How in the land of visual content, the moving image is king.
There was a time when all that was needed to communicate with your customers were the core facts, presented in a readable and engaging fashion. Though the press release still remains a cornerstone of the Public Relations industry, those simpler days are long gone. The industry has evolved to a point where this core content, though still vital to getting your message across, frequently requires a level of embellishment to catch the eye and to stand above and beyond the noise of competitors and rivals.
An obvious way to address this lack of ‘stand out value’ is through the visual medium, whether it is providing supporting photos, a chart, a screen capture or even a cartoon. These methods provide an effective way to increase the opportunities to see (OTS) and hopefully to gain greater access to your customers’ or buyers’ attention.
The power of a told story
Now, the Internet is full of infographics with colourful arrows leading the viewer’s eye from one factoid to another. On Twitter it is sometimes hard to avoid those offering the answer to everything within the confines of a clickable box. While this is an improvement over a bland wall of text, it is only part way along the journey.
For the most effective means of both attracting attention and informing your audience, there is good cause to multi-task. Specifically, to provide those viewing your content with text and audio simultaneously and to maximise what you can discuss within their limited attention span. Many tech business find it difficult to comprehensively explain and describe their products in more traditional ways, and at the same time entice the customer. Video removes the need to choose and allows for both to be carried out at the same.
“The Internet is full of infographics with colourful arrows leading the viewer’s eye from one factoid to another.”
Last year, data from Implix.com was released, revealing that emails containing video content enjoy a click through rate over 96% higher than those without (source: prnewswire.com). From testimonials given by satisfied clients and associates, to short form video outlining the nature of your business, this medium is capable of being more than just a another outlet for content. It offers a diverse variety of styles and presentational methods to fit in with and adopt to your company’s branding style.
But how should you get your video content out there and ensure you get the most from it?
On the Right Channel
YouTube needs no introduction. The video hosting and sharing platform founded over 10 years ago by PayPal veterans has now become one of the jewels in the Google multimedia empire. Yet, even if YouTube remains the undisputed leader for online video, with different styles of content, there are plenty of other options out there, many of which deliver benefits that could better fit your corporate style. Here is a quick rundown of six of the best alternatives:
- Wistia – Better integrated with other social media than even YouTube, Wistia is unashamedly targeted at business users. Twitter integration is simple and has a sharper, simpler appearance than YouTube. Interactive text options and clickable ‘call to action’ (CTA) buttons give you the chance to tailor your approach and maximise reach. Lastly on the analytics side, Wistia tracks exactly what parts of the video were watched and those that were skipped, aggregating this information over time for your entire library.
- Vimeo – A quieter site than YouTube, they offer paid packages to use their more minimalist interface and customisable player. Ranging from $199 a year upwards, Vimeo offers users advanced analytics and the potential to monetise your content with ‘tips’.
- Daily Motion – Less regulated that YouTube this French site has never challenged their popularity or mass but cuts a niche with those looking for a close alternative without excessive branding.
- Flickr – Predominantly a photo sharing and uploading site, Flickr has an underrated video uploading function. Though limited to just two minutes of video, it provides a smooth and clean interface which allows good integration with those who might have product photos already on the site.
Video on the go
With smartphones, tablets, phablets and data plans now providing high-speed internet access direct to the palm of your hand, even high definition video can be enjoyed while sat on the train, taking a meal or waiting in an airport lounge. These previously disconnected moments are now opportunities for you to communicate to and engage with customers and influencers.
This also means you must appreciate your viewer might not necessarily have the benefit of a full desktop setup as they watch your marketing content. Indeed they might not even have a laptop or tablet at that given moment, and instead be watching on a 4 to 5inch screen with headphones or without. Therefore your content needs to be punchy, visually stimulating and to offer something even to those who are unable to listen.