Creating Successful Online Videos

1. Creating Successful Online Videos CREATING SUCCESSFUL ONLINE VIDEOS HOW-TO GUIDE

2. 2 Creating Successful Online Videos How-to Guide Most humans are visual learners. If you give people a choice between watching a short instructional video and reading a manual, most will choose the video. Confirming the popularity of video as a form of content are these numbers: a mind-boggling four billion videos are viewed daily on YouTube, and 60 hours of new video content is uploaded every minute. These numbers are more remarkable considering that video was traditionally one of the most challenging forms of content to create, at least in a quality fashion. It was also one of the most expensive. Just over a decade ago, bandwidth issues challenged online video adoption. All of these barriers are gone. We live in a world of social media, 4G mobile data speeds, easy-to-use video editing and publishing tools, and video-capable smart phones. Publishing and producing online video continues to get better and easier. Smart brands are exploiting online video as the channel to engage customers when other channels are ineffective. They provide an opportunity for your audience to see your brand as something more than a faceless corporation. Online video represents a way to expand and lock in a new audience for your business. This How-To Guide explains the purpose behind creating online videos for your brand, provides a list of key factors in a successful video, details how to measure your success, and outlines an action plan on how to start creating successful online videos of your own. Use Demand Metric’s Video Marketing Playbook to empower your video marketing strategy with proven best practices. HOW-TO GUIDE Creating Successful Online Videos 2 Creating Successful Online Videos How-to Guide Most humans are visual learners. If you give people a choice between watching a short instructional video and reading a manual, most will choose the video. Confirming the popularity of video as a form of content are these numbers: a mind-boggling four billion videos are viewed daily on YouTube, and 60 hours of new video content is uploaded every minute. These numbers are more remarkable considering that video was traditionally one of the most challenging forms of content to create, at least in a quality fashion. It was also one of the most expensive. Just over a decade ago, bandwidth issues challenged online video adoption. All of these barriers are gone. We live in a world of social media, 4G mobile data speeds, easy-to-use video editing and publishing tools, and video-capable smart phones. Publishing and producing online video continues to get better and easier. Smart brands are exploiting online video as the channel to engage customers when other channels are ineffective. They provide an opportunity for your audience to see your brand as something more than a faceless corporation. Online video represents a way to expand and lock in a new audience for your business. This How-To Guide explains the purpose behind creating online videos for your brand, provides a list of key factors in a successful video, details how to measure your success, and outlines an action plan on how to start creating successful online videos of your own. Use Demand Metric’s Video Marketing Playbook to empower your video marketing strategy with proven best practices. HOW-TO GUIDE Creating Successful Online Videos

3. 3 Creating Successful Online Videos How-to Guide Permanence Shareability Reach HOW-TO GUIDE When posted online, the video is available for viewing indefinitely, until you decide to remove it. A single video shoot can yield material and clips you can use repeatedly or repurpose. Older video can have a certain nostalgic value or retro feel that viewers or appreciate. Social media makes posting video online very easy. Once posted, social media sharing mechanisms help online video find its intended audience. Likes and sharing activity serve as a gauge for the effectiveness and popularity of all content, including video. Putting videos online makes them accessible to virtually anyone. Everyone with a smartphone is a potential viewer of your video content. Online videos can increase your website’s search rankings. Video attracts visitors to your website and your social media channels. Prospects and customers will view video content, even while spurning other forms of marketing content. Value Benefits Here are many compelling reasons to produce and publish online video content. In this section, we’ll examine the most prominent reasons: Video production was once the exclusive domain of experienced professionals with expen- sive, high-end equipment. This made the cost of video very high compared to other forms of content. Affordable cameras, even those on the newest smartphones, are now capable of producing high-quality video. Editing software is relatively inexpensive and sometimes even free. Editing software is also user friendly and easy to learn. Creating Successful Online Videos 3 Creating Successful Online Videos How-to Guide Permanence Shareability Reach HOW-TO GUIDE When posted online, the video is available for viewing indefinitely, until you decide to remove it. A single video shoot can yield material and clips you can use repeatedly or repurpose. Older video can have a certain nostalgic value or retro feel that viewers or appreciate. Social media makes posting video online very easy. Once posted, social media sharing mechanisms help online video find its intended audience. Likes and sharing activity serve as a gauge for the effectiveness and popularity of all content, including video. Putting videos online makes them accessible to virtually anyone. Everyone with a smartphone is a potential viewer of your video content. Online videos can increase your website’s search rankings. Video attracts visitors to your website and your social media channels. Prospects and customers will view video content, even while spurning other forms of marketing content. Value Benefits Here are many compelling reasons to produce and publish online video content. In this section, we’ll examine the most prominent reasons: Video production was once the exclusive domain of experienced professionals with expen- sive, high-end equipment. This made the cost of video very high compared to other forms of content. Affordable cameras, even those on the newest smartphones, are now capable of producing high-quality video. Editing software is relatively inexpensive and sometimes even free. Editing software is also user friendly and easy to learn. Creating Successful Online Videos

4. 4 Creating Successful Online Videos How-to Guide HOW-TO GUIDE Key Factors of Successful Videos To understand the ingredients of a successful online video, consider what has made you favor any video content you’ve seen. Most of us value videos that are clever, helpful, inspirational and in almost every case, not too long. While we’ll tolerate videos that lack production quality if the other ingredients are present, we prefer quality when we can get it. Keeping these criteria in mind, let’s consider where to place the emphasis when it comes to producing online video content: Quality Length Be as concise as possible, but don’t sacrifice clarity. Willingness for viewers to consume video content is directly related to its length. A two-minute video will enjoy far more views than a 10-minute video. For subjects that you can’t cover in a single, short video, instead of producing one long video, produce it as a series of shorter videos. Make sure the lighting is adequate so that the subjects (people or things) of your video are easily recognized. Optimize the audio environment. Subjects that are too far away from the camera microphone will risk having their audio wash out. Too much background noise will compete with your subject’s audio. Avoid “shaky camera syndrome,” which makes your video look amateur. Set the camera on a solid surface if you can, or invest in a tripod. As with developing any content, understand who the audience is and produce content that addresses their needs and interests. Don’t assume that viewers of your video have the necessary background to know your brand or what you do. Provide appropriate explanations and background information. Creating Successful Online Videos 4 Creating Successful Online Videos How-to Guide HOW-TO GUIDE Key Factors of Successful Videos To understand the ingredients of a successful online video, consider what has made you favor any video content you’ve seen. Most of us value videos that are clever, helpful, inspirational and in almost every case, not too long. While we’ll tolerate videos that lack production quality if the other ingredients are present, we prefer quality when we can get it. Keeping these criteria in mind, let’s consider where to place the emphasis when it comes to producing online video content: Quality Length Be as concise as possible, but don’t sacrifice clarity. Willingness for viewers to consume video content is directly related to its length. A two-minute video will enjoy far more views than a 10-minute video. For subjects that you can’t cover in a single, short video, instead of producing one long video, produce it as a series of shorter videos. Make sure the lighting is adequate so that the subjects (people or things) of your video are easily recognized. Optimize the audio environment. Subjects that are too far away from the camera microphone will risk having their audio wash out. Too much background noise will compete with your subject’s audio. Avoid “shaky camera syndrome,” which makes your video look amateur. Set the camera on a solid surface if you can, or invest in a tripod. As with developing any content, understand who the audience is and produce content that addresses their needs and interests. Don’t assume that viewers of your video have the necessary background to know your brand or what you do. Provide appropriate explanations and background information. Creating Successful Online Videos

5. 5 Creating Successful Online Videos How-to Guide HOW-TO GUIDE Recycle Be Brave You will typically shoot far more video than you’ll use. Save all your video content for poten- tial future use. Analyze your most successful videos. Often, you can capitalize on their popularity by updating and re-releasing it, producing a sequel or expanding on it. Don’t fear the production process. Current cameras and editing tools are easy to use and don’t require lots of technical savvy. Practice shooting and editing to get comfortable with the process and to evaluate the quality. Your initial efforts may not impress, but with a little time and effort, you’ll produce quality video. There are lots of good resources on producing video, on video! Use YouTube to search for instructional videos that will help you learn the process and the tools. Don’t be afraid to take creative risks. Playing it safe all the time may seem comfortable, but the most memorable videos are the ones that surprise us, and show us something we didn’t expect. Creating Successful Online Videos 5 Creating Successful Online Videos How-to Guide HOW-TO GUIDE Recycle Be Brave You will typically shoot far more video than you’ll use. Save all your video content for poten- tial future use. Analyze your most successful videos. Often, you can capitalize on their popularity by updating and re-releasing it, producing a sequel or expanding on it. Don’t fear the production process. Current cameras and editing tools are easy to use and don’t require lots of technical savvy. Practice shooting and editing to get comfortable with the process and to evaluate the quality. Your initial efforts may not impress, but with a little time and effort, you’ll produce quality video. There are lots of good resources on producing video, on video! Use YouTube to search for instructional videos that will help you learn the process and the tools. Don’t be afraid to take creative risks. Playing it safe all the time may seem comfortable, but the most memorable videos are the ones that surprise us, and show us something we didn’t expect. Creating Successful Online Videos

6. 6 Creating Successful Online Videos How-to Guide HOW-TO GUIDE How often is a video being viewed? What is the duration of the viewing time? (Does the audience quit watching before the end?) Are viewers sharing the video online? Who is doing the sharing and how often? Are viewers commenting on the video, and if so, what are they saying? Is the video getting discussed in other forums? Is the video increasing sales? Is the video attracting new customers, members or clients? If support oriented, are related support inquiries decreasing? Are you receiving more job applications? Measuring Success As with any marketing activity, it is important to measure the success of your video efforts to determine what is working and what isn’t in order to improve our online videos. Online social media provides an excellent channel for online videos, helping establish and promote a video. With social media, we have the means to do more than simply speculate on the popularity and reception of an online video – we can measure many things about it, including These are just a few methods of evaluating the effectiveness of your video. Favorable responses to any of these indicators would suggest that your online video is working, representing your brand well and increasing its reach. Creating Successful Online Videos A successful online video can help generate buzz for your brand and increase your audience. The costs are reasonable and the tools make video accessible to businesses of all sizes. With a little effort you can produce video that will add some “pop” to your content mix. Take appropriate creative risks to make your videos memorable, and keep them as short as possible. The use of video is one of the best ways to help your customers get the picture! Bottom Line 6 Creating Successful Online Videos How-to Guide HOW-TO GUIDE How often is a video being viewed? What is the duration of the viewing time? (Does the audience quit watching before the end?) Are viewers sharing the video online? Who is doing the sharing and how often? Are viewers commenting on the video, and if so, what are they saying? Is the video getting discussed in other forums? Is the video increasing sales? Is the video attracting new customers, members or clients? If support oriented, are related support inquiries decreasing? Are you receiving more job applications? Measuring Success As with any marketing activity, it is important to measure the success of your video efforts to determine what is working and what isn’t in order to improve our online videos. Online social media provides an excellent channel for online videos, helping establish and promote a video. With social media, we have the means to do more than simply speculate on the popularity and reception of an online video – we can measure many things about it, including These are just a few methods of evaluating the effectiveness of your video. Favorable responses to any of these indicators would suggest that your online video is working, representing your brand well and increasing its reach. Creating Successful Online Videos A successful online video can help generate buzz for your brand and increase your audience. The costs are reasonable and the tools make video accessible to businesses of all sizes. With a little effort you can produce video that will add some “pop” to your content mix. Take appropriate creative risks to make your videos memorable, and keep them as short as possible. The use of video is one of the best ways to help your customers get the picture! Bottom Line

7. 7 Creating Successful Online Videos How-to Guide 1 3 5 Define your Goals Create a Budget Be Consistent Action Plan STEP 1 - Define your Goals 2 Identify your Audience 4 Be Creative Determine what you want to achieve with your online video content. Examples include improve SEO, increase brand awareness, gain customers, etc. Stay true to the goals you set for your online video content. It is easy to stray down a creative path and produce content that is not aligned with goals. Video Marketing Strategy Scorecard V I E W R E S O U R C E Know Your Goals and Plan Your Video Content Accordingly 7 Creating Successful Online Videos How-to Guide 1 3 5 Define your Goals Create a Budget Be Consistent Action Plan STEP 1 - Define your Goals 2 Identify your Audience 4 Be Creative Determine what you want to achieve with your online video content. Examples include improve SEO, increase brand awareness, gain customers, etc. Stay true to the goals you set for your online video content. It is easy to stray down a creative path and produce content that is not aligned with goals. Video Marketing Strategy Scorecard V I E W R E S O U R C E Know Your Goals and Plan Your Video Content Accordingly

8. 8 Creating Successful Online Videos How-to Guide 1 2 Define your Goals Identify your Audience Action Plan STEP 2 - Identify your Audience 3 Create a Budget 4 5 Be Consistent Be Creative Who is your target audience? Study them to understand what they know, what they need, who influences them and how they like to get their information. Learn which social media channels they prefer so that you don’t put your video content in the wrong place, or produce it optimized for the wrong channel. Buyer Persona Template V I E W R E S O U R C E Get to Know Your Target Audience & Their Media Channels 8 Creating Successful Online Videos How-to Guide 1 2 Define your Goals Identify your Audience Action Plan STEP 2 - Identify your Audience 3 Create a Budget 4 5 Be Consistent Be Creative Who is your target audience? Study them to understand what they know, what they need, who influences them and how they like to get their information. Learn which social media channels they prefer so that you don’t put your video content in the wrong place, or produce it optimized for the wrong channel. Buyer Persona Template V I E W R E S O U R C E Get to Know Your Target Audience & Their Media Channels

9. 9 Creating Successful Online Videos How-to Guide 2 3 Create a Budget Establish a budget for equipment, lighting, soft- ware, training and other production expenses. If you will use acting talent, can existing staff play the roles, or will you need to hire profes- sional talent? Budget for outside talent if necessary. If you plan to shoot video on location, plan for the costs to transport staff and equipment, as well as any needed permits to complete the shoot. Action Plan STEP 3 - Create a Budget 1 Define your Goals 4 5 Be Consistent Identify your Audience Be Creative Video Marketing Budget V I E W R E S O U R C E Building A Budget for Video Marketing 9 Creating Successful Online Videos How-to Guide 2 3 Create a Budget Establish a budget for equipment, lighting, soft- ware, training and other production expenses. If you will use acting talent, can existing staff play the roles, or will you need to hire profes- sional talent? Budget for outside talent if necessary. If you plan to shoot video on location, plan for the costs to transport staff and equipment, as well as any needed permits to complete the shoot. Action Plan STEP 3 - Create a Budget 1 Define your Goals 4 5 Be Consistent Identify your Audience Be Creative Video Marketing Budget V I E W R E S O U R C E Building A Budget for Video Marketing

10. . 10 Creating Successful Online Videos How-to Guide 4 Be Creative Before shooting a single frame of video, spend plenty of time developing concepts. Collab- oration with a team will stimulate the creative process and yield the best ideas for video. Get inspiration from customers. Poll the sales team to get their input on customer sentiments. Read social media posts and blog comments. Get the customers’ perspective on what will resonate in a video. Take the most promising ideas and create storyboards – a summary of the scenes, dialogue or narration for a video. To choose a concept, weigh the creative value of each idea with the production challenges and cost. Action Plan STEP 4 - Be Creative 1 Define your Goals 2 3 Create a Budget 5 Be Consistent Identify your Audience V I E W R E S O U R C E Video Marketing Playbook Establishing A Video Marketing Playbook for Best Results

11. . 11 Creating Successful Online Videos How-to Guide 4 5 Be Creative Be Consistent No matter how creative your video content, consistently represent the brand and its positioning well. Always make sure that your customers can instantly recognize your video content. Promote your online video content through all your communications channels. Blog about it, postittosocialmedia,includealinkincompany emails, use QR codes on printed materials, etc. Unless you’re a large, well-recognized brand, don’t expect 10,000 views the first day you post video online. Give your video content time to find its audience. Constantly monitor the video you post to track viewing and sharing, but also comments. Responding to comments in a timely manner encourages greater engagement. Action Plan STEP 5 - Be Consistent 1 Define Your Goals 2 Identify Your Audience 3 Create a Budget Video Marketing Metrics Dashboard V I E W R E S O U R C E Weighing Creative Value and Production Challenges

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