Use “Hero, Hub, Help” framework for your video marketing strategy

by Patricia Bouwheer
Yes, by reading this blog, I assume that you are interested in YouTube advertising. And you are not the only one.

Video advertising has grown rapidly. It’s a powerful medium to move and reach users through sight, sound and motion. According to Cisco, 80% of the global internet traffic will be from video this year (2019). In Asia Pacific, the number is slightly higher – respectively 82%.

You might have heard that the attention span of a human being is now shorter than a goldfish. It takes three to five seconds to grab someone’s attention and convince them to continue watching the video. Nonetheless, the watch time on YouTube is growing every year by 20% in Singapore, all thanks to great content. In Indonesia, it is growing exponentially by 87%. Hence, there is an opportunity for you to engage your target audience through videos – if you could get their attention within seconds.

A great way to determine your video marketing strategy is using the “Hero, Hub, Help (Hygiene)” approach. It is a great framework to plan, create and segment your content. This tool can be used for any content creation strategy.

Tip: before you determine your video marketing strategy, first set your objectives and decide how to hook your audience.

Example of “Hero, Hub, Help” content plan 

Hero

Hero video content happens once or twice a year and is characterized by large-scale events, product launches and/or ‘go big’ moments. This content is aimed at a big and broad audience with the goal to increase reach and brand awareness and to build up visitor numbers. Do you remember the 4-minute freefall jump out of space from a Skydiver, a Red Bull video? That’s a great example of ‘Hero’ content.

Hub

Create “Hub” content to give people a reason to visit your YouTube channel on a regular basis. This content is scheduled and aimed for a more selective audience. Examples of ‘Hub’ content are episodic or multi-part series to improve frequency. The videos from Jamie Oliver is a good example of Hub content.

Help/Hygiene

Help content is optimized to users’ intent and interest and gives a clear answer to frequent YouTube search queries such as ‘how to’. Examples of help content are product tutorials, workshops, and ‘how to’ videos and are relevant throughout the year. The main goal of these videos is to educate consumers. Did you know that 55% of people search for a product on Google, and then learn more by going to YouTube before buying it? The video ‘how to survive the Dutch weather’ is a great example of Help content.

Google has a new feature which helps to tell your brand story: video ad sequencing. With this feature, you can tell your story by showing videos in the order that you define. The video sequence can be from different video ad formats or with a different video strategy. Let’s say you have created episodic Hub content. With video ad sequencing, you can show a new video episode when an impression of the previous video is counted.

Example of video ad sequencing

 

Whichever video strategy you are using, an effective video starts strong and stays strong instead of a slow build, which is called ‘emerging digital story arc’. Capture attention early on, integrate your product in natural usage, create an emotional connection and make use of a clear call-to-action. Start today with defining your video strategy and use the Hero, Hub, Help framework to structure your video content.

 

Ask our Advertising specialist

Patricia Bouwheer

If you need help with YouTube advertising, get in touch with Patricia Bouwheer.