Video is ubiquitous; it’s all over Facebook and
However, neither technology, nor easy access to it, makes us video experts. While random cute cat videos keep Facebook interesting (I’m a cat lover), business-related video should be more strategic.
A few tips (or pleas from the audience and from me) for the effective use of video:
1. Practice to be impromptu
DON’T just talk off the top of your head.
DO practice, practice, practice if you are speaking on camera. Great speakers like Presidents Clinton and Reagan and Steve Jobs all rehearsed extensively, though their talks appeared to be impromptu. That off-the-cuff manner was the result of hard work and practice.
If you, like most people, tend to fill space with “um” and “uh”, try chunking. Instead of trying to remember everything you have to say, think of your talk as an outline with sections and details within each section. This helps to organize your thoughts and calms the nerves that lead to filling space with words like “um”.
2. Tell me a story; don’t bore me to tears
DON’T drone on about you and your company and it’s history and your education and your upbringing and your world-changing philosophies.
DO analyze your audience carefully and what THEY want to know and/or would be interested in (even if they don’t realize it yet.) How does your product/service make their lives easier? What issues does it address? Do the viewers realize that they have those issues?
Begin with a story, case study, or example for context to illustrate the issue and make it readily accessible for viewers. They will be more likely to see themselves in that situation and relate more immediately. There is a lot of buzz about the power of storytelling for holding attention, but audiences also remember stories better.
3. Longer is not better
DON’T create a ten-minute video about every aspect of your product or service and its complete history and every usage occasion and the how-to step-by-step instructions and the team who developed it.
DO prioritize a few key points about the product or service that you are offering. Survey your audience and determine what information is important to them and addresses their “pain points.” Then, craft a brief but focused summary of the most compelling information that solves their issues.
After years of experience (and millions of advertising dollars wasted trying to prove otherwise), I can tell you that you can effectively communicate three things, one major and two minor points. By focusing your message, you will be more likely to hold the audience’s attention, and they will be more likely to see your pitch to the end.
As these charts show, the ability to hold viewers’ attention is inversely related to the length of the video. (I included more than one chart because no one believes this data applies to them – it does, and there is more online). The shorter the video, the more likely people are to stick with it to the end. Longer videos cause viewers to balk, or leave, before the end. The optimum length, in general, is about 30-60 seconds. (The average TV ad is 30 seconds long, so maybe we are conditioned to expect that.)
Completion Percentages by Length - Source: http://wistia.com/blog/does-length-matter-it-does-for-video
4. Shorter is better
This is related to the above point, but there’s more…
DON’T create one ten-minute video crammed with every communication point that you want to push.
DO divide up the message and create multiple short video snippets, each narrowly focused on one topic that prospects are likely to search. No one has the patience to watch a ten-minute video to find one useful fact.
By using short video clips, which are narrowly focused on one topic and labeled properly, you will make them easily searchable by search engines. Justin Seibert, President of Direct Online Marketing, offers the following tips:
“Optimize your video for specific keywords by using relevant descriptions (including links to landing pages in the first sentence or two), transcripts, subtitles, and tags to get more visibility in search engines like
Also, consider how people will find and watch your videos. According to New Media trend research from Prosper Insights and Analytics, just over 40% of Americans 18+ use their mobile device to watch video and TV regularly or occasionally, and that number is growing. Shorter videos with impactful graphics and large type are more easily viewed on these smaller screens.
5. Trust the Pros
DON’T assume that because you CAN shoot video and record sound, that you SHOULD shoot your own video.
DO work with professionals. Our expectation – whether we are conscious of it or not – is for a higher level of production value than what we can produce ourselves. We are accustomed to professional scripting, shooting, lighting, editing, sound, graphics, and storyboarding in the videos and ads that we watch each day. We only become conscious of this production value when we see examples that don’t live up to a high level of professionalism.
You have invested time and money to build an image and a brand; don’t damage that with unprofessional production. “The biggest mistake that most people make with video is not understanding the complex production factors that go into making the best videos just work”, according to Mike Yearling of Yearling Pictures.
He adds, “Behind every truly persuasive video that resonates with an audience are a hundred production decisions that work in concert. The good news is that high-level production is far more financially accessible than ever before.”
Show Me the Money
A few examples (that I worked on and know results for):
In this video for Halex, a construction materials company, the key benefits of the product are clearly and succinctly communicated:
- By using this product you avoid three or more days of lost business
- It works and effectively addresses the problem
- It is cheaper than alternatives
Sales have increased dramatically as a result of the new marketing program, including this video:
https://www.youtube.com/watch?v=H0IQiwgm4jU
For Our Family Home, an Alzheimer’s Personal Care Home, a series of short, focused videos, including case studies, addresses the key concerns of family members:
- We understand your concerns, and we care about you and your loved one
- We have identified the key components of effective Alzheimer’s care
- We offer the best care for people with Alzheimer’s and memory issues
The company has expanded into three new markets, and it has waiting lists in every location as a result of its new message:
http://ourfamilyhomeinc.com/video-library/
A checklist
To summarize:
- Tell your story
- Be succinct
- Practice to be spontaneous
- Make it easy to search and access the information
- Give it a professional look
Do all of this and you, too, will enjoy great results.
How has your company used video? Is it an effective medium for your message? How often do you personally watch videos in their entirety?
