MT Expert's Ten Top Tips: Take advantage of online video

YouTube isn't just for kitten videos and Lady Gaga parodies. It's got a real advantage for businesses, too, says Yell's Andrew Monu.

by Andrew Monu
Last Updated: 09 Oct 2013
Rebecca Black’s ‘Friday’ may have made for eye-watering viewing, but she certainly made an impact – within days, not only had the video racked up millions of views, but it had also spawned dozens of parodies.
Online video is one of the fastest-growing trends in digital marketing. In recent years, has become an aspect of the everyday internet experience that’s embedded into the public’s consciousness. In fact, research suggests that a staggering 80% of people now watch online videos.

We asked Andrew Monu from Yell how companies can make the most of online video.

1. Don’t be put off by cost
The perception is that online video is expensive and difficult to employ; but this couldn’t be further from the truth. Video creation and editing services are now available for just a few hundred pounds, while sites like YouTube and Flickr make it easy (and free!) to share your videos with millions of potential customers.

2. Use a style that suits your business
You’ve got to get the tone right, so make sure you use a style that fits with the brands, products or services you offer and ‘speaks’ to the clients you are trying to attract.

3. Make it personal
Many businesses live or die on the power of their people, but all too often, this personal interaction can be difficult to recreate online. Make sure your video recreates the type of front-of-house experience you would want to greet people in reality.

4. Show off your products
One complaint that consistently rears its head among consumers is that it can be difficult to replicate the real-life shopping experience online. Pictures and web pages simply can’t recreate the tactile process of picking up a product or seeing it in use. So why not use video to demonstrate your products and services on the web?

5. Take advantage of speed
Web users are increasingly looking for more information, delivered faster. Take advantage of video by making sure it gets your point across clearly – and make sure it doesn’t take too long to load.

6. Keep it short
Your video should be no longer than 60 seconds and you need to get your key points across in the first 10 seconds. While it may be tempting to try to cram in more detail, your customers are rarely willing to stick around beyond 60 seconds, so be concise.

7. Be approachable
If your video includes a call to action, your customers are four times more likely to get in touch with your business. So make sure you include your contact details in the video so customers can get in touch as soon as they are engaged.

8. Go viral
Post videos on YouTube so your business can appear on search engines, and use ‘tags’ referring to popular brands that you sell to enhance online visibility.

9. Think SEO
Did you know that a video is 53 times more likely to appear in the first page of an online search than ordinary web content? Or that more than a third of web traffic now comes from online video? In fact, experts are even predicting that by as early as 2012, major search engines may not even list a site if it does not include video.  

10. Do it now before it’s too late
Online video isn’t just the next big thing, it’s already arrived. With the video revolution gathering pace, businesses need to act now to keep up as the digital divide between those who are switched on to video and those who aren’t, continues to widen.  

- Andrew Monu is a senior product manager, Video, at Yell, to find out how companies can make the most of online video.

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