Today, online video has become as prevalent as text on the web was more than a decade ago and is now being used as an effective marketing tool for businesses small and large alike. In a recent article in the New York Times, Kermit Pattison highlighted the growing trend of businesses using video as a low-cost way to reach to sell their products, connect with customers for deeper conversations and communicate their brand. The barriers to creating and distributing professional-quality video have been eroded with the development of affordable content creation tools and the solutions available from online video platforms.
- SHOW YOUR PRODUCTS – Online video may be the best way to demonstrate a product. Customers can see the actual product and make purchasing decisions based on what they see rather than having to request a sample.
- CREATE A DESTINATION – Having an online video spokesperson in your video adds that human touch that no other marketing tool can duplicate, short of being there in person, and when you add that element to your company website you create a reason for customers to keep coming back. Your website can become your company channel full of useful information that connects with your customers and you’ll be seen not as pitching products, but as customer-friendly experts.
- USE ANALYTICS AND TOOLS – All video platforms, including: YouTube, Vimeo, Facebook, Blip.tv, and professional platforms like Brightcove, Ooyala or Kaltura, offer tools that allow you to measure the effect of your videos. The ability to measure video traffic beyond “views”-including audience dropoff, what sites and search terms are referring viewers, and audience geography-offers content publishers deeper insight into both the viewing habits of their audience and the extent of your video’s reach.
- BUILD A BRAND CHANNEL – One way to get the attention of customers is invite them to become your video producers — especially if they jump off cliffs, ski down steep powder ridges or do somersaults on BMX bikes.
- ADVERTISE WITH VIDEO – YouTube is the second-largest search engine after Google (which owns YouTube) and represents a huge audience of potential customers. It offers a dozen advertising options, including banner ads, promoted videos that appear on top and beside search results, and “preroll ads” that appear during other YouTube videos much like a conventional TV commercial. YouTube recently announced that it was displaying more than three billion ads per week.
- OFFER INSTRUCTION – Pictures are really worth a thousand words and video multiplies that equation with 30 pictures a second. Online video makes it easy to follow the adage “Show, don’t tell.” Many businesses have turned to video for instruction manuals and how-to guides.
This video is from a panel session I moderated at Streaming Media East 2010 on, Video Publishing Platforms, and lays the groundwork for what content owners to better understand what type of publishing platform they need and what they should expect to pay for managing content, the process and main features of publishing platforms and the viability of build vs. buy. Each presenter shared use cases that demonstrated how customers are using online video for business, along with new features available from their platforms.
Bismarck C Lepe, President, Products, Ooyala
Krish Melon, CTO, Synaptic Digital
Ron Yekutiel, Chairman, CEO, Kaltura
Jason Liebman, CEO, Co-Founder, Howcast
This two-part article come by way of Master New Media and was originally shot and recorded by Robin Good for MasterNewMedia and first published on January 8, 2009 as “Online Video Marketing: Basic Tips And Advice From A Video Marketing Evangelist – Lasse Rouhiainen – Part 1” and on January 15, 2009 as “Online Video Marketing: Basic Tips And Advice From A Video Marketing Evangelist – Lasse Rouhiainen – Part 2.
If you are struggling to understand the fundamentals ofonline video publishing, as well as how to use videos to do marketing, this video article with Lasse Rouhiainen gives you some good basic information on how to get started.
Robin Good says, “Lasse Rouhiainen is a passionate YouTube video publisher
based in Alicante, Spain. Lasse who is a passionate video marketing
evangelist, works a lot with the tourism sector, helping travel
agencies and professionals get familiar and proficient in their use of
online video to market and promote their offerings. Having Lasse been a long-time fan of MasterNewMedia by sharing and
commenting back on much of my work, I have kindly invited him to join
me for an online video interview focusing on the basics of online video publishing and marketing.
What I wanted to get from him was some simple and immediately
applicable suggestions on what is probably the most difficult part of a
video publishing career: getting started. :… read more
Duration: 8′ 43″
How do you go about distributing your videos online in an effective
fashion? How do you choose the right keywords to title your clips? If
you are just starting up with online video marketing, these are
probably some of your most pressing concerns. Lasse Rouhiainen and Robin Good discuss how to
increase views, find relevant keywords, upload a video to multiple
video-sharing sites, choose a good video format. read more
Duration: 17′ 27″
Online video continues to rise and dominate on the web. This video from Reuters cites a report by the research firm Jupiter which finds that the number of Europeans watching online video has doubled since 2006.
In a related story, comScore reported that Americans viewed 12 billion videos online during the month of May, up 45percent from last May. The report said Google ranked highest with, “4.2 billion videos viewed (representing a 35 percent share of all videos viewed), with YouTube.com accounting for more than 98 percent of all videos viewed at the