Posts Tagged ‘corporate video la’

YouTube, SEO & Other Video Data

May 15, 2013

My email and LinkedIn group inboxes are constantly flooded with the latest information concerning every aspect of video. While often the information falls into the common sense category, sometimes I see data that piques my interest. Two such summaries came across my screen this week, one focused on YouTube’s algorithm for ranking video and the other containing an infographic with more off-beat statistics concerning the use of video by marketers and advertisers.

Several months ago the Official Youtube Content Partners and Creators blog announced that it would rank videos based on the extent to which viewers actually watch them rather than simply the number of clicks any given video receives. The blog noted that the company wants to “reward engaging videos that keep viewers watching.” This approach is consistent with the SEO focus of Google (which owns Youtube) on substantive content on websites.

This information interlaces with the infographic, posted by Larry Thomas on the Latergy Social Video Channel. According to a recent study by videoexplainers published by visual.ly, videos that are over one minute in length produce more click-through rates than shorter videos, except for videos that are 15 seconds or less. Videos that fall into the category of 16 to 60 seconds in length are 41% less effective than videos that are over a minute.

So putting these pieces of information together: Though it is commonplace today to lament the lack of attention span across wide swathes of the population, it seems that many folks out there are actually interested in more substantive content and are watching it in video form — and Google/Youtube is rewarding those producers.

My advice: Short sound bite videos (particularly those under 15 seconds) containing clear, articulated information are impactful (153% more effective in terms of click-through rates than videos between 16-60 seconds, according to the infographic) and should be included – in multiples – as part of an online video strategy. But they should be anchored to longer, content-filled videos. Of course, “longer” is a relative word, and it does not have the same meaning as “long.” An examination last year of Youtube codes seeking the length of the top 950 viewed videos on Youtube determined that the ideal length in terms of audience engagement (other than for music videos) is 2.5 minutes. That sounds about right to me. If the content is interesting, I think it is okay to stretch the timeline a bit. If there is more to say after that, it is, in my opinion, time for another video.

Two other interesting statistics that came out of the infographic:

  1. 4 in 10 social videos are humorous and viewers of those videos are more than three times as likely to click to a brand’s Facebook page than viewers of non-humorous videos.
  2. Celebrity videos drive 12% fewer visits to brands’ Facebook pages than non-celebrity videos.

My takeaways? Comedy over celebrities, and make sure your video budgets reflect the outcomes you are seeking.

Using an In-House Video Studio to Respond to Industry Current Events

February 20, 2013

Outside of the news industry, corporations are not broadcasting stations with staff positioned in key locations or contracts with international wire services, set up to report on current events as they unfold. Yet unending waves of news events are filled with stories that affect different companies in myriad ways, and responses by those entities have potential public relations value. How can a corporation ensure it is a valued commentator of relevant news as it happens?

For many companies, press releases or other textual documents are the fastest way to respond. Say, for instance, the Supreme Court issues an opinion about tax law. A large law firm with a tax department might want to post information explaining the impact of the decision. Time would be of the essence, since the case is fresh on the minds of folks in the target audience and because it is always better to beat competitors to the information landscape. The speediest approach might involve an expert in the department writing some text responding to the decision, then posting it on the website immediately.

Yet this is the era when more folks watch than read. Yet again, producing a video response generally entails hiring a corporate video production company, finding a mutually agreed upon date for the shoot, then waiting for post-production to be completed, approved, and electronically sent to the folks who will be posting it. ZZZZZZzzzzzz…. (That’s the time window sizzling out.)

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Model of a Video Studio V&V is designing for EisnerAmper

An in-house corporate video production studio is the perfect solution for this challenge. The type of studio envisioned would be designed and set up by a video professional, who would help the company purchase and place the lights, camera(s), microphones, backdrops, and other equipment in stationery spots that have been pre-tested to generate the best quality video. In the hypothetical example cited above, the tax lawyer charged with responding to the consequences of the Supreme Court decision would go into the studio and sit on a chair around which the gear has been pre-arranged by the video professional. Someone on staff, perhaps in the IT department, would be trained on usage of the equipment, so he or she could simply turn on the lights, clip on the microphone then put it in the “on” position, and start the camera(s) rolling.

This type of video would entail very little editing. It would generally consist solely of a fade up from black at the beginning and a fade down at the end, a title card, perhaps a few graphics underscoring key points, and occasional transition devices if the presentation requires a few cuts. An employee at the firm with basic editing skills might be able to do the job. Alternatively, the firm could outsource these minor clips to a corporate video production company, signing an agreement that provides for the need for immediate turnaround. This latter solution would also ensure that adjustments could be made in color correction and audio sweetening for any production missteps (such as a failure to fine-tune lights for a person taller or shorter than the average for which the lights were pre-set).  Since the type of editing involved is basic, the editing costs should be affordable.

As video overshadows other types of communication avenues on the web, embracing this format becomes increasingly advantageous. The key is to find ways to do that while maintaining a commitment to quality reflective of the company that posts the clips. A professionally designed in-house video production studio is a very good mechanism. It has value for many types of videos — among them, responses to current events that put the corporation at the forefront of information and action.