Making Videos Work

Online video offers what was once limited to expensive TV advertising: reach and emotional engagement with potential customers. But unlike expensive TV advertising, it’s relatively cheap and can provide almost immediate response and measurable feedback.

Importing television-style advertising is not the solution. That’s because Internet and television are two completely different video experiences. Television is a “lean back”, essentially passive “sit down and watch” experience. The Internet is “lean forward” — users are actively controlling their experience. Interactivity means the viewer is in control. With TV, viewers can just change the channel, but with the internet, they just might talk back.

With that in mind, here’s how to make your online video work:

1)Be “Real”. Having a good product is not enough. When everything is available at the click of a mouse, typical TV sales-pitches don’t work. Video that captures the human element and connects with potential customers on a personal level.

2) Make it Relevant. On the web, the customer is in control. Time and patience is short on the net. Videos that work tell some story, and the “pitch” is short and to the point.

3) Make it Engaging. Good information is fine, but with thousands of sites providing the same services, your video has to stand out. Entertainment brings Engagement. Deliver content that excites the interests of the user.

4) Make it Google-Friendly. The game is changing. Your content is not a TV commercial, where the viewer waits to the end to get back to the program.  Now they can switch immediately. The competition is immense: so use the available tools. You need to be first, or at least one of the top ten players on the Google search list. But “home movies” don’t work. Hire a web savvy professional to make your video.