January 11, 2010

Video Killed the Print Ad

I just finished reading a broadbandevolved.com blog post that cites statistics predicting enormous growth in online local video revenue by 2012. It also projects that small- and medium-sized businesses will invest nearly 12% of their online advertising budgets in video ads because “people love online videos.”
I agree with broadbandevolved.com which projects online video becoming a huge revenue generator, not only because of it's proven effect on inbound marketing, but also because, one done correctly, it adds a viral component to any integrated marketing plan which has the potential to catapult a brand or message.
Where I can agree there are many traditional consumers who still prefer the written word, I do not feel that online video has, or should, replace written content. I do believe it can compliment this content, present it in a more precise manner, ad tone and authority and offer the opportunity to engage... engagement being an important part of the lasting impression equation.
People love online video. Americans viewed a record 13.5 billion online videos during the month of October - with nearly 40% of them on Google’s YouTube - representing a 45% increase in video watching vs. a year ago.
Source: comScore
The numbers say a lot, but here are a few other reasons to consider doing more than watching online video:
  • Inexpensive tools & software have made producing videos easier than ever
  • Almost all online video services are free
  • Online video is easily measured. Most services provide statistics on views, visitor demographics, and other valuable information
Here are some tips that I have found help escalate online video for inbound marketing purposes:
  1. State Your Objective.  Have a plan and tracking effectiveness
  2. Be Yourself.  Viewers respond to originality, so do what comes natural. Be inspired, make it memorable and capture the viewer's attention. Don't make your message too "salesy". You can increase your brand recognition with a very clever video without ever having to give a sales pitch.
  3. Keep it Short.  Online video should be shorter than 3 minutes to be effective. If you have a ton of ideas - make a series of short videos instead of one long one.
  4. Write A Good Description.  Video-sharing sites let you create "tags," which are words that describe your video. These tags, along with the title and description, are how your video will get searched for and located on video sharing sites. Search engines like Google have recently added video to their search results, so optimizing the metadata around your videos is increasingly important. The more "relevant" metadata you add describing your video, the more likely someone is to find your video.
  5. Increase Your Online Profile.  Now that you've launched the video online. How do you let people know about it? Embracing social media platforms as part of your communications mix is an integral first step.
How are you using video as a marketing tool?

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