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Good Video Marketing Educates & Excites

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With its immediacy, video marketing is the prefect tactic for educating and informing people about a product or business service, helping them to understand features and benefits so they can make a clear consumer choice. In a nutshell, videos marketing is about helping someone and trying to turn that viewer into a customer.

Why Video Marketing?

YouTube is the second most popular website after Google. Typically, if you have attracted a viewer is someone in the consideration stage of their buying journey. They may have already engaged directly with your business via your awareness content or simply arrived at your door step through a search. Essentially, they’re viewing your content because they’re aware of a problem they have or decision they need to make and they’re now looking for guidance – they are ripe for the picking!

Help customers make an informed choice with video marketing

Help customers make an informed choice with video marketing.

Let Video do the Talking & Pitching

Well executed video content is able to display functionality, convey a context and leverage emotion in a way product descriptions or written pieces can’t – evidently true given 72% of customers want to learn about a product or service through video content.

Don’t take it from us that video marketing is a great tactic to employ if you want to educate and excite would-be customers. As an example, many of us look for food inspiration by searching online recipes. Yes, you can open up a cookbook, it’s much more enticing to see someone execute a recipe and walk you through it.

In the example of food, video marketing is a great way to provide information and simultaneously showcase how a product can be used – after they’re attracted, the viewer is then engaged by the education piece and, providing you’ve got your narrative down, will do a sterling job of pitching your product to the viewer.

Examples of Video Formats That Work

An in-depth product demo or explainer excites without the hard sell

Instructional webinars or classroom pieces guide the viewer pass any purchase barriers

Case studies actively engage and encourage conversion

A showcase of your customer testimonials or reviews provide authenticity

Content Creation: Attract Videos

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Ready for a useful insight into effective content creation? The quickest way to a person’s heart is through their… eyes. That’s a fact according to a study published in The Journal of Research in Personality, which is why when planning for video content, us advertising and marketing folk find the Attract Video format… well, very attractive!

An Attract Video is designed to appeal to as wide an audience as possible, luring complete strangers to your brand, website or store where you can then charm them into the consideration phase.

What is an Attract Video?

When it Comes to Content Creation, Consider Your Channels

When you’re planning an Attract Video, think about the channels it will be viewed on as this will have an impact on how it’s shot, edited and enhanced. For example, if you’re cutting a video to a typical 16:9 ratio and then want to use it across Instagram you might find yourself compromising the content when you edit it to a square format because yes, size does matter.

Content creation fact: Cats are top out when it comes to going viral

Content creation fact: Cats are top out when it comes to going viral

Powerful Online Video Content Should Create Impact!

For any Attract Video content, the first 5-seconds are crucial, after this threshold, they drop like flies. Don’t tease out any critical key message that could otherwise counter a ‘Skip’ click. Hit the viewer with something powerful or enticing to retain their attention.

Here’s a powerful tip: consider how people will consume content. If the video is used on social or shown in an ambient public environment (an elevator, for example) support soundless views. Develop room for captioning into your storyboard and when scripting. If it helps, think of all those poor souls surfing the net at work.

Caption video content for silent viewers

Get the Story Righ, Keep the Edit Tight

Whether shooting your own original content, using stock footage or animating a set of static visuals, ultimately all video carries better impact than static content as long as you nail the narrative and keep the edit tight.

When it comes to narrative, our advice would be to avoid speaking too much about the product. There are other tools and opportunities that meet the objective of product promotion better. With Attract Videos, let the brand’s values and personality shine.

online video content: Keep narrative and edit tight in

If you’re serious about effective content creation and building your brand’s credibility using video content, our article on how to build a brand using creative video is a great place to start!

Why Video Content Helps Build Brands Online

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Did you know that 7 in 10 people view brands in a more positive light after watching interesting video content from them? Buidling video content into your content marketing strategy represents a great opportunity for brands to build trust, authenticity and relevance with their target audience.

Cornerstone videos, which is what they’re called, help build the foundation of your brand’s identity, voice mission and goals. If you’re serious about building your brand’s credibility through online channels such as social media, a video is a great place to start!

Powerful Video Content Tells a Story, Don’t Sell a Product

A brand video is your chance to explain to your audience what your brand is all about and what makes you tick. Telling your brand’s story with online video content helps build an emotional connection with your audience, bringing your brand to life in a memorable way – viewers typically retain 95% of a message when they watch it in a video.

But beware, the temptation to switch from a brand-led video to product-focused or promotional ad content (which let’s face it, is rank) will be there, so keep the following in mind when brainstorming the content.

Video content should offer more than a hard sell

Video content should offer more than a hard sell!

Give the viewer an insight into who you really are

Forget the boring facts! Like, how many customers you serve or detailing the variety of services your business offers – save that for the sales pitch. In a brand video, keep your focus squarely on the narrative of your brand – your company story. Here’s just a handful of ideas.

The origin story – You’ve all seen the epic Marvel movies – Iron Man, Black Panther – and know how well they do at the Box Office. Now channel that plot when you’re making your brand video. Tap into your brand’s origin story, how it came about and what you set out to achieve. Talk about your struggles, the challenges you faced and how you overcame them.

Stan Lee - comic book writer, editor, publisher and producer

If you talk about the present or align your content to a particular message, demonstrate your company values in action like how you help affect change for the greater good – whether that’s involvement in a local professional community or an altruistic charity project.

Authentic Video Content is Crucial

There’s a reason why third-party review sites are popular and why word of mouth is such a powerful marketing channel. When people find out about your business, they want to know what other people think about it.

Potential customers are looking for the lowdown on your brand. Customer testimonials, reviews or recommendation are incredibly powerful at helping to build your brand reputation. Bear in mind that when adding this sort of narrative arc to a brand story authenticity is crucial.

Over polished video content featuring models just won’t have the same impact the way an earnest, honest message does. To achieve this use real people rather than actors and if possible, include footage from the shop floor or behind the scenes of your operations.

Consider telling stories about your staff and give your audience an inside story into your world. Did you know, the largest number of interactions a customer has with a brand is through its company staff?

Inauthentic video content will be called out by your audience

Inauthentic video content will be called out by your audience

Build Trust and Establish a Relationship

If a key component to a brand story is authenticity another is trust. It’s the one element that factors into almost all purchasing decisions for a customer, regardless of what the transaction is.

Rather than thinking what content might manipulate a sale, consider what the need is – the purpose of your business. In meeting a customer’s needs, you can meet your own, which is to grow an audience and establish a positive reputation.

The right video can easily establish a rapport with your customers, slowly building trust and, in time, translating into business growth and brand value.

Now go out there and make that next brand blockbuster!

IT popcorn scene

The Baby Box

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Children do not choose to be born and when they do, they should be loved and provided for by their community no matter what the circumstances. Sadly, this is not always the case. According to UNICEF, in 2004 there were over 143 million orphaned and abandoned children in 93 developing countries worldwide. That’s 8.4 % off all children in the world and the numbers have likely risen. But there is one man who has worked hard to change that, at least in his community in Seoul, South Korea. This is the story of Pastor Lee Jong-rak and his benevolent Baby Box.

A Selfless Calling

A selfless calling

Pastor Lee Jong-rak and his wife Chun-ja had always wanted children, and when their prayers were answered it at first seemed more than they had bargained for. Their son, Eun-man, was born with cerebral palsy and a severely disfigured face and was given just five months to live. Despite the hardships they would have to face, they loved their son very much and spent the next 14 years in and out of hospitals to give him the life he deserved. It was here that their path changed forever. An elderly woman who had been taking care of her paralyzed granddaughter at the same hospital, fearing the child would be uncared for when she passed, asked the Pastor if he would take her in. Pastor Lee Jong-rak could not refuse the old woman and so began their journey as foster parents.

Guardian of the deserted

Guardian of the deserted

One cold April night, the Pastor received a phone call from a woman frantically apologising and telling him she had left her baby on the doorstep of his Jusarang Community Church. By the time the Pastor got to the baby, it died in his arms from hypothermia. With hundreds of babies being discarded in rubbish bins and train stations in Seoul every year, he decided to take matters in his own hands and created a Baby Box, modelled after one made in the Czech Republic. It was with this creation that he hoped to prevent from any more lives being lost to abandonment in his community again.

The Baby Box

The Baby Box

In 2009, Pastor Lee Jong-rak installed a cubicle equipped with a motion sensor, heating and light in which unwanted children could be deposited. Attached to his own home, the Baby Box was programmed to notify the inhabitants of the house when a baby was placed inside. Since that fateful day, over 1,500 children have passed through the Baby Box who would have otherwise died if left on the streets. The abandoned children, who tend to be either mentally or physically challenged, are cared for in the Pastor’s home, placed in orphanages or foster homes and even sometimes happily reunited with their parents, who are given the necessary education and support to take care of a special needs child.

All Lives Matter

All lives matter

With the release of Biran Ivie’s documentary called The Drop Box, much awareness has been raised about child abandonment in South Korea, especially that of disabled children, due to financial and social pressures. Donations to the Jusarang Community Church following the release of the movie has helped relocate the children in care to a larger housing facility. Pastor Lee Jong-rak continues to save the unwanted children of Seoul, but his ultimate desire is for the Baby Box to become a relic of the past. He dreams of a world and society in which all children are protected and cared for, and no child is ever given up. As sad as this story is, it’s people like Pastor Lee Jong-rak that restore our faith in humanity, give us hope for the future and teach us the limitless power of love.

The God of Sight

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We’d like to start this story by asking you this. Why do certain people inspire you more than others? After much pondering and deliberation, we came to the conclusion that for us, it boiled down to one unwavering common trait – focus. Which is why Dr. Sanduk Ruit, and his resolute focus on eradicating avoidable blindness, is the latest Unsung Hero to make our humble hall of fame.

From Tragedy Rises Hope

From tragedy rises hope

Sanduk Ruit was born in 1954 in the remote village of Olanchungola in Nepal’s Taplejung district. Growing up in a mountainous village with no electricity or health facilities, and where the nearest school was over a week’s walk away, sealed the fate of the 200 odd inhabitants of the village to poverty, illiteracy and early mortality. The second of six children, Sanduk had lost three of his siblings by the time he was 17. His elder brother succumbed to diarrhoea at the age of three, his sister to fever at the age of eight and his closest sister to tuberculosis at the age of 15. This last tragic loss hit him the hardest and it was on her death bed that he vowed to study medicine so that he could help save the lives of those who couldn’t afford treatment for curable diseases.

Where there is a will there is a way

Where there’s a will there’s a way

Despite their humble means, Sanduk’s father was determined to give his son the education he never had. After working diligently despite being the target of bullying while at St. Robert’s School in Darjeeling, Sanduk’s personal focus paid off when he received a scholarship through the Colombo Plan which ultimately led him to graduating in 1978 with a degree from King George’s Medical University in Lucknow.

Two men with one vision

Two men with one vision

In 1985, while working on the Nepal Blindness Survey, Dr. Sanduk Ruit met Dr. Fred Hallows, an Australian Ophthalmologist who would become a dear friend and mentor. Both men shared the same noble vision, to bring affordable eyecare and surgery to the people who needed it the most. Together they founded the Nepal Eye Program Australia, which joined The Fred Hollows Foundation in 1992, and helped fund and establish the Tilganga Institute of Ophthalmology in Kathmandu in 1994.

The God of Sight

The God of Sight

With the establishment of the Tilganga Institute of Ophthalmology, the poorest people of Nepal began to reap the fruits of Dr. Ruit’s labour thanks to free eyecare. A year after the centre opened its doors, Dr. Ruit developed high-quality intraocular lenses for cataract patients that cost just $5 to produce, just to give you an idea of how incredible that feat is, it costs $200 in some parts of the world! His pioneering technique of small incision low-cost cataract surgery has helped restore the sight of more than 120,000 people to this day in Nepal and other developing Asian and African countries.

Never Ending Ripple

A never-ending ripple

Thanks to Dr. Ruit’s efforts, blindness has decreased to 0.3% amongst Nepal’s 29 million population. It has become the first country in South Asia to eliminate Trachoma, the leading bacterial infectious cause of blindness in the world. The Tilganga Institute of Ophthalmology is now a training destination for surgeons from around the globe, who hope to establish its methods in other developing countries. Mobile eye camps are able to reach isolated rural villages and not-for-profit eyecare centres have opened up in all 77 districts of the nation.

The Barefoot Surgeon

The Barefoot Surgeon

Never losing sight of what mattered, Dr. Ruit is still the determined and humble Sanduk we met at the beginning of this story. His patients and peers admire him for his kindness and humility, despite being an award-winning and globally celebrated doctor. He still stands by his promise to extend and enrich the lives of the less fortunate by not only giving them back their sight, but a new lease of life. What we need in the world is more people like Dr. Sanduk Ruit who inspire us to pick a cause and stick to it no matter what in order to better the lives of those around us.

To find out more about Dr. Sanduk Ruit and his institute’s incredible achievements, visit https://tilganga.org or read his biography The Barefoot Surgeon by Ali Gripper.

The Lone Rider

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Not only is this next inspirational person an award-winning architect who has won us over with her radical transformations of unusual spaces such as the Munstead Water Tower, which she calls home, she’s blown us away with her daring spirit and unwavering determination to boldly go where no British woman had gone before. This is the story of Elspeth Beard.

Destined for the road

Born on 28th April 1959, Elspeth Beard had a fairly regular childhood. At the age of 16, she rode her first motorcycle and developed a passion for riding, but it’s what she did at the age of 23 that put her on the world map. A third-year student of architecture, Elspeth had her heart broken before her finals, causing her to underperform. Left disillusioned and full of doubts, she packed her bags and much to the chagrin of her parents set off on a solo trip around the world in the autumn of 1982, attempting a feat that never been accomplished by a British woman.

Wanderlust for the soul

In a time where few women travelled alone, let alone on a motorcycle, Elspeth’s need to escape was so strong that she defied conformity to embark on a soul-searching journey across the planet. She shipped her secondhand 1974 BMW R 60/6 to New York and there began the journey of a lifetime. From the US to Canada, back down to Mexico and across to Australia.

Against all odds

Elspeth found herself broke at this point and had to spend seven months working in Sydney and living in a garage to replenish her funds before she could carry on. In Queensland, Elspeth had her first major accident, leaving her concussed and in hospital for two weeks, but that did not stop her from seeing her mission through. Soon after, she left for Singapore, not faring any better when her valuables and documents including her passport were stolen. Chalking it up to a six-week setback, she replaced her papers and went on to traverse Southeast Asia and India, always moving forward.

When fate steps in

What started as an endeavor to flee from a broken heart drove Elspeth towards a kindred spirit, the only overland motorcycle traveler she had seen since she left her home. Riding alone no more, the duo went on to Pakistan and through Iran while Elspeth battled hepatitis, only stopping in Turkey to rest and recuperate. From there they rode to Greece and through Europe, braving the ‘Highway of Death’ across former Yugoslavia and the bitter conditions of the Alps to return once more to England.

The lone rider

In a time before sat-nav, mobile phones and the Internet, a woman travelling all alone while challenging stereotypes in the predominantly male world of biking may have come naturally to Elspeth, but her journey has encouraged women around the world to break free from society’s constrains and trust in their intrinsic powers to pursue their calling. We hope that Elspeth’s story has also inspired you to get in the driver’s seat on your personal journey and follow your passion no matter what life throws at you.

To find out more about Elspeth Beard and look through photos of her amazing travels visit https://www.elspethbeard.com

The Power of Pink

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Being a mother of five and the wife of an ice-cream vendor from one of the poorest villages in India did not stop this inspirational woman from standing up for women’s rights. Nothing could keep her from seeking justice, even if she had to wield a bamboo stick to get the job done.

Avengers in Pink

It all began when Sampat Pal Devi, the daughter of a poor shepherd from Banda, Uttar Pradesh, a village in Northern India, saw a man mercilessly beating his wife. She begged him to stop, but what she received in return was abuse for her insolence. The following day, she rounded up five women armed with bamboo sticks and evened the score.

The Gulabi Gang

Since then, women from far and wide have joined Sampat Pal Devi to create a sisterhood that watches out for its own. In 2006, they made their movement official by donning pink saris and calling themselves the Gulabi Gang. Today, they champion for the voiceless, fight corruption in the community and have dedicated their cause to giving women back their power – the power of pink.

Empowering women

With education for girls taking a backseat to child marriages that often result in domestic violence and dowry deaths, the Gulabi Gang have made it their mission to support and train women to develop skills that will allow them to become more independent. Striving to resurrect basic human rights for women, these justice-driven band of women promote education, expose corrupt government officials and even settle domestic disputes.

A rebel with a cause

Defying her parents to go to school, married off at the tender age of nine and a mother at only 13, Sampat Pal Devi worked as a government health worker before becoming a social crusader. She is living proof that with sheer courage and determination, one person can make a difference and pave the path for future generations. That’s why Sampat Pal Devi and her Gulabi Gang have made it into our personal hall of fame.

To find out more about the Gulabi Gang, what they do and how you can help, visit https://gulabigang.in/case-studies.php

The Lemonade Stand

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This is the story of Alexandra ‘Alex’ Scott. A courageous and benevolent visionary who sparked a foundation that has gone on to raise over $80 million to combat childhood cancer. That in itself is inspirational; what you don’t know is that Alex was only four at the time and fighting for her own life.

ALSF

Fighting childhood cancer, one cup at a time

Alex, as she fondly became known, was born in Connecticut, USA on January 18, 1996. Shortly before her first birthday, she was diagnosed with neuroblastoma, a type of infantile cancer, that would shape her entire childhood. Following a stem cell transplant the day after her fourth birthday, she decided to set up a lemonade stand to raise money for her hospital, so that they could help others like they had helped viagra without prescription price action and her. True to her word, Alex held a backyard lemonade sale after her release from the hospital and helped raise an astounding $2,000.

“I think if we all work together, we can do it.”

Every year after that fateful day, Alex and her family would hold lemonade stands while still battling her cancer. The story of this remarkable young child spread far and wide, inspiring others to hold their own lemonade stands and donate the proceeds to Alex’s cause. By the summer of 2004, with the help of people from across the globe, Alex finally achieved her personal goal to raise $1 million for cancer research. Tragically, she passed away shortly after at the tender age of eight.

Alex’s Lemonade Stand Foundation

To continue Alex’s inspirational legacy, her family officially established Alex’s Lemonade Stand Foundation on what would have been her ninth birthday. Since its inception, the foundation has fueled lifesaving clinical trials, funded 1,000 grants at over 135 institutions, supported families seeking treatment with travel funds and even gathered over 90 top scientists and researchers from around the world to find better treatments and cures for childhood cancer.

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When life gives you lemons

We can’t imagine how we would react to being diagnosed with cancer, let alone learning that our child may suffer from it. It takes immense fortitude to combat such an unforgiving disease. To turn such adversity and tragedy into a life-affirming cause that promises hope to others and cures in the future makes us think twice about how we deal with what life throws at us. So, thank you Alex for making an indelible impact on us and for teaching us to look beyond ourselves and make lemonade.

To find out more about Alex’s Lemonade Stand Foundation and how you can get involved, visit https://www.alexslemonade.org/about/meet-alex

The Unsung Heroes

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For some, creativity isn’t just the way they think. It’s the way they live their lives to bring changes to the people around them. At ATOM, we believe inspiration is everywhere and creativity is inspiration put into action. Presenting, the unsung heroes of our time. They are not celebrities. They lead ordinary lives but strive to bring extra ordinary changes to the lives of millions. They receive no parades or holidays. We salute them- precisely because their lives inspire.

Pastor Lee-Jong-rak:

A pastor in S. Korea who created “baby box”. He attached the box to the side of his house, to allow parents to deposit their mentally handicapped or unwanted babies, to stop them being abandoned. Read More

Gulabi Gang:

A group of female Indian vigilantes, who all wear pink sarees. The group fight against child marriages, the dowry system, domestic violence and female illiteracy. Read More

Alexandra Scott:

When diagnosed with cancer, Alexandra started a lemonade stand with her brother to raise money in support of finding a cure. By the time she passed (just 8 years old), she had raised +$1m. the stand has since become a charity foundation raising over $120m. Read More

Dr. Sanduk Ruit:

An eye surgeon from Nepal who has restored the sight of over 120,000 people across Africa and Asia. For his work in taking quality, life-transforming cataract surgery to the poorest, he has been referred to as the “God of Sight”. Read More

Elspeth Beard:

An astonishing achievement of its time for a woman to take such a challenge which is extremely rare. An architect and motorcyclist, who is noted for being the first English woman to ride a motorcycle around the world. Read More

Gulabi Gang
Alexandra Scott