In a previous post, I suggested some ways to generate technology solution videos that feel like the kind of everyday video we’re accustomed to seeing in social media. And as unlike TV commercials as we can make it, because buyers who are researching a solution want to be informed, not sold to. Here are a few more options.
Technology solution videos as FAQs
If people are visiting your website to research a solution, wouldn’t it make sense to have your best people answer the questions they are most likely to ask? — in a user-friendly video format? It wouldn’t bother most viewers if the video looked like a recorded FaceTime call.
Answers to questions that are “Frequently Asked” can be found in tutorials, webinars, online demos, and other traditional video genres Extracting and repackaging them is just a matter of imagination and editorial skill.
“If we break a 3-1/2 hour video into chapters, and call one of them INTRO, 47% of viewers skip it entirely, assuming it’s boring and useless.”
— Randy Tinfow,
Interactive Video Technologist
Have you ever attended a live webinar and sat through ten minutes of introductions while staring at the same boring slide? Of course you have. But at least there are real people on the line, and they promised to say something interesting. That’s why your watching. And you can’t skip ahead.
That’s not the case with video. Many, fearing boredom, will skip out. Many others will skip ahead.
Video content marketing is about providing viewers with many opportunities to engage with your company through its videos. Here are some signs you may be missing out on some opportunities.
1. You think you just need a video.
Maybe you’re introducing a new product. You want a video that gets people excited, right? But if your glitzy product video leads the viewer to content that is flat and quickly abandoned, you have reduced the ROI of the your centerpiece video. Makes no sense. For video content marketing to work, every video needs to deliver value.
2. You’re not repurposing videos.
I keep banging on about this. Your existing videos almost certainly contain a great deal of good stuff that could be re-purposed to make other good stuff. Maybe it’s the “demo” section of a recorded webinar. Or just the part of the demo where the user clicks through to find the right information. A good way to make an old talking head video new again, is to add graphics.
3. None of your videos measures viewer engagement
The leading producers of branded video (mostly B2C companies) are increasingly relying on engagement metrics, not views or viewing time, to measure performance. It’s easy to add calls-to-action in YouTube and other video sites. It’s easy to add interactive chapter headings to video.