By Jayson Duncan
Even though the buzz about the effectiveness of online video
has continued to increase, the number of companies taking advantage of
the opportunities that online video provides is still not as big as I
would expect. From what I’ve experience this past year, the main reason
seems to be the cost. While Twitter and Facebook can be entered into
with little to no cost, online video has a price of admission no matter
how you go about creating the content. For instance, the cost could be
the price of the camera you buy to do it yourself, or it could be the
cost of hiring a production company to create a professional video for
you.
Even for those “do it yourself” types who already happen to own a
camera, there is still the cost of the time that must be invested to
create your video. I have heard from many people who chose to record
their own video, but got stuck in the complexities of the editing
process and needed help figuring out how to finish it. I also received
many calls this year from companies that chose the cheapest route
possible for creating a video and were not satisfied with their end
result.
Planning Ahead
As you plan for your company’s 2013 online video strategy,
whether you intend to do it yourself or hire a production company, the
following three noteworthy trends from 2012 are worth considering.
Noteworthy Trend #1: Product Video.
The challenge of online sales is that customers have to trust the
photos that are on the site to get a sense of what they are purchasing.
Video can take your product one step further, giving it dimension and
providing potential customers an idea of how the product looks and
performs in the real world. Online retailers like Amazon, as well as
brick-and-mortar retailers with an online presence, continue to add
video to their websites to enhance user experience and increase sales.
Savvy online retailers know the importance of embedding their videos
into the product pages; embedded videos receive a higher view rate than
videos that are a link or an icon.
Noteworthy Trend #2: Content Video. While deployment
of content videos is on the rise, the cost involved in producing
content videos creates a large hurdle for many companies. Goviral.com
has developed a list of Top 100 brands
in social video. It is important to note that these 100 companies are
not necessarily the companies with the most content; however, they have
focused on quality content that is loyal to the brand message and
reaches their target audience. (Notice that Red Bull is number one on
the list.) What I love about this is it challenges brands to be creative
and move beyond the poor flip cam videos we have seen in the past.
Noteworthy Trend #3: Long-Form Video. Long-form
video has been gaining in popularity, though there remains some debate
as to what actually constitutes long-form content. The widely accepted
view, and one I share, is that any video over ten minutes can be
considered long-form content. Long-form video is best suited for
advertising, and it plays well into YouTube’s new way of ranking videos
by the amount of time spent watching the video. What does this mean for
companies? Since longer video is best suited for advertising, it is an
opportunity to get your company in front of more targeted viewers. Just
remember, this isn’t a license to create long, boring content. If
anything, it is a call to action to be strategic in the way you
advertise and the way you create content.
What is your company’s 2013 online video strategy?
http://windmillnetworking.com/2012/12/03/3-trends-2013-social-video-strategy/
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