It’s important to recognize that the Internet and television deliver two completely different video experiences. Television is “lean back” where people engage with the content in front of them when they want to. The Internet is “lean forward,” where people are actively controlling their experience. With users in control businesses must deliver information in a way that engages them when they finally say “OK, talk to me.” Here are six steps to creating online video that works:
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With the recent explosion and expansion
of online video, the biggest question is how to best drive viewer
action and monetize this new medium. Online video has a lot of
promise. It offers what was once limited to expensive TV
advertising: reach and emotional engagement with potential
customers. And, it’s relatively cheap and provides immediate,
measurable feedback.
Even with these strong benefits, most agree that the video opportunity has yet to be fully realized. Companies struggle to best make use of this new medium, and have found that porting television-style advertising to the Web is regularly rejected by the online audience. Thirty-second pre-roll, crazy user-generated ads, and the hunt for viral ads are all a hangover from the old TV world, still hunting for mass appeal without satisfying the demand for relevance of today’s online world. Type in your Search Term
Make It Authentic...Customers are jaded by typical sales-pitches. When everything is available at the click of a mouse, having a good product is no longer enough. Creating authentic video that captures the human element allows customers to connect on a personal level. This connection builds trust and drives action. Back to TopMake It Relevant ...With customers in control, irrelevant video is at best ignored and at worst creates a negative impression when viewers feel their time is wasted. Video that works shares compelling stories that resonate with the audience. No gimmicks, no ploys. Respect viewers’ time and provide them with actionable content. Back to TopMake It Engaging ...Good information is no longer enough. With thousands of sites providing similar services, your online video has to stand out from the competition. Entertainment goes hand-in-hand with engagement. Video must deliver content in a format that interests and excites users. Back to TopMake it Google-Friendly ...The advent of Universal Search has changed the search game. Engines now return more and more videos, blogs, news articles, books and more in their results. The new algorithms weigh video heavily, increasing your relevance in search results. Good meta-data, file naming, architecture, and distribution on sites like YouTube all help. Back to TopMake an Action Path ...Our internal research has shown that adding video to a site can drive 36% more clicks, 20% more inbound calls, and more than double time on site. A recent Kelsey Group study found 55% of people who view a video visit the company’s Web site; 30% visit a physical store; and 24% make a purchase as a result of watching. Viewers only do this if there’s a reason to do so. This way your video can be evaluated against other marketing efforts. Back to TopMake it Shareable...YouTube taught everyone that video is portable and starts conversations between friends. Videos that don’t meet this new expectation limit their own effectiveness. Sharing is an easy action that viewers can take to promote your interests. Back to Top All in All: Make it Happen
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