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Web Video Content Considerations

By Jerry Bader in Featured

You've got this hot new product that you're sure will take the market by storm, all you have to do is get the word out, and you know the best way to make the biggest, most memorable impact is with a knock-your-socks-off viral video campaign published on your website and repurposed on YouTube.

If for some reason you doubt the value of video or its increasing impact on commercial presentation, and you need some statistical evidence to satisfy your skepticism, consult Paul Verna's article "Companies Throw Their Weight Behind Online Video".

You know you'll need to support the video with a public relations blitz, and you're investigating companies like Viral Ad Network and AlphaBird for seeding your videos so that they go viral. But how (there's always a but) do you present your product or service so that viewers won't dismiss your video campaign as just another sales pitch from a company that's claiming to sell the greatest thing since Ron Popeil's spray-on hair. The answer is both simple and difficult: simple to understand but hard to execute, and for most small and medium enterprises even harder to accept.

Start At The Beginning

Once you've made the decision to use Web video as a means to promote your company you have to decide if this is a project you are going to take-on in-house or outsource to professionals. Decisions. Decisions. Producing an in-house video campaign would, of course, be the cheapest solution assuming you have all the hardware and software, plus the technical, production, and marketing communication expertise to complete the task. If you don't have all these assets at your disposal you'll probably need to hire someone to help produce what you need, assuming that is, you actually know what you need.

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