Monday, 06 February 2012 09:53

Avoid the YouTube Black Hole

Written by Andy Green
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Most companies now have a website, and most use the web to either sell their products and services or promote them. Video is a great way to engage an audience. The single most powerful way of promoting your company is through testimonials, using the opinions of real people that have worked with you before and are happy to tell the world how great you are. Most companies use this form of marketing as soon as they get a happy client. They add a case study and publish both on their site, along with other forms of collateral. To be effective, they need to be well written, short and to the point. However, most are not, meaning the person that reads them turns off after a short while – this is where video takes over.

Video content is engaging. There's an old saying that 'people need to talk to people', and it's true. What you have written over six pages of A4, you can get across in less than a minute with minimal involvement from your potential customer. This can be hosted on your website and include any number of calls to action. It's also very useful as a demonstration for your products – just glance through YouTube to find demonstrations of everything from turning on a vacuum cleaner to how to build a nuclear bunker.

With a sharp increase in video for web comes a sharp increase in video production companies. Type 'video for web' into a search bar and see just how many companies are available. Three years ago there were just a few of us, now every Tom, Dick and Hitchcock who knows how to point a camera and use a cheap editing suite will try to convince you of their 'creativity' and what's more, just how little you need to spend. Now here's the thing. You have different spectra: the expensive, the competitive and the super competitive. If you care about your brand, you should certainly avoid a company that offers you a video for the price of a chocolate bar and a can of pop. We have often been called in to reshoot work for companies who have fallen foul of the 'too good to be true' trap.

At the other end of the scale are the expensive video production companies. They can produce something close to Hollywood standard, but will leave you very little budget to help market it. Or you go straight down the middle and get a professional crew, director and editors, who know all the tricks of the trade to get you a TV quality video for a snip of the price. The key here is to do your research and vet the company. All of which should have a showreel to display their work, but take a look at the individual pieces, as a cleverly put together showreel can mask a whole heap of bad work with quick edits and foot tapping music. Listen to sound and framing. Look to see if the production makes sense.

So try avoid the YouTube Black Hole. Just because you upload a video to YouTube doesn't necessarily mean it will get viewed, and more importantly by the right audience. Clients often ask us to produce a video for the web, saying they plan to "put it on YouTube". That'll be one among 200,000 on any given day – not great odds for getting it seen, unless you've really got something worth seeing. http://bit.ly/cQRri3

Source: How To Make Online Video Work For Your Business www.reelseo.com

Andy Green

Andy Green

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