Video Worst Practices | Part Two

Part two of the three section series (the first part was “Video Best Practices”) is a list of what to avoid when researching video technology. Part I referenced a July 2009 Forrester report that included video Best Practices. The same report included three worst practices for video including isolating videos on a specific page of a site, forcing a video on a person (think videos that play automatically after loading a page) and barricading the video behind a pop-up window or subscription form.

Video options for the viewer

Besides thinking about video placement on a Web site, you should think about video features. Will the user be able to rewind or fast-forward at will? Is this an important feature to have with your viewers? Do you want viewers to be able to email or post the video URL easily on social media pages? Even if you don’t think your viewers will use an option, the use of these options could mean increased page views and sales for your business.

Video quality

Another worst practice I see all the time is poor video quality. Even if your business cannot afford to hire a professional videographer, you can increase the quality of an amateur video by using tripod. Setting up the video in close range of the subject, and to prevent unwanted subjects walking in front of the camera, can result with a decent low-budget video.

Making sure you understand how to correct use your camera and transfer the footage from camera to computer is another must. Many of the ‘bad’ videos on the Internet are the result of bad video formatting and not understanding what format an online video player requires to post a high-quality video.

Reducing ambient noise increases video quality. You can do this by setting the video camera close to the subject or investing in a decent microphone. You can purchase an inexpensive lapel microphone at your local camera store, and a lot of the newer microphones includes noise or wind reduction technology.

Related Articles:

Part I: Video Best Practices

Video Best Practices | Part I

A Forrester report written in July 2009 was just released this week entitled, “The Best Practices In Online Video Across Industries.” For businesses that want to add video, this series of video articles includes a checklist of what your video should offer its viewers and the worst and best practices for online video. This article, part one of three, includes best practices collected from recent articles from the largest marketing agencies in the U.S.

The video glosses over the growth online video has had in the recent past and its projected popularity in the future (if you’re not familiar, the report quoted 71% of the U.S. online audience watches video via the Internet and should double by 2013).

The report includes four popular examples of how online video is being used by companies. According to the July 2009 Forrest report, online video is being used for communication, sales, lead generation and customer service. Videos are used to send a message that doesn’t come across well in graphics or articles. An example may be how President Obama uses video to explain new policy changes. Obama includes these videos within e-newsletters and on the White House Web site.

Videos for lead generation

Similar to the communication example, videos are used for lead generation by promoting testimonials from customers or professionals. Consumers may be more apt to subscribe to an e-newsletter after viewing testimonial videos. Lead gen videos are also used for products or services not applicable for an online purchase such as automotives or housing.

But don’t be discouraged about creating a video. Remember, a video can include a photo gallery of products (or rooms in the case of the real estate industry) and can include a voice-over describing each product. This gallery and voice-over tactic is also good for increasing e-commerce sales.

Videos to increase online and in-person sales

Product videos highlighting the features and benefits of a product can persuade a user to purchase. InterContinental Hotels Web site features video tours of its rooms, and each video is featured on a page that includes a form to reserve the featured hotel room and a listing of all commodities.

Videos for customer service needs

The Forrester report gave Dell’s video portal as an example of how videos can help with customer service needs. A robust video library filled with SEO’d videos can help promote a Web site in search engines but may also decrease total call volume to your customer service department.

Forrester Research was ranked as the 80^th Best Small company on the 2008 Forbes’ list and and listed on the Nasdaq (FORR). Forrester is an independent research company that provides marketing advice via webinars, consulting, paid articles and whitepapers.

The second part of Video Best Practices will include what not to do with video.

Related Articles

Video Word Practices | Part II

Popular mobile applications for the Android phone

The mobile applications listed below are the top Andrid applications thus far in 2010. Most of them are free, and don’t get confused on the Web site page designs – they’re created for viewing on a mobile phone and not on a computer. If you have a Droid and want to download the app, point your phone towards the QR code (see image below) and it will take your phone to the correct site with a click of a button. (View this YouTube video that explains what a QR code is and how to use it)

Why the focus on just the Android and not any other smart phone? Why not? Enjoy!

Notes – Free, use this app to create notes on the go

Dolphin Browser – Use this alternative app to replace regular browser. Uses multitouch technology

A Online Radio – use this app to stream audio from mp3/m3u/pls and mainly AAC, AAC

Pandora – Use this app to listen to streaming audio from Pandora.com

Key Ring – Use your Droid instead of carring your shopping reward cards

FB Reader – Use this app to use your Droid as an e-reader

ES Task Manager – Use this app to save batteries and kill apps that are still on

ES File Explorer – Use this app to manage your files

Astro – Free, use to organize your files on your memory card

ShopSavvy – Free, use this to scan UPC codes on products in store

PlaysVideo – Free, use this app to sort videos saved on your Android and to play videos

Handbrake – Free, use this app to convert videos from your PC to view on your Droid

DailyStrip – Free, use this app to read comics on your Android

Engadget – Free, use this app if you like the latest in technology

USA Today – Free, use this app to read stories while traveling. t

NPR News – Free, use this app to read and listen to products on NPR

Aldiko – Free, use this app to use your Android as an e-book reader

Call Filter – Free, use this app to more easily ignore calls not found in your address book or if you need to stop someone from calling, etc.

DigiClock – Free, use this app as a nice clock design alternative

DroidLight – Free, use this app to use the LED lights within your phone as a flashlight

RingDroid – Free, use this app to make your own ringtones

WikiMobile – Free, use this app to search over 2 million Wikipedia pages

Do you want more Droid apps? Below are a few top Verizon Droid lists:

PC World’s Top 10 list

Computer Sight’s Top 10 list

Top 10 list of a geeky guy

How to create product photos

If you are a small business with an e-commerce Web site than you may have trouble creating high-quality product images. There are many reasons why small, or even mid-sized businesses, cannot post high-quality photos seen on national B-to-C Web sites. Here are a few reasons we’ve collected while talking to businesses in the midwest:

• There’s no one to update our Web site to post new products
• We have a camera and a designated Web site guru but the photos aren’t the best
• We want to post our products online but don’t know how to start the process

Here are two pieces of advice to post high-quality e-commerce product photos:

1. Buy an SLR camera and a portable table-top photo studio, OR
2. Ask your sales rep for a digital product brochure and if you can copy and post the photos online

Use photos from a digital brochure option

This is the optimal option you should use to post high-quality photos to your Web site. Every sales rep should have a digital edition with photos of the products you’re purchasing. There are many people who don’t care about photo credits but as a former photographer, I suggest you offer to either: 1) Post a photo credit of who owns the photo (the company) or create a page on your Web site that states where your photos originated from. The later option allows you to not worry about posting photo credits every time there is a new product thus reducing your work while maintaining photo credibility.

Purchase camera and photo studio option

This option should only be used if your sales rep denies your request to use the digital product photos. A digital SLR camera does not have to be expensive, but you will need a camera that can change it’s ISO, shutter speed and f-stop. You can study what a digital SLR camera is here. An SLR with at least 4 megapixels (they go up to 12 megapixels today) is all you’ll need to post small photos on the Internet. The table-top photo studio allows you to have the same lighting effects and should give your products equal quality across the board. The table top studio, like the ShaShinki Portable Photo Studio, should be set up in a room without windows. A room with windows will change the affects of your pictures even with a portable studio.

Basic photo rules

1. Photoshop is the basic, most popular and the best software to use to post photos online. Purchasing this software is the best thing you can do for your product photos. To lower the cost of this pricy software, purchase an older version. If you have access to a student discount, this strategy can drop the price by hundreds of dollars.
2. Crop photos close and at the same size for every photo. Save for the web at 72 dpi. What does this mean? You can read more about saving photos for the Internet here.

Of course a photo technique is specific to each businesses’ needs. This problem can be critiqued during a project with WBC.

Video, doing it yourself

Video is a good way for businesses to show product demos, interviews, or other useful information. With prices dropping in many areas such as video cameras, edit software, and computers (and ease of use)  it is becoming easier for an individual to produce their own multimedia. Video cameras can be purchased for under $300 and with cameras like the Flip camera or the Kodak Zi series, it is more affordable to buy and use your own camera. Of course if you use your own camera it is highly recommended that you use a tripod, this will help keep your video from getting your readers motion sick and it looks more professional. Read more