Flimpbruary Day 3: Viewability

kendall | Online Video Marketing

People try to overcomplicate web video marketing. Perhaps it is because many marketers are better wordsmiths than visual thinkers? Maybe it is because digital component to web video marketing seems daunting? The good news is that web video marketing can be as simple as any other marketing strategies.

The whole reason marketers want to utilize audiovisual content is to benefit from the one-two punch of audio mixed with video. Audiovisual content can be an easier way to tell a compelling story. Viewers are moved by the combination of visuals and sound. To make sure that video for your web video marketing is optimized, consider these suggestions:

Video Size: not file size, but the actual amount of space your video player will take up on your video landing page. People are often drawn to presenting video in the largest player size possible. On a flimp video landing page, that would be up to a 648 width or up to a 500 height in size. In the digital world, bigger may not always be better. Consider using larger video player sizes for content that is extremely visual in nature, such as a real estate tour or a video about a tourist destination. Mid-size video approximately 380 to 480 in width, is best suited for content that has a lot of visual action. “Talk head” video (of a person speaking) can work in the mid-size range, but depending on quality, consider a 320 width video. The 320×240 used to be formerly known as the “YouTube standard size” until YouTube increased their video player.
Video Length: Along the same lines as video size, many marketers think longer is better. Longer can be better if you have an audience full of rapt viewers who are waiting with bated breath for every word you want to share with them. Realistically, most people don’t have a lot of time to devote to your marketing endeavors. To effectively engage your audience, consider creating video that is between 30 seconds to one minute. In an online environment, viewers are in a “lean forward” not a “lean back” position. Your video content should enable the viewers to engage in a deeper way with you – by clicking on one of your calls to action or contacting you for more information.
Video Style: Most web video marketers create their video using a video camera. However, sometimes it may make sense to create the audiovisual content by creating a slideshow or a “Camtasia”-type tour. Situations that require crystal clear images, such as home tours for real estate marketers or resort tours in travel marketing, may be more powerful if a slideshow created from still photographs is used in lieu of traditional video content.
Video Thumbnail: Every video used on a flimp video landing page (VLP) contains a thumbnail. The thumbnail is a snapshot taken of a specific frame in your video. This is the image that represents your video wherever the video is placed, so you want to make it as impactful as possible. It also serves as the final frame of the video, after the video stops playing through. The thumbnail should be of a clear frame – avoid any blurred images. Also, if a person is speaking, try to not capture the thumbnail with their mouth opened at an awkward angle. Also, if you have either a logo and/or copy such as your organization’s name or website, consider making that the thumbnail.
Video Play Arrow: Select the video play arrow to appear over your VLP. This is a simple way to reinforce to a viewer that they can view video content.
Audio Track: While there is a lot of focus on the visual component to audiovisual content, the sound quality of your video is equally important. Make sure your audio track is clear and easy to hear. Avoid using audio tracks that contain static or feedback sounds. Also, the audio content should complement, not compete, with your video content. If you’re using a photo slideshow, consider adding background music or a voice over.
Video Bitrate: It is important to save any FLV (Flash video) file that will be used on a flimp VLP at a 400 bitrate. When video is saved at a higher bitrate, people using slower Internet connections will have trouble so include one about bit rate explain how if it is too high then people on slower connections will have trouble viewing it.
Video Placement: Placing the video on a VLP is a design consideration. If you have a lot of body copy, consider placing the video on the left-hand side, with the body copy on the right-hand side. This is because people tend to read things left to right. If you do not have a lot of body copy, consider placing the video in the center of the VLP. Any calls to action could be placed beneath the video, as people tend to read from the top to the bottom.
Video Snapshot: Depending on your campaign’s goals, it may make sense to take a snapshot of just your video instead of the entire flimp video landing page. A video snapshot can be especially effective for flimps distributed via email or integrated into a web page. Below is an example of the “flimp” snapshot and the “video only” snapshot.