חיפוש

תוכן בתוך תוכן - שיווק בשואו ביזניס

העתיד כבר כאן, אנשים לא אוהבים פרסומות, הם אוהבים תוכן ומקבלים פרסומות כחלק מהתוכן.

גם כאן נטפליקס הקדימה את הוליווד והיום כל כך התרגלנו לכך שברור מאיליו לראות את הדמויות האהובות עלינו והסיפורים שלהן יחד עם המותגים הגדולים בעולם. זה התחיל בספורט, משלטי המגרש ועד למדי השחקנים והנעליים, היום זאת אמנות כשלעצמה. לסצנה אגב, אפשר לתפור תוכן שאינו אימג', שיחה על ספר, מפגש עם קונדיטור באמצע הפרק, הכירות עם עם ראש ושכנוע משקיעים.

בארץ המטלה נופלת על משרד הפרסום, ויש סוכנויות שמתמחות בכך, הנוהל דומה ללוביסטים שיושבים בכנסת ומשכנעים את הזכיינים (ערוצי הטלוויזיה) להכניס את הלקוחות שלהם לתוכן שאמור להיות מופק בחודשים הבאים. הרגולציה בארץ קובעת שמותר לקדם תוכן אבל עד לגבול של 25% מהתקציב הכולל של ההפקה. בעולם זה משתנה והאפור אפור מאוד.

אסטרטגיה כזו מתאימה בד"כ לחברות גדולות אבל אפשר לראות חדירה של מותגים קטנים יותר בערוצי תוכן חלופיים, כמו יוטיוב למשל.

שיווק כחלק מהתוכן שונה מתוכן ממומן בכך שהוא ברוב הפעמים לא משנה דבר בדרמה ואינו פוגע בעלילה, לא מנסה "למכור כלום". כמו שהטניסאי הטוב בעולם לובש נייקי כך הדמות של פרנסיס (בית הקלפים) עסוקה באייפד באייפון ובמק בוק.

המודל הכלכלי קרוב למושלם, המפרסמים מקבלים חשיפה מדהימה ונקייה, יוצרי התוכן מקבלים כסף עבור ההפקה. גוזרי הקופון הם חברות ההפקה שמטפחות את הקשרים בעבור בעלי העניין.

בפעם הבאה שאתם רואים סדרה (בוא נגיד פאודה) תחשבו עמוק על הדיאלוג ותחשבו על הטלפון שתקבל מחר בבוקר ממשרד החוץ; "שלום רצינו להתעניין בנוגע לשיווק של תל אביב יפו כעיר מעורבת בסדרה. איך אתם מתמחרים את זה? לפי דקה? לפי האימפקט? לפי מספר הצופים הפוטנציאלים בסדרה? או לפי כמה אנחנו מוכנים לשלם?"

קדימה לאמץ מוחות, הלקוחות שלכם מתים להיות המסטיק בפיו של ג'ימס בונד, חבל שהוא עשה עסקה עם... עם מי לא?!

תוכן תוכן, אבל מאיפה?

ערוץ לאנשים שאוהבים תוכן באמת, לא רק מתפרנסים מזה. Telegram



Soon 80% of all traffic online will involve video, therefore, we must find new production tools that will help us to grow our business video presence. There are old-fashion production companies that will do their best for you, but the world is changing and new faceting solutions are already available. I decided to introduce the ones that I found as game changers. I will give a short overview of the tool and how it can solve your business video needs. The next time you'll need a video you'll know a little bit more about the new tools that will help you grow your digital presence, content marketing, video production, transparent advertising, user-generated content or testimonials.

I tend to split video production tools into two main categories; content generators and content editors. Content generators create videos automatically, usually embedded with AI and produce large quantities of video content to share on social platforms, fast, cost-effective and futuristic. Content editors are simplified tools to edit video and animation to fit your needs faster cheaper and much simpler than professional editing software.

In the last two years, I have seen a shift being made, from content editors to content generators and it seems like the world of video content is going in one direction- towards AI and user-generated content because it's easier, faster, and in total a lot cheaper. Automated systems save human resources and help video professionals to paramount using new tools as art directors.

Wibbitz

Description: Wibbitz is an AI-powered video creation platform that leverages patented text-to-video technology to streamline production of original short-form videos. Wibbitz supports video creation for over 400 publishers and brands, helping to increase audience engagement and ad revenues across desktop, mobile, and social media platforms.

My opinion: To be honest, I love Wibbitz, making any text into a video is a very powerful video content tool. This platform is made for big businesses that need constant video flow, like news and broadcasting channels. The texts based videos need to have full copyrights and are real content, they carry the message while photos and videos are supporting the written words.

Promo

Description: Promo helps businesses and brands create beautiful marketing videos easily, using quality licensed footage & music and a stylish built-in text editor. Promo is a Facebook and Instagram Marketing Partner.

My opinion: I love Promo. It’s easy to use and the most content effective videos you can get without going into a complicated production process. This platform gives you ready-made marketing shorts for specific promotional purposes like: "50% discount", " on sale right now" or "You can count on us". All you need to do is add your logo and text to fit your needs. The quality is amazing and you'll be very pleased with the results. However, as good as it is, you'll need to keep in mind that promotional videos are old fashioned and made of reusable templates. There is a similar more simplified.

Apester

Description: Apester is an interactive content platform that allows anyone to easily and freely create, embed and share interactive, and related content items (polls, trivia, etc.) into posts and articles, in a matter of seconds.

My opinion: Very engaging videos in spite of the absence of an actual story. A fast efficient tool to interact with your audience.

U-MOV

Description: U-MOV video stories are compiled from short video scenes to be made with your customers using their smartphones. Choose a story-line and invite your brand community to make content. Custom-made instructions will ensure every scene is made right and our AI production tools will put it together professionally. If your brand is growing and you would like to join our pilot program please write us back.

My opinion: As a co-founder of U-MOV my opinion is to be diverted. Our video platform generates videos made by users according to a fixed story-line made by small, medium, or big brands, a company, or social influencers. Think about it this way; one video to be made by 100,000 people under the title "Show us how you NIKE". You can choose the number of people that will appear in every video, edit according to location, age, interest or nationality; the possibilities are endless. all you need is some of your customers to join in, the rest will be made automatically using AI. U-MOV is a fascinating new tool I would like to try with your brand, please contact me if you think you are looking for new exiting ways to engage with your brand followers.

Biteable

Description: Anyone should be able to create delicious animated videos so, we’ve made it as simple as creating a PowerPoint presentation. No more waiting weeks for video production. Just build your videos online, preview and share with your team before you spend a dime.

My opinion: The coolest, simplest video editor for business-indeed. Made for the average marketer, can be used for small or big business. Although it's easy to level up your video content with Biteable the best result will be made by a content professional or a video editor. The templates are cool and if you are blessed with a creative mind, I'm sure you'll be able to learn fast and make some pretty good videos.

Wyzowl

Description: Create videos to explain a product or service. We make it easy, fun and interesting for people to find out about your business. We have created over 500 videos for hundreds of startups, a handful of blue chips and fortune 500 companies. We offer unlimited revisions, fixed turnaround times, fixed pricing and direct access to everyone working on your video.

My opinion: I'll be honest and say I haven't tried this one, but it looks like they keep their promise. Content wise, the results that I have seen are very clear and straightforward. It's not an automated platform nor an editor but a kind of a hybrid method to shorten production time and costs when making an animated video. It takes 3-8 days to make one, too long if you need a lot of content and therefore this tool is made for businesses that care less about video content marketing strategy.

Shakr

Description: Shakr is a mobile app for creating video ads by filling video templates with photos, text, and short clips of your own.

My opinion: The flexible template solution is very common but lacks the ability to create something original and exacting. This tool is good for small and medium businesses that need to create content fast. I found it helpful if your goal is to improve your business' digital presence. This tool is made for non-professionals and I found it a bit too simple if you are a content-driven specialist. Not so much of a game changer (I know).

Instagram

Description: Stop Motion is a camera tool that lets you take a long series of photos, which Instagram stitches up into a GIF that you can post in your story.

My opinion: Not my cup of tea. Stop motion can be very powerful but time-consuming. Suitable for small businesses or Influencers that are willing to try new and exciting ways to grow their content. For me stop motion is an elusive "known to a few" art-form. There have been times where I have tried to use it and didn't like the results. Therefore, you need a professional director \ writer and a talented designer, or a bit of luck.

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I'm sure more effective tools can be found. What is your preferred tool? Please share and tag me. :)

@eran.tobol

#marketing #video #content #umov #umov #eran #tobol #user #generated


We all know, video content is considered to be one of the most influential methods of marketing and communication. We also know that story based content is more engaging than a video slideshow or video presentations. We know that Facebook, Instagram and Snapchat make a lot of effort so that storytelling will become the core of our social media habits and basically no matter who you are, a business or my mother in law, YOU need to tell your story.

Magisto / Animato / Wevideo editing apps / Google Photos / Facebook Slideshow / and Apple Memories platforms will make videos for you but fail to deliver valuable content because the storytelling is absent. They are simply pictures and videos tied together as a short movie clip. It’s outdated, superficial and let’s say it outloud and together; boring.

The problem can be divided into two main categories:

1. Promoting form over content.

2. Quality of video shots are unknown.

Current tools can take actions, colors and characters without connecting it to a narrative. Therefore, we can say the form is more important than content. In addition, when you shoot yourself on your phone you need to consider some of them will have bad lighting, some of the scenes will be too long or short, people will talk loudly, too quietly or not at all and above all, since you have no shooting plan, you will have raw video shots worth nothing.

These problems bring new solutions and tools like Videoo, Webbitz or Idomoo that aim at B2B or B2B2C and less to B2C. Although they try to give an answer, they offer a superficial solution.

In short, we can say content specialists are needed to solve these issues. Engineering comes later and the sooner startups will understand it, the better content we’ll have. We need to spend less money on flat video forms and search deeper stories and stronger experiences.

To be continued