Josh Shardlow Team : Web Production Tags : Technology Viral Marketing Web Strategy

The unstoppable rise of video content

Josh Shardlow Team : Web Production Tags : Technology Viral Marketing Web Strategy

It’s time to realise that if you’re not using video as a part of your online content strategy, your website is not realising its full conversion potential.

The numbers are either ‘big and scary’ or ‘big and encouraging’ depending on how video sits within your current content strategy. 

Check it out:

  • By 2017 74% of all internet traffic will be video.
  • The word ‘video’ in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%
  • 33% of tablet users watch one hour or more of video per day*

Feel like you've missed the bus? It’s never too late to get started. Here’s how.

Plan it 

Stick to one key message per video. You only have a couple of minutes (at most) and trying to jam too many messages into such a short time will dilute delivery.

Once you’ve selected a message to speak to, craft a storyboard around that message that includes a compelling introduction, the set-up of a problem or challenge and then demonstrate how your product can solve that challenge.

Find a good video guy or invest in the right gear

Ring around, have some conversations and ask for samples of past work. A good small operator will come to you, provide the camera (maybe two), lighting, lapel microphones and perhaps offer a basic editing service.

An alternative might be to invest up-front in an out of the box studio solution. It’ll be more expensive and you’ll need to develop a level of competence to make it worthwhile but you'll have the flexibility to shoot at short notice and when it suits the talent.

Become au fait with video editing software

Not all video editing software is created equal. Feel free to download the latest demo version of Adobe Premiere and watch the demo date expire before you’ve even figured out how to get your video downloaded into the program.

There’s plenty of other cheaper and simpler options out there that will get the job done. Make the larger investment in advanced software once you’ve mastered the basics. 

Build strong calls to action

If you’ve created the Citizen Kane of video content but neglected to ask the viewer to buy, try or get in contact you've made a big mistake.

Include a strong call to action – maybe even an in-video link that takes the user to a landing page reinforcing your key messages/asking for contact details. You want this video strategy to pay for itself.



Measure, Analyse and Improve

There’s a reason that Police Academy 7: Mission to Moscow  is considered as the best in its franchise. The producers spent 10 years crafting the perfect movie by measuring and analysing box office takings and using in-cinema ‘laugh-o-meters’ to understand what gags worked best.  It was through this process they created the ultimate cinematic content.

Apply the same process to your video strategy and watch the traction you gain from your video strategy increase.