The online video market has grown exponentially over the last five years and as the industry grows, more businesses are recognising the commercial benefits of online video. As with any form of marketing, however, it's easy to get it wrong.
With that in mind, here are a few tips to help you create effective marketing videos that will convert to increased sales and enquiries.
Be engaging from the start
The main difference between online and offline videos is the type of audience. Offline viewing is a more passive experience whereas online viewers are in control, very active and often impatient. The wrong video simply won't get watched.
The on-demand culture of the internet leads to much lower attention spans amongst viewers and the huge choice of content available means that if you don't get your point across quickly, there are hundreds of other videos to watch instead.
Take your cue from the video below and use bitesized clips to keep your audience involved.
Always keep your audience in mind
Large companies like to use professional presenters but if you're a small business owner you might want to present the video yourself as this presents you as professional and approachable.
This authentic approach works well as people buy into people, but a presenter can come across as corporate and cold and make your message less credible.
Large businesses on the other hand may feel that professional presenters give a more professional impression, as demonstrated in the following video:
Stylistically, it's important to remember not to rely heavily on panning and transitions, as this doesn't translate well to online viewing, especially when watched on an older graphics card.
Online videos shouldn't be shot in HD
This might sound surprising but in reality you don't need such fine quality in such a small frame and this reduces unnecessary costs.
Think about where your video is going to be published, produce content appropriate to that environment and tag it appropriately to maximise reach. Don't forget SEO, Meghan Grosso's post explains how to optimise your video content.
The growth of YouTube has undoubtedly contributed to the growth of online video but that this is part of a wider appetite for more engaging content any company serious about online marketing should be incorporating video as part of their standard offering.
Matt Fielding is SEO & PPC Manager at Custard Media Solutions and a guest blogger on Econsultancy.