Video Marketing: Best Practices and Simple Tips for Libraries

Robin O’Hanlon, Heather Dalal, and Karen L. Yacobucci

Marketing Libraries Journal, volume 1, issue 1, pages 41-48.
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Abstract: Many information professionals have experimented with creating video content for instructional purposes. Video marketing is another mode of video communication that can appeal to and engage library users. In this article, the authors of a forthcoming book on video marketing for librarians share best practices, along with practical tips for video marketing production. Tips include specific information on topics such as message development, preproduction, video equipment, postproduction including editing, as well as accessibility and discoverability. Alternatives to traditional live-action video, including online animation, are also explored.

Keywords: video marketing, video production, marketing, branding, animation, library marketing, libraries

References

American Library Association. (2008). Standards for proficiencies for instruction and coordinators: A practical guide. Retrieved from http://www.ala.org/acrl/sites/ ala.org.acrl/files/content/standards/profstandards.pdf.

Aral, S. & Walker, D. (June 2011). Vision statement: Forget viral—make the product itself viral. Harvard Business Review. Retrieved from https://hbr.org/2011/06/ vision-statement-forget-viral-marketing-make-the-product-itself-viral.

Bowman, M. (2017, February 3). Video marketing: The future of content marketing. Forbes Magazine. Retrieved from https:// www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#35ccde556b53.

Johnson, D. (2011, February 20). The ideal length of video—and 3 other ways to improve your online videos. Retrieved from http://www.cbsnews.com/news/the-ideallength-of-video-and-3-other-ways-to-improve-your-online-videos/.

Citation to article:

O’Hanlon, R., Dalal, H. ,  & Yacobucci, K.L. (2017). Video Marketing: Best Practices and Simple Tips for Libraries. Marketing Libraries Journal, 1(1), 41-48. Retrieved from https://journal.marketinglibraries.org/dec2017/6_From-the-Trenches_MLJ-v1-i1-Fall2017.pdf