BUSINESS VIDEO MASTERCLASS
PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED
10: Delivery for all devices
Delivery will normally be as a 16:9 mp4 video at
- 1080 HD
- or 3840 4K Ultra HD quality,
- depending on what you’ve bought.
You may need a caption version for Facebook or social media, where people frequently watch without the sound on.
This may be 16:9 or square.
You may need different proportions to emulate mobile / cell phone footage, for a live capture feel.
Or a no-sound version for public events and trade shows.
All this will have been planned in the early stages of your project.
Deploying your video
If I had £1 for every video I’ve made that was poorly displayed on a website I’d be rich. Well, not quite. But if that caught your attention, then good.
Video deployment is the final delivery.
It really matters because it’s where & how the customer sees it, and hopefully is powerfully motivated by it
- and wants to act on the message.
There are sometimes obstacles to making your video actionable & effective.
The biggest one can be your own website and the IT problems associated with giving your video prominence at the top of the page.
I mean, if you aren't going to give it top-of-page presence, then why did you make it in the first place. Haha.
Seriously though, it might require some juggling especially if you’ve already got an image slider in place that’s “in the way”, or your web dev isn’t an expert on video display, so it pops up the wrong size or otherwise behaves in the wrong way.
You may also want to consider designing a banner for your video.
So instead of having an uninviting random frame generated for your banner, you can have a more actionable message.
You may want a Customer Contact Form placed adjacent to the video, so the viewer can complete it immediately without having to make extra clicks or go to another page.
You can also use video to promote gated content. When I used it this way, I got a 344% increase in the number of names gathered over a 6 week period.
You also need to consider if you want the YouTube brand all over it, which you might not want for your highest profile videos, as it gives clients an opportunity to click-and-leave your site
- and, to a point, might cheapen your own brand.
Using YouTube also sends the seo juice from your video to your youtube site, and not your website, so you might need to consider this as well.
I personally use Vimeo for top of page videos, and YouTube in the body if there’s more than one video on the page.
There are other streaming solutions too, though some video streaming providers charge quite high fees as they’re aimed more at big volume video users, rather than a company that might only have, say, 10 videos or less, or a low amount of traffic, such as a specialist services B2B company.
You might also be asked to settle for less until the “new website version” is finally delivered, usually promising all, and almost always late. Or even very late.
Or you might also find yourself working within a strict IT contract from an overseas 3rd party IT services provider, who aren’t willing or able to do things the way you want.
There are a lot of reasons for incorrect deployment of an onsite video. Personally I hate being asked to settle for second best for my own website. I’ve been known to put my foot down here more than once!
It’ll pay you to do a search on “video streaming services reviews” and see the latest recommendations.
Which devices to plan for
Devices covers desktop, laptop, tablet, mobile devices and big screen.
Desktops can display full screen and give the full effect.
Laptops and tablets aren’t bad, though the sound can be weak and thin without headphones.
If you’re presenting your video on a tablet or laptop for face to face meetings, then buy a bluetooth micro-speaker which will sound great by comparison, and have a much more powerful effect on your clients when viewed in meetings.
Mobile phones are hissy and often lose all bass, though the voice will sound clear if it’s mixed properly with the music.
If you think your video will be watched a lot on Facebook with a phone, then produce a caption version of your video, specifically for this purpose, to be read.
Most people expect this on Facebook.
Big screen can be at an exhibition or event, or playing on the brand new Ultra HD monitor in your client’s boardroom. This is where your video will look & sound its very best.
You can possibly also webcast it from your phone, or use a plugin usb stick or similar.
Exhibition versions will need sound off and caption versions producing as sound isn’t usually permitted in exhibitions. This maybe the same as your Facebook caption version. It depends. Ask your producer.
To summarise, the 4 commonest ways to display your video are:
> On your website
> On social media, such as Facebook, youtube, video and others
> At presentations.
> At exhibitions or events
This ends Part 3 of Business Video Masterclass.
You’re now ready for Part 4 - Building your future video plans.
Join me there!
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