2011 is the year of the video. Video for marketing. Video for press releases. Online video. And increasingly, video for social media purposes. Why? Because thanks to the miracle of cheap, easy to use video and web technology, everyone can put a video of anything, anywhere.
But before you small businesses and brands look at video as the new great way to sell, a word of warning from Adam Singolda, CEO of Taboola, “In July 2009 alone, an astounding 158 million US internet users — or 80 % of the nation’s online population — watched online videos, according to comScore Video Metrix. While the best way to meet this demand is to provide more video content, it should be noted that too much content will become an ‘untamable beast”.
He goes on… “According to recent research from The Diffusion Group (TDG), the number of global broadband households will near 440 million by 2010, bringing high-speed connectivity to a tipping point. As a result, online publishers will treat this broadband gold rush with gusto, ensuring that video content is prolific and ubiquitous.”
Hum? I feel a dot com bubble coming our way. And yet, video – both on DVD or online – is such a great way to connect with users/buyers and other target audiences and to tell a story in a way that words or photos often can’t. So how can you make sure your marketing or PR video doesn’t get lost down the YouTube?
1. Have a video strategy
Take a marketing campaign-like approach to video content. The most successful communications are based on a well-thought-out strategy. Marketing executives who spend time developing a plan in a written document, in the same way you would for a brochure or DM campaign, ensure that their video communication will yield the best results.
2. Make it personal
Target audience understanding is one of the basics of great marketing. And knowing who you are talking to, what their viewing patterns, tastes, and preferences are – and what single minded message is going to press their buttons will make them feel you have provided a video experience just for them. They are more likely to buy from you. Too generic or trying to be everything to everyone and your video will go down like a lead balloon.
3.Create interesting content
This should go without saying but since we’ve spoken to clients who ask “Why aren’t people watching the [very boring, dry and corporate speak] video I made about my product?” let’s be clear, video, and particularly social media video, is about having a conversation with a friend. Get some help to make sure your video content is creative, compelling – and CONCISE.
4.How long is your video?
YouTube used to limit content to 10 minutes, although they have a new system in place for longer films and TV programmes now. But I make the point about CONCISE because who is going to sit down and watch a 10 minute corporate video on a topic their not wholly into? Instead go bitesized. 3 videos each 3 minutes long not only mean people can watch what they choose to watch quickly but it gives you 3 times as much SEO reach. Plus if you are using a 3rd party solution this can help minimize bandwidth costs.
5.Use descriptive filenames
Talking of SEO, when you create a video most cameras will name files things like a234rt.mp4, this isn’t terribly useful to search engines. So rename your videos to something more meaningful such as ‘X product demo.mp4’ or ‘brand name service.mp4’. This helps users know what your video is about and can help it go viral. Using keywords in your title, description and tags will make it easier for users to find and discover your content – and they can help you rank higher for those keywords. And if you want to get even more bang for your SEO buck – try making 4 or 5 copies of the same video and naming them using the typical and relevant search terms people use – including your website’s url. Remember, you’ve got 35 characters to play with!
6.It’s a meta of fact
If your video is for online use, when you upload it to your site or 3rd party site make sure you fill out all of the information fields with relevant keywords. Not just the title. Use the same approach you’d use when optimising your web pages for SEO; video search is like web search. Fill in all the fields as this is how the video sharing sites expose your content to their audience.
7.Google-botics
Google has new technology to help understand video, so if you put captions and other text elements into your videos it can help both users and search engines find you. And it’s not just text – clear audio is the latest search tool. YouTube engineers are creating automated video transcripts to help video search. So clear, understandable audio will help get more accurate transcripts, which in turn, improves searchability.
8.Make it clear to viewers what to do next
As with any piece of marketing, sales tool or PR, add a call to action at the end of the video.
Tell people what to do next, give them your website address, send them to a link to learn more, direct them to similar videos on your site, call a number for a free gift… This is your chance to steer them where you want them to go. And this is something that again is basic marketing and will be part of your video or marketing strategy.
9.Measure success
As is measurement. What must this communication achieve? And how are you going to measure it? Online video content can be measured with analytic tools and metrics goals. DVDs and PPT video can be measured in the response mechanism you employ. Be sure to fully understand and measure all your efforts because it will help you to either expand your video strategy or cull off un-successful videos. Hence, saving you from the deafening ‘noise’ of all those generic videos out there.
While the online and social media video bubble continues to inflate – and more budgets are being squeezed for above the line TV campaigns – small businesses and brands should take a moment to compose themselves before joining the video rush. By using the right strategies, tools and professionals for producing, managing and targeting videos, everyone can reach YouTube nirvana.
And how much should you expect to pay for this miracle of 21st century communication? Hum? I think I’ll make that subject of my next blog.
By Nikki Prinn
Co-Founder and producer at Little Orchard Productions
January 2011
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