How to Capture the Eyes (and Wallets) of Web Users

The online video movement and growing popularity of Web sites such as YouTube have created an environment where literally anyone can be a producer. In some cases, all it takes is an inexpensive recording device and a catchy idea to capture the millions of eyeballs online. Viral marketing kicks in, viewers send the clips to their friends and colleagues, and before you know it you have a hit on your hands.

Unfortunately, for every “hit” video that resides on the Web there are millions of other clips that go unnoticed. Poor production techniques are often to blame, and can often lead to dismal results. After all, today’s discerning consumers knows the difference between a well-thought-out production and one that was thrown together in 10 minutes.

To ensure that your videos reach their intended audience and keep viewers engaged, here are 10 production strategies to start using right now:

1. Create a Focused Message First
Before the camera even starts rolling, make sure your online video goals coincide with your firm’s overall marketing efforts. Communicate those goals through the video, and get to the point

quickly (online video watchers have extremely short attention spans!). “If your products and services target people of color,” says Mary Spio, president of Orlando-based Gen2Media, a digital content creation firm, “then make sure your video includes credible testimonials from people who reflect that target audience.”

2. Take the Professional Approach
The casual nature of the Web may tempt you to create online videos that contain inappropriate humor or graphics, but Spio says any firm worth its salt will avoid such temptations. “Bad grammar, poor video quality, and unprofessional content will reflect poorly on your business,” she says. “Your customers are looking for content from a trusted source, and a lack of professionalism translates to a lack of credibility.”

3. Write a Script
It may look like the people in YouTube videos are ad-libbing their lines, but the reality is that many of them develop and rehearse scripts before rolling the camera. A script will help you figure out what you want to tell your viewers, and serves as a foundation for the entire video clip. Take your time developing this aspect of your video and you’ll thank yourself later, when it comes time to put the words and movements into action.

4. Pay Attention to Length
Filling a three- to five-minute video clip with useful information is harder than it looks. When you’re writing your script, be sure to factor in word count. Someone speaking formal English,

for example, typically does so at a rate of 100 words per minute. To fill a three-minute video you’ll want to come up with a script that’s around 300 words in length (use your MS Word’s counting feature to make sure you’re in the ballpark).

5. Use the Right Equipment
Sure you can shoot a simple video on a cellphone and upload it to YouTube, but doing so would label your final product as amateurish and unprofessional. Avoid this dilemma by selecting a video camera that produces high-quality moving images and quality sound. Expect to shell out $300 or more for such an investment, and don’t forget to add a tripod (to avoid shaky images) to your shopping basket.

6. Cater to Short Attention Spans
As an online marketer, your goal is to get

consumers to watch and react to your videos in a way that leads to sales. Belaboring the point won’t get you there, says Rodger Roeser, president at Cincinnati-based public relations consultancy Eisen Management Group, Inc. “Keep your videos to three to five minutes in length,” he advises. “Make them longer and your customers will tune out and move along to other sites.”

7. Pick the Right Location(s)
Depending on your video’s content and focus, it may be good enough to simply have your firm’s CEO sit at his or her desk and talk for three minutes. Other videos, however, require a more dynamic background. Put some time into choosing a location, and consider using two or three different places (weaved into a single, short video clip) to keep viewers engaged.

8. Include a Call to Action
The soft sales approach tends to work best in the online video world, but that doesn’t mean you can’t effectively use the medium to garner new customers and entice repeat business from existing clients. Spio advises all companies to integrate a solid call to action (such as, “call us today for a free health insurance quote” or “click here for more home improvement tips”) into their online videos. “You want to make it extremely easy for customers to get to your cash register,” she says.

9. Use an Editing Program
Assuming you’ve shot an ample amount of footage to use in your video, now is the time to edit that content into one or more short, concise clips. Use a program like Adobe Premiere Elements, Windows Movie Maker or iMovie to select the desired images, add music or sound and incorporate text and logos into the mix. Other options include online video editing programs like JayCut or Roxio.

10. Test Your Content Before Uploading
Before sending your online video masterpiece out onto the Web, test it on a site such as Deviceatlas.com, where you can double check that the content is being presented in a format that all of your viewers — whether they are using an iPhone or Blackberry — can watch. The site’s mobile device database allows companies to adapt their online videos in way that ensures viewers get the optimum experience.