Should you include online video in your online marketing toolbox in 2020? If you are working to build your Search Engine Optimization – also known as SEO – credibility and organic search rankings we always recommend using online mp4 videos as a component of your digital marketing strategy. With responsive web design strategies and faster hosting solutions, including video in your web design is a no-brainer for any knowledgeable web designer.
Online video delivers!
Online video is being viewed by millions, Facebook claims 500 million viewers watch video on their platform each day. 85% of U.S. internet viewers watch online videos. YouTube has over 1 billion users which represents 1/3 rd., of all internet users. If you are an e-commerce store, online video helps convert viewers into buyers, with 64% of consumers who watch social media videos will make a purchase online. The most compelling stat for marketers who are on the fence about using video, marketers who use video grow revenue 49% faster than non-video users.
Still not convinced you should use video? View our post “10 reasons to include video in your Digital Strategy”. Consider these Do’s and Don’t when creating online videos for your brand.
Do: Develop a video strategy and stay on strategy and task.
Don’t: Don’t mix your business brand strategy with your personal. Everybody loves a crazy cat video, but save it on your personal online platforms.
Do: Assess your hardware needs. Will videos made on a cellphone with quality cameras work for your needs?
Don’t: Blow your budget on fancy hardware and software if a simple cellphone camera and editing capabilities will suffice.
Do: Outline what your video campaign objectives are (educate on a service? convert viewers to purchasers, etc.
Don’t: Over script your video if it’s not required. Focus on authentic, purposeful interactions that your viewers will believe and get passionate about.
Do: Repurpose your “How To” videos into training videos, for employees, collaborators, and business partners.
Don’t: Don’t over-edit the videos with meaningless policy and workplace statements. These are always a turn-off, save them for them HR manual.
Do: Determine your hosting, social media platform, and email constraints.
Don’t: Produce long drawn-out videos that drag on and bore your viewers. Simple, entertaining, and short (usually two minutes or less) is the best plan.
Do: Use customer testimonial videos whenever possible to help build your brand credibility.
Don’t: Create a testimonial your customer has not given consent to in writing.
Do: Use short, simple “How-to” videos to help train and educate your customers on your products and services. They will help reduce customer support needs!
Don’t: Don’t turn “How To” and educational videos into “hard sell” sales videos. A little “suggestive selling” maybe, but hard selling when a customer is seeking help, will turn a frustrated, time-starved, potential brand advocate, into a brand deflator, who will hurt your brand instead of helping it.
Do: Source any branded, trademarked, or proprietary material you use in your video.
Don’t: Steal, reproduce, or use someone else’s content and claim it as your own. You will get caught and it is a sure way to destroy your brand’s credibility and consumer trust.
Do: Pay attention to color, lighting, and time of day of your shoot. They will have an effect on the visual quality of your video.
Don’t: Excessively PhotoShop the contents of your video. There will always be a certain amount of editing required but if you are Photo Shopping over 25% of your video, you no longer have a Video, you have a photoshop file.
Do: Follow any local laws and ordinances while shooting your video. Stay safe.
Don’t:shoot videos of kids at schools, parks, churches, daycares, Unless you have the express written consent of the property owner and parents.
Do: Create a written video policy that you include in your terms and conditions on your online assets.
Don’t: Never use a video subject’s name and contact information in your videos. If this information is important, place a link from your platform to the subject online platforms (this will help your SEO, and minimize the legal risk and security risks.
Do: Analyze the performance of your videos. Based on the data, update, edit, and repurpose the content and post it again to see if you can improve its performance.
Don’t: Don’t over-evaluate and edit your videos until they become mindless corporate talking heads that lack the authentic, purposeful content that drives a viewer’s passion for your products or services.