If you’re thinking about creating an online video profile for your company, that’s a major step in the right direction. I am constantly amazed at how many company websites don’t feature videos on them. However, investing in internet video promotion isn’t cheap, so if you’re going to move forward, you should spend some time figuring out what kind of video ad your audience will respond to. When done effectively, internet video promotion can be a very worthwhile investment.
While your instinct may be to create a video that you like, the most important thing to consider is what your target audience will like. Ideally, these preferences match up. However, think long and hard about it because what’s the point of investing in internet video promotion that you like if it doesn’t appeal to your online visitors?
There are a number of factors that influence the overall look and feel of a video. Put yourself in the shoes of your audience and consider the following elements:
The “it” factor
Last night (4th of July), we found ourselves watching a sparkler “dance off.” Just picture two grown men…both sporting two lit sparklers and some napoleon dynamite-esque dance moves. As a marketing guru, I couldn’t help thinking to myself how funny the whole thing was and how if it had been captured on tape, how it could have ended up taking YouTube by storm. There was just something about it that was funny on a level that I think so many others would appreciate. Imagine if a fireworks company (in a region where sparklers are legal!) used video of a “sparkler dance off” as an online advertisement? There are probably other companies that are marketing other, related products that could tie these hilarious images into their internet video promotion campaigns as well.
Obviously, I’m just using this story to illustrate my point. This is a highly subjective element! Other potential “it” factors could be someone’s personality, an intriguing or quirky presentation style…basically anything that stands out and elicits a positive feeling or emotion.
The bottom line is, if there is something funny and relatable surrounding the service or product you’re promoting, playing it up is a great way to generate a “buzz” in the world of internet video promotion.
Less is more
Generally speaking, people have short attention spans. Even if you have a lot to say, I recommend creating 2-3 shorter videos as opposed to creating one 10 minute video. Breaking down a larger topic into smaller sub-topics allows your audience to get to the point quicker.
Obviously, you have a lot to say about your company, and want to convey as much as you can. However, when it comes to internet video promotion, it’s important not to overwhelm your viewers. Focus on fewer key points, and how effectively you’re presenting them. Conveying a few memorable pieces of information is more effective than bombarding people with too much information, as they aren’t likely to absorb anything if they’re feeling overwhelmed.
Stylized vs. Safe
Of course, you want to appeal to as many online visitors as possible, but the risk you take by trying to appeal to everyone is that you won’t hit a home run with any of them. If you have a defined target audience, tailor the video to their preferences. While it may not appeal to everyone, you will have a much better chance of engaging those who matter most.
Effective internet video promotion comes in many different shapes and sizes. Catering to your target audience will serve as a valuable point of reference throughout the video creation process; essentially guiding the look and feel of your video.