Three Ways to Use Video with a Launch
When it comes to product launches, there are so many moving parts and piece to think about. Besides getting the products themselves ready, there are so many other things to think about. How are you going to get your audience to get excited too, how are you going to spread the word about the products you're creating, and most importantly, how are you going to keep their attention and convert the online curiosity to clicks, which will then turn into sales? These days, using video is one of the best ways to not only nurture engagement, but capture attention instantly.
So today, we have Jessica Freeman, founder of Jess Creatives, with a guest blog post sharing three ways to use video as a part of a launch. She's going into detail with three areas in particular - video ads, educational videos, and Q+A Videos, all with the intention to help you determine three ways to use it for your next launch. We think you'll love today's post. Enjoy!
Did you know that using a single video on a sales page can increase your conversions? Hubspot shared that research shows 81% of people have been convinced to buy a product or service by watching a brand's video. I don’t know about you, but that is some high conversion rates, just for placing ONE video on a page.
But, that’s not the only place you can use video in your marketing! Even if you don’t want to have a YouTube channel like me, there are three ways you can utilize the power of video in your own business, especially when it comes to launching a new product or service.
Facebook loves video content – the daily video views on Facebook are in the billions. They love to prioritize live videos, video ads, and really, any video content – that’s why they have a tab in the app, pushing people to watch video. Same goes for Instagram as well – Instagram Stories are blowing. up. And, as you saw, they even added IGTV, to let consumers engage with more video content. The great part is that Facebook Ads manager makes it easy to publish ads to both Facebook and Instagram.
So, as part of your launch strategy, you want to be sure and make space in the timeline and budget for creating and publishing video ads.
Now, by no means do these need to be fancy! In fact, consumers tend to engage with videos that seem more realistic and less formal, instead of videos that seem like a commercial. This isn’t to say that a dark, grainy video will still perform well (because it won’t), but you don’t need to hire a production crew either. Especially if you are doing video ads that will appear in Instagram Stories, you want the ad to feel like an Instagram Story, which is very informal.
These are some things you need for creating video ads:
Camera – it could be as simple as using your smartphone, that’s totally fine!
Lighting – if you have a small budget, start with some lamps, or sit in front of a window.
Microphone – you may or may not need this, depending on what camera you use.
Editing software – lots of people use iMovie; I use Adobe Premiere Pro.
I talk a little more in-depth about creating Facebook ads in this video below!
Once you’ve got your video recorded and edited, there are two other important things you need to do: install your Facebook pixel, and get a transcript of your video.
Why do you need a Facebook pixel? You’ve probably heard other business owners talk about how much power there is in the follow-up, in regards to emails and clients. (If not, do more follow-up emails with potential clients and you’ll likely get more of them to book you!) The same thought process can be used when it comes to ads.
The Facebook pixel can track who is coming to your website, and then you can a specific ad to just that audience. So, you can show your whole audience Ad #1, and then retarget people who came to your website, and show them Ad #2. The difference between #1 and #2, is that your first ad will be an introduction, while #2 will be more like a reminder.
Bonus tip: Most people run ads to a free opt-in or workshop, something to grow their email list as part of their launch strategy. But, want to make the most of those email funnels? Research shows that if your initial email to people includes a video, it can increase your click-through rate by 96%. Record a simple intro video to embed in your email funnels to really build that know, like, and trust factor!
Now, the second thing I mentioned earlier was a video transcript. Research shows over 80% of people watch videos on their phone without the sound on. This is possible because so many people upload a transcript of the video audio, and Facebook will display the subtitles while the video plays. If your video doesn’t have subtitles showing up, people are likely going to keep scrolling past that video.
Most people are not using subtitles in Instagram Story ads, but that’s also because these ads tend to be more animated and visual in nature. You can use smartphone apps like HypeType, Legend, or Videorama to easily create some animated ads! (These are also just great apps to create more dynamic content for social media in general.)
If you are launching a product, the best video ads will be ones where you are showcasing your product! It could be some behind-the-scenes like you assembling or packaging the product, or footage of your product being used in real life scenarios. But, if you’re launching a service, consider making a video that is more educational, or shares testimonials from your previous clients.
Since it’s harder to showcase a service or digital product, your ad content will want to pull more at their emotions. Like we do with all client exercises and client avatars, think about your target audience’s pain points. Go back through social media comments and messages, client testimonials and emails, and write down the emotions people were feeling. Then, use that text to really connect with your audience.
This leads me to the next way you can use video, with Educational Videos!
Educating your audience during a launch will help you establish more credibility. As I said earlier, using video in your business doesn’t have to mean starting a YouTube channel – there are many platforms you can do this on during a launch!
But, let me talk about YouTube for a quick second, in case you are considering it. I love YouTube because it helps me connect with my audience better, and continually build that know, like, and trust factor. Even moreso, I love YouTube because it can get my brand and my content in front of people who don’t even know I exist! When I publish YouTube videos, I’m optimizing them to show up in search results, so when people wonder how to do something on Squarespace or Wordpress, there’s a chance of my videos showing up!
Again, you can totally educate your audience through videos on other platforms: Facebook live, Instagram Stories, Instagram Live, IGTV, Twitch, and even Twitter videos.
These videos could be behind-the-scenes, taking your audience along for the ride. This content would allow you to explain why you’re doing something a certain way, or why doing it that way matters. But, these videos should also help break down your audience’s hesitations and doubts. You need to clearly explain how your product or service solves a specific problem.
In addition to educational videos on social media, you can also create a free mini-course with educational videos. This would give people insight into your content, and give you the perfect opportunity to add them into an email sales funnel.
There are three main ways to publish your video mini-course:
Use a platform like Teachable (which has a free version), to give people access to your videos and content
Have “unlisted” videos on YouTube (which means only people with a direct link can access them), and embed those in an email that goes to your subscribers
Link to all the “unlisted” videos in a PDF, and just send the single PDF to subscribers, and make it a self-paced course
Like I said earlier, educational videos help build your credibility, and educate your audience that you have the solution to their problems. But, the best part of any and all video content is that it helps your audience connect with you! You go from another name in their feed, to feeling like a friend.
It’s important to note that to really build that relationship with the educational topics, you’ll want to share part of your story. It doesn’t need to be a ten minute spiel of your entire story. Here are a few ways you could incorporate your story:
You made xyz mistake early on, which resulted in ______, and then you found this product/service, which changed your life xyz way
You love _______ (design, for example), have done xyz things (attended conferences, took courses, started a new hobby) because of it, and that led you to this product/service
If you want to take this to an even higher level, you can incorporate live video, which leads to our last strategy.
All of the educational content you’re producing is hopefully answering community questions and diminishing their doubts. But, there are probably more questions that you haven’t thought of, or questions that are so specific, you can’t dedicate an entire video to the question.
For example, some questions people might have:
I’m a ______, is this for me?
What’s the timeline like, can I start at any time?
Do you accept payment plans?
How is this different from ________?
Q&A videos are definitely best done on live video (whether YouTube, Facebook, or Instagram), so you can continue to answer questions as people keep joining and watching. Since a launch plan is usually spread out over a few months, you could do the Q&A every few weeks. And then, as you get into the final weeks before launching, you could do a Q&A every week, or even a few every week.
Regardless of format or platform, it’s important to always be honest in answering the questions. Don’t lie or exaggerate, just to try and get more sales – this will only result in unhappy customers. Also, when you are answering questions, be sure to tie in a benefit of your product or service, just to reinforce that information.
If the idea of going live absolutely terrifies you, there’s also the option to use Instagram Stories. With the new “Questions” sticker feature, you could answer questions that way, and answer while still being on video! This would work best if you can answer questions succinctly, so that you don’t have 78 different Instagram Stories to click through.
Remember that you can also utilize live video for your educational content – those videos don’t have to be pre-recorded. Doing all of your video content this way could save you a lot of time, but you would have to be sure and stick to your schedule for going live each week. In fact, consistency is one of the most important factors when it comes to video content in general ! Just posting 1-2 educational videos during your launch won’t have the same impact as a dozen or more videos.
As you prepare to utilize video in your launch, or just in your business in general, remember that every video is a building block between you and your community – don’t be afraid to put yourself out there.
Jessica Freeman is an award-winning graphic and web designer, and video consultant, helping service-based entrepreneurs create a brand that shines through every level of their business. Outside of designing, she also loves producing for her YouTube channel. Jess lives in Atlanta, GA with her husband, Aaron. Follow her on YouTube and Instagram.