5 tips to boost video performance.

5 tips to boost video performance.

You don’t need to do research to know that videos are going viral. Ranging from 10 seconds to three minutes, informational videos communicating core concepts to viewers are popping up all over the place. And for good reason: consumers are more likely to share a video than a blog. Yet it isn’t good enough just to have content, it has to be good. Bad content can do more damage than no content at all. Here are five tips to get clicks and make your video content shine.

  1. Be brief throughout.

    Two to three minutes should be plenty. Know that brevity goes beyond the total length. While the video itself should be short, internal facts and sections should also be brief. No one needs a minute, or even 30 seconds of a talking head. Keep short cuts of relevant information, and switch up your info with cuts of B roll or go on to the next fact. Lingering will only lose viewers.

  2. Tell, don’t sell.

    Your audience knows when they’re being pitched to. For example, a video on healthcare shouldn’t boast about how great your hospital is. It’s one-sided communication and may appear conceited. Instead, tell consumers what they want to know. Explaining medical procedures in a unique, simplified manner will help avoid selling yourself too hard. And with healthcare, there’s a lot to explain. Quickies on different procedures, choosing a doctor or purchasing insurance will do better. When patients have questions, video presents a great opportunity to deliver the answers first hand. Remember to not just feature yourself, but your audience. A recent study suggests that consumers value a patient-centered approach to healthcare. This can be done through featuring patient interviews and showing the doctor-patient relationship. Your audience will be able to see themselves through the screen.

  3. Keep style simple.

    The style of your video should not only reflect the content, but your audience. Think about why your audience wants to view the content. Is it out of necessity, research, entertainment, or just curiosity? Your style should reflect the answer. Generally speaking, a simple and straightforward style will strike viewers who don’t want to be overwhelmed. Like any form of communication, videos that connect on a personal level are typically winners.

  4. Know when to use live action vs. animation.

    Animation and live action are two different animals in the video world. For live action, quality sound and lighting keeps things professional. It’s also great to focus on the people in your video. For entertainment purposes, AdWeek suggests modeling your video after a film or documentary.

    On the flipside, there’s the possibility of animation. We have the unconscious connection in our minds that drawn ad equals simple. Animation also gives you more power over your style, tone and transitions. This American Heart Association video illustrates the beauty of a simplified message via well-conceived, effective animation.

    So how do you know what’s best for your video? If your ad features talking, show the person. But if your focus is statistics or directions, animation may be best.

  5. Have accurate representation.

    Both Millennials and Boomers want to see themselves as equal members of society. Boomers don’t want to be isolated as the old, wrinkled people on TV. In fact, the Pew Research Center reported that 64 percent of them are on a social media site. In your videos, make sure you don’t single them out. Show Boomers as a part of society, blended among a variety of age groups who are tech savvy and able to function online.

    Millennials enjoy ads from real people. This may not be an expert, but someone who is genuine to the audience. Going back to healthcare, instead of doctors talking about how great a procedure is, consumers will want to hear from patients. Show them a face they will relate to.

Wanna know more about web content? Check out more Brogan blogs on what you need to know about voice activated search and SEO and the pros and cons of snapchat.

 

How to market to young Millennials.

We’ve heard the stereotypes of young Millennials. But is there any truth to them?

According to CEB Iconoculture, this generation isn’t all YOLO, all the time. They’re not frivolous or irresponsible in their attempt to live for the moment. And when it comes to adulthood, they’re definitely not delayed.

In fact, values around the idea of letting loose, like freedom and fun, have actually lost ground with this group. Meanwhile, values like learning, responsibility and purpose have gained traction.

Who are young Millennials?

This generation is classified as people between the ages of 20 to 28.

What’s on their mind?

Believe it or not, young Millennials are thinking more about their money than the rest of the U.S. population. They’re determined to be thoughtful and strategic with their salaries, which is likely a need that stems from their overall anxieties.

Professional issues (everything from employment to retirement) keep this chronically-stressed cohort awake at night. Pressures like debt and instability caused 72 percent of them to say they’re always concerned about having enough money. And today, three quarters of this population say they would rather save it than spend it. But it’s not just talk… they’re putting thoughts into action. One in five are putting more than half of their income directly into savings.

What’s their mood?

Compared to older generations, a greater number of younger Millennials are dealing with negative moods in their daily decision-making. Of course, economic hardship and the fight for a stable future affect all consumers, but according to CEB Iconoculture, this group is the most worried. In fact, close to one third of this generation regularly experiences feelings of nervousness, guilt and fear.

How can brands connect?

When a brand can recognize who a young Millennial really is, and then support them in their unique life stage, they’ll win. Content that’s realistic and aspirational, rather than condescending, will always be more well received.

Try these three tips to market to young Millennials:

  1. Acknowledge they are growing up.

    This group coined the term “adulting.” And they’re proud of it. Whenever possible, your brand’s messaging should reward it. Consider Heineken’s “Moderate Drinkers Wanted.” It puts a spotlight on young adults who don’t overdo it.

     

  2. Empathize through non-judgmental humor.

    Life is tough, especially when you’re young. Putting your brand in a position to empathize with their reality can provide an emotional refuge. Translation? Laugh with them, not at them. For example, the American Express campaign, “Everyday Congrats,” pokes fun at overcoming real-life challenges, while still being respectful of the growing-up process.  

     

  3. Develop products and services that encourage and assist.

    The best way to show you understand this audience? Try creating something that makes this chapter of their life easier. Apps or websites that can help people live a more productive life will make you a more favorable brand. Streaks, for example, branded their app as “the to-do list that helps you form good habits.” It’s gained popularity, thanks to the encouragement it offers.

    Choose up to six tasks you want to turn into daily habits.

Want more information about marketing to Millennials? Subscribe to our Brogan Weekly Recap.

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Weekly Recap - June 9, 2017

Can you blog with the big dogs? Is your content cutting it? Maybe your headlines are holding you back. Or your CTA is b-a-d. HubSpot has some ideas. Video! That’s what we thought. If you’re thinking of taking your social pages there, pro tips are a good place to start. Competitors creeping on your prospects with paid search? Learn how to stand your ground. Like Facebook.

DETAILS, Please

The anatomy of a perfect blog post. Even though we all are crunched for time, spouting off a mediocre blog post for the sake of hitting a deadline isn't worth it.

How to easily create professional-looking videos for 4 popular social media platforms. Video is dominating social media marketing. In fact, experts predict video will account for 80% of global internet traffic by 2019. So now is the best time to master the medium.

How to deal with competitors targeting your brand terms. When it comes to branded bidding wars on Google paid search, things can turn real nasty.

Facebook advertising 2017: Five factors that could rein in future growth. Since 2012, News Feed ads have been the center of Facebook’s business. But the number of ads the company can show there is approaching its upper limit.

Meanwhile, back at the RANCH

To snap or not to snap: the pros and cons of Snapchat. Is Snapchat right for you? Consider the pros and cons.

What you need to know about voice activated search and SEO. Just when you thought you had the whole SEO thing down, the internet shifts to voice activation search.

Healthcare Checkup - June 2017. How can healthcare providers tap into the safety Millennials so crave?

Healthcare marketing: Making privacy a priority for patients. Today, is the age of Facebook and Fitbits. Tracking and tweeting. But yet, when it comes to healthcare, patients still want privacy – but on their own terms.

THE Topic of conversation

Millennials - Millennials. Discover who Millennials are, why it’s important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper “8 Rules of Marketing to Millennials.”

SHARING is CARING

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5 things Millennials want from healthcare.

America’s largest cohort is no longer a bunch of texting teens. They are adults, adults who are becoming parents and shopping for health insurance. And as Millennials look for healthcare, marketers need to know the best way to reach out to them. These quick facts will help healthcare providers better understand this generation.

  1. Show them how it works

    Millennials value safety more than other generations. They are a more insecure generation, growing up during hard times such as mass shootings and 9/11, according to CEB Iconoculture research. Healthcare providers should be aware of this, and welcome the opportunity to help Millennials through the healthcare process so they feel safe. Many will be buying health insurance for the first time. They will want to know the step-by-step process of purchasing healthcare, along with when to schedule appointments and tips for selecting a physician. Give them an authentic, easy-to-understand approach for this complicated process. Simple, yet relatable ads like Oscar insurance create the intimate feel Millennials are looking for.

    Procrastinators unite! Eventually.

  2. Create online access

    Online database Statista reports that Millennials (age 24-35 in 2017) have the highest internet usage compared to other age groups. Millennials can check flights, book a hotel or order a pizza through a smart phone. Why isn’t it the same with healthcare?

    Text updates on appointment times are common among some healthcare facilities. Henry Ford Health System is known for texting patients 24 hours before their appointment in order to confirm the time. And while many hospitals have the option to book online, not enough are advertising this information to the public. This is the process most Millennials are familiar with. Not only would this option be more convenient, but it would avoid the hassle of being put on hold over the phone.

  3. Post good reviews

    Popular shopping sites like Amazon have ways to access customer reviews, but healthcare is behind the curve. Reviews for healthcare facilities may already exist on some sites like Yelp, but it would be easier for the patient to go right to the source. Customer reviews on facilities and doctors are a way to gain the patient’s trust, and show them what they should expect. It’s also beneficial for you to see what your patients are saying.

  4. Provide details on mental health

    On college campuses in particular, healthcare providers are focusing on helping students manage physical and mental health. When talking to a Millennial about healthcare, it’s best to include topics like stress and anxiety. For university students, mental health is one of the highest growing issues to date. University Health Services are working to increase the amount of mental healthcare specialists on campus, and to create ads that focus on peace of mind. The University of California, Berkley does an excellent job at this. Their destress tweet is a great way to help promote mental wellbeing. The circle grows and shrinks in time to simulate deep breathing, calming down its viewers on #destressmonday.

    #DestressMonday
  5. Cover their children

    Believe it or not, more and more Millennials are becoming parents. Over 45 percent of Millennials are raising children, according to Iconoculture research. When Millennials are shopping for health insurance, healthcare providers should be prepared to insure not just one person, but a family unit. The issue will only become more common over the next few years. According to a 2013 Gallop poll, 87 percent of childless adults between 18-40 plan on having kids someday. In addition to insuring children, doctors should be prepared to walk Millennials through the process of pregnancy, nursing, and caring for their child.

Millennials differ from previous generations, from finding a healthcare provider to managing their personal needs. By personalizing healthcare for each generation, healthcare providers are able to further understand their patients and optimize treatment for every individual.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

From insights to innovation: Applying creativity to connect the dots.

From insights to innovation: Applying creativity to connect the dots.As an advertising creative, my job is to take marketing strategy, marinate it in my brain to cook up fresh, new ideas. I’m a specialist at connecting the dots …making the leap between the empirical, marketing research insights to create the emotional connection that inspires behavior change. So having attended the 2017 Iconosphere conference in Las Vegas this week, getting steeped in current consumer insights in a room of marketing execs and strategists, I gobbled up the breadcrumbs to create my own conclusions. Here they are:

Throw your assumptions out the window.

Before you do a gut check, fact check. I was surprised how when quizzed about Gen We how many assumptions I had were not quite on the money. Like who knew 79% of them are financially cautious? It’s easy to make assumptions. But when you open your mind to alternate realities, you can find new ways in to approach a problem.

Read between the focus groups.

Consumers lie. I never really considered just how much in denial we are of the motivations behind our behaviors. But I learned from keynote speaker, Bob Moesta, that if today’s parents wouldn’t be caught dead driving a minivan, why were over 400,000 minivans sold last year? Sometimes consumer’s desires and actions don’t line up. We create false narratives. As marketers, it’s our job to be aware of the subtext and read between the lines.

Keeping asking “Why?”

Why? Because that is the million-dollar question. It’s where you can strike gold. Don’t settle for what people say they want. Or what shiny, new object you can deliver. Keep digging. Go deeper. Find the problem they want to solve. Find the struggle. That is where new products and ideas come from.

Know thy competition.

It’s not who you think it is. It’s not a product. Or service. Or business. It’s time. It’s effort. It’s busyness. Consumers are busy. In fact, we are 400% more productive than our counterparts in 1950’s. We don’t have time to read. We certainly don’t care about your company. We just have a problem to solve. And you either help us or you don’t. As you design websites, create products and approach problems, consider who you are up against. And how you can help your audience win.

Imagine solutions society can’t.

Humans are wired to habit. We don’t love change. But oh how we love our smart phones. We can’t imagine not having it tethered to us 24/7. Until someone shows us what is next. When we see it, and that tipping point falls, we will jump ship to the next big thing. As soon as you accept the status quo, it will change. So always be on the forefront of what’s next.

So in this blog post, I am actually creating more holes. Taking what we know and opening it up like swiss cheese. And that is exactly the point. Marketing is a minefield. And you have to know where those holes are all around you. Before you fall through or blow up. Navigate knowing you don’t know everything, look for new clues and the breadcrumbs. They will lead you to something truly delicious.

Need more insights? Check out the six things we learned at last year’s Iconosphere.

6 ways brands are empowering women in 2017.

In the first quarter of 2017, brands came together on a very similar mission, to empower women. According to CEB Iconoculture research, 63 percent of women say obstacles continue to make it harder for women than men today, while only 41 percent of men think women still face obstacles.

To highlight these disparities, here are six ways brands are changing the conversation and empowering women in 2017.

1. Brawny: #StrengthHasNoGender.

Brawny: #StrengthHasNoGender.
(Photo credit: Adweek)

This year, the 43-year-old paper towel brand got a makeover. As part of its Women’s History Month campaign, the brand replaced its trademark lumberjack with a defiant, flannel wearing woman. In an Adweek interview, the agency’s VP of marketing explained, “This year we wanted women to see themselves as strong and resilient, and one way to do that was to show them on the packaging.” Household goods already have a brand advantage with women in the trust department. Who knows where this may take Brawny.

2. Microsoft: Make What’s Next.

The tech brand has recently made it their mission to highlight the growing gap in female STEM (for science, technology, engineering and math) researchers. With their spot “Make What’s Next,” Microsoft encourages young girls to follow their dreams and stay in STEM.

3. McCann: A fearless girl.

McCann: A fearless girl.
(Photo credit: Adweek)

In honor of International Women’s Day, McCann New York erected a statue of a girl facing off the infamous Wall Street Charging Bull. The statue, which has since been removed from site after the permit expired, was to emphasize the power of women in leadership. The girl stood fearlessly in the face of the bull for over a month, serving as a powerful symbol of female strength.

4. Loganberry Books: Gender gap in fiction.

Loganberry Books: Gender gap in fiction.
(Photo credit: Adweek)

To demonstrate the gender gap in fiction, this Ohio bookstore turned all male authored books around in their bookstore so only the works of women were in view. The store operated under this remodel for about a week, as the storeowner wanted to celebrate generations of female authors and inspire the next.    

5. Jack Daniels: His and Hers.

No explanation necessary here.

  1. Ann Taylor: This is Ann.

To celebrate 60 years of business and in honor of Women’s History Month, Ann Taylor debuted their “This is Ann,” video. The minute-long spot highlights the good, the bad and the ugly struggles women have faced throughout the years while thanking the women that have come before them and paved the way.

Are you a woman? We value your thoughts and insights and invite you to join our Brogan Talks to Women Survey.

Weekly Recap - May 5, 2017

Is your brand starting to sound like a robot? Or perhaps you need to build back brand trust? Forbes has three ways your business can show transparency, whilst Adweek is highlighting the common mistakes brands make on social media. Speaking of, Twitter is updating its platform to be more visual. Users can now search by emoji on the social network. What's the taco emoji up to today? Let's see.

DETAILS, please

3 common mistakes brands commit on social. Here are some common mistakes brands are making on social, how to avoid them and how to strengthen your social presence to better connect with your customers.

Twitter's search just got a very important update. Twitter now lets you use emoji characters in search.

3 ways brands can show transparency to build trust. The first step toward improving transparency is recognizing the impact you have on your consumer audience.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ and Pinterest.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Healthcare Checkup - May 2017

Are you putting your patients first? North Memorial’s recent campaign puts patients’ concerns and experiences at top of mind. Perhaps virtual reality is more your speed? Or are you preparing to respond to your direct competitors? Here’s everything you need to know.

VITAMIN B&P.

This healthcare system treats patients as valued customers. North Memorial is making sure patients are seen and heard.

MARKETING SUPPLEMENTS.

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

INDUSTRY PULSE.

Is your online presence up to snuff? As more digitally savvy Millennials become patients, they expect ease of use and interactivity when it comes to websites. See here.

Boost your online reputation. In the 21st century, you’re nobody unless you’re somebody online.

Serving the Millennial patient. As the millennial generation enters the workforce and becomes increasingly responsible for buying and accessing healthcare, organizations are gearing up for a new “regime.”

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

When agency work feels more like a mission.

In Metro Detroit, 1 in 3 adults reads below a sixth grade level." src="/files/u49/making-a-difference.jpg" style="width: 810px; height: 445px;" /></a></p>

Making a difference.

It’s a powerful motivator. Positive change is the primary goal of most of our clients—whether encouraging healthier behaviors, job growth, financial literacy, sustainable communities, and more. It’s the kind of work that feels more like a mission than a job.

Like our recent work with Reading Works, a Detroit-based nonprofit dedicated to improving adult literacy. Reading Works collaborates with community impact partners like Focus Hope and Southwest Solutions to teach adults to read so that they can enjoy a better life and greater opportunities.

The cause is critically important.  One in three adults in Metro Detroit reads below a sixth grade level—twice as bad as the national average. The problem of low literacy is even worse in Detroit where it impacts 40 percent of adults.

Adult illiteracy casts a long shadow. Children of low-literacy parents are 87 percent more likely to be growing up in poverty. When adults learn to read well, it’s life changing. Increased adult literacy corresponds to decreased poverty, decreased crime, reduced overall health care burden, increased child literacy, long-term economic growth and increased per-capita income.

Moreover, improving adult literacy is key to Detroit’s revival. A great workforce, robust neighborhoods and confident children succeeding in the classroom depend on it.

Still, adult illiteracy is overshadowed by other causes. And most people aren’t aware of the magnitude of the problem, according to a recent informal Brogan Talks to Women survey. Nor are they familiar with Reading Works.

  • 40 percent are surprised to learn that one in three adults in Detroit read below sixth grade level.
  • 12 percent have heard of Reading Works.

But people are ready to lean in and learn more. They’re especially interested in its impact on poverty, job skills, crime and community revitalization. Of the 133 respondents surveyed:

  • 96 percent agree or strongly agree that adult literacy is “critical to addressing employment, education…healthcare, citizenship, incarceration and neighborhood revitalization.”
  • 89 percent are compelled by the fact that children of low literacy adults are far more likely to grow up in poverty.
  • 87 percent are motivated by the statement “adults who achieve reading proficiency qualify for better jobs that can move their children and families out of poverty.”

These insights helped inform our creative strategy to bolster awareness and spark action, beginning with a short video to frame the issue. The video was launched earlier this month as part of Reading Works’ bid to win up to $100,000 from A Community Thrives.

Take a look and let us know your thoughts. (And vote for Reading Works through May 12, 2017.) We’ll be reshaping this creative for other channels to connect with volunteers and donors. For more of our social marketing work, visit our portfolio.

Burger King, McDonald's and Google: A lesson in multimedia marketing.

By now, our Google Alexa has gone crazy over “what is the Whopper burger” and yes, we’ve Googled that other “place where the coke tastes SO good.”

Why? Because TV and video alone cannot successfully reach a target audience. Today, consumers are even more connected than they’d like to admit. Especially, when watching TV. According to Facebook, 68 percent of people access their mobile device while they watch TV, while 75 percent access a second screen. We’re connected. We’re on multiple screens, devices and personal assistants.

With that said, brands are acknowledging this and including them within their marketing. To advertise their Whopper burger, Burger King debuted a :15 second video ad that triggered Google Homes to answer the question, engaging the viewer and their device at the same time.

Google quickly disabled the ad from engaging with the Google Homes. This didn’t stop Burger King. During late night TV, a second ad aired and hacked the voice activated device again.

And they’re not the only ones engaging (or encouraging engagement with) Google. McDonald’s decided to involve Google in their latest brand video, a little differently.

What do you think? Did Burger King violate personal assistants? Is McDonald’s response ad clever or petty? Excuse us while we go get a Coke and mull this over.

For more trends and insights, subscribe to the Brogan Weekly Recap.

Blog Category: 

This healthcare system treats patients as valued customers.

"I love not knowing exactly how much my visit is going to cost."

"I love being uninformed and totally uninvolved with my healthcare."

"It feels great when my doctor gives me a diagnosis without making eye contact."

Said no one ever. That’s why North Memorial Health has launched a new brand campaign to humanize the healthcare experience for patients. In a series of online videos, the healthcare system addresses patients’ concerns and real-life, relatable experiences with humor.

This healthcare system treats patients as valued customers.

North Memorial Health’s message focuses on ensuring their patients are and continue to be heard.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

Weekly Recap - April 14, 2017

It’s been nine months since Pokémon Go made its splash on the scene. Now, the mobile game has garnered over 65 million monthly users. Other digital facts this week? According to Adweek, 51 percent of U.S. Snapchat users don’t engage with branded filters or lenses. Shocking. Advertisers, however, shouldn’t fret, Marketing Land is here to remind brands they should measure quality over quantity. Speaking of, how’s your Instagram strategy? Let’s unpack.

DETAILS, please

8 digital marketing stats from last week. Pokémon Go lifts up the hood, and Snapchat's app-installs are a hit.

Mobile engagement just got even more important for marketers. Don't let 'quantity over quality' be the mantra of your mobile-first business plan.

More than a pretty picture: Demystifying Instagram engagement for brands. Building an engagement strategy on Instagram isn’t the guessing game it once was.

Meanwhile back at the RANCH

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

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