This is the fourth article in our ongoing series on how small businesses are using Web 2.0 technologies.
Internet video is a phenomenon that goes far beyond dancing cats and Mentos®/Diet Coke® fountains. The same technology that makes it easy and inexpensive for anyone to become an online broadcaster also makes it possible for small companies to boost their online impact.
Online video is surging. According to comScore, 10 billion videos were viewed online in December 2007. A January 2008 study by Burst Media found that nearly three out of five respondents (58%) view online video at least once a week. Video can build buzz for your business, grab the attention of customers and prospects, and engage with them more fully than you may be able to using just text.
Consider the different ways small businesses are using video today:
These tips can help you start producing and distributing successful online videos:
When you’re trying to come up with video ideas, start with topics that help educate your audience. If you own a snowboard shop, you’re better off instructing someone on the best way to wax a board than simply showing a video of your inventory. In other words, the subject matter demonstrates your expertise while addressing your customers’ needs.
Like most Internet content, the most successful Web videos are brief; the typical Web surfer only wants to spend a minute or two watching a video. If you already have a longer video, edit it into shorter snippets, each focusing on a single, discrete aspect of the presentation. Your viewers will then be able to locate the information they’re seeking instead of having to fast-forward through a lengthy production.
Get to the point. If your video doesn’t grab someone’s attention quickly (in the first 10-20 seconds), they’ll turn you right off. As a result, if you’re using Web video to advertise your products or services, be sure to get your message and call to action out right at the start. Another consideration: multitaskers. The person who is watching your video might also be working on a spreadsheet or researching elsewhere online. So make sure your message is delivered on the audio track and with the accompanying text as well as through visuals.
Online videos don’t have to be flashy and full of effects. Keep in mind that online videos are tiny. Simple tight shots of a single person work much better than large crowd scenes. In fact, you can get away with a person just talking into the camera, if the information is of interest to your target audience.
Many people are natural hams, and pour it on when they are on camera, but be very careful about creating humorous videos, especially on business topics. While the most popular YouTube videos are often those that provide a chuckle, there are many more that fall flat. That’s not what you want to have happen with your company’s online branding.
Be sure that your video makes you appear as professional as possible. While webcams and low-end cameras might be fine for the casual user, they likely won’t give you the quality you need for your company’s videos. Poor lighting, fuzzy audio or a shaky camera can cheapen your image, so invest in accessories such as a tripod or external microphone. Another option: consider using a professional videographer, who can ensure that shots are framed correctly and well lit. After all, while it may seem like fun to shoot your own video, is that how you want to be spending your time?