What Goes Into Good Web Video?
Video can be a highly interactive and powerful part of your marketing mix.
YouTube is now the second largest search engine with over 2 billion views per day. You may have noticed how much more frequently video appears in other search engine page results as well. Last year Cisco announced that they were expecting web traffic growth of over 30% per year for the next 4 years with video being the primary growth driver. According to BrightRoll, one of the largest online video advertising networks, video advertising is the fastest growing segment of online advertising.
It’s clear than video is important, and you may already be thinking about how you can incorporate it into your marketing. If you know that your target market is online and watching video content, and your competitors are utilizing video successfully, this medium may be perfect for what you want to do.
But to get noticed in the sea of video content that is readily available all over the internet, your video should have several key ingredients.
1. Give them outstanding content.
Don’t create video for the sake of video. Your viewers won’t be impressed. Make sure your video content is about a subject area your potential clients are interested in. It might be something that will make them laugh delightedly or learn something they wanted to know. Your success in video will begin with great content.
2. Make it keyword rich.
You know what keywords are important in your industry. You know which phrases you want to be found with. Those words and phrases are critical to your video content, particularly in the title. Since your video’s main content cannot be indexed by search engines like the words in an article can, your title and tags should definitely include a keyword or phrase.
3. Deliver on your promise.
If you are setting up certain expectations with your title and tags, don’t fail to deliver on your promises. Search engine algorithms typically downgrade links if viewers aren’t satisfied with what they deliver, so make sure if you promise a video about the incredible features of your widget you don’t pull a bait-and-switch and talk about something else instead.
4. Make it quick.
Generally speaking, shorter is better. According to VisibleMeasures.com, 20% of viewers will abandon a video after 10 seconds. The sweet spot for promotional video seems to be about 90 to 120 seconds, so make it quick. If you are using a “talking head” shot, come to the point and don’t ramble.
5. It doesn’t have to be expensive.
Some business people have avoided video because of their fear of the costs of hiring a film crew, audio engineer, and team of video editors. But simple, effective video production can be achieved without spending thousands on production. Consider an all-text video, or one that integrates video clips and stills, with text screens.
6. Respect copyrights.
There are plenty of affordable audio track, video clip, and photo still resources! There’s never any need to download content from a protected or rights-restricted source for your video. Not sure where to look? Calvert Creative knows lots of them.
Calvert Creative regularly produces simple, effective video content that drives traffic. We can script your short video, collect the resources you want, and edit it all together quickly and easily. We can also upload your new videos to a variety of online video sites like YouTube.
Contact us today and see how affordable and efficient video can be for your business!