70% OF CAR BUYERS WHO USE YOUTUBE TO RESEARCH ARE INFLUENCED BY VIDEO CONTENT

A new report by the Google team has revealed the massive influence that online videos have on consumer sales funnel for buying a car.

Highlights of the report include:

  • The average car shopper today only makes two dealership visits.
  • 60% of car shoppers enter the market unsure of which car to buy.
  • 70% of people who used YouTube as part of their car buying process were influenced by what they watched.
  • Views on YouTube of test drives, features and options, and walk-throughs have doubled in the past year.
  • Mobile searches from dealership lots increased 46% in the last year.

Here is the link to the report:

Cars Buyers on YouTube

 

By David Gitonga

Share This:

Documenting the Customer Service Week 2015

The Customer Service Week 2015 was an exciting time as many local companies and brands took time out of their busy schedules to give particular attention to their customers. I was not left out, to say the least, and I was privileged to document some of the activities of these companies and organizations.

It was a hectic day but we were able to pull it off and create an exciting video that showcased these brands in their customer service mood. We used the hashtag #CSWEEK2015 to hype the event and let participating organizations share their experiences on Twitter.

Check it out and enjoy!

 

 

David Gitonga

David Gitonga is a visual content creator / marketer who helps businesses market their brand, products, and services on the Internet using video, images, and graphics.  He can be reached via email at davgit@gmail.com or on phone at 0721 783 420.

 

Share This:

5 Video Marketing Mistakes Most Businesses Make

Many people have a love-hate relationship with video. They realize that video is a great way of connecting with audiences and impacting their businesses. However, they also know that it is not easy to create engaging videos. Framing, lighting, and sound are just some of the challenges of creating great video products. Other concerns include the script, editing, and how to push it on the Internet. However, even if you do not have a video marketing budget, it is possible to improve the quality of your videos.

Today, I am going to highlight 5 video marketing mistakes that most businesses make and how to overcome them. Just like a good friend would point out if you have something on your teeth, I am going to point out those mistakes that you might be making in your videos:

#1. Shoddy Camera Work

Nothing irritates viewers more than watching a poorly-shot video clip that makes it difficult to concentrate on what the speaker is saying. Here are some shoddy camera mistakes and how to avoid them:

– Without a stable stand, your video is going to look like you are in the middle of an earthquake. This makes it (and you) look amateurish. A tripod can help you stabilize your shots effectively.

– Your video framing is important to ensure viewers focus on what you want them to focus. Most people frame the subject smack dab in the middle of the frame, and that does not look good. Employing the rule of thirds as shown below will help your videos look a little cooler.

Rule of Thirds

The Rule of Thirds Explained

Notice how your eye focusses on the top middle third. This is where you want to position your subject.

– If you are using a DSLR, focus is an important aspect of your camera work. Using the autofocus mode is important to ensure the subject is sharp with the background being a little blurry. This gives your video a cinematic look and feel.

#2. Bad Lighting

Bad lighting is a big problem for most videos. I see videos that either have too little lighting or too much lighting. Again, this makes you look amateurish and cheap. Regardless of how advanced your camera and camera work is, you can greatly improve your video quality by adding some light onto your subject. Investing in video lighting equipment can help you light up those dark areas and also control such things as focus and depth of field much more effectively, especially when shooting video with DSLRs.

#3. Bad Audio

This is very likely the most important aspect of your video. People may forgive you for bad video quality, but they are not going to stick around and listen to bad audio. Crisp, loud audio can save a bad video. Avoid using your onboard camera microphone and invest in a lapel mic.

#4. Being Boring

Most people are afraid that they will look shy or sound boring in front of the camera. Being boring does not mean you should be funny or comical. Instead, it means coming out as actionable, informative, and energetic.

Passion and enthusiasm are great at countering boredom. When you are passionate or enthused about your topic, people will want to take that drug. It is contagious, which is the opposite of boring. If you are fueled by what you do, you will be willing to share and teach others what you know. This is the drive needed to make interesting videos. Everytime you have something new and interesting to say, bring out that passion in your videos. Rinse and repeat and you will always have interesting videos that are far from boring.

#5. Not Doing Video at All

It is not true that he or she that does more videos wins. Instead, a combination of written copy and visual content can go a long way in transforming an otherwise average copy into a great piece of marketing material. Video is a great selling tool. In some cases, it doesn’t even require you to appear in the picture. You can create videos that include graphics and images with a voice over. The truth is, video is still at its infancy on the web and using it now makes you stand out from your competition.

Now that you have what it takes to make great-looking videos, you have no excuse not to use videos as a conversion tool for your business. So, go out there and start creating.

David Gitonga

David Gitonga is a visual content creator / marketer who helps businesses market their brand, products, and services on the Internet using video, images, and graphics.  He can be reached via email at davgit@gmail.com or on phone at 0721 783 420.

 

Share This:

LIVE NOW – You Can Now Livestream with Periscope

Livestreaming has largely become synonymous with services like UStream and Google Hangouts. However, a new line of apps is looking to challenge these ‘old’ ways of streaming live events. First, it was Meerkat, and more recently, is an app called Periscope.

Periscope, which is owned by Twitter, lets you broadcast live video to the world where followers can join, comment and ‘send hearts’ in real-time. The app is becoming it’s own entertainment platform, much like what you see with Vine. Not all broadcasts however have to be public. There are also private broadcasts where users can invite “mutuals” in a single tap.

Periscope has been used to shed light on the Syrian crisis and many have used it to stream live GOP debates in the USA.

Learn the Periscope Jargon

If you are looking to jump onto the Periscope bandwagon, here are some terminologies you will need to get used to:

Scope: A live-streaming session is called a Scope.

Scoper: A person on the Periscope platform

Hearts: A way for Scopers to show their love to a broadcaster.

Replay: The ability to record broadcasts and allow Scopers replay the broadcast

Follow: This is the act of following other Scopers, similar to Liking a page on Facebook.

You can sign up with Periscope using your Twitter account or using your cell phone number. Each time you Scope a Twitter push notification is created which you can use to gain a following.

What Can You Broadcast?

Literally, anything and everything. People broadcast anything from making breakfast, an early morning walk on Moi Avenue in Nairobi,  to a presidential motorcade passing by them.

For many online marketers like me, the business applications of this platforms are insane. The ability to livestream and allow businesses and brands to be transparent can be used in new and extremely creative ways to grow a following, show behind-the-scenes footage, and just bring audiences along to an launch or event.

With Periscope, broadcasting is now finally a tool ready to be embraced by the masses.

 

By David Gitonga

Share This:

The Truth About Graphics on Your Web Pages

I have always enjoyed the work of David Ogilvy, the offline marketing legend credited with many of today’s successful marketing strategies. What he discovered about advertising and marketing has been replicated by many successful companies across the web.

Below is a breakdown of some of his proven tactics in the world of visual media that can help you know how to better use images in your content for maximum engagement.

1. Placement Matters and it Matters A Lot

Have you ever wondered where an image ought to be placed in an article? It is very interesting that the natural sequence of reading usually involves a specific order. When you see an article, we begin by first looking at an image, then we scan the headline and then we read the body copy if the headline is interesting enough.

Therefore, an image placed below a headline will have less readers than one placed above a headline. 

2. Captions Get Read a lot More than Body Copy

Did you know that captions under images are read on average 300 percent more than the body copy itself? Therefore, using or not using captions could mean losing or engaging a huge number of potential readers.

Shooting a CloseUp Event at Eldoret

To make the best use of captions, include your brand name and your promise. Encapsulate the central purpose of the page itself in your caption to make the most use of this brief attention.

3. Watch Out for the Left Margin

When you read an article, you rely on the left margin as an anchor to give your eyes a place to return. It has been shown that it would be exceptionally difficult to follow text when with a broken left margin.

As a result, never place images to your left margin. This will break your reader’s flow and force them to readjust. Instead, always align the images on the right margin. If you are clever enough, you can let copy flow around images in an arty way.

 

 

Every image must be worth its page weight in gold. Don’t force images into context simply because they look good or because you cannot afford to hire a photographer to take unique shots. You are better off not using images at all. Try to use images with a story appeal above your headlines and that demonstrate in your copy. Anything less will simply distract from your website or blog copy.

 

For photography and video services unique to your business needs, call: 0721 783 420

 

Share This:

Training Video for T-Shirt Branding

I had an opportunity to work on a training video that would be shot during a training event. Nadhifu Mums Power helps women gain valuable business skills at a low cost and they wanted to document one of their training events and convert the contents into a training video.

I document and edited the entire training session and below is the results of my work.

Enjoy!

By David Gitonga

Share This:

What is VirtualPessa?

I recently shot and edited a quick interview for a company called VirtualPessa. The company seeks to bring awareness to the idea that you can earn money from your mobile phone and airtime by using their service and product.

Take a listen to the 2-staff interview at their Nairobi office.

Enjoy!

 

By David Gitonga

Share This:

Everything You Need to Know About Film Noir

Film Noir is a style of filmmaking that was very popular in the days past. However, we have seen its emergence with the likes of Spirit and Sin City taking this old style and giving it some fresh approach, making it popular once again. What though constitutes a Film Noir look?

Here is an infographic that breaks down this art and style of filmmaking helping you better understand how you can use it to create drama and unrealism to your shots.

Enjoy!

 

By David Gitonga

Share This:

Back to Meru – With CloseUp

I was back again to Meru, this time, with the CloseUp team to document their promotion for the #12HoursofFreshness Twitter handle. It was an early morning at the Kenya Methodist University (KEMU) where it all started just a few minutes before 6:00AM. It was a surprise for the sleepy students as they were greeted by the faces of the Kenya musicians DNA and Avril with CloseUp gifts on their hands.

Here are some photos of what went down:

Share This:

How Can You Use Visual Content?

 

There is no doubt by now that visual content is becoming necessary in order to create high engagement among fans and potential customers. Everywhere you look, from Facebook, Instagram, to Twitter, images and videos are taking over these mediums that once started out as text-based networks. Even hashtags were, not too long ago, text only, are now largely accompanied by visual content.

If you are looking to grow your online presence and increase engagement on your channel, you have to incorporate some level of visual content into your digital marketing campaign.

Here are three ways on how you can incorporate visual content to drive sales, engagement, and improve the overall brand identity.

1. Show Off Brand Culture

Transparency is an important aspect of any brand and this can be leveraged to humanize your brand. One to do this is to create behind-the-scenes videos and photographs that show a sense of community and togetherness within the organization. This can be anything, from an office lunch, a process into what goes into creating a product you offer, or simply a tour of our facility while the staff is working. These visual displays can go a long way in creating a bonding effect with your customers and fans.

2. Create a Visual Timeline

One of the most effective way of engaging your loyal fans is by taking them on a visual journey of your brand products and services. You can do this by creating a visual representation of your product where you can show the idea creation, how it got started, out as well as timelines since the brand inception. You can even allow fans to take part in celebrating your anniversaries or when you hit a milestone, the way Volkswagen have done it.

3. Highlight Customers Using 

We are all hard-wired to believe that something will work for us if it has worked for someone else in the same circumstance and situation as us. This idea has been used successfully to sell just about anything and it can work for you as well……. when implemented right. Rather than tell your customers what your product or service can do, why not show them by highlighting pictures and videos of someone actually using your product or service?

Visual content is here to stay and it’s expected to grow faster than any other type of content on the Web. The above three approaches will go a long way in ensuring such content offers real value to your customers and business.

 

By David Gitonga

Share This: