Online Video Trends
People don't read online—they scan. But they do watch video. Lots of it.
According to the Pew Internet & American Life Project, 57 percent of Internet users watch video online, and among users age 18-29 that number jumps to 74 percent.
That's a lot of video.
But video online is not the same as video in your TV room. Video online is a "lean forward" experience while your TV room is a "lean back" experience. Actually, video at home is more like a "lean back, grab a beer and the DVR remote control" experience. But that’s another blog altogether.
The point is, if you're going to use video online, keep in mind the "lean forward" difference. It's also helpful to keep some trends in mind. Here are five key trends that Internet video mavens Brightcove shared with us recently.
1. Don't just show it – use it
Lots of people create a video, post it and that's the end of it. But there are things you can do to make your video more interactive. One fabulous and incredibly simple idea is to add cue points to the video. Cue points are user-defined points in the playback of a title when an ActionScript event is broadcast - you can then trigger custom, synchronized functionality on these events, such as animations, synchronized ad units, or closed captions.
The diver video here is a great example. While watching a video on scuba diving the video syncs up with google maps and more information about each species of fish discussed. Simple. But brilliant.
2. Integrate social functions (maybe)
If I had a nickel for every time I heard the word social media these days, well, I could probably start my own social media company and keep earning nickels. Social media is here to stay for sure, but it doesn't mean that it needs to be tacked on to every aspect of the web. Take video for example. While many people enjoy commenting on Internet videos, not all videos warrant such interaction. If you are creating content that is likely to get people buzzing (such as the videos on beliefnet), by all means add it on. But if you are making a how-to widget demo, think twice before you add on the social component. You may not need it.
3. Quality is getting better – much better
There was a time not so long ago when making a video required a great deal of skill and equipment. That was before YouTube.
In an age when even dogs seem to own a Flip camera, creating YouTube-ready videos is pretty simple. (My dog especially enjoys shooting videos of the cat falling off the couch.) Sure, there will always be room for such basic and timeless fare as drama prairie dog, but the ante to play the game has increased. Shooting video requires skill and equipment again.
And while more and more people seem to have the equipment, skill is another matter. Make sure the quality of your video reflects the quality of your brand. Take a look at these two examples. (Even though the Sony site is high end, you gotta love the prairie dog.)
4. Think like a video programmer
Lots of agencies and clients get all excited about video but they forget that doing video is a commitment. It may be enough to post one or two videos on your site and call it a day. But probably not. You should think long term – a year at least. How can you create a calendar of interesting video content to keep people coming back? Media companies already think like this (see the Discovery Channel example). But if you want to take on video in a meaningful way, it will help to take a page from their playbook.
5. Content is king
Forget about the technology. Focus on the story. Video is all about storytelling. If you can create compelling content, people will keep leaning forward and connecting with your brand. Even when people are talking about Web 16.0 - content will still be king. It’s nice to know at least some things don't change.
Comments
Steve, love the reference to the lean-in, versus lean-back effect. As a marketer in the over trampled B-B market, I have embraced the 3-5 minute video over a traditional data sheet /white paper. What is also a feature of the You Tube video concept (even in corporate ) is it demystifies who is the "expert" on the other side of the website. The experts at one company pretty much look and sound like real people. That is always a good connection to make.
Posted by: Mary Anne Halligan | June 26, 2008 02:39 PM
Mary Anne, you make a great point. B2B companies that use video well bring their brand and expertise to life in a way that is real and accessible. A good connection to make, indeed.
Posted by: Steve Lynch | June 26, 2008 04:25 PM