Online Video Marketing, Digital Media Production & Interactive Marketing Tools, Tips & Info

How to make video work:

1. Be consistent and persistent. Adding one marketing video to your mix isn't going to get you the fame and glory you're hoping for. You need to consistently deliver something that will continually peak your viewers/subscribers/database's interest. That's how your online video popularity will grow.

2. Give your audience something that stands out. Find an amazement factor that works for you. Give them something they aren't expecting. It can be funny, emotional, or just plain interesting - whatever it is, make sure it works with your message and your company's personality.

3. Effective communication. This is pretty obvious, but what's not obvious is how to do that with video. Video power = short and simple. First off, tell your audience it'll be a short video. Then, make sure it's short. We're talking about 2-3 minute videos here. The more concise, well-laid out and planned, the better. Attention spans are measured in seconds when it comes to the Internet.

4. Use good tags. Make sure your video is marked with keywords and keyword phrases that are likely to draw traffic. There are sites that can tell you which ones are most popular if you need any help. Just be sure that your keywords and tags are VERY closely related to the message and content in your video.

5. Thumbnails. Make sure they peak interest. Use a photo and description that will force web users to click and watch.

6. Promotion. Get your video seen, shared and rated. Distribute, distribute, distribute... But only to people who you know would want to see it. HINT: don't do an email blast to 100,000 email addresses who have no idea who you are and/or have never opted in to anything.

Taking what works in online news video to make video marketing work:

1. Visual stories are the most viral. The more actual action coverage and footage, the better. When you're making an online video story, focus on the actual footage of what's going on and then weave in the messages. Capturing captivating footage can be the deciding factor between whether or not viewers pass along the video. Tell your story through actions, not just words - then maybe you'll reap the benefits of viral marketing.

2. Exclusive, in-depth coverage bodes well. In your video story, include the interview with the cancer victim that your organization saved or the wife of the CEO who can tell you just how passionate the CEO really is about his work. It will have a much greater impact.

3. Breaking news vs. breaking analysis. Online news video is best when they are able to analyze what happened after the news broke, not when it broke. Streaming video can air hours after the coverage broke on TV, giving them the advantage of going in to greater analysis of what happened and putting the right people with specific knowledge on camera. This is how video stories should be shot as well. Show the actions, analyze the story, and weave in the right messages from the right people.

4. Short content works best on the web. Most videos should be 2-3 minutes long.

5. Pull your audience in. Let your audience rate, comment and share your videos. They'll feel more connected to your story. This is interactive marketing at its best.