We are not only spending more time online, but this time is largely spent watching videos. In fact, one third of the time spent online is used consuming videos. In other words, we spend an average of just over an hour watching videos online each day. This means there is strong competition to be noticed amongst the plethora of online video content out there.
If you aim to use videos as a means of marketing and to promote your business or brand, then you will need to follow three simple rules for online video success. Once you can tap into the dedicated viewing of millions of online users, then video can be a powerful tool for marketing and visibility. It has been proven that good quality video keeps users, consumers and gamers on your app or site for 20% longer than if there is no interactive content.
- Clarity of both audio and visual
Do not put it online unless it is clear and you can both hear and see exactly want you want the audience to experience. Have a clear idea of what you want to achieve with the video and make sure this is being clearly communicated in both the audio and video. You might want to think about the objectives of producing and distributing the video and then watching the video with those objectives in mind before you publish it. If it is an instructional video, then this is even more important as you want those watching to be able to clearly follow a process or set of instructions. Where regional accents are thick and affect understanding, use subtitles and text to augment the audio visual.
- Videos must be related to your overall theme
With so much content out there, make sure that the content you upload or link to your site is relevant and adds value. Remember that each video should be targeted to specific audiences and ensure that the content and associated links relate directly to them. There must be a level of focus, regardless of whether it is just a fun site and the video is mainly uploaded for a laugh, there is still a purpose and a focus for the videos uploaded. The same is true, if not more so, for instructional or training related videos. You might be tempted to create links to more indirect video content on your website, but think quality over quantity to ensure those who click on those links feel the value of doing so and are captivated by the videos you use.
- Your Videos must be Accessible for all
Think about your audience, particularly those who may have a visual impairment. You can try watching your video without any visuals and just audio. If it doesn’t make sense to you, it will not make sense to others. One excellent tool to get around this is to use audio description software to provide clear audio that ensures you can maximize the impact of your video.
Making sure your videos stand out amongst the barrage of cute cats and piano playing birds means quality content, relevant links and being accessible to all audiences. Knowing your target audience is key to tailoring content and making it stand out as videos become increasingly popular online.