You may think you want a video for training or for a trade show or for your Web site, but is that really the best use of your marketing dollars? It is important to consider objective, message, audience, viewing environment and end-usage when deciding if video is right for you — because a video is successful in helping you reach your communication goals ONLY when you know what those goals are.
Thinking about, and being able to clearly articulate an objective for the video is a key component of the effectiveness of that video. This gives purpose to the project and helps everyone to understand why you’re producing the video. For example, your objective may be to:
Attract good employees
Educate and build skills of current employees
Comply with workplace rules or regulations
Motivate employees to embrace change, be more productive and/or live a healthier lifestyle
Sell more products and services
You may have multiple objectives. The point is that you are clear about your objectives from the very start so that the video has the greatest chance of achieving the desired result.
Once the overall objectives have been determined, what message do you want to communicate? For example, if your objective is to attract good employees, then you may want to communicate that your company has a family-friendly culture, or that there are many paths to career advancement at your firm.
Who will see the video? Your target audience will influence how you deliver your message including who appears in your video, the language they use, the pace of the action and the graphical style.
When, where and how the video will be viewed also affect how it should be produced. A video that will be viewed as a continuous-loop big screen image above a trade show booth, visible from anywhere in a busy exhibit area may silently project brand images, product information and applications, thus making effective messaging, text and graphics critical. Alternatively, an online video delivering the same message must be produced with the knowledge that it is probably being viewed by an individual in an office or home environment as they are quickly searching for relevant information. So it will be shorter, with appropriate images, sound and verbiage to attract and hold attention on the Web.
Do you plan to use the video in multiple ways? This is something else that needs to be decided up front. With proper planning, you can maximize your budget by creating different versions for your Web site, e-mail campaigns, landing pages, paid ads and trade shows, and by producing a “How To,” “Safety,” “Orientation,” or “FAQ” video, all utilizing the same footage.
For instance, a national construction supply company wanted to create multiple “How To” videos for their Web site and trade shows. The videos gave visitors to their trade show booth great information about lesser known products and applications, generating a lot of interest. The videos were then used to support contractors out in the field with helpful information about how they could best utilize the products. The videos were also distributed to multiple video Web sites to enhance the optimization of their main Web site and attract new business.
The objective, the message, the audience, the viewing environment and the end-usage of your video will not only determine how it should be produced, but whether you should produce it in the first place. The best return on your video investment will occur when you take the time to answer the question “why video?”
You may think you want a video for training or for a trade show or for your Web site, but is that really the best use of your marketing dollars? It is important to consider objective, message, audience, viewing environment and end-usage when deciding if video is right for you — because a video is successful in helping you reach your communication goals ONLY when you know what those goals are.
Thinking about, and being able to clearly articulate an objective for the video is a key component of the effectiveness of that video. This gives purpose to the project and helps everyone to understand why you’re producing the video. For example, your objective may be to:
Attract good employees
Educate and build skills of current employees
Comply with workplace rules or regulations
Motivate employees to embrace change, be more productive and/or live a healthier lifestyle
Sell more products and services
You may have multiple objectives. The point is that you are clear about your objectives from the very start so that the video has the greatest chance of achieving the desired result.
Once the overall objectives have been determined, what message do you want to communicate? For example, if your objective is to attract good employees, then you may want to communicate that your company has a family-friendly culture, or that there are many paths to career advancement at your firm.
Who will see the video? Your target audience will influence how you deliver your message including who appears in your video, the language they use, the pace of the action and the graphical style.
When, where and how the video will be viewed also affect how it should be produced. A video that will be viewed as a continuous-loop big screen image above a trade show booth, visible from anywhere in a busy exhibit area may silently project brand images, product information and applications, thus making effective messaging, text and graphics critical. Alternatively, an online video delivering the same message must be produced with the knowledge that it is probably being viewed by an individual in an office or home environment as they are quickly searching for relevant information. So it will be shorter, with appropriate images, sound and verbiage to attract and hold attention on the Web.
Do you plan to use the video in multiple ways? This is something else that needs to be decided up front. With proper planning, you can maximize your budget by creating different versions for your Web site, e-mail campaigns, landing pages, paid ads and trade shows, and by producing a “How To,” “Safety,” “Orientation,” or “FAQ” video, all utilizing the same footage.
For instance, a national construction supply company wanted to create multiple “How To” videos for their Web site and trade shows. The videos gave visitors to their trade show booth great information about lesser known products and applications, generating a lot of interest. The videos were then used to support contractors out in the field with helpful information about how they could best utilize the products. The videos were also distributed to multiple video Web sites to enhance the optimization of their main Web site and attract new business.
The objective, the message, the audience, the viewing environment and the end-usage of your video will not only determine how it should be produced, but whether you should produce it in the first place. The best return on your video investment will occur when you take the time to answer the question “why video?”
Online video viewers which includes the media of Articles converted to videos engage socially on a regular basis and if you you can the who, what, where, how and why of there engagement you can get a share of the massive traffic that is generated from social Media video sharing sites such as YouTube. Your Focus initially should be to find out who are the video opinion leaders for each of the video sharing sites such as YouTube, Blim.tv, Howcast, Photobucket, Veoh, Vsocial, Dailymotion, Metacafe, Revver, Viddler, Yahoo video, Face Book, MySpace Video, and Sclipo.
And why do you need to find these People? Well here’s a very important statistic, 75% of all online videos are discovered and distributed to there followers by the video opinion leaders! The majority of your online video traffic will come from referrals from these folks so pay attention to the Video sharing site opinion leaders because they hold the key to your online video marketing strategy.
You need to think differently about your video marketing strategy if you plan on tapping into the social media marketing platform because they operate totally different from traditional search engine marketing platforms. To be successful at these sites you need to engage socially its all about sharing and communication. Here’s another statistic that is is huge. 50% of all online video traffic comes from someone sharing your video article to someone else they know.
To Identify Video opinion leaders who and what a video opinion leader is or does we need to talk about a few identifying characteristics. Look for viewers who continually rate content of article videos submitted to a specific channel by posting feed back on online videos. Also find out who is uploading articles at a particular channel. These folks are most likely reviewing video content to send to their followers. You can also find out who the video opinion leaders are by joining groups and forums that are specific to a certain channel. The leaders will be the ones responding and offering tips on how to improve your video articles.
There have been several large surveys conducted to find out what type of online videos are most watched, and the results my surprise you. The most viewed online videos are news and current event videos. Over 30% of online videos watched are are news related. So if you are converting your news paper articles to videos this is very good news
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