While there is no “right way” to make a successful online video, you can improve the odds your video will be seen, with a few tips.
Authenticity Rules – Like all social media, Online video offers new ways for brands to connect to their target audience. One of the more successful is to use the medium to speak more candidly. Whether it’s a CEO sharing excitement about a product launch or a series of clever Old Spice videos, authenticity can drive success for many online videos.
Go Behind the scenes– Video has the unique ability to capture great moments that might otherwise be seen. This is a way to showcase great personalities among your team. If CEO makes a powerful impression at your company meeting, get it on video. Are your customers willing to share great stories? Tape them. What makes your company cool? Bring the camcorder to your Wednesday night bowling events, , get the banter, add some music, and show the world
Be true to your brand– Remember, your videos may be the first impression people get about your company so it is important to make sure that what you share about your company is consistent across all your media and especially on the web. Plan accordingly and edit wisely. You don’t want customers- or potential customers – to be confused.
Leverage your tools– The most significant difference between online video and television is that online videos live in “the stream.” Even though YouTube videos can be viewed on YouTube itself, they are also seen and shared elsewhere, including email, web sites, mobile devices, and Facebook. The best online videos can spread rapidly among friends, fans, and work colleagues. Isn’t that the point?! Use all your tools to make sure this happens.
Make sure your videos are accessible– There are obvious things that brands should do to make sure their videos are found and viewed properly. Tools such as the Involver YouTube app can cross-post your videos to your Facebook wall, but you will have control over priority and other parameters, so your videos are viewed in the way you intend them to be.
Optimize, Optimize, Optimize– Video is not inherently searchable. However, the words and metadata around it are. The fact that YouTube is the second-largest search engine (it’s owned by Google, duh!), so it is important to choose the words use to describe your video wisely. A lengthy and well-written description of your video in the description field of YouTube will enhance its search-ability. A succinct (less than 66 character) description including searchable terms is also very helpful. Note: the word “video” is the single most searched term on YouTube. It may seem simplistic and obvious, but using it in your title WILL improve optimization.
Think about narrative– Viewers respond to the basics, so a story, with a beginning, middle, and end is a powerful way for them to learn who you are and what you do. Story elements including plot, character, conflict, resolution, and moral, remain implicit are important. Pay attention to the performances of the people speaking and look for authenticity in their delivery.
Find hidden gems and leave the rest on the cutting room floor. If YOU aren’t engaged by your video, why would your audience? Following a few tips will assure that more people will watch your video, and they may actually remember it – and want to share it with others. Isn’t that the point?!