Video marketing has been evolving on the Web for some time. From viral videos from comedians (think Red State Update) to powerful short clips from giants like Apple, the WWW is definitely getting more visual.
However, to find information on how video marketing is best done requires a lot of research. Getting away from the usual “gurus” and “get rich quick” stuff and looking at what really works and happens is something commentators don’t often do. Mainly because these commenters are usually part of the gurus stream.
However, in trade magazines and marketing conferences, professionals talk a lot about video. It’s the current “big thing” to capitalize on and is usually done hand in hand with social media marketing.
=== What really works in video marketing
Whatever your size or budget, there are a few fundamental things that seem to work with online video. First of all, aim for quality, but don’t emphasize it too much. Studio-quality production is by no means a requirement for successful video marketing. However, pure garbage video is just garbage.
Quality video has several elements: image clarity (not perfection, just clarity), good sound (again, not perfection), strong content, and short length.
The longer a video is, the less likely it is to look complete. Optimally, most of the good videos online that get noticed and go viral are almost always commercial in length, between 30 seconds and 3 minutes. Of course, some exceptions happen, but 5 minutes seems to be the limit.
However, content is still king on the internet, so above all else, make sure your video includes it. You don’t have to trash talk like an auctioneer, but stay on topic and offer good information.
=== What Doesn’t Work in Video Marketing
In preparation for writing this article, I checked YouTube and watched a bunch of videos based on a search for “product” and “opportunity.” All I can say is that there are a lot of very, very poorly done videos out there.
Many of them.
Most have two things in common: they overemphasize the “news” appeal of whatever it is they’re trying to sell, and they often put too much or too little effort into production. If your customers wanted the news, they would turn on CNN. If they want low production values, they’ll look at cable access. Be realistic with your production values, but don’t be so tight-fisted that you try to make your video presentation using a 1Mp camera made in 1990 and your PC’s internal microphone.
=== The future of video marketing
The video is not going anywhere. It’s online and it’s here to stay. It’s only going to get better, actually. Therefore, any marketing strategy, regardless of its goals, will need to incorporate video in some way. That can be direct, indirect, or both. Often, a video campaign can be carried out without the input or effort of the benefactor, in fact.
Apple Computers is becoming a master of this strategy as part of its overall mastery of Web 2.0 marketing. Watch as they manage to “filter” timely news and then sit back and watch as the blogosphere, social media and video commentators take over and do the marketing for them. Free. The recent release (and run-up) of the iPad is a great example of this in action.
Video marketing is definitely an integral part of the overall marketing strategy for future sales. Generally speaking, it is part of the Web 2.0 revolution. What do you think?