For companies who are thinking about incorporating online video into their marketing plan, there are some important questions that you need to answer.

What are the goals that you need to accomplish through the video Are you trying to build brand recognition? Do you want to educate people about your business? What is the image that your business wants to portray?

There is a big difference between producing a video for your computer screen and one for your 42” television. With web video – simplicity is key. Just like with web copy, people watch videos differently on their computer vs. their television. Online readers take the information in chunks and small bits. A four minute video may be too long for what you need to accomplish. Most people don’t want to read pages and pages of information on a website. The same thought can be used as regards a web video. When users share videos online, no one wants to get a link with a note saying “oh it gets really interesting about 3 minutes in.” Your business video needs to be focused and concise. If you find you have more than 3 main thoughts that you want included in your content, you might want to consider either cutting back on your content or producing multiple videos that are shorter but focused on separate subjects

Your web video is telling a story. There needs to be a beginning, middle and ending that will make a viewer want to act. A good video can tell a story better than any web copy. Whether it is humorous, or serious, viewers will continue to be interested in watching your video if you’ve made a connection with them. By focusing on your goals and telling a good story, you keep your viewers week after week.

Next Installment – Web video for your business Part 2. – The Studio Audience