subject: Internet Video Marketing - 7 Tips For Creating Video Clips That Pop [print this page] Internet Video Marketing - 7 Tips For Creating Video Clips That Pop
Internet video marketing is hot. Companies small and large have begun to understand the power of internet video for marketing products and services, for bonding with prospects, or for connecting with clients and market influencers. If you plan to market your business using internet video you would be best served by adhering to a few proven principles for generating attention, keeping that attention and building engagement with your videos.
Here are 3 conditions Your online videos must accomplish to be effective for business marketing on the internet.
1. Entertain
Every visitor to your web site or piece of content online has a nearly infinite number of alternatives available to them at their finger tips. With just one click of the button, they could be off to any website or web page they please. For your video to accomplish anything, it must promise (and deliver) some sort of entertainment value (...yes, even in B2B contexts).
Online, the promise of entertainment can be conveyed right from the title (or headline) of your content. Offering people a theme, story, or a voyeuristic look at a somewhat exclusive experience is also often very entertaining. This is why "insider interviews" often work very well. A televised Warren Buffett interview is "entertainment" to a lot of entrepreneurial types.
2. Inform
For business purposes, the most valuable online visitors are those who come online to search for information with which to improve their lives, exploit opportunities or solve problems. Your online videos must be designed to provide relevant, valuable information to targeted prospects or well-defined audiences.
3. Persuade
Online persuasion is often a very tricky proposition, and many online marketers bungle this process when video is involved. In general, persuasion must be done subtly through story telling, message positioning, and an invitation to take a subsequent action. If you do this right, you'll get a robust response to your online videos.
4. Personalization
You will lose much of the effect of your videos if they are not personalized in a "human-to-human" way. Even if you personally are camera shy, you can compensate by having someone in your organization star in your videos or get an intern to be the face of those videos. Alternatively, you could use Screencast videos featuring an introductory picture of yourself to build personalization without having to be on camera.
5. Brevity
Making your videos short and spicy is very important for creating engagement with your online videos. In general, lead generation videos should be limited to 3 to 6 minutes, and YouTube videos kept to within 4 minutes for best results. Depending on your particular market and the online platform where your videos are featured, you may want to limit the duration of your videos even more. Facebook videos for instance are best kept under 2 minutes.
6. Integrate Audio
Just a little audio intro and some background music can make your videos really memorable. Whether it's a standard jingle or some royalty-free music designed to highlight the emotional elements of your video, a simple edit can help you get more leverage out of every video.
7. Be interesting
One of the most important rules of thumb for any content marketer is to be interesting. Your business on the internet will depend almost wholly on your ability to make the useful and necessary elements of your message as interesting as possible.
A simple example of making your content interesting is to use a brief interview with a thought leader to make the some points that you may want to make in your video.
Each of the elements listed above must be a consistent component of your videos when you market online. If you continue to emphasize these conditions, you will soon be producing web video content that informs, entertains, and sells.
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