The most used video service on the internet is YouTube.
It is the second most used search engine on line. Owned by Google, the first rated search engine, this combines a huge amount of power in one organisations hands. YouTube has more searches than Bing, Yahoo, Ask and AOL combined, so the message is clear, a YouTube presence increases reach. Many consumers considering buying a product will review it on line, if not the first port of call YouTube usually features in the search. YouTube content is searchable through Google as well.
YouTube allows the creation of a channel based around a collection of - usually related - videos. A single creator can have several channels addressing specific needs, so for example one for product, one for training.
Video is now a key medium for a commercial internet presence; consumers are using the medium more frequently for things like product reviews and to view information. Video combines visual and audio in the most natural form of communication, allowing the delivery of a complex message in as effective a form as possible. If as is the saying a picture is worth a thousand words, this is much, much more the case for a video.
YouTube is used as a platform for video / audio material. Video offers the creator the most natural combination of senses to get the message across; visual, audio and - as a part of the visual - written word. A powerful combination allowing information to be presented in a clear, concise and effective manner.
Business - The Uses.
YouTube is used by companies for a variety of purposes such as;
Marketing products and services
Corporate identity and brand promotion
News and event promotions
Online training (supplementing or replacing product manuals for example)
Online sharing of historic events such as seminars, talks, exhibitions
Some companies use their channel to provide subscription services such as online training and education.
YouTube provides a comprehensive, easy to access platform for corporates, bundled with a much used search tool, making it a necessity for many corporates and businesses. In comparison to say Google AdWords as a basis for a marketing campaign it can be very cost efficient, far reaching and effective.
It also provides a platform for personal channels such as are creating the YouTube personalities that have emerged. This creates an audience based purely on the YouTube platform; users that view YouTube as their main platform on the internet.
A business needs to think about its web presence as a strategic tool that has a specific purpose. If this is attracting business this needs to focus on providing the information the target audience needs. Supporting existing customers in this example would operate through a separate presence; you will not generally for example attract new clients with product training videos. Using YouTube channels enables a structure to be created that allows this to be managed.
Using YouTube
A YouTube channel works best as a series of related videos not a collection of unrelated ones. A channel is effective when it has a theme that viewers will want to follow and content that is of interest to them, encouraging them to return to it regularly. Rather than dilute the content relationship of a channel it is usually more effective to operate multiple channels.
Businesses need to measure the impact of their YouTube presence as with any other aspect of their communication. The 'likes' or 'views' are probably not as relevant a measure as the specific audience being targeted is not usually the whole YouTube world but the specific potential and existing customer base. Some products will be targeting the whole world, others will have a specific segment in mind.
The issues in creating content for YouTube are;
Determining what content is going to form the basis of the channel videos
What is your target audience and how do you find it
How do you go about making a YouTube video
Content
Channel content should be related; product videos should be in one area, technical support in another, training perhaps in another. These can all be cross referenced, some will be driven by sales such as technical and training videos, but the generation of new business should be a distinct presence geared up to this one object.
When designing content the approach needs to be aimed at the target audience. It may differ if for example the videos are being used to find a new audience than if they were supporting an already existing one. If, for example, the main sales channel already exists and the videos are being used to support this (perhaps providing a more detail product overview) the video will differ from one introducing new customers to the product.
When planning the channel work out what the initial videos are going to be. Start by posting three or four videos in quick succession, seeding the channel with enough content to keep interest. Make regular uploads that add to the content in a logical manner. Think about alternative ways of presenting the information, perhaps a case study of a product in use would add an extra dimension to content.
Making a video.
The basis of this is the creation of a video. As a YouTube presence is most effective when part of a strategic overall plan, include using other platforms such as web site and social media that may already be in use to create channel awareness. Your web site can reference and link to your videos, social media posts carrying links to the videos will provide additional traction, and targeted email messages can be used to generate connections.
Channels benefit from having regular posts, helping to create a core of interested viewers who can be notified of new content and are more likely to share this with their own connections.
The first thing in creating a channel is to create content. Putting up a single video is unlikely to provide the full impact that a regularly serviced channel, based on planned content, will. Many companies shoot several videos on the same day, reducing production costs and building a bank of ready to go videos that can be regularly uploaded and released.
Making a video for a business is no longer a job for someone with a mobile phone and a few minutes spare in the day. Statistics prove that viewers switch off amateur poor quality content within a very short period whereas professional good quality content retains viewer engagement for much longer. Audio quality is particularly important, and if there are graphics or animations these should also be professional. The video will be a statement to the customer base of the quality and substance of the business, so it needs to reflect this in its production processes.
Setting up a video channel means looking at the branding to be used; to take full advantage the organisations identity needs to be built into the video. Colour scheme, logo and titling is an obvious starting point, text style and graphics another, it can easily extend to having a single person providing the voice and appearance for the channel. The idea is to make it easier for the viewer to automatically identify the business with the channel.
Making a video involves three stages; planning and preparation, shooting and finally editing.
Planning and preparation.
Getting the basics right keeps time commitment to a minimum and reduces costs. The process involves;
Clearly identify what the subject of the video is going to be. Do not go off topic - rambling does not come across well. Stay on message. Plan the content before starting the process of setting out the script.
Decide whether the video is going to be based on someone talking to camera, action and narrative, graphics and narrative or a combination of these. Location, walk through or static, camera angles, backgrounds all need to be thought about. Are any close ups and detail shots going to be required, will any third party material need to be used (such as background music) and if so are there copyright issues that need to be dealt with?
Script the content carefully and try to be concise. Viewers typically have short attention spans so you need to be quick getting the message across. A feature of human psyche is that repetition of key points creates greater effect so build this into the narrative.
From the script create storyboards showing the layout and content of each session. Use these to visualise the video and plan the production (these are the basis the videographer will work from).
Rehearse. The worst mistake is poor narrative with ums and errs all over the place. Make any speech elements as flawless as possible.
Shooting.
The actual video shoot need not be a long process provided the planning and preparation is right. The videographer will always try to get at least two shots of each scene and will usually try to get some 'B' footage for use as background if needed.
The video content is then put together into a draft set of sequences for review, this is a first pass based on the original brief and offers the chance to review the content and make any changes to sequences.
The first shoot usually takes a lot longer than subsequent ones, partly while the method of working is established and partly as the process evolves people get comfortable with their roles.
Edit and Post.
Once the draft has been reviewed the video is edited to maximise quality, and to add captions, text, headers and footers and graphics. This is where a collection of shot sequences is turned into a complete video.
The completed video is then uploaded to YouTube using the guidelines provided and - most important - key worded so it can be found.
Format
The video needs to be prepared with the viewing format in mind which can range from high resolution large screens to older smartphones with restricted screen resolution. You need to cater for all types. The smaller the viewing medium the less small detail stands out, so when designing the video plan to ensure each sequence will work well in all platforms.
There are an estimated 300 hours of footage an hour being uploaded to YouTube and a billion hours a day being viewed so do not expect instant results. It is a process of making quality, interesting video product that stimulates your target audience who start to hook into and gradually build this into a following. For some businesses small numbers of new clients can justify the process, others need a mass market. Whatever the requirement always remember to service your channel; respond to comments and questions in a timely manner, curate your content to remove the no longer relevant and be aware of how you can link the channel to other social media and internet pages.
What commitment is required to make a video?
Budget.
There are two base elements; internal cost (usually time based), product cost where samples are needed and external cost (video production and possibly models, hire costs, location expense etc.).
Time.
The first set of video will take significantly longer to prepare and storyboard. Once a process is established the time commitment drops usually by between 30 and 40 percent, depending on the complexity of the video being designed. Building a routine for the process helps minimise time required.
Managing YouTube.
The first part of the process, uploading, keywording and preparing the video for viewing is quick and easy to do. On going support, such as curating the videos on a channel is straightforward even allowing for some quite complex cross referencing of videos in the channel or on other channels is needed.
The unknown is the amount of time that may be needed to manage the response. A well planned video should channel the interested viewer to the normal means of communication but there is always YouTube generated comment and questions which need to be addressed promptly and effectively. These responses are visible to channel viewers so the impact of your managing of these is visible.
Once established a channel needs to be curated. Remove old or out of date videos, make sure that links and references are current and relevant.
Finally keep looking at how the channel is working for you. Do not be afraid to modify it with experience. The business and its customer base will evolve over time, this is usually a gradual process and the channels you own should reflect this.
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