Creating Web Videos for Online Marketing: 3 Common Questions Answered
There's a glut of text on the Web. Video lets marketers cut through that clutter and get their messages on the first page of search results and to a featured status on social networks. But many marketers don't know how to begin creating videos, and worry their inexpert efforts will reflect negatively on the brand. Julie Perry of BLASTMedia recently spoke on the Target Marketing webinar "Video Killed the SEM Star: A simple strategy for search and social marketing success," and many of those questions came up during the live Q&A. Here's the advice she gave regarding three of them:
Question: I'm a small business owner. What's stopped me from using video in the past has been my concern about the cost for it to look professional. Is there a way to produce a video with good visual and audio quality on a small budget?
Answer: Yes! The biggest misconception about using Web videos in online marketing campaigns is that they have to be equivalent to the high-quality commercials we're accustomed to seeing on television. Wrong. Within the social media landscape, where user-generated content reigns supreme, online audiences are actually very forgiving when it comes to the aesthetics of videos broadcast on the Internet.
Consumers are seeking solutions to problems when they take to the search engines, and useful information that is delivered in an authentic manner can often trump a polished, studio-produced "advertisement" for a product or service. We find with our clients that having video content with a more genuine—even amateur—feel often attracts bigger audiences and has better message penetration, especially with the consumers who matter most to the campaigns.
Some of the most effective Web videos I've seen from marketers are ones that are created "on the fly," such as quick, real-time demos of a product or service that come across unrehearsed and therefore more honest. That instills trust.