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PopSugar study says lifestyle videos are the way to a woman’s heart

Popsugar Mobile FirstVideo is one of the most underused marketing tools available to the average small business owner. I know why. It takes effort, equipment, creativity and some know-how to make a good video. People will give it a shot once or twice but soon find it’s too much work on a regular basis.

That’s a shame because video is an extremely effective way of connecting with your customers – particularly the women.

PopSugar and ulive teamed up to conduct a survey about how women consume lifestyle content. What they found was that women watch videos for two main reasons, to be entertained (74%) and to learn (71%). 60% also said they watch videos because it inspires them to try something new.

Simple, Fun, Creative = Winning Video

The guys and gals over at Owler get it. They figured out that you don’t have to spend five-figures to make a fun, and very effective, video that explains your business and gets a customer to understand what you do in under two minutes. Check this out.

Great video, right? So how can you do the same without breaking the bank? Here is what Owler had to say about the making of this video.

Start With Identifying Your Benefits

We started by brainstorming the most important benefits of Owler to our target audience. We narrowed it down to three benefits. Company alerts, curated “noise-free” news and community polls.

How To “Show” The Benefits?

Mobile viewers spend half their time watching videos over 30 minutes long

People who watch video on their mobile phone spend more than half their time watching videos that are longer than 30 minutes. That’s a very surprising fact. For years, it’s been all about the short-form. Keep it under five minutes if you want viewers to click and stay until the end – especially mobile viewers. They’re on the move and they don’t have time for a ten minute tutorial or an hour long TV show.

Clearly, that thinking doesn’t apply anymore.

According to Ooyala’s Q4 Global Video Index video viewing on tablets and smartphones is up 160% year-over-year. Think that’s a lot? Try 719% from Q4 2011.

Now look at the breakdown by device:

Ooyala Video by Device

YouTube invests in off-site advertising to promote their hottest female stars

Nerdy NummiesBethany Mota, Michelle Phan, Rosanna Pansino – they’re the young, female rockstars of YouTube.  Mota started filming YouTube videos as an emotional outlet when she was a lonely and bullied teen. She’s not lonely anymore. She now has 5,763,946 subscribers who tune in regularly to watch her videos on teen fashion, make-up, bedroom decor and well. . . teenage stuff.

Michelle Phan has been posting make-up tutorials since 2007 and has around 5 million fans. She also created a lifestyle network for women on YouTube called FAWN. Then there’s actress Rosanna Pansino who used her love of baking and all things geek to create Nerdy Nummies. Learn to bake Rubik’s Cube Brownies, Princess Peach Cobbler and more – 1,542,664 subscribers and counting.

The distracted customer: how to keep their attention?

DistractedThe hardest part about selling online today is keeping the attention of a potential customer. There are so many distractions nowadays! We’ve got Facebook, and Twitter and Netflix and a few hundred thousand other nifty apps and games we can all access on our tablets and mobile devices 24-hours-a-day.When you think about it, we should all be exhausted from all of these distractions. But we’re not. We’re constantly finding ways to just keep lumping on new distractions; which just makes us more unfocused.

So how do you keep the attention of a potential customer? Your job is to get your customer to take an action. Whether that is to download something, or sign up with their email, or buy something, or whatever. If they pay attention, and then do something, you convert. And conversions mean success.

Twitter adds one-touch ad videos to the mobile feed

IMG_0335Hey, Mr. Marketer. Big piece of news that you can use – people love to watch videos. Especially short, funny or exciting videos on their mobile devices. What they don’t like is having to click a bunch of times because clicking is boring.

Twitter’s got you covered. They just began testing a feature that puts the video clip right in the timeline so all the user has to do is click once. I’ve posted an example for you from my iPhone. I don’t follow basketball, but I navigated to the NBA Twitter account and I found a whole bunch of these mini-videos. I clicked, the screen faded to black and then the clip began to play. It was fast and clean and enjoyable. I would have enjoyed it more if it was a hockey clip but it is what it is.

Do you like to watch (video)? Your customers do!

Take a mental picture of your current website in your head. Can you picture it? Do you see your headlines, and text and bullet points and all of those things?

Now, imagine your potential customer visiting your website for the first time and seeing all of those same things. What do you think they’re going to do? It’s probably going to be something like this.

1. Read headline. If headline grabs attention, then…

2. Move on to read first sentence. If first sentence begins to explain what problems you solve for them, then they read on…

3. At this point they are more than likely skipping…

WAIT A MINUTE! STOP RIGHT HERE!

Why are we making a text blog post about how people like to watch videos? Let’s do this in video. Watch below.