2. Deliver Value in Your Video
Online video faces unique demands for impact. As your video starts, the first 15 seconds must prove that watching the video will be worth the download. And the remaining video must deliver the valuable information viewers want. If you succeed, recent studies show that prospects will watch far more video than you might think.
This demand for value means that not all video will keep people watching. In fact, traditional 30-second TV spots typically lack depth and meaning. (Click, I'm gone.) And vast libraries of corporate video start with self-serving, 20-second animated logo treatments. (Click, I'm gone again.)
Your most effective video choice is to say something fresh and meaningful about your product or service and resolve buyer objections. We call this "persuasive video." In my experience, producers of TV ads don't supply enough substance to persuade. And few corporate video producers currently condense the message enough for it to work online.
Finally, don't waste your prospect's time and attention. Ironically, YouTube needs to learn this. It forces prospective advertisers to watch video where a simple Web page would be more effective. That's a poor use of online video.
3. Drive Prospects to Your Video
With video assets in place, you have to drive people to view them. All too often companies are seduced by the siren song of viral video and choose not to face the hard work of driving viewership. But be realistic. How are you going to drive traffic to your videos?
Surprisingly, offline advertising may be the most effective way to drive online viewing. The online structures for driving video viewership at present are in their infancy and reach only narrow markets of potential prospects.
Last year my agency created video campaigns for the U-be Hair Weave Cap and the MegaMover Transport Chair. Both were posted on YouTube, where they were barely seen. But direct mail campaigns drove people to view embedded video on product microsites, where the videos delivered results that exceeded typical direct response effectiveness.