Ground Rules for Web Video Success
As companies begin to approach the possibility of creating their own web video marketing content, they are often flooded with and overwhelmed by statistics from YouTube and other such video hosting sites regarding the massive number of videos being posted to the internet at such a breakneck rate. Seeing such dramatic figures can be a highly demotivating factor for many as they begin to wonder pessimistically over how their videos are ever supposed to stand out amongst millions and billions of others, and if those who saw the video would even care enough to take the next step. However, given just a few important tips, companies looking to expand their Web presence, drawing in new customers, and boosting their conversion rates will be able to lay all such fears aside and begin a web video production strategy that is sure to have the desired effect.
First, companies must learn to focus the attention of their Web videos on the viewer rather than on themselves. Nothing is more assured to turn viewers away than a video that drones on and about how and why this company is so great. No one likes to sit around listening to someone else talk endlessly about how great they are, and this fact is just as true in Web video production as it is in real life. However, in somewhat contrast to this point, one of the key objectives of any Web video effort should be to answer those most important and frequently asked questions that customers have about the business and their products and services. Companies will also need to find a way for them to demonstrate the worth and value of their products and services to these potential customers. It is in this aspect of the Web video content that producers will need to be able to strike a delicate balance between successfully representing themselves to the viewers and educating them about the company, while avoiding the allowance of their video to become too preachy and self-important in nature.
Companies will also need to be highly concerned with the quality of their videos, as this will be the first thing a new viewer will notice. They may come to associate poorly made, low quality content with the company itself. Here, committing to creating high quality video content can make all the difference in the effectiveness of such a campaign. This will mean ensuring that all of the equipment, software and planning involved in the production process are as up to date as possible. For the actor in the video, this means smiling while they are talking and addressing questions in short, concise answers to keep the video as brief and on-point as possible.
Finally, videos will need to conclude with a call to action. This is the overall goal of the video, be it to get viewers to visit the company’s website, fill out an informational form, or anything else. This step wraps up the entire project by letting the viewer know exactly what is expected of them to ensure that these web video production efforts will not have gone to waste because the viewer was unable to follow up successfully.