Producing Videos for Online Viewing – 1

Q: We are looking to produce 5 minute success story videos.

Yes, for some successful business stories we like to produce videos. We have so far done 10 and will soon be looking to do more. They are put on the company website and produced on DVD’s for use at events, presentations etc.

Marketing Manager
International Venture Capital Group
London

A: Producing video where a major objective is to stream the video for viewing on a website is a relatively new concept in corporate video production.

What makes this an important question is that there are not yet any clear guidelines for producing corporate videos direct for streaming, and not many marketers (or anyone else!) has that much experience in doing this.

While many organisations now stream their corporate videos as matter of course, they are still fairly slow to produce videos where online streaming is the primary delivery platform.

Usually, it’s a case of making a DVD, then adding streaming as a sort of afterthought. After all, why not?!

The result of this is lots of videos are now available for viewing online are really not that suited for website viewing.

Solving this problem is not especially difficult and we’ll look at this in Part Two of this article tomorrow.

But today, I’d like to list common problems found in online corporate videos, some of which you might recognise.

> Lack of Clear Introduction: Often it can take a few minutes to get to the point of a corporate video, before the viewer understands properly why they’re watching. Most web viewers will have switched off by then.

Video viewing time web statistics bear this out. A large proportion of viewers switch off before the end. I can say this knowledgably as we stream all the time and virtually never exceed two minutes of runtime, because we know that busy execs haven’t got the time to sit watching long videos while they’re at work.

> The Key Message is at the End: The punchline of the video often comes right at the end, perhaps after 5 minutes. This information is too important to leave for so long. It should be right at the beginning so it’s not missed.

When you consider that web viewers people switch off fairly quickly, this becomes doubly important.

> Lack of Identifiable Structure: Many corporate videos that go online don’t have a recognisable structure that a web viewer can follow. While the video might be a very watchable DVD if the viewer was sitting in an armchair, they often don’t clearly define what service is being delivered, in a crisp business-like way. Long on talk, and short on delivery where the web is concerned. This is very nineties – certainly not noughties!

> No Call to Action: Invariably there is no “call to action” at the end of the video, which for online viewing is a wasted opportunity.

Tomorrow we’ll take a positive look at how to produce corporate videos that are designed to compel the online viewer to absorb a specific message and then perform a specific action

Meanwhile, here are streamed samples of clips from marketing videos

contd tomorrow /…

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