10 Key Considerations for Online Video

Consumer insights for creating videos

A recent survey from the Pew Internet & American Life Project shows that 71 percent of U.S. adults who use the internet have also used video sharing sites such as YouTube and Vimeo.

These are not infrequent users, with 28 percent having visited such a site as recently as yesterday.

Forty-eight hours of video content are loaded on YouTube every minute and they receive more than 3 billion views per day with more than 200 million views via smart phones and mobile devices.  This survey leaves no question as to whether consumers consume video online.

Having video on your website increases your chances of being on the first page of a Google search 73 times.  Who wouldn’t want to increase their chances of being one of the first 10 sites listed in a Google search by 7300%?

So what do you need to do to produce your own videos?

Here are ten suggestions from Pixability:

  1. Determine what you want your videos to accomplish — drive traffic to your website, educate consumers about your product or service, communicate your strategic positioning, provide testimonials from happy customers, train your sales force or other employees
  2. What type of video do you want to produce — testimonial, product demo, helpful hints, how to do something, inspirational, brand positioning
  3. Create a storyboard — what is the opening shot, how will you showcase your product or service in an interesting way for your target audience, what’s your call-to-action?
  4. Include a clear call-to-action with a sense of urgency — visit a website, email or call for more information, forward to a friend, create your own video that you think other users would find helpful
  5. Five basic rules: 1) good lighting; 2) simple background; 3) keep the camera still or move slowly; 4) start from a distance and pull in; and, 5) ensure you have quality sound
  6. Edit your video, keep it short and simple — leave the viewer wanting more, providing a clear call-to-action
  7. Optimize your video for search engines — clear, descriptive titles, descriptions, tags; unique URL; submit your video sitemap to Google
  8. Publish your video on YouTube, Facebook, LinkedIn, Twitter
  9. Promote your video and encourage feedback
  10. Measure your success and test

Gary Vaynerchuk has built a tremendous following, and has made wine more accepted to a younger demographic, via his daily video wine blog (http://tv.winelibrary.com/).

Blendtec (www.blendtec.com) has built a, if not the, leading blender brand with it series of videos showing what its product could do.

Ace Hardware has more than 87 videos on their YouTube channel.

I spent my formative years working for major advertising agencies and producing approximately 100 TV commercials with six-figure budgets.

While that level of professionalism is still appropriate when investing significant amounts of money in network, spot and cable TV media buys, social media has created an opportunity and demand for simply produced videos that let you get your message to a very specific niche for very little expense.

That’s why suggestion number one is to “determine what you want your videos to accomplish.”  Your goals and your budget should drive your production values.

Don’t try to produce TV-quality videos yourself.  Likewise, don’t hesitate to produce a “how to” video to show current and prospective customers to get more out of your product or service to add to your website and YouTube.

How has your company benefited from creating videos and putting them online?

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About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at www.insightsfromanalytics.com/blog.
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