The Increasing Use of Video
Business owners can now produce quality video with equipment for $100 or less. Such an effort would have cost several thousands and required a professional operator just a decade ago. This is just one factor that is creating such an increase in the use of video as a business communication tool. Multiple online video platforms and increasingly fast Internet speeds are also contributing factors to this rise in popularity.
For local companies, there are two additional factors to consider when looking at adding video to your marketing mix and website. First, there is an oft-quoted Wharton Business School study that indicates video is 72 percent more likely to be viewed by a prospect or customer than printed material with similar content. Secondly, the search engines put a high value on properly-tagged video content. The more relevant video you place on your website, the more it shows in the search results.
By its nature, video is very flexible – you can use it anywhere you want to convey a message or provide useful information. From your company mission statement to testimonials to product support, video is effective at getting the job done in an affordable way. However, even something as powerful as video can be used incorrectly or ineffectively. Several do’s and don’ts are discussed below to guide you in getting the most out of your efforts.
5 Do’s to Incorporate into Your Videos
- Plan and organize. Before you start adding a lot of videos to your website or YouTube channel, review what you already have out there. If you haven’t used videos thus far, you have the advantage of a clean sheet. You can review the items below and other sources of guidance, and then you should spend some time planning exactly where and how you want to add video. It’s hard to overdo it, but your videos do need to be consistent and organized
- Keep them short. Remember how people approach online information. This is where planning comes in – a series of helpful, targeted videos are far better than one that goes on and on.
- Pay attention to sound and lighting. You don’t have to be a pro, and modern equipment is pretty forgiving. However, use lights and make sure the audio is understandable.
- Use a tripod. An inexpensive support for the camera makes a world of difference to the video’s quality.
- Be consistent. Try to develop a standard approach and style – even your own character with a fresh look.
5 Don’ts to Avoid in Your Videos
- Don’t forget releases. Get signed releases from customers who provide testimonials and employees or anyone else you use in the video.
- Avoid talking head syndrome. While many bloggers and successful video sites use someone sitting in front of a static camera, that is seldom the best approach for a business.
- Forget about perfection. Do it well and pay attention to having a good, but not necessarily perfect, product.
- Don’t forget your audience. Shoot your video with the audience in mind, not your own personal preferences. Give them what they want.
- Don’t rely on words. Visual is the key advantage of video – make sure you use that capability and not merely words.
You can become a video pro in no time with just a small amount of time and effort.