Rules for Web Videos
The widespread adaptation of high speed internet has opened up an incredible new avenue for all video content. From existing TV commercials, training and promotional videos, to short web specific videos, the web is a great way to distribute your video content. With the ability to reach thousands of people quickly and at an incredibly low cost. There’s nothing wrong with posting your existing video to the web, but we define a web video as one specifically created for use on the web, like YouTube or a website. The most important rule in creating web videos is that there are no rules. Some of the best internet videos are great unintentionally or because someone had the courage to toss the rule book for traditional video production out the window. With that, here are some things to consider.
Different Websites Have Different Rules
Some social media platforms have time limits. For example, Instagram only allows videos that are sixty seconds or less. Videos that are selling or promoting something should probably be shorter in length. A YouTube video created as a how-to or video produced to teach or educate the viewer can be longer. Viewers who go to YouTube to learn something tend to watch a video longer because they want the information. Generally speaking, existing video content like your promotional or trade show video needs to be re-edited. Especially, if it’s going to be used on social media or on YouTube.
Personal but Professional
The best way to get results with your web video, is to have a video that looks like some effort was made to properly format it for the social media platform it’s going to be used on. Short and sweet on Instagram, for example. Or on YouTube, the end of the video needs to ask the viewer to subscribe to your YouTube channel.
One important element to keep in mind when producing content for the web is to keep it as professional as possible. Producing and distributing video via the web has become so easy many have forgone quality for quantity, but, one well produced video will stand out by leaps and bounds over hundreds of poorly produced videos. As we already mentioned, it’s important to keep length in mind. Your videos length should be suited to the interest level of the topic. For any new product or service it’s important to keep your message within an approximate 2 minute window. Anyone who is interested will be hooked by that point and will seek out additional info if necessary, and anyone who isn’t will have stopped watching by that point.
Short and Sweet
If you find that your topic can not be contained in 2 minutes, consider breaking the video into sections. This way the viewer can find more info if they need to. But those who already interested will hear the call to action and hopefully contact your business or purchase your product. You want to make sure you keep your videos purpose focused it’s okay to have a video that briefly discusses the range of your products and services, but it’s important to keep it brief and focused.
Do not attempt to discuss every aspect of your business in an overview video. Instead take a handful of the most important points or products and highlight those. From there the viewer can follow links from the video to get more information on your website or watch other videos. The point of each video is not to tell them everything, but to get them interested to ask for more information which gives you a opportunity to sell. Keeping your vision focused also allows you to keep your content brief enough that the viewer will watch the entire video.
Oftentimes it is the first few seconds that will draw a view into a video. Those first few seconds are critical because it’s where you hook them or lose them. So we want to catch them right away with something that will keep them watching. Start off with something that makes you stand out from the rest, follow that up with more information, keep pulling them in with more and then wrap up with how to contact you. This format is tried and true and is extremely effective in reaching new and existing customers.