Notorious Video Production

According to a recent BurstMedia survey seven out of ten online viewers watch online video. Out of all surveyed, men are likely to watch more video by 76%. In fact, online viewing is not just for the young, 56% of those surveyed are 65 years and older. I find this extremely enlightening. You can use web video for all ages. Web video is getting stronger and marketers need to embrace online video in more ways then one.

So what is it that makes web video effective.
Viewers respond to originality and with the flood of home made amateur desktop video all over You Tube and the blogosphere, its easy to see which way not to go. These so called experts in what-ever fields are quickly burning out the viewers with these dark scratchy basement videos that don’t inspire much confidence in the information given. Again image is 80% percent of perceived value and value makes a huge difference in building an effective web video marketing strategy. Marketers who can learn how to use web video production the right way will have a great advantage over their competitors.

What is your Objective? This needs to be determined before you start. I know it sounds obvious but half the stuff on You Tube is complete adlib. Typically you have to sit through a lot of unnecessary chatter just to sift out the information, which may or may not be there. Web video is an opportunity to carefully craft your message into the perfect web video. Why waste it with adlib.

Be original. Again a great opportunity to show people why you are who you say you are. The idea here is to inspire not sell. Draw people to you with emotion and inspiration. A good story line has a surprise or a challenge included. A typical sales video without a story will be watched once and forgotten. But a story with a surprise, or maybe a results challenge, that captures the viewers’ emotions can get passed on endlessly.
There is so much copy-cat information on the web that’s being delivered with the same desktop camera we’ve been inundated with on the web. Don’t let that be you.

Short and Sweet. Keep your videos short and without a lot of flashy swishing logos in the head. Most of the time when you have to publish a lot of information it’s best to produce them as a series of short videos that are also easily referenced when needed. Intros with a lot of animation up front are annoying especially when having to watch a series of videos and wading through some long animated logo each time. Your logo is everywhere on your site you don’t need an elaborate one here.

Discriptions and Tags.
Sites that host video sharing allow the use of elaborate tags and descriptions enabling search engines to pick up your video. Google and other search engines have recently added video to their search results, so optimizing the metadata around your videos is increasingly important. Make sure your meta information is relevant to the search. Don’t include terms and phrases that mean little nothing in your over arching theme.

Building a brand takes time and patients. Building a web video that goes viral is even more important. Hopefully these tips get you thinking beyond the home basement video approach and allowing your self to think big and think brand.

By Pat Mosca