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A Video Ode to Summer

How easy is it to get away from the city?

As a personal project this summer we produced a spot on Birkenhead Lake to shop around to travel and destination clients. With just a few customized shots and additional graphics, we saw this piece promoting either car-share programs or the province of British Columbia.

It is also a killer portfolio piece, shot in the vein of so many other projects eager to embrace mobile technology. To test the capabilities, functions and quality, we shot this entirely on the iPhone 6.

At the very least, this will inspire you to go camping!

Nicole Bridger

Creative Climate & Mindfulness

As part of a content strategy, event teaser trailers like this are powerful ammunition for social media teams; measuring views, viewing time, subscriptions, tracking social impressions and shares. How are you using video as a part of your brand strategy?

In this video, socially conscious fashion designer Nicole Bridger shares on the different ways of thinking about and effecting one’s own climate – personally, professionally and creatively.

Video In Email

There is a statistical jump in the open rate of emails with the word “video” in the subject line. Readers are also 60% more likely to watch a video rather than look at any text so the use of video in email marketing is becoming a strong consideration for driving click-through rates, engagement time, sharing and conversions.

3 ways to include video in your email marketing

1. Ideally the video would play right inside the email so the user never has to leave their inbox. This is called “embedding”

Unfortunately, this only works about 50% of the time because HTML5 video embedding is not compatible with all email services. The other 50% will see a default image.

Email clients that support video:
iOS devices
Outlook.com
Apple Mail
Thunderbird 13

Email clients that do NOT support video:
Gmail
Yahoo
Outlook

Gmail is a huge service provider that does not support video embeds, which should be a careful consideration in your email marketing efforts.

2. Using an animated GIF to link to your video is an option that is much more widely supported. This adds a lively element to your email and can cleverly indicate that you are linking to a video.

3. The most reliable option is to use a static image as a link to the video. From the inbox you can send your prospect to a landing page, blog post or a video sharing network like Youtube or Vimeo.

When linking outside of the inbox, you should always work to send your audience to a landing page or blog entry so you can continue to guide their experience – remove distractions and outside links, add a call-to-action, maintain the brand experience, etc. Setting the video on a landing page to auto-play is acceptable in this case, since the audience is expecting to see a video.

Video is racing to the top as a form of online content. How are you using video to communicate your business?

 

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