How to Produce an Effective Online Video

Posted by vitomy on December 21, 2011 0 Comments

world-of-video

The internet is overflowing with video content; it is estimated that every minute sees fifteen hours’ worth of video footage uploaded to YouTube – that’s a heck of a lot of online video content! Online video currently accounts for 51%* of all internet traffic and it is estimated that number will be closer to 90% within the next three years (*according to Cisco Systems Inc.). When presented with numbers like that, it is easy to surmise that not all of the content available for viewing is worth watching – quality varies greatly. Since the viewer is in total control over what they choose to watch it is logical and necessary to ensure that any content you decide to produce is good enough to hold a viewer’s attention.

Occasionally, online videos seem to gain huge viewership numbers almost by accident; these types of videos tend to spread, usually via social media, very quickly – they go “viral” – and more often than not the flame peters out and the videos are forgotten just about as quickly as they appeared. Having an uploaded video ignored or forgotten isn’t the end result any marketing department sets out to attain. Funny videos of animals or little kids doing cute or funny things generally don’t cost anything to make; one only needs to capture a whimsical moment on video and upload to YouTube – instant sensation!

Alas, online video for the purpose of marketing isn’t nearly as easy to create. Online video as an advertising tool requires an incredible amount of planning to ensure proper execution and maximum intended effect – and the less money you spend to achieve optimal results, the better.

Your video production values – lighting, sound, editing, etc. – should be in line with your site’s appearance; if your site is streamlined and clean, then your video’s production quality should match as closely as possible. Some brands can use low budget videos or even customer or fan footage quite successfully, but not all brands are capable of this and it is a tactic that must be employed carefully and sparingly when it is even applicable at all.

There was a time not long ago when producing online videos was an arduous and difficult process that was cost prohibitive and usually resulted in a financial loss. Thanks to the continued evolution of video technology, there are now a number of different platforms a business can use to make very professional looking videos with little to no complication. In many instances, it is entirely possible to simply use existing images or product reels and edit together a video with relative ease. Adding effects, voiceovers, credits and logos can all be achieved simply and will add enormous impact to your video.

Online viewers are completely unpredictable; but when it comes to the success of an online video, there are some things that are proven to work -

Be succinct -

Some psychologists theorize that our attention spans are slowly being shortened by way of instant messaging, advertising and online video content to name but a few relevant factors. Therefore, being direct and to the point in your video presentation will improve the likelihood that viewers will watch your entire video. Don’t take long to get to the point and make sure that you have one. Company branding elements – slogans, taglines, logos – should be incorporated to reinforce your brand wherever possible.

Control -

The viewer is in control, and it would be wise to facilitate that impression via your video – allow for navigation on the users behalf: the ability to play, stop, rewind, forward and freeze frame. Time is also important, most viewers will want to know how long the video is before pressing ‘play’. And speaking of pressing ‘play’, make sure there is a ‘play’ button that is clearly evident on whichever video player you employ.

Testing -

As has already been pointed out, in spite of the best efforts and intentions, some online videos fail to meet their end goal – more viewers or increased sales for the person or business that have produced the video. As the saying goes, “if you fail, try, try again” – this holds true too for online video content as well. If a particular video isn’t successful, re-strategize. Try different colors, music, change the voiceover from male to female or vice versa – in other words, experiment. Modern video platforms make editing and changes to a finished product relatively simple, so don’t be afraid of testing new ideas until you achieve the sought after results. As in most walks of life, there is always something to be gained from a setback or failure.

Content -

Short, to the point and sharp; clear and in-depth; relevant. Make sure the information you are presenting is made clear in as little time as possible. Balance the information being offered with interesting and applicable imagery and use visuals to keep the viewer engaged – static images that don’t move are one of the surest ways to create non-repeat viewing. Make all the elements – visuals, your sales pitch or information presented – as dynamic as you can. Use high resolution images of whatever product or service you are pitching, and make sure that the information presented is detailed but to the point and include current pricing, special offers, customer reviews and links to similar services or products.

Online video offers enormous potential for the avenues of marketing and sales. Following some simple concepts and guidelines will assist you not only in meeting your goal of getting viewers but also in attaining the maximum return on your investment.