One of the biggest mistakes marketers make when creating online marketing videos is to view the video in the same way they view blog posts or infographics rather than as its own specific form of media. To put it simply:
Blogs require text.
Infographics require images.
Videos require moving images and sound.
Video is an integration of text, visuals, and sound toward one unified objective, functioning properly ONLY when all three elements are synergistic rather than used separately. If these content elements are not integrated properly toward a common goal, your target audience will be passive and uninterested, rather than active and engaged. Video is not necessarily appropriate for every product, every idea, or every story. If you try to convert a blog post or other form of content into a video rather than developing the video from scratch, then the synergy and effectiveness of the video will ultimately suffer. Fortunately, there are a few simple questions you can ask yourself to find out whether or not your idea will work well as a web video:
1. Would this content still make sense if it were just text and image, without dialogue or music?
2. Does this idea require visual as well as conceptual engagement?
If your idea requires some sort of visual image in order to be interesting, it will probably work best as a video. If you feel like you have to add visuals just for the sake of adding something to look at, your content will probably not work well in video form. Text-heavy videos are often too complex to comprehend quickly with the average attention span of an online user. If you are going to put a bunch of text in your video, you should probably just write a blog post instead.
If you have any questions about how to use video to supplement the content on your website, contact the experts at In Focus Studios. We can help you figure out what kind of videos will work for you, and how to implement them properly into your web marketing strategy.
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