Online video is quickly becoming the most effective vector for any sort of promotion- whether it’s for your organization, business, or product – or just yourself. YouTube gets more than one billion unique visitors a month, and that number is only going to grow as time goes on. This will enableeople to upgrade their devices and data plans to be able to handle high-quality streaming video.
Video also offers the elusive but powerful ‘viral moment’ that can take an amusing or interesting video and turn it into a cultural phenomenon. All of this combines to make the video an affordable and effective way to promote your products – but there are a few rules you have to follow to ensure that your videos are as effective as possible.
Rule One: Be Succinct
The most effective videos – whether on YouTube or elsewhere – are brief and powerful. People have limited attention spans and patience, especially online. Many videos are shared by friends as casual entertainments – no one expects to settle in for ten minutes to get to the point. One minute is the ideal for promotional videos – get in, make an impact, and get out with your logo or URL on the screen.
Rule Two: Tell a Story
Successful promotional videos aren’t just a collection of images, music, and buzzwords .Inn fact, videos like that are frequently the subject of parody online. Videos that tell a fast story work best – whether it’s a serious dramatic story about your product’s benefits or a breezy joke, its important to give people something to follow along with.
Rule Three: Minimize Text
It’s amazing how many promotional videos consist of big blocks of text. Text is a video-killer. Not only do people not wish to read text under the pressure of a video’s timed edits, text just slows everything down and makes your video look clunky. Text should be limited to bold statements and final-frame info dumps for URLs and such.
Rule Four: Be Prepared for All Screens
A video rendered at modest quality levels will look fine on YouTube on a desktop monitor. What happens when someone throws that video up on their Smart TV at home using the YouTube App? It looks grainy and stretched out. Render your promotional videos at a sufficient quality to ensure it looks good everywhere, and never assume you know exactly where people will view it.
Rule Five: Keep it Moving
Videos, especially ones targeted for the online audience, need to feel kinetic and fast-paced – and that comes down to nimble editing. Don’t let images linger, and avoid straight-on shots of people talking like the plague. Switching to voice overs to spice up the visuals is essential, and don’t stay on any one clip or image for more than a few seconds unless you have a reason to.
A promotional video is powerful because it’s easy, cheap, and effective – but a slow-paced, text-heavy, and overly long video won’t have any impact at all. Stick to the Golden Rules and your video will thrive.
– Video Caddy