Video Worst Practices | Part Two
May 19, 2010 by Christine Weremy
Filed under Multimedia
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:
Video Best Practices | Part I
May 17, 2010 by Christine Weremy
Filed under Multimedia
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 80th 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.
