Why promotional videos don’t work online (and information videos do)

blog_no-salesmanIt would seem that many businesses are keen to utilise online video. There is very good reason for this trend; online video is huge and can be very effective! Most people will watch a video online with no problem at all, but will refuse to read the same content as text on a website. With this explosion of online videos, some marketers are making costly mistakes as far as promoting their product or service goes. To be honest, promotional videos simply don’t work. Instead, the money is on information videos, this is why.

No one likes the sales man
First, no one likes to be sold to. Everywhere we turn, someone is trying to sell us something. It is probably one of the most annoying things in the world. We see these people on TV, they call our phones, and they drop by trying to sell us something. Instead, people are more willing to make purchases or at least find out more about a product if they feel entertained or informed. This is a more personal approach to marketing that the average customer can relate to.

Promotional videos lose the plot
Promotional videos also sometimes tend to beat around the bush. The viewer wants to be told immediately what the product can do for them and why it is good for them. Ideally, they should be given this information in the first few seconds of watching the video. In this case, the marketer needs to understand what the goal of the video is to ensure they provide relevant information.

Long promotional videos don’t work
Furthermore, long protmotional videos simply do not work. For an informational video on the other hand, if the viewer is genuinely interested in learning about the product or service, they will generally not mind spending time to watch the entire video. People simply don’t have the time to sit around watching promotional videos online. They see these videos on TV every day, and look to the internet for something different and refreshing. Educational videos tend to be long but also very successful as opposed to their promotional counterparts. If the video is long, no one will watch it.

Promotional videos aren’t entertaining!
Promotional videos also tend to be boring. Again, most people watch online videos either to learn or to be entertained. Most promotional videos don’t offer viewers any of these, and so get overlooked, leaving the marketer wondering where they went wrong.

Too much focus on going viral
Lastly, promotional videos are way too focused on being viral for their own good. There still needs to be something that the viewer can take home. In addition to this, not all businesses can benefit from a video ‘going viral’. A car repair service in a small town might not necessarily get a huge influx of new business if their video is watched by millions of people around the world.

At the end of the day, people watch videos on the internet for their entertainment and information value. The sooner those online marketers understand this, the sooner they can run successful online marketing campaigns.

Three reasons to upgrade to the new YouTube ‘One Channel’ design

blog_new-channel-designYouTube users are all rather excited about the new ‘One Channel’ design. If you are not already using this new look and feel, there is every reason to do so. At first, only a few channels had this new look. It was trial that was being run to see how it would work. Apparently it worked great, and it is easy to see why. The One Channel design is now available to everyone. If you haven’t started using it yet, then you definitely need to. Here are the top three reasons why.

1. You can make your own trailer
Non-subscribers are presented with your trailer video. If they like it, the idea is that they subscribe to your channel. Its that simple. With a well thought out and engaging video, you can easily increase the number of subscribers and your YouTube following will grow. Its a good idea to include a convincing ‘call to action’ at the end of your trailer. It is also sensible to keep it short and sweet.

2. Channel art
Another great thing about the One Channel design is that you can have your own unique channel art. This is what makes your channel different from others, and is essentially your YouTube identity. Channel art will be presented regardless of the browser or device used.

3. Get organised!
You can easily arrange your playlists and videos to display them in organised groups. This helps to make sense of videos and works well especially when chronologic order is not so relevant. Your YouTube home page can now be arranged in a format to highlight the videos and sets of videos that you want your visitors to find.

The One Channel design is not all about aesthetics. It is a neat design that takes your YouTube channel to the next level. It is user oriented and makes it much easier for your visitors and subscribers to view video content. It could not be any easier with this new design. There is also potential to hook in new subscribers, as well as let your subscribers’ access content from any device.

Should I use a script for my own videos?

A question from John Lamerton of EasyContentUnits.

Question – “Should I use a script, or should I adlib when making my videos?”.

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[learn_more caption=”Video transcript” state=”open”] Should i use a script or should I ad lib when making my videosShould I use a script or should I add lip when i’m making my videos?

This is a question from John Lamerton.

I think really the answer depends on what type of video you’re making, if you’re making something quite complicated or whether the exact wording is important then a script is going to work very well and the limitations here are its difficult to remember a long script, and also this might be the sort of project where you involve a voiceover artist or a professional presenter.

If you’re talking about something that you are very familiar with and maybe you talk about day to day in your sales activities then you can usually addlib and the great thing here is what you say will come out naturally, you’ll probably already have the sort of phrases that you want to use and as far as the video goes it will go across quite nicely.
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