Back in 1979 we were asked to consider whether ‘Video Killed the Radio Star’ and 35 years on, I wonder if Social Media has done for the video in the same way.
In today’s era of technology, we have more and more access to media, but conversely less and less time to watch it. In our digital age, viewers want to take in content that has relevance to them, and they want it to be instant, useful and
So the days of the 30 minute sprawling corporate video are well and truly consigned to the history books. No bad thing I hear you say, nor would anyone argue for a reprieve of the VHS cassette!! And whilst we can debate whether the word ‘video’ is still the correct term for captured moving images, the video remains an extremely powerful tool when used correctly.
These days, films are focused on satisfying our short attention span and tend to be less brochure and more about awakening interest. Incorporated into an Owned Media strategy, videos can deliver key messages in an engaging manner and drive traffic to a website. The opportunities to publish video material and for people to view it are huge; YouTube, Vimeo, your website, LinkedIn, facebook, Pinterest, Google+, etc. Not forgetting that viewing takes place on iPads, tablets, phones and laptops!
Here are my top 5 tips to produce online media content that will truly maximise your investment.
1. Think about Your Audience
An often overlooked question when producing media is: – “Who is this video aimed at?”. Your media needs to grab and emotionally connect with the audience in a short space of time. You need to think about who your audience is and why they would be interested in your brand before you even start to produce online media.
2. Focus on Content
Always make sure that your video is visually appealing, informative and rich in content. Don’t waste time and money on media that has little relevance to your company brand and ethos. Your production should be fun, memorable, and leave the viewers wanting to find out more about you.
3. Cut the Length
The average length a user devotes to a YouTube video is less than 90 seconds! People don’t want to sit through a seemingly aimless boring video, and will not do so! Keep your video duration to no more than 2 minutes and crucially include a call to action after about one minute. It is much better to have three 2 minute videos than a single 6 minute video.
4. Utilise Titles & Tags
When you upload your media to YouTube or Vimeo, make sure the title is full of relevant information. This is an opportunity to capture a potential viewer’s attention with a catchy title that is relevant and unique to your brand. ‘CorporateVideo.mp4′ doesn’t really sell it I’m afraid. Also, optimise your media with important key words and phrases in the tags section. This will allow search engines to rank it higher when these tags are searched for, and make viewers more likely to choose your media over others.
5. Share Your Media
Once you have produced your video, maximise its exposure – don’t just sit back and hope people are going to stumble across it. Use your blogs, social network sites and even emails to share a link back to your media. It can be a great way to engage, entertain and connect with your contacts, and if you have media worth sharing, then it will continue to be shared and possibly become viral.
Far from being dead, video is alive and well and an important part of the social media portfolio. The key is to be everywhere, be seen and be found!