This article originally appeared on The SmartVideo Blog as 5 Rookie Mistakes When Investing In Business Video Initiatives posted by Shmulik Weller on April 17, 2012.
- Video production and distribution without attaching measurable business value. Creating and posting videos is not enough. Make sure they are measured and optimized to your business needs. For example, if you wish for your videos to increase your site stickiness and the number of repeat visits, make sure your videos refresh frequently to make it enticing for viewers to return and find out what’s new. Measure performance with each refresh. Or perhaps you would like for videos to drive higher conversion rates, in which case you need to establish a control group to measure the overall effect of video on your target metrics.
- Selective placement of videos. What’s the point in investing in such a rich asset if it is not going to be prominently featured in your online presence? For example, if your play buttons and your video calls-to-action are big and clear, you will see greater click-to-play rates and hence more significant impact. In many cases only small percentage (single digit) of visitors actually watch the videos. Aim for at least 25% of unique users to play your videos.
- Static videos. The Web is a dynamic medium where content is ever-changing. Your video content and creative should be ever-changing and be continually updated, too. Videos should feature the latest products, news, deals and offerings. Low video count and static videos that do not update over time quickly become a ghost town on your site. This is not the innovator message you want to send to your customers. See example below.
- Use of generic video content. One-size-fits-all content is less effective, than personalization, particularly when it comes to engaging with your prospects and customers. Personalized video takes your engagement strategies to another level.
- DIY. Online video, and especially online video for business, requires unique expertise (vs. traditional video production). Tap into online video experts who can help you not only strategize, but also navigate the nuances around what works and doesn’t work, how to make it dynamic and continually optimize it to deliver desired business outcomes, how to ensure usage. Clearly someone with domain experience can share best practices and help you achieve your goals, and execute on your video strategy. These questions are key to a successful business video deployment.
In this video from OnlineVideo.net, Troy Dreier talks with Sorenson Media’s COO Eric Quanstrom about What Is an Online Video Platform? They discuss the basics of OVPs and the value that OVPs bring to small businesses. According to VidCompare, an Online Video Platform is: “typically a SaaS (software as a service) solution providing end-to-end tools to manage, publish and measure online video content for both on-demand and live delivery. Typical components of an OVPP include video hosting, encoding, custom players, syndication, analytics, as well as interactivity and monetization through a variety of online advertising options typically 3rd-party ad-servers/networks. Most OVPPs offer scalable product packages for both self-serve SMB publishers up to large media companies.”
- Larry Kless’ Weblog: Online Video Platform Summit: Defining Online Video Platforms
- Larry Kless’ Weblog: Choosing an Online Video Platform, A Case Study and Twitter Conversation with @JustinEdmead of TDot TV
- Streaming Media – Choosing an Online Video Platform
- Reel SEO – What to Consider when Shopping for an Online Video Platform
- Online Video Platform Summit Was A Good Show « Online Video and Video Providers – VidCompare
Robert Sandie is co-founder and president of Viddler, who basically lives 24/7 on the site. He says, “Online video is my passion. It’s easy to give in. Nothing more powerful then a mailing list and your own destination site.”
In this short video sandieman points out the flaws in online video.There’s a lot of focus on YouTube subscriptions when the focus should be personal branding. Distribution is a means to end and the end result is your brand. You are the brand. Don’t let any branded destination site be the only way you can distribute and connect with your audience.
He also posted the video on his blog and said, “I care deeply about online video and the part that is discerning is the reliance upon one video service to provide all viewership for larger brands. Listen and let me know what you think. If you want to talk further, please don’t hesitate to email me at: rsandie |at| viddler (dot) com.
Want to talk live? Skype: r_sandie AIM: sandieman”
Viddler is a platform for video publishers
Viddler was built by a team of talented developers, designers, and architects.
Individually, our members have experience with companies like Macromedia, IBM, 9rules, and rackspace. We’re based in various locations around the world: Lukasz, Kasper, Maciek, and Krystian, our lead developers, are in Poland; while Andrew and Jason work out of Arizona. Donna, Rob, Colin and Kyle are all located in Pennsylvania. Brandice has her own Viddler Ohio office. We live on Skype and Twitter and have a virtual watercooler to keep up the team synergies. We also have a lot of fun.
This video comes by ways of ReelSEO’s Grant Crowell who spoke with Josh Chasin, osh Chasin, Chief Research Officer for comScore. ReelSEO’s Josh had just returned from moderating the panel titled, ‘The State of Online Video: Going Beyond the Pre-roll.’ According to Josh, comScore is the first company to measure online video in five countries – U.S., Canada, Germany, UK, and France.”
In the interview, Chasin said that online video viewing has increased with 70% more streams and 80% more minutes within the last 18 months. 70-75% of US online consumers stream at least one video, typical is 3 videos/day and 85-90/month. 18-34 years olds were the heaviest viewers and 35-54 were the second.
He predicted that online video consumption will grow as traditional media tries to lure back viewers who have migrated online, producers will move to long-form video and that video will refocus metrics toward time spent on internet consumption and not just page views and watching videos.