet started in the early 1990s and we are now so comfortable with it, you can only imagine how dear video is to many of us
  2. As humans, we really cannot exist without emotions. In most cases, video carries with it an emotional message. A subtle message with a language of its own. A message we immediately connect with. Your average video elicits emotions through music (the soundtrack), facial expressions (where human characters are present), images and type of motion graphics or animation used
  3. Our attention is arrested by motion. It really is a survival instinct – we look once we sense movement and our attention is focused in the direction from where the movement came
  4. The power of voice. Need I say more? The easiest way of converting content to meaning, is through voice

But, in my experience, the question most CEOs and decision makers in organisations ask is “does video really translate to higher profits?” “For a company, is it worthwhile investing in video?” Well, in the words of Douglas Karr, “video is a must now for any company who wishes to compete online”. Douglas in a post on Marketing TechBlog, referenced empirical data that shows that it does indeed makes business sense to use video on your website and for marketing purposes. Many of us may know Youtube is now the 2nd largest search engine in the world and has over 1 billion unique users, and by not reaching  out to them you neglecting a huge fraction of the internet. But did you know that:

  • “68% of the top retailers (worldwide) now use video as part of their digital marketing strategy”
  • “an optimized video  increases the chance of your brand being on the front page of a Google search engine result by 53 times” and
  • “85% of customers are more likely to make a purchase after watching a product video”

Share with us any experience you may have had using video to market a product, promote an event or a brand or merely to share an idea. Or tell us how you typically interact with video content that comes your way.

See the full survey results on Marketing TechBlog