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Five tips for creating effective video marketing



In all of its glory, the internet has become almost as vital as breathing, and video is next in line for the throne. With a third of online activity spent watching videos currently, its essential usage, not only for commercials or entertainment, is without a doubt. Likewise, marketers have started to use video more and more.

Simply using video, however, is not sufficient and unlikely to produce the wanted outcome. Nevertheless, with these five strategies at hand, videos can easily be used effectively in marketing.

1. Select the right tool

Most importantly, the right tool must be selected. This requires a clear definition of the wanted outcome as well as an analysis of what is necessary to get there. Companies such as simpleshow offer explanation services, excelling through individualisation and expertise.

Further, they are the parent company to mysimpleshow, an online tool that allows the individual to create his or her own explainer video. Being aware of these opportunities simplifies finding the ideal tool for your marketing strategy.

2. Choose appropriate timing

Timing is key for video implementation. Depending on the video’s purpose, you may prefer to use it in the beginning of a presentation as an inspiring opening, throughout the presentation as an attention grabber, or towards the end to wrap it all up. It may also serve the purpose of increasing recall through repetitive and unique characteristics that trigger memory retention.

Thanks to the great diversity and usability of videos, they can serve multiple needs. Videos may be used in forms of elevator pitches, content summaries, as well as communication of corporate guidelines.

3. Define the target group

An effective video is characterised by several elements, the most important one being target group orientation. While you may think ‘the more the merrier,’ this may not be the right calling for target groups. You must be direct.

In order for people to show an interest and buy your product or remember your brand, people must relate to the content and tone of the video. A video that targets an older population is unlikely to grab children’s attention. Hence the content must be driven by the audience’s wishes and needs. Make sure to keep the focus and use these tips to guide your video content.

4. Pay attention to language

Watching is largely preferred over reading, which may be one of your arguments for choosing video marketing. The next thing you want to keep in mind is the language you are using. Make sure it is appropriate for your target group: keep it comprehensible and characterise it through keywords. Use visualisation accordingly as a support for what is heard by using symbols or putting a focus on specific terms by highlighting them.

5. Keep it short

You want to make sure to consider the video length to make it effective. Studies have identified the ideal length of a video to be two minutes. Hence, try to stick to this reference point when creating your video.

Remember that you can always add more information and make the video much longer, but it is unlikely that you’ll truly penetrate your audience and be remembered. Rather, make it short and grab the viewer’s attention. You can always provide further information at the end or in external links.

Careful considerations and planning ahead are also key factors for choosing a video, or creating one. Only an inspiring, target-oriented, comprehensible and correctly implemented video will provide the necessary effectiveness in your marketing. These steps or reference points may serve as a guide when creating your next video that will effectively reach your audience, grab their attention and provide recall opportunities.

Finja Kruse is a teacher, blogger and video creator writing on behalf of mysimpleshow. You can contact her via LinkedIn.

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Billion Dollar Boy hires Kathy Dover as first-ever Director of Client Services as it scales up its business and develops its tech offering



Billion Dollar Boy, the global influencer marketing agency, has hired Kathy Dover, formerly a client at Maybelline and Garnier as well as Head of Account Management at VCCP Blue, as its first-ever Director of Client services.

On the back of impressive growth in 2018, Billion Dollar Boy has initiated an ambitious scale-up plan, which is centred on expanding its agency business and licensing its own in-house technology, including StoryTracker – the industry’s first and only AI-powered Instagram Story tracking tool.

In her new role, Kathy will work with the senior management team to support the growth plan by adding 15-years of experience on both agency and client-side to the business. She will also take responsibility for the account management teams, developing their relationships with clients and ensuring the delivery of a premium service.

Most recently, Kathy led the integrated marketing communications teams at Maybelline and Garnier UK. Prior to this, she worked as Head of Brand at While working agency-side she led the account management team at VCCP Blue where she was integral in developing the original Compare The Meerkat campaign for

Edward East, CEO Billion Dollar Boy, said: “Kathy has amazing experience on both sides of the fence, which means she is able to see the potential of influencer marketing across the whole marketing mix as well as understand what clients want, and need, from the medium. As we continue to scale up and drive our technology offering, Kathy will ensure we are always communicating this to the client in the right way and bring gravitas and experience to the business.”

Kathy added: “Influencer Marketing is growing so quickly there is a massive opportunity now for us to really raise the standard of measurement and effectiveness and cement its position as an integral part of the marketing mix. Through BDBs tech and measurement advancements, we can really start to bring some rigour and finesse to the medium and achieve this goal. I’m excited to be involved in that and in driving the team’s impressive growth strategy.”

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China marketing specialist Hot Pot hires Cat Navarro as Chief Operating Officer



Hot Pot, the full-service China marketing agency, has hired Cat Navarro, a business transformation specialist of more than 15 years, as its first-ever Chief Operating Officer.

For the past five years Hot Pot has been steadily growing its business, but with the massive acceleration of Western brands entering the Chinese market and the prediction that China will account for 60% of all e-commerce by 2020, it has put in place ambitious plans to scale-up and match that expansion.

Cat’s appointment reflects the company’s ambition. Her responsibilities will include the dual roles of implementing and overseeing transformation strategies, growth strategies, management structures, operational duties and workflows as well as acquisition, retention and training of talent.

Cat has spent 10 years leading high-profile change programmes for large organisations (SITA, AMP) and Australian government bodies (police force, housing). She then transferred those skills to scaling early-stage London-based businesses such as Quill Content, Ometria and The Sandpit.

Jonathan Smith, founder and CEO of Hot Pot, said: “We are excited to be entering the next phase of Hot Pot’s growth. To successfully scale the business, we knew we needed someone to have the requisite attention to the granular details but also be able to deliver on our overarching strategic goals.

“Cat’s depth and breadth of experience allows her to do this. She is exceptional at putting the right structures in place, operates at pace, and has an absolute passion for finding and developing the best talent.”

Cat Navarro added: “Hot Pot encourages brands to throw away the rule book and do things differently when it comes to marketing in China, and I’m excited to bring this bold philosophy to my role. When scaling a business that’s niche or disruptive, you can’t just rely on what you know or how others do things. Doing that just puts you on the same playing field as everyone else.

“I’m also thrilled to be leading both operations and talent, because the two are so intrinsically linked. It’s great to work alongside a CEO who invests in his staff as much as he does in the growth and profitability of the company and its clients.”

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10 questions with… Anna Watkins, UK managing director of Verizon Media



In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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