How to succeed with online video

by Lucy Wyatt, BSc Business and Management graduate, The University of Buckingham

As the public is bombarded with more and more promotional messaging on a daily basis, one clear winner has emerged above all other elements of the marketing mix - online video.

Perhaps second only to Twitter post Trump, video is dramatically shifting the way prospective and existing clients are exposed to information.

ReelSEO’s most recent report on ‘Online Video Marketing and Business Video Trends,’ confirms a significant shift in industry resourcing, with highlights including:

  • 93% of marketers are using video in their campaigns
  • 84% are using video for website marketing
  • 82% confirmed video has a positive impact on their business
  • 60% are using video in email marketing
  • 70% are optimising video for search engines
  • 70% plan to increase spending on video

Firstly video marketing is time and cost-efficient: It can capture and convey a full story within a couple of minutes.

Video also speaks from the heart and addresses the long-recognised presentational rule that communication is only 7% verbal and 93% non-verbal.

It is an ideal method to communicate subjects ranging from training, events and testimonials, through to new product launches and client feedback. This makes it particularly advantageous for achieving multiple tasks in one hit.

Add to this the fact that individual attention spans are on the decline - The National Centre for Biotechnology Information says successfully viewer engagement happens within the first 10 seconds of video – and it’s a clear winner for all concerned.

Marketers have therefore adapted and reduced the length of video time to get key messages across.

Six steps to making a great online video

  • Be realistic – pinpoint what you want, and what you can do. Identify your key goals and ask yourself: Can it be achieved? What impact is it going to have? Am I going to target a specific audience, or am I hoping to go viral?
  • Identify resources – naturally a video camera or smartphone is a must. Other components could include editing software, expertise, tripods and lighting, depending on the type ad length of video
  • Classify your style – deciding on a style will set the direction for your video and ensure it communicates a clear message. For example, the use of interviewees, props or graphics to enforce visual impact
  • Plan it, script it – a clear outline of what needs to be said and done. This needs to factor in who, what, why, where and when of your video
  • Bringing it together – combining the four points above with note or cue cards and shot ideas will prevent having to abandon the production or start over because you’ve gone off track
  • Revisit your inspiration – the crucial moment when you ask yourself whether the end result matches your original vision. Is the quality of shooting, lighting and audio what you pictured? Did it take a completely different or surprisingly acceptably creative path? Don’t be afraid to start over if you’re unhappy with the end version, but equally allow yourself the freedom to experiment and engage with audiences