Improving the Video User Experience
Creating web videos that viewers – and potential customers – will actually watch remains one of the greatest challenges for marketers today. If you think about the last time you watched an online video, there was something about it that made you click the play button. What prompted you to watch the video? How many hoops did you have to jump through? Hopefully none, but that’s not always the case. Improving the video user experience can increase views and boost brand reputation. All too often, videos contain all the information we DON’T want, and are muddled with pop-ups, pre-roll ads, and unrelated material. It can be difficult for users to find exactly what they need from an online video.
As with most online advertising, marketers are still trying to find the best way to situate video in the stream of online content. Web videos are an incredible opportunity to move beyond the potential of film and TV, but many advertisers aren’t asking the right questions. How long should the video be? Where should it be placed on the webpage? How do we inform our potential viewers about the content of the video? What is the best video platform? How can we improve page-to-video navigation? The answers to these questions differ from one industry to the next; you have to find out what works best for you and your viewers, usually through trial and error.
The optimal video user experience integrates image, text, video, and audio in one seamless flow, each medium supplementing and enhancing the next. In order for a web video to succeed and get more views, we have to take the time to plan and configure the elements that make up a viewer’s experience. If a video is relevant and easily accessible for a user, it is more likely to create a strong connection and drive that viewer to act on whatever message you are trying to depict. Always consider the video’s physical placement on a page, the textual information providing context for the video, and the images and other media surrounding the video. This will help attract the right audience and create a more meaningful connection with your viewers.
For more information on creating effective, powerful marketing videos for the web, contact the experienced team at In Focus Studios. Located near Durham, NC and Washington, DC, our professional videographers serve the entire east coast with a full range of video services. Call today for a free consultation.
