Watchable Media
We’ve long argued quality over quantity when it comes to video content for businesses. When launching any video for your business, you should be asking yourself this question: Is this watchable? Will people actually WANT to watch this? If the answer is no, then your message is lost.
Here is a safety video that plays on board Virgin Atlantic flights in the US. Like any other air safety video, it takes you through the steps for having a safe flight and what to do in an emergency. But this video is also watchable. Look around at people on a Virgin flight and you actually see them putting down their magazine, etc and paying attention to the video screen. The video is so watchable that nearly 60,000 people clicked to watch it on YouTube…not even on a plane. We’d also like to point out how far more effective this video is than the half-assed mimed demonstrations of the flight attendants are on other flights.
A common misconception we hear from businesses related to informational video content is “if they (customers or vendors) are serious buyers, they’ll watch all the way through”. Have you ever paid to go to a seminar and fell asleep half way through? Video, regardless of the viewer and circumstances, must be compelling, entertaining, and of a quality that engages the viewer. Poor quality media causes viewers to tune out, miss pertinent information, or click away to other media.
A second huge misconception exists over quantity. An unnamed vendor produced nearly 100 videos related to operating their product. An impressive number, but the quality greatly suffered. They didn’t budget or plan out the video portfolio. The host was boring, the lighting bad, the video was grainy, and you could barely hear the speaker at times. The video was basically scripted on-the-fly. While the videos DID result in customer phone calls, these new customers couldn’t afford their product. Higher-end customers went to a competitor with 2 or 3 quality product videos.
Step one in any project is planning. You can always take steps to maximize budget and produce quality video. Your video content says a lot about your business. Make your customers WANT to pay attention.
The R.E.D. Team
www.rapideyedigital.com
www.rapideyedigital.com/blog
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