The rise and rise of video
I was a little shocked but not all that surprised when I heard a prediction last week that by 2020 80% of online content will be video.
Admittedly it came from a YouTube marketer, but there’s no denying that online video content has long passed a tipping point.
The reasons for this are many but key to video’s growth is the proliferation of fast broadband and mobile phones. As broadband speeds have increased significantly and smartphones ownership is ubiquitous, it’s never been easier to watch YouTube, Vimeo or Facebook video clips.
And it’s never been easier to make video content. Even Leo Varadkar is now getting into it and has started providing Fine Gael party members with a weekly video message. Up to now this was provided by Enda Kenny in a written format, but Leo obviously read the stat that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
And if Fine Gael is moving to video… it’s definitely time to act.
With this in mind, we’ve distilled some of the key points down for you to consider when you’re thinking about video:
Keep it engaging – this isn’t really all that different to producing any other communications material. The content of your video should be all about what your organisation does and what it’s passionate about and what your target audience is interested in. If you crack that, you mightn’t go viral but you could well surprise yourself.
Check out the competition – look at what brands or organisations you love or compete with are doing. Check out their websites and social media channels and crucially, what of their content is popular with public. There’s nothing as flattering as imitation.
Get good quality audio – as it’s video, it’s easy to dismiss the importance of clear sound. However, if you’re using a smart phone to shoot your video, it’s a good idea to use a microphone as well, so that your audio is as attractive as your video.
Keep it short – a 1-2 minutes video is more than long enough – any longer and you’re just wasting your time. People’s attention span is in the seconds, so make sure to get your key messages in early too.
Think about the channels – once you’ve your video in the bag, the next thing to decide is which channels to push it on. You should have a good idea of where your target audience lies – if you don’t, start researching. Once you have this decided, you’ll be in a much better position to choose between YouTube, Facebook, Twitter and LinkedIn. And don’t forget the options for paid promotion of your video.