Video content is an important aspect of every company’s digital marketing strategy. It’s popular, social and effective. According to a recent study, the average internet user watches 186 online videos per month.
Video is popular. The most recent comScore study indicates that 183 million U.S. Internet users watched an all-time record 33.9 billion online videos in May, 2010.
Video is social. YouTube is the most popular site for viewing online video (43 percent) and content viewed on YouTube and other sites is often driven by sharing on social networks where users spend the majority of their online time.
Video is effective. As it turns out, a moving picture is worth 1,000 words. Internet video are just as educational as their text-based equivalent. According to a study by Eyetools Inc, individuals who watch educational videos have nearly the same recall as individuals who learn the same info from traditional text.
Although YouTube recently (July, 2010) increased the maximum length of videos from 10 to 15 minutes, the attention span of online users is significantly less. YouTube video completion rates aren’t given, but many viewers click away from a video before it ends. That is why the average duration of a YouTube video is significantly less (four minutes) and why the most popular educational videos (from companies like CommonCraft) target 2-3 minutes.
Thankfully, online videos have more real estate to offer than their offline predecessors: the Internet.
YouTube allows companies to add interactive commentary to their videos; add background information about the video; and insert links to related YouTube videos, channels, or search results from within a video using video annotations. Companies can utilize viewers’ access to the Internet and include links to lengthy credits, citations and disclaimers that increase the length (and decrease the effectiveness) of their online videos.
Disclaimer Example:
Although the publishers of this video have made every effort to ensure that the content of this video is accurate, this video is provided “as is” and [company name] makes no representations or warranties in relation to the accuracy or completeness of the information contained therein.
The author, publishers and marketers of this information disclaim any loss or liability, either directly or indirectly as a consequence of applying the information presented or in regard to the use and application of any of the information contained in this video.
[company name] cannot ensure that the information will be kept up to date, or that this video will always be available for use. Moreover, [company name] does not warrant that the servers that make this video available will be virus or bug free; and therefore, you accept responsibility to make adequate provision for protection against such threats.
Nothing in this video should be taken to constitute professional advice or a formal recommendation and we recommend that you seek out a competent professional before you decide to act on any of the information contained in this video.
[Company Info]
Linking to video-related content (like the above disclaimer) instead of including it in videos makes videos more effective, interactive and social. It also makes related content easier to manage. Credits can be enriched with links to related bios and websites. Citations can be added. Facts can be updated. Disclaimers can printed. Discussion forums can be added.
No internet video is an island.
Credits: Image courtesy of Jakob Nielsen’s website, useit.com.
About Troy Janisch