5 best practices for better online videos
More than ever before, Canadians are consuming their information and news through online video. It’s no wonder financial services firms are capitalizing on this trend and boosting their online video production capabilities.
Here are five tips to help ensure that you’re capturing attention and driving interest in your services and solutions with online videos.
1. Great sound is essential
Sometimes the most important aspect of a video is the audio.
We can’t overstate how essential audio is to video. You may be talking about the most interesting subject in the world but if your audience can’t hear you clearly, they’ll go somewhere else. So invest in the right audio gear and recording equipment for the best results.
2. Have the right words
You don’t want to “wing it” when it comes to conveying your message. Be prepared with a strong script and compelling content for your video. If you can’t get it right, bring in a professional to polish the wording.
Once your plan’s in place, fill in the blanks with the right speaker. Remember, though, a speaker who is at a loss for words and starts using fillers like “umm” could hurt your company’s image. Try to find a presenter who is passionate, authentic, speaks clearly and intelligently, and can relate to your audience.
3. Keep it short and sweet
We are often asked “What’s the best length for a video?” Sometimes people are surprised by our answer. We think one to two minutes is ideal. That’s right, just one to two minutes.
This time frame works because it doesn’t ask much from your viewer and, if written well, is more than enough time to convey one to three key points.
Note: longer videos do serve a purpose too, but they should be targeted to those who are highly engaged in a topic.
4. Hold off on the hard sell
The most engaging videos are not sales pitches. Instead, they solve problems.
If you focus too much on your company’s history and successes, you run the risk of boring your audience. You don’t want them asking “What’s the point of this video?”
The best approach is to use your corporate videos to outline solutions to the challenges your clients and prospects may be facing. An educational approach can also build credibility and is a great way to showcase your company’s expertise.
5. Close like a pro
Just like brochures and newsletters – and every other type of marketing material – corporate videos should end with a clear call to action.
Remember: if they have made it to the end of the video, you’re not imposing on your audience. The viewer probably wants more. So help them out by inviting them to contact you or offering a link for something to download.