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

Length

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.  

Content

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.  

77% of total U.S. Internet Audience Watches Online Video 

-Comscore; Nov. 2008

Online video marketing presents an opportunity to personalize promotion in a way that no other medium can. Video conveys motion, sound and emotion; all engaging elements that serve to differentiate you from the competition. When executed effectively, online video marketing is more memorable than other forms of marketing. The popularity of online video sharing is a testament to that. So the question is:  How can you capitalize on this technology and its powerful role on the web?

Creating a personalized online video representation of what your company is all about that appeals to your target audience is a step in the right direction. Online video marketing offers up several ways to accomplish that.

Tell your story

Rather than simply speaking to your audience as a “business owner,” provide some insight into the story behind why you do what you do, and how what you are promoting has affected your own quality of life. Taking this approach humanizes you and your business which presents an opportunity for your audience to relate to you on a more personal level. It will further engage your audience because they will feel as though you have allowed them to go behind the scenes…and who doesn’t want to do that?

For example, while working as a media relations consultant for an online company that created family websites, I played up the fact that the business owner decided to create his cutting edge technology after becoming a father and deciding that current online platforms were sub par. This is what  inspired his vision for the quality, media rich websites he ultimately created and built a company around. Online video marketing presents an ideal promotional tool to convey the emotion behind his motivation to start the company, as well as, his enthusiasm for the platform he created.

Incorporate glowing client testimonials 

Generally speaking, potential clients are more likely to relate to one of your current or previous clients than you, as someone who has a financial stake in the company.  When people visit a website, they expect to hear those who are directly involved with the company communicating why their company is so great. Instead of being predictable and doing all of the bragging yourself, capitalize on the quality relationships you have created while working with happy clients. Let them do the bragging for you. Incorporating powerful and effective client testimonials will enhance credibility and trust.

Highlight Memorable Elements

The epitome of powerful online video marketing is when an advertisement created by a big time company ends up receiving millions of hits on YouTube. These types of ads are catchy, usually humorous or unusually compelling in some way and are simply fun to watch. They’re water cooler ads…so memorable that you can’t resist sharing them with others. Taking the time to identify and showcase elements within your own company that have the potential to evoke some type of emotion will increase the odds that they will generate interest, and ultimately, more exposure. A truly innovative online video marketing campaign can be a very powerful thing.

When it comes to the role of online video marketing on the web, I think we’re only seeing the beginning of things to come. Currently, not as many companies as you would expect feature videos on their websites. However, I think in the very near future, seeing a video on a company website will be as prevalent as seeing photos on a website is today.

Including some type of online video promotion on your website allows you to greet visitors in a way that’s much more personal and engaging than text and photos.

When people visit a website, they expect to see text and photos. They don’t necessarily expect to see a video. Including an innovative and entertaining video on your website will make a more memorable first impression, make your company stand out and ultimately, drive more visitors to your website.

What constitutes quality online video promotion?

Inclusion of a storyline

Sure, there are many different ways to present information, but effective online video promotion speaks to your target audience in a way it can relate to. Creating a storyline around your product or service presents an opportunity to evoke emotion and present information in a way that resonates with your target demographic.

A distinct style

Video is a very powerful marketing tool; capable of conveying so much. Since there are so many unique elements that can be played up through video; motion, sound & emotion, a video created about your business should convey the most authentic version of what you & your business are all about.  There should be nothing “cookie cutter” about it . Quality online video promotion truly reflects the unique and attractive qualities that make your business stand out.

Entertainment value

Showcasing your business through online video promotion offers up an opportunity to blur the line between advertising and entertainment. Targeted information can seamlessly be woven into an entertaining storyline, as opposed to straight up advertising.

How quality online video promotion leads to increased visibility

All of the major search engines are now assigning more priority to websites that incorporate rich media, including video.  If your website rankings improve, you are likely to attract more visitors. Those who end up visiting your site are likely to stick around longer, as they will more than likely take the time to watch a video before moving on. The longer visitors spend on your site, the more likely your organic search rankings are to improve.

I’ll sign off with this final thought; is anyone more enthusiastic about your business than you are? Probably not. Creating a video that captures this enthusiasm will allow you to promote your product or service exactly the way you want to promote it 24/7.

Not all videos are created equal; and if you’re going to the time and expense of investing in video, taking the time to find the right marketing video production company is in your best interest. After all, today’s media savvy consumers have high expectations.

Generally speaking, your gut instinct will help keep you on track. Listen to it. Even if you don’t know a thing about video, there are several ways to separate the cookie cutter production companies from the truly innovative ones. A truly innovative marketing video production company will engage you right off the bat.

First Impressions

When you visit the website, what is your first impression? While this initial impression is just the tip of the iceberg, if it isn’t a positive one, it’s time to move on. After all, it really doesn’t make sense to put your creative needs in the hands of a marketing video production company that hasn’t mastered the art of presentation itself. Featured videos should be the prominent focus of the homepage.

Content is King

Why take the time to read all about the company’s videos when you can cut to the chase and watch a few? Is the video presentation style compatible with your business image? Will it appeal to your target audience? Does it incorporate elements that engage you and make you want to keep watching, or is it predictable and flat? Video production is a highly subjective craft, and it’s important to work with a marketing video production company that has demonstrated an ability to convey the look and feel you’re envisioning. Even before you watch any of the videos, try jotting down a few adjectives that describe the style of video you’re seeking. If those same words, or similar ones, apply to the videos you watch, you’re probably on the right track.

Taking it to the next level

When you contact the marketing video production company, provide the basics regarding what you’re envisioning, and let the production professional take it from there. If you find yourself being bombarded with lots of questions right off the bat, that’s a good sign. The more specifics you’re asked to provide regarding your product and/or service and your unique video marketing needs, the more equipped the company will be to provide you with a truly customized presentation strategy. You shouldn’t spend the entire conversation describing what you’re looking for. At a certain point during the conversation, the focus should shift to narrowing down the presentation style that’s most compatible with your business image & target audience.

Referrals are great, but…

Don’t underestimate your own gut instincts. In addition to contacting a company you have been referred to, take the time to do a bit of research on your own. While investing in quality video production is certainly a worthwhile investment, it isn’t cheap, so make sure you put your marketing video production needs in the right company’s hands.

The bottom line

Once you commit to working with a marketing video production company, you will be communicating with your point of contact quite a bit, so it’s important to find one that you click with creatively and personally. If you have a good idea of what you want, make sure the company can provide you with samples that, at the very least, convey the general look and feel you are going for. Alternatively, if you have no direction at all, the company should be able to take a very basic concept and run with it. If you respect and admire the company’s work as a whole, you can expect to be led in the right direction.