Using video production effectively online involves crafting content to your choice of platform, whether it’s your website, social media, to a captive audience, an email blast, or other option. We discuss some of the common ways videos are used online, but what’s important to note is that a video is just a tool in your overall marketing campaign. If a tool is not used properly, in the right scenario, or at the right time, it may not have much effect.
More often than not, if you want your video to succeed in producing an ROI, you should pair it with some kind of paid method of distribution.
This can include Google Ads, pay-per-click campaigns on social media, a PR campaign managed by a digital marketing firm, and others. Remember that even professionally produced videos can get lost in the very crowded field of tens of thousands of videos being uploaded to the internet every few hours. We take pride in not only what we produce at Ethos Media but hearing that our videos actually paid for themselves and then some. Read our advice below about using video on some of the more common platforms, and then contact us for a no-obligation consultation to take the next steps.
Videos optimized for your website can and should be long, but not too long. An ideal length is between 2-3 minutes since you do not technically have a captive audience but at least someone that’s interested in learning more. Your viewer’s presence on your website is a clear indication in their intent, and often times, video can provide a convenient and more engaging way to inform or sell them as opposed to a wall of text. One thing you want to avoid is hosting the video directly on your site’s available memory as this drastically increases the your page’s loading time. Long load times will count against you in SEO ranking and just make for a generally unpleasant experience. The alternative is to host the video on a platform like YouTube or Vimeo and then embed the video into your page, as demonstrated here and throughout this site.
Social Media Optimized
Social media format caters to how people see videos on their news feed, especially on mobile devices in particular. One of the key things it employs is a text label at the top and bottom of the image frame that is a message that a viewer will see, albeit briefly, whether they interact with the video or not. Ideally, the statement entices them to watch the video and explains something about what it’s about that could be of interest to them. In essence, it acts as clickbait. Another import aspect of social media format is the use of captions. While technically useful with video on any platform, it’s particularly important on social media since audio is typically disabled by default until the viewer decides to manually enable it. You could also run into a situation where the viewer is hearing-impaired or simply in an area where they can’t hear their phones very well or at all. Finally, social media videos are typically shorter in response to shorter attention spans on social media platforms, which are full of distractions.
A captive audience simply refers to a group of people that are more or less “forced” to watch a video by virtue of it playing at an event they attend, the video being part of a sales pitch or lesson being taught in-person, or a similar circumstances. Because they don’t necessarily have the ability to completely disconnect from the video as they would on their own devices browsing a website or social media platform, you can craft content to be longer than you otherwise would compared to an online video. You can make the pacing slower, design it to be more narrative instead of flash-in-the-pan, and not be as concerned with the first 10-30 seconds of content. Videos made for captive audiences can still certainly be used online, but their primary means of producing an ROI will be in one of the scenarios outlined above.
Use YouTube and Here’s Why
YouTube has a sort of tattered reputation in the eyes of some because of their arguably excessive use of advertisements before, during, and after a video plays. While we by no means disagree with that assessment of the platform, you should still have any marketing-based video uploaded to the platform whether that’s what you use for your customers to see or not. YouTube is owned by Google and as such can and does index videos on the platform in its organic search results, as demonstrated in the picture to your left. Nothing’s ever guaranteed, of course, but it can happen if your video’s title, description, and other backend metadata you can modify is properly crafted. The best advice if you want to use something like Vimeo or another platform for your customers to actually see is to go ahead and do that and embed of it for your website or other platforms. However, you should still create the YouTube channel with SEO-friendly titles and descriptions so that customers can potentially find you without already knowing that you exist. Contact us for more recommendations on this.