Getting Web Video Right
The saying “a picture is worth a thousand words” has caught up to us with a vengeance. High-speed Internet and inexpensive video recorders and smartphones ushered in the video generation. More than 3 billion videos are viewed each day on YouTube. For organizations this revolution poses the same opportunities and headaches as those presented by Twitter, Facebook, and other social media tools: invest too little attention and get left behind; invest too much and simply waste time. Get it right and opportunity knocks.
What do you need to know to incorporate video into your communications mix?
Challenge # 1: Deciding what content serves your organization’s needs and can be turned into well-produced video. For example, can your organization share the release of an important report to constituents or customers in a short video rather than an email or PDF? Should you use video to provide exposure to your CEO or agency head? Should it be used for training or be added to your customer marketing mix?
Challenge # 2: Choosing the right delivery vehicle. The good news is that vehicles to distribute video messages are already at your fingertips and aren’t complicated. Short, recorded videos can be posted on your website, on YouTube, or both. (It’s easy to create a “channel” on YouTube as a portal for all your recorded videos). Live video webcasting is best for longer pieces, major events and those with a large audience, or to communicate excitement and immediacy. From the floor of a conference, a professional webcasting studio, or even from your own offices - high-quality webcasts can provide impact and value.
Challenge # 3: Making the right level of investment. If your answers to the challenges above suggest a heavier reliance on video, then run the numbers on outsourcing your video recording vs. producing in-house. But remember that producing acceptable video means more than buying some equipment. If you don’t already have an experienced videographer and video editor on staff, you’ll need to hire them – part time or full time. Otherwise, I’ll guarantee that all the shiny new equipment with end up in some dusty corner of the office. Live video webcasting, on the other hand, is not yet at the do-it-yourself stage. Unless you are a big organization or can justify doing dozens of live video webcasts a year, find an experienced, reputable partner to help.
The best news is that under any circumstances, the cost to enter the video communication world is relatively low and the ROI can be great!