More and more companies are recognising the importance of having some form of video content on their website these days, but when it comes to deciding what to shoot the decision that is made can often be fatal to the video campaign.
48 hours worth of video is being uploaded onto YouTube every minute. Now that's a lot of eyeballs out there spending their time watching these videos, some of which have higher degrees of success and are watched more than others. When deciding on the content for an online video there are many factors involved and no step by step guide to show you how to the shoot the perfect video.
But there are some basics involved with filming for the web, elements that should be considered as a foundation to the video campaign in question. First thing to bear in mind when dealing with online videos is that the viewer can stop watching and switch to something else of more interest with a click of a button so the audience needs to be captured from the beginning.
So get to the point as quickly as possible, there's no need to draw it out and "sell" the viewer into watching the clip with rewards of scenic long shots and gentle music in the background, as pretty as they are. The viewer is there already and for a reason, information on demand is the key here and if you can't deliver then someone else will.
When showcasing the topic in the video, remember that it is a great chance to differentiate yourself from your competitors instead of just showing raw footage of whatever it is that you are shooting. This works with products, services and business profiles, so add some human interaction! Testimonials are ideal for this and are able to highlight your strengths and what makes you great.
If the campaign is targeting a specific demographic then make sure that you have a presenter or narrator that fits the same profile and talks the same language, you want the audience to relate to what they are watching.
Keep your video short, 2-3 minutes for an online video is long. 90 seconds is considered good, but this all depends. Just like everything else!
If you have more than one product or aspect to your business that you are showcasing and the video starts going over 3 minutes remember that it is better to break it down and segment it into shorter clips that deal with a single element instead of one long continuous clip. If the clip is too long and not relevant to the viewer, interest will be lost and they will stop watching. By breaking it up and then titling the clips you will find your audience will be more inclined to choose the clip that is relevant to them, therefore giving them what they want.
These are just a few points to think about when considering a video for your website, all of the above is dependent on the situation as everyone is different and so are videos. Well, we like to think so at least!
All the best in your latest pursuit!
Jeremy Bentley
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