Our Advice on Web Video

Why Use Video

Video is one of the best ways to make the complex simple and to ensure that your company is delivering a high quality, consistent message. With the growth in broadband internet, high quality video is now much more commonplace. Sites like Youtube and others have democratized video sharing.

Script and Talent

It can be a real balancing act to create a script that doesn't sound too scripted. Start by writing your script in your favorite word processor. Read it out loud a few times and then share it with friends or associates. What often makes sense to you, can sound confusing to others. Don't be afraid to rewrite and try again. Once you have it down, practice your script without the printed copy. It's can be difficult to do, but practice your script in front of a mirror.

If you find that your script is sound, but don't feel you are the best person to deliver it, select from one of your area talent agencies to find the talent you want. Be sure and interview a good group of candidates and have them read a sample script. If possible, have them conduct their script reading on camera so you can play back the session and show it to others.

Video Length and Quality

Attention spans may be long in theaters but they are short on business websites. A good guideline is to follow the TV ad formats of 30 to 60 seconds. Business video content can run for up to two minutes but you will need to add more than just talent on the screen. Compelling graphics and animated text will help make longer video's more interesting.

Don't forget that people have become spoiled by network graphics. It's ok for a YouTube video created by someone to show off their latest exploits to be of marginal quality. That's simply not so with business video. Use a professional studio or videographer to create your video. Consider using green screen techniques to add some additional punch. Sure it will cost more, but you'll reap the rewards.

Don't forget that the content that you create for the web can also be  used on interactive DVD's CD-ROMs and displayed at trade shows. High definition is best since you can always shrink your video size down but you can never make it bigger without sacrificing quality.

In our opinion you should avoid using inexpensive services that offer to put "canned" content on your site. The video talent usually comes walking out over your website. This almost always looks cheap and tacked on.

Formats

Flash video in the .FLV format is the most widely and readily distributed form of web video. While QuickTime is also a big player, we believe Flash wins out in its ability to be viewed by an extremely large audience. You audience needs to be able to view your video without any hassles. If it doesn't play well it won't get watched and your website will get put in the pile of "don't bother" websites.

Linking to and from Social Media Sites

Video content on your website is a prime target for inclusion in social media sites. Cross linking your video content with YouTube or Facebook placement can increase your reach and help search engine rankings.