Planning Web Video that Works

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As you may or may not have heard, web video and video infographics are set to soar as the latest form of marketing, not that they’ve not had their place before however. Video itself has been something of a growth area for some time and is now pushing images such as infographics aside.

According to technology leaders, Cisco, streaming online services will account for 86% of global consumer traffic by 2016, amounting to 1.2 million minutes of video content passing through the net. Consumer traffic accounts for 55% of this so it’s easy to see that B2B marketers have realised the potential for the medium.

The rise in popularity in web video doesn’t even take into account corporate videos, it’s purely marketing and consumer based. Additionally, YouTube has recently changed how it ranks videos on the site. It used to be the case that the video site ranked content by how many clicks it received but now, it depends on how long the viewer spends actually watching and being engaged with the content.

So how do I compete?

It depends on your market. If you’re making a corporate video that applies for the most part to your employees but not the rest of the world, it doesn’t really matter that much, but if you’re using video as part of a marketing campaign, then it’s essential to get it right.
  • Audience: who are they? Are the majority of your customers young, older or very industry-driven? It’s important that you know who you’re addressing when making a web video – for example, cool and funky may not really do it for the CEO of an engineering company.
  • Define your goal: having a mish-mash of different products, ideas and creativity isn’t enough for success. Think about your call to action, what do you want your audience to take away from the video? What’s you selling point?
  • Plot: as silly as it might sound, create a storyboard and a script so that you can really drill down your ideas and ensure your video tells an engaging story. Create an immediate ‘hook’ to ensure your audience want to keep watching; this can be anything from a graphical statistic to a funny opener. People like funny.
  • Decide on format: video infographic or more traditional. People like infographics, it gives them a way to scan information quickly without having to do much hard work. However, it may not be suitable for your industry so stick with a friendly, open format if you’re going to produce something more traditional.
  • Plan: have a solid production plan once you’ve worked out the rest; plan the shoot carefully and don’t waste time. If your video is graphical then this is somewhat easier but should still be planned alongside the bosses and the designer to avoid confusion.
Video is set to really take off now and if you don’t include it in your marketing plan, then you could be missing out on a big thing. However, whilst it’s not a huge deal these days to make a video and upload to YouTube and you don’t have to be a graphical genius, if you can’t get it right, then do invest in a decent production agency/graphic designer to help you out.
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Kerry Butters
1 year ago
by Kerry Butters
Kerry is an accomplished technology writer passionate about the written word and all things technology, especially internet security, gadgets, social media and content marketing.