Fresh off the presses!

Are You Benefiting from Video on Your Website?

July 7, 2009

Twenty years following it’s inception, the Internet has become a permanent and important part of our lives. If you don’t believe this, try turning off the broadband to your home for a day and see what happens. Over the last couple of years Internet adoption rates have stabilized but how people use and interact with the web is anything but stable. One of today’s most important online trends is how users choose to get their information. In just the last year, online video viewing grew by 73% and there is every indication it will continue to grow.

Why are we witnessing growth in the role of video online?

First, it wouldn’t be happening if it wasn’t working. High penetration of broadband has dramatically improved the online video experience to where it now approximates television. Painfully slow downloads and choppy video are essentially things of the past. And finally, site visitors always take the path of least resistance to the information they need … and more and more … that’s video. It’s simply easier to watch a video versus reading a text heavy website. Based on a 2008 survey, North American households spend about 700% more time watching video content (TV, movies, etc.), than reading of any kind. Why should the web be any different? Clearly, consumers are voting with their hours, and video is winning out to the printed word.

Why does video communicate better than text?

We shouldn’t answer a question with a question, but “If a picture is worth a thousand words, then what is a moving picture worth”? One estimate suggests a standard length YouTube video is worth 20 million words. We’re not sure if that’s correct, but there can be no question that a video communicates a lot of information in a short time. And what’s wonderful is that the human brain is capable of absorbing and processing all this information in real time. In the world of marketing and selling online, video offers an ideal solution for building brands, sharing what is truly differentiated in your offering, profiling the benefits of your product or service, and delivering many more of your communication objectives. The beautiful thing about good video in the corporate world is it takes the viewer instantly on a virtual visit to wherever you want to take them; your values, your service standard, your products, your people, your world locations, your client testimonials.

What separates a great online video from a bad one?

When we put our heads together to answer this question, we created the 7 Habits of Highly Effective Videos:

1. There is nothing more engaging than a story well told – above all else, find your story, understand what makes you different and then tell it well.
2. Don’t make the mistake of trying to be all things to all people – make your message relevant to the audience you are targeting.
3. Make the video approachable - draw the audience in by holding promise they’ll benefit from watching the video in it’s entirety.
4. Be respectful of the viewers time – “a great story that takes too long to tell, is no longer a great story”.
5. Make it authentic to the viewer, or risk quickly losing their attention. (Be careful of ‘cheesy’ scripts, forced comments, wooden performances, bad music)
6. Talk to your audience, not at them, and
7. Get the basics right – the shots, the lighting, the sound, the music, and the editing, must all work in synergy to deliver the message.

If this list sounds daunting, don’t despair. We were producing award-winning videos long before the world wide web came along. In our work with the Internet, we’ve learned that it’s possibly the ideal distribution channel for video. If you’re not fully capitalizing the communications horsepower video offers your website, we’d be more than happy to help.

Two recent online video wins

When we were approached by the Richard Ivey School of Business at the University of Western Ontario about how to improve on their EMBA website, we recommended a fresh approach that employed a complete redesign to integrate high quality videos at the forefront. The result is a powerful integrated message where potential candidates can experience Ivey through those who are attending or are now enjoying rewarding careers. Visit the new website at www.ivyemba.com.

Working with Rogers Communications we had already proven there was a key role for video in their online recruiting programs. When they decided to rebuild their Career Zone portal, they turned to us to develop the strategy and video content that has a wide variety of employees telling their personal Rogers stories. The result is a highly engaging experience where visitors can currently watch one of 9 videos profiling different career options at Rogers. Visit this new site at http://www.rogers.com/web/Careers.portal

Let's get started

If you are ready to get started, please contact me at craigb@mclellangroup.com If you need more proof of our capabilities, then please visit our website at www.mclellangroup.com.

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