Author: Franz Malten Buemann

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こんにちは、動画セミナー講師の前田です。 2019年11月21日、メールマーケターのための動画活用セミナーを開催しました。 テキストや静止画だけでは伝わりにくい商品の詳しい使い方やイベントの様子など、動画にして伝えたい情報は、各社各商品ごとにあります。 今回のセミナーでは、メールマーケティングで動画を活用するにあたり、どのような情報を動画にすることが効果的なのか？また、動画制作におけるクオリティの考え方などについて、事例を交えてお伝えしましたので動画活用のポイントについてご紹介したいと思います。 ●制作する動画のクオリティについて 動画を制作しようとすると、つい「クオリティの高い映像にしなくてはいけないのではなはいか？」と思ってしまわないでしょうか？日常的にテレビCMやアーティストのMVなどを見てきた方々にとって、映像は常に高いクオリティものもという固定概念があります。 しかし、そうした映像は主にプロモーションのためであり、テレビCMであればテレビ番組の間に、視聴者の興味関心を強引にでも獲得するためにつくられたものです。そのCMを見ようとしてテレビの前に居座っているわけではない人々の注目を引くために、旬のタレントを起用する。見たことのないロケーションで撮影する。華麗な編集効果を施すといったことを行います。 そうしたことをすると、必然的に制作コストは高くなっていきます。この関係性を図にしたものが下図です。 下の横軸が、その映像を見て、動かさなければいけない視聴者の心の幅。 縦軸がそうした映像を制作するときのコスト。 上の横軸では、下の横軸の「高」と「低」が逆転していて、ユーザーとの関係性や文脈度を表しています。 上述したテレビCMは、ユーザーとの関係性が低いため、心の幅を大きく動かさなければいけない映像をつくる必要があり、それため制作コストも高くなる、という構図になります。 では、メールを送っていいという許諾を得た、みなさんの手元にあるメールアドレスの所有者と、みなさんの企業・ブランドとの関係性はいかがでしょうか？ テレビCMのように、まったくそのCMに興味がない方へ注目させる動画を作る必要があるでしょうか？ 強引に獲得したアドレスならともかく、ユーザーが自主的に登録したアドレスであれば、動かさなければいけない心の幅が高くなくていいはずです。 そのため、トライアル商品を申し込んだユーザーに、メールで送る商品の使い方動画は、旬のタレントを起用したり、ものすごい編集効果を施す必要はありません。 ある程度関係性ができているユーザーであれば、照明技術、演出技術、人の演技など、テクニカルな映像のクオリティは高くなくても良いのです。 では、クオリティが高くなくてもユーザーに喜ばれる、受け入れられる動画をどうつくればよいのか、これには大きく3つのポイントがあります。 ポイント①動画化する価値の高い情報を絞り込もう まず、動画をつくるといっても、すべての情報を動画にする必要はありません。みなさんがつくるメールコンテンツ、あるいはメールをクリックして遷移するwebページやブログなどには記事や写真が存在するはずです。 テレビ番組などは、すべての情報をモニターのなかで動画で伝える必要があります。ですが、メールやwebページでは、既に存在するテキストや静止画では、十分に伝わらない情報を動画にすると良いのです。筆者はこれを「動画化価値」とよんでいます。 食べ物の湯気の動き、ジュエリーのキラキラ、健康器具の使い方、掃除機で綺麗になる床など、形状、動きがわかるもの。また、そうした商品を実際にさわった、食べた、使った人の「おいしい！」「気持ちいい！」といった感想や表情。これらはテキストや写真ではなかなか伝わりづらい情報です。 すべての情報を動画化しようとすると、必然的に動画の時間が長くなりますし、長い動画を編集しようとするとそれだけ撮影・編集時間がかかり、制作コストがかさんでしまいます。メールで伝えるに時には、本当に動画化する価値の高い情報だけを絞り込みましょう。 もし、動画化する情報が複数あるなら、それを一本の動画にまとめるのではなく、一つの情報につき、一本の動画にしましょう。その方が動画制作コストが下がるのと、一つの商品につき複数の切口の動画をつくっておいたほうが、メールで配信するときの動画の数が増えます。 ポイント②動画の種類は「ハウツー動画」がおすすめ 動画化すべき情報を絞りこんだら、どのような内容の動画にするかを決めねばなりません。キャストを起用してドラマ仕立ての動画にする。ユーザーの事例インタビュー型にするといった企画がいくつか考えられますが、おすすめしたいのは「ハウツー動画」です。 2018年にGoogleの検索コアアルゴリズムがアップデートされて以降、「（検索ワード）＋方法」、「（検索ワード）のし方」といったクエリに対し、適切な答えを持つ動画があると、その動画コンテンツが優先的に表示されるようになりました。これを動画の強調スニペットと言います。 この強調スニペットに表示されるには、検索クエリに対して、複数の異なる切口の動画を所有しておくことが効果的です。つまり、あるカテゴリーの製品のハウツー検索をしたとき、その製品に関する動画を一本だけ持つよりも、複数の切口の動画を持っていた方が表示されやすくなるということです。 「宝飾工具、使い方」、「徘徊防止、使い方」、「盛り付け方、食品」といったワードで、ぜひ検索してみてください。 そうすると動画の強調スニペットが表示されると思います。そこで表示される動画はすべて筆者が動画制作を支援した、あるいは自分で制作した動画です。強調スニペットで表示されるにあたり、広告などはいっさい使用していません。動画を制作して、3ヶ月ほどで表示されるようになたのです。 もちろん、検索ワードによって出やすくも出にくくもなりますが、Google Search Consoleなどを使い、みなさんのビジネスにとって、ある程度のボリュームがあり、競合が少ないといったワードで、取り組んでみると動画作成をしていない可能性があるので、とても価値があります。 そうして制作した動画はもちろんメルマガのコンテンツとして使うことができます。製品についてのハウツーは、色々な用途を知りたいユーザーの助けになり、喜ばれるコンテンツになるはずです。 また、ハウツー動画は表現の仕方によって、ユーザーにリツイート・シェア・いいねをされるコンテンツにもなります。たとえば、高速バスや観光バスを運行するWILLER社では、ユーザーからの問い合わせの多かった「わかりにくいバス停への行き方」を動画にしました。 ?‍♀️「WILLERバスターミナル梅田ってどこ⁉」 JR大阪駅からWBT梅田までの行き方動画を公開しました！ 誰もが1度は迷う修羅の道（？）、これを見れば安心です? pic.twitter.com/7bPE3GfqmH — WILLER TRAVEL (@WILLER_TRAVEL) March 20, 2019 この動画は、ただ出発地から到着地までの道のりをタイムラプス（早回し）で撮影したものですが、「誰もが迷う修羅の道」と表現したり、「池袋ダンジョン」などと表現することで、フォロワーに喜ばれつつ、楽しまれるコンテンツになっています。こうしたテキストとの合わせ技は、メールでも再現できるのではないでしょうか。 ポイント③関係性の高いユーザーには、QualityよりAuthenticityのある映像を 最後に、動画制作のクオリティについて、もう一つだけお伝えしたいことがあります。 今、YouTubeにアップされていて、再生回数を稼いでいる動画コンテンツには、クオリティが高いとはいえないものが多くあります。 クオリティは高くなく、商品の特徴や機能も必要以上に“盛る”ことなく、過度に脚色することなく伝える映像のことを、Authenticity（本物らしさ）のある映像というふうに表現しています。 この言葉は、米国のYouTubeトレンド&カルチャー部門で統括責任者を務めているKevin Allocca氏が提唱している概念です（参考）。 こうした映像はプロが使用するような本格的な映像編集ソフトを使わず、普通のハンディカメラで撮影したような映像もあり、なかにはiMOVIEなど無料の動画編集アプリで使用したものもあります。 ある程度関係性ができているユーザーやその商品に少しでも興味のあるユーザーにとって大事なのは、その企業や社員が発信するウソっぽくない本物らしい情報届けるということなのです。…
The post 動画のクオリティは本当に大切か？メールマーケター向け動画活用のポイントを詳しく解説 appeared first on Benchmark Email.

Want to increase your email signups? Then make sure you’re using these effective lead capture forms. In this post, you’ll find lead capture form examples, tips, and best practices.

Buffer, the product, has come a long way since I joined the company in 2015. In the past twelve months alone we’ve added integrations with TikTok, Canva, and Google. Buffer is so much more than a social media scheduling tool!In this post, I’m going to cover all the ways you can use Buffer to grow your audience on social media and beyond in 2022; every feature, every integration, and all the hidden gems.Nah @buffer is ran by mad scientists because how have you given us carousels, TikTok AND REELS in just a few short weeks???? I’m going to cry. Running my business just got 10x easier. Love you 🧡— Blessing Mukosha | BIG MONEY B (@blessingmukosha) July 8, 2022

Grab a cold drink and let’s dive in!Which channels does Buffer support in 2022?Buffer currently enables you to plan, create, and schedule content to the following channels:Instagram.Facebook.Twitter.LinkedIn.TikTok.Google Business Profiles.Pinterest.You can also connect your Shopify account to Buffer to analyze your store data alongside your social data.The beauty of Buffer is that you can manage and share content to multiple channels in one place – whether it’s tweets, stories, pins, or TikTok videos.Here’s a bit more detail about the types of content you can schedule to each platform.Instagram You can schedule posts (including carousels), reels and stories to Instagram business accounts. Facebook Scheduling is available for Facebook Pages and Groups.TwitterSchedule tweets, retweets (RTs) and quote tweets (QTs) to Twitter profiles.LinkedIn Schedule content to LinkedIn Pages (company pages) or to personal profiles.TikTok Schedule videos to TikTok business accounts.Google Schedule updates, offers, and events to Google Business Profiles.PinterestSchedule pins to your pinboards.Buffer offers auto-publishing for all of the above channels, except for Instagram Stories. If you have the Buffer mobile app, you can also schedule stories and Buffer will send you a push notification when it’s time to add to your story, so that you can finish the post in Instagram.Content planningMarketing without a plan is like cooking without a recipe. You might whip up some content on the spot and it’ll work out fine but for most people, knowing exactly what to post and when is the secret to success.Here are all the planning features you can use in Buffer to feed your audience a steady diet of quality content.Queue viewThe queue is a simple way to visualize all the content you have scheduled for a particular channel. Think of it as a conveyor belt for your posts. This is a great option for scheduling evergreen content that doesn’t need to be shared at a specific date or time. You can pause your queue, shuffle your queue, and move content in and out of your queue.Calendar viewWith the calendar, you can see all of your content in a weekly or monthly view. This is great for spotting any gaps in your schedule and managing time-sensitive content. You can filter your calendar to show drafts, scheduled posts, sent posts, and posts that are awaiting approval. CampaignsYou can group content together by adding campaign tags to content. For example, if you have a holiday promotion that involves multiple pieces of content, you can keep track of it by creating a campaign in Buffer and adding that tag to each piece of content.Posting schedulesYou can set up pre-determined posting schedules for every channel you connect to Buffer. For example, you might want to share to TikTok once a week, but to Twitter at specific times each day.Content creationWhat’s the hardest part of social media? Nine out of ten people will tell you that it is coming up with content. Buffer can make this easier for you in a ton of different ways.DraftsGot an idea that isn’t quite ready for the spotlight just yet? Save it as a draft and come back to it later.Content integrationsBuffer can easily import your existing content from a variety of places, including:Canva.Giphy.Google Drive.Dropbox.OneDrive.Unsplash.Some other quick ways to add content to Buffer:Drag and drop files from your computer.Use the Buffer mobile app to add content from your phone.Use the Buffer browser extension to add images and text from anywhere around the web.Use one of Buffer’s free image creation tools – Remix or Pablo.Use an automation tool like Zapier or IFTTT to import content from spreadsheets or any other app you use to save content.Use the WordPress plugin to add content from your blog to Buffer.Image editingEven if you create images outside of Buffer using Canva or another integration, you can edit them in Buffer using the simple editing tool in the Buffer composer. You can crop, rotate, blur, and enhance, among other things.Hashtag ManagerWhen you’re posting to Instagram, you can use Buffer’s hashtag manager to save and insert groups of your favorite hashtags. You can add these to the first comment of your post.AnalyticsAs the saying goes; if you can’t measure it, you can’t manage it. Buffer’s suite of analytics is included in all paid plans.You can get in-depth insights on the following channels you’ve connected to Buffer:Facebook.Instagram.Twitter.LinkedIn.You can also connect your Shopify store and Buffer will give you insights into customers and sales from social media.DashboardOn the analytics home screen, you’ll see the high-level metrics for all of your channels. This includes a quick glance at your total audience, total impressions, and total engagement combined. You’ll also see:Your recent posts across, along with the reach and engagement rate for each post.Followers, impressions, and engagement rate for each of your channels.Links to your recent reportsOverview analyticsEach channel has its own set of analytics for you to explore. This includes overview analytics, which charts the performance of your channel based on a timeframe of your choosing. You can compare performance week on week, month on month, or a custom date range. You can also break down performance by various metrics; followers, reach, impressions, comments, etc.Post analyticsPost analytics dive deeper into the performance of individual posts. It’s a great way to gauge how effective specific pieces of content are. This area also includes analysis of your hashtag performance.Boosted postsIf you’re boosting your Facebook or Instagram posts with ad spend, Buffer will help you monitor your results.Audience insightsBuffer will give you demographic data for your Facebook and Instagram audience, including gender, age, and location. This can help you tailor your messaging and strategy to these groups.AnswersWondering when is your best time to post? Or how often? Buffer provides quick, actionable, insights for each channel in the Answers section.ReportsYou can add any chart into an exportable report, which is ideal if you have clients or interested colleagues and you need to share your results with them. You can also add a logo and summary to your reports if you wish, and export them as PDFs.ShopifyIf you connect your Shopify account to Buffer, you can see key stats like your top social referrals, customer lifetime value, and your top selling products alongside your social metrics.EngagementSocial media is called “social” media for a reason and when it comes to growing your brand, engaging in conversations is just as important as publishing content. With Buffer, you can view all of your unanswered Facebook and Instagram comments in a single dashboard on your desktop, with the most important comments highlighted so that you can answer them first.Toggle between channelsAny Facebook or Instagram account that you have connected to Buffer will show up in a dropdown menu. You can easily switch between accounts.Grid viewYour posts will be displayed as image thumbnails in a grid view, which makes it easy to see all your post history at a glance.Unanswered comments summaryAbove the post grid, you’ll see the total number of unanswered comments for that account, including a breakdown by sentiment – negativity, order, or question.Sentiment labelsBuffer uses machine learning to identify specific types of comments that might need your attention; negative comments, comments about order/sale, and questions. If there is a comment on a post that matches any of these sentiments, you’ll see an alert on that post in the grid view.HotkeysBuffer has a set of hotkeys specifically for managing comments – which is especially handy if you have a big backlog of replies to get through. ‘Control + D’ to mark comments as Dismissed.Up key to go to the previous comment.Down key to go to the next comment.Smart emojisWhen replying to a comment, Buffer will automatically offer you a set of emojis to use in your reply. These are based on your history of replies. For example, if you use the 💜 emoji a lot, this will become a default emoji option for you. This is just another way that Buffer can help you reply to comments with speed.Start PageYou’re probably familiar with the term “link in bio”. Having a landing page with all of your most important links and latest content makes it easy for your audience to connect with you beyond your social accounts. With Start Page, you can quickly build a beautiful page to add to your bio.TemplatesNot sure where to begin with your page design? Buffer has a series of page templates that you can use as the base of your Start Page.Choose a URL for your pageOne of the things that makes Start Page different from other link-in-bio tools is the structure of the URL. Start Page puts your brand first. For example, if your company is called Betty’s Burgers, your URL could be bettysburgers.start.page. Other tools typically relegate your brand to a page path; something like “manylinks.com/bettysburgers”.AppearanceChoose your preferred theme, colors, and font packs to make your page stand out from the crowd.LayoutYou can adjust the layout of your page using the simple drag-and-drop interface.BlocksBuilding a Start Page involves adding “blocks” of content. There are a bunch of different types of blocks at your disposal, from a simple block of text to an embedded Spotify track. Block types include:Text.Link.Button.Image.Subheading.Social links.Youtube video.Spotify track.Image gallery.StatisticsIn terms of page analytics, Buffer tracks page views and link clicks for you and these can be found in the Statistics section on the right-hand side of the page builder. Statistics include daily, weekly, and all-time page views, links with the most clicks, and social link clicks.Multiple pagesYou can create multiple Start Page in Buffer, which is handy if you manage multiple brands or have side projects. Each one will count as channel in your subscription.Mobile AppsBuffer has an iOS and an Android app to help you publish and analyze content on the go. These apps have all the core publishing features and some options that are exclusive to mobile. Examples include Siri shortcuts, queue count widgets, and a direct integration with Unsplash.Buffer for iOS.Buffer for Android.More to come! What’s on the roadmapThere’s more to come in 2022, and you can view everything that is currently being explored on our transparent roadmap. Here are a few new features that are coming soon:IdeasA new place to save and collaborate on content ideas.Twitter ThreadsSchedule Twitter threads and watch your engagement soar.Start Page schedulingKeep your page up-to-date with the latest campaigns and content.Get started for freeIf it has been a while since you last used Buffer, now is a great time to give it another spin.Learn more about the different subscriptions options here.

If you’ve watched the news recently, it seems that the possibility of a recession has captured everyone’s attention.
Americans have already seen signs like the inflation of rent, gas prices, groceries, and other necessities that pre-existing wages can’t meet. But, still, some experts say that we could still avert a recession – and if we don’t – a recession might not last as long as 2008’s.
With all these changes and newsbites in mind, business decision-makers might wonder how their potential customers are reacting. And, if their spending habits could be changing in the near future as a result?

While we don’t know if we’ll head into a recession, this post aims to help brands and marketers prepare to continue to meet consumers where they are – even in uncertain times.
To give readers insight on how spending behaviors are or could be shifting, we surveyed more than 200 U.S. consumers across all age groups.
Before we dive in, we’ll briefly explain the concept of a recession:

Recessions are a normal part of the business cycle and can be induced by global economic shocks, changes in consumer confidence, and other large-scale economic changes.
But this year, in particular, there are a select few factors that have spurred concern about a potential recession, although one still hasn’t been declared or confirmed.
For more on the cause of recessions and why some are concerned about them happening in the near future, check out this helpful post from our partners at The Hustle.
How Consumer Spending Habits Could be Changing
We conducted a Glimpse survey of U.S. consumers to understand how they spend their money and how financial uncertainties like recession could affect them. Here’s how they responded to our questions:
1. How has the news of a potential US recession impacted your spending habits?

Although a recession is not yet certain, most respondents are purchasing less and spending money more concisely than they were in previous months.
Rising costs of goods and services often cause consumers to become more cautious in frivolous spending, and we’re sure Americans are feeling the effects arise quickly.
As a marketer or brand leader, now might be a good time to consider discounts, sales, deals, or freemium marketing. While people are potentially tightening their wallets, they still might purchase items, services or experiences that are affordable or provide bang for their buck.
How Spending Could Change In a Recession
When thinking about consumer spending behavior, it’s often contingent on outside factors, and news of immense changes in the economy is worth looking into. Below is the distribution of varying consumer decisions and how they’d respond to financial uncertainty or a potential recession in the future.
2. If a recession is declared, how will your home budget change in the first three months of this new financial era?

Unsurprisingly, most consumers polled (64%) say they’d decrease or continue to decrease their home budget if a recession was declared.
As of June, inflation hit 9.1%, a historic new peak by the Federal Reserve. But, wages aren’t moving to match these increasingly fast changes. Naturally, the public is already looking for ways to avoid breaking the bank — by reducing their budgets.
If you market B2C brands, or products that would be used specifically in the home, this is important to keep in mind if financial uncertainty continues. While you shouldn’t panic and change your whole marketing strategy over just one small survey, you might want to consider strategies like marketing your most affordable, discounted, or essential products over higher-priced or luxury items.
3. During uncertain financial times, what did you spend the most money on?
We also asked consumers to reflect on their purchasing behavior in previous economic eras with the question, “During uncertain financial times (such as past recessions or during the COVID-19 pandemic), what did you spend the most money on?”

When surveyed, the most prominent goods consumers have bought in uncertain times are typically considered basic necessities.

Essential Groceries and Food
Rent, Mortgage, Housing Bills
Essential Personal Care Products
Medication and Healthcare

The data reflects a shift to self-preservation and less on shopping for pleasure or taking on risks comes as no surprise. By eliminating costs for leisure or entertainment, people can ensure their families are taken care of before taking their dollar to do things like start a business, take a stroll to the movies, or invest in an unpredictable market.
The good news? This doesn’t necessarily mean there will be a complete pause in retail, entertainment, or other non-essential services. More than 10% still plan to invest in digital or online entertainment, around 7% would still invest in restaurants and bar outings – as well as education and academics, and over 16% would invest in clothing and apparel, So, unlike the pandemic, we probably won’t see entire economies close up completely for months at a time.
How an Upcoming Recession Could Differ from 2008
There are a few key differences between this recession and that of 2008, mainly in the factors that caused it and its projected duration.
According to Morgan Stanley, the possible recession would be largely pandemic-induced and credit-driven.
COVID-related fiscal and monetary stimulus contributed to inflation and drove speculation in financial assets. This is very different from the Great Recession of 2008.
The 2008 recession was due to debt-related excesses built up in housing infrastructure, which took the economy nearly a decade to absorb. By contrast, excess liquidity, not debt, is the most likely catalyst for a recession today.
Due to the difference in causes, experts at IMF predict a new recession could be short and shallow.
Key Takeaways for Businesses in 2022
As marketers, we’re not experts in financial markets and shouldn’t be seen as a source for investment, HR, and legal advice. And, no one ever knows for certain if or when there will be a recession.
It’s also to keep in mind that, while the results above can certainly help you navigate how to market your brand, they’re just a portion of one small survey and a brief look into the eyes of consumers. Before making any major decisions about your marketing department, spend, or business, you absolutely should do your research, analyze multiple data points, and consult experts in your industry.
While your decisions should be based on a deep dive of data, the survey results above do show that marketers should be cautious about how their efforts might need to pivot with changing consumer needs or trends.
Here are a few takeaways to keep in mind.

A recession today might not be the same as 2008. While consumers likely will tighten budgets and look for products that offer the most value or necessity for their dollar, they might not be in detrimental financial conditions. They could still be persuaded to buy a great product that’s marketed to them in the coming months.
Market your product’s affordability, value, and/or necessity: As consumers and businesses tighten their budgets, making sales, retaining customers, and persuading people to buy non-essential products will be more difficult. Make sure you are marketing that your product has added value or importance, other than being flashy, trendy, or cool.
Marketers might want to explore more cost-effective strategies. (Think reducing excess ad spend and focusing on organic social, SEO, or email marketing instead.)

Remember, financial uncertainties – and even recessions – are common. And while it might become more challenging to win customers in the coming months, business and consumers will still keep moving (and making purchases) even as we wait for the cycle to run its course.