Video is the next big thing on the internet. For web businesses to attract or retain an audience is a challenge, it remains a relatively new and developing channel- that means it is hard to know what compels a particular audience to watch and share a video and in what context it will be successful.
The best way is to commit to research and planning, ensure brand continuity throughout the development cycle and aim to position the videos in a manner that moves browsers to buyers. If videos are developed against measurable goals, results can be quantified, improvements made and ROI achieved.
Video Research and Planning
The biggest problem is when getting started with videos is that most campaigns begin without a formal strategy. There are essentially two parts of the strategy-research and planning. After this is done you can move to execution and marketing.
In the research phase of our video campaign strategy we must understand the competitive marketplace and what types of videos competitors are producing, for what terms they are ranking on search engines and generating traffic and awareness and aiding in conversion.
There is no way to account for consumer taste, we can analyze the most effective videos and those that are going viral at any moment in time. You can review videos by checking out Viddler’s most viewed and most favourited categories; Youtube charts and the most popular videos on services like Photobucket, Metacafe and Dailymotion. Consider using video aggregation websites such as Viral Video Chart from Unruly Media, which monitors the “most contagious” videos on Youtube, Facebook or elsewhere or checkout Popscreen, whose home page features videos on their way to become popular.
Once you get an idea of some elements that make a video popular, enjoyable or effective, make a list of these attributes and use them in your videos. Next, research some videos related to your business and industry. Again make a note of its outstanding qualities.
In the planning phase, we take the information we gathered from our research and determine an appropriate plan of action to promote our business or product.
You may find that competitors producing videos in your niche are primarily used for entertainment. Or, you might find that most of your competitors are using video to provide instructional support for more complicated products and services. In your research you found that instructional videos garner more views than the entertainment space for your particular industry. Therefore, planning for instructional videos is the best place to start.
You can consider execution strategies in the planning phase, such as specifying a production schedule and taking some time to designate certain individuals to be responsible for the various aspects of development, production and marketing. If we are planning for instructional videos, those within the organization most familiar with the product’s features and nuances (developers and engineers) will be essential in helping plan the videos’ content and flow. Should your plan include a video about the culture of your company (profiling the company CEO or the community surrounding your business), perhaps individuals from your PR staff or marketing department might be best suited to the task.
Other planning elements to include pertain to the goals you have set for each video. Make it clear to users what to do next. If you want to send users to your website (or a specific URL), make sure graphic elements are ready that include
the URL and that each URL is enabled with the proper analytics to ensure accurate attribution — critical when analyzing video successes or failures. If your video is being used to reinforce a brand, have a logo ready for use in the backdrop, or plan for a pre-roll or overlay element. As an immense amount of video is shared outside of your site, ensuring that important branding elements are present throughout are a key to success with video. Remember that the information you gain from the research and planning phase of your video strategy should influence how videos are developed, but it should also play a role in how those videos are marketed and promoted.