Hook, line, and sinker: How your video can reel in a viewer

Ads and commercials either pull you in immediately, or have you rolling your eyes in the first 5 seconds because you just don’t want to watch another paid promotion. But what if you could create something that kept a viewer hooked and engaged in the content?

Quick and to the Point

Long, drawn out shots are going to bore a viewer. If there is action, fast transitions, and something to keep the eyeballs going, a viewer is more inclined to keep watching. No one wants to watch the same thing for more than 5-10 seconds, UNLESS…it is compelling and once again, offers something visually pleasing to the eye.

This isn’t a movie where viewers want to wait for the climactic scene. Get to the meat of it quickly so they don’t move on to the next video. Movement is key! Take a look at this video on the Robinson and Ries website. The shots vary from the outside of the building to someone sitting in the chair to waiting in the lobby. The physical movement of going from one location to another is important, but so is moving within the same room such as showing a machine that otherwise wouldn’t move without help from the cameraman. Getting unique angles from behind, the side, and in front of the clients is key. Stagnant videos are not good and not engaging. Faster pace shots keep the viewer excited and interested in what is going to show up next.

In this example, Robinson + Ries doesn’t just show you a few shots of the same procedural room and the same one client. You see a variety of shots and scenarios taking place. It makes a viewer feel like they really know the layout of the building and what to expect if they’ve never been there before.


Don’t Be the Same

Many companies have similar layouts, models, and methods. What makes you unique? Have something in mind? SHOW IT! Let the community see what makes you stand apart from all the other competitors. Perhaps they’re watching your video to see why they should choose you. Show them why.

Everyone may know the basics of your company. But what they don’t know is what needs to be shown from behind the scenes. For example, Pink Realty sounds like just another real estate company, but this video shows why they aren’t the same as their competitors. Perhaps this quirky and community involved approach is exactly what you need. Check it out!


Big Catch

You got them engaged and intrigued. Now you just need to lock it in. In keeping with the pace and theme of the video, make sure to end it all by giving them one last memorable moment. It could be an incredible sound bite, a breathtaking shot, or a simple offer they couldn’t possibly refuse. Simply put, don’t let the video just end without one last attempt to catch the viewer’s attention. Always end with information or some way to contact you.

This video from Boone Health is a perfect example of everything we’ve discussed. Quick shots. Moving and different angles. Quick sound bites. Engaging video. Then it ends with a call to action. It shows an application link at the end. After watching this video, you see the many positions and possibilities of working there. They give you the nudge you need by displaying the application link.

Having that last little shot, displaying some additional information, completes the engagement period and allows the viewer to feel comfortable with the brand and want to dive even deeper into the experience. We would never want a viewer to be excited about your business and then not know where to go next.


Millennials: Changing the Marketing Game One Day at a Time

Millennials – you can’t go anywhere without hearing about them, including this CMG blog! But, why? Millennials make up 23.3% of the US population right now and companies need to start marketing to this group before it’s too late! Your great aunt on Facebook may say that millennials are lazy, self-righteous, unwilling to work, and self absorbed. Now that may be true for some, but this demographic makes up a huge part of the US workforce and accounts for $65 billion in consumer spending per year. And this will only continue to grow.

Some of you may still be unsure of who actually fits in this generation, you may actually be a millennial yourself.  Millennials include anyone born between the years of 1983 and 1999. These people are highly aware of what images and advertisements they let affect them. They spend much of their day behind a screen, whether computer, phone, or other. So, businesses –  take note!


Want to learn more about how to appeal to this stakeholder generation? Here are a few tips:

Avoid “hype” and “fake news”

With so much content out there, advertisers are fighting for digital space, and if you’ve got it, you better make it worthwhile. Millennials aren’t going to waste their time on an ad or site that has low quality images, out of date text, misspelled words, or other errors. They want to get the information they need and get out. Use professional design tips and tricks, incorporate high quality images, and modern fonts and colors. These strategies will increase credibility and attract those hard to get clicks.

Be on the right apps



With so many platforms out there it is easy to misstep when planning on where to advertise. Although Facebook was created to cater towards college students, millennials spend their time elsewhere. Facebook has become increasingly popular for women aged 50+. Millennials still have FB accounts to keep up with extended family or use the popular Facebook Messenger feature, but their time on the platform is scarce and decreasing as other apps become increasingly popular.

Instagram and Snapchat are the winners in the game for millennial attention. These platforms create small bits of information and allow for more creativity and customization for the user. You can check in multiple times throughout the day, you’ll likely never see duplicate or recurring posts, and you are able to keep up with friends 10 seconds at a time. On the other hand, 32% of millennials use Twitter, this is down from years past but this platform is still holding strong for many users. Social media is exceedingly popular not just for millennials but for many age groups. Being present on these outlets is essential for any company striving to have a strong online presence.


Cohesive branding is key

Millennials are less likely to follow through with brands that are not cohesive. Companies that have different messages, logos, colors, and images are confusing. Your marketing components should have a common thread that forms a connection in the minds of consumers. If the content that you release is visually related, targeted millennials will form a positive brand image in their minds and are more likely to interact with these companies in the future.

Invest in the right kind of advertising

Millennials are getting force fed information through every outlet they spend their time on. Typical ads are being overlooked all the time, so how do you avoid this? Eye-catching, trendy advertisements such as interactive video are more likely to catch the attention of millennials and others alike.

Avoid something like this!

A few great looking ads make a greater impact than a large number of ads that look “spammy” or like clickbait. Professional ads can leave a lasting impression. Low quality ads that come up and follow you everywhere can leave an even stronger impression in a bad way. Retargeting is a great way to get the attention of potential customers, but these buyers don’t want to see a cheap advertisement. A professional, attractive ad may be all it takes to turn a first (or second, or third!) impression into a lasting relationship. By investing your money in the right ways you are able to form a positive relationship that can turn into future sales.


Millennials have a huge amount of buying power, the time to start getting their attention and brand loyalty is now. By following these recommendations, you will start seeing a return from this influential demographic!

If you need to rethink your branding or advertising strategy, contact Columbia Marketing Group today!

A Guide to SEO for YouTube Channels

Understanding the Opportunity

With an average of over 30 million daily visits and an estimated 92 billion views a month, YouTube presents a unique marketing opportunity for video based businesses to thrive. This brief guide to SEO strategy for YouTube provides solutions for improving Google and YouTube channel rankings.

YouTube Engagement APIs

Views  Core metric for total number of views a video received.
View Duration  Core retention metric for avg number of minutes’ users viewed video.
Shares  Core metric for number of times video was shared.
Subscribers  Core metric for channel subscribers gained after viewing a video.
Comments  Core metric for number of users that showed verbal engagement with a video.
CTR  Core metric for average rate of clicks on a video.
Likes/Dislikes  Number of times user indicated they liked or disliked a video.
View Percentage  Explains what portion of the total video was viewed.

Video Title and Description Keywords

A high portion of first page results in Google are reserved for video. Using free tools like Google Trends or Keyword Planner to find keywords with a minimum volume of 300 searches a month can drastically improve the SEO of a channel. How-to, review or sporting activity terms are a few of the popular keywords used in video titles. The first few lines of a description can also be vital to ranking high in search engines. Metadata descriptions are another area for placing keywords relevant to your video.

Engaging & High Quality Production

Posting high quality videos with appealing graphics, professional editing & good length are key to building loyal channel viewers. Tags present another chance for strategic keyword placement during the upload process. Unless it’s an ad, longer videos on YouTube tend to outperform shorter ones.

Leveraging Your Network

As a part of Google’s ad & search network, YT channels easily link to Google + profiles so videos can appear in results for both platforms. Viewers enjoy destination videos that direct them towards new content. Similar to the impact of a landing page, linking the channel to a website will increase viewer engagement.

Ranking in “Recommended”, “Suggested” and “Up Next” Columns

YouTube’s “watch time” algorithm for internal rankings also factors in viewer engagement, topic relevancy and CTA’s encouraging your users to engage with your video. Connecting videos to playlists can lengthen user sessions & total view times. Posting videos on popular topics is another way to boost internal & search rankings. Instructional and testimonials are topics that generate massive user engagement.