There’s a reason the A is listed first in AV. It’s audio/visual not visual/audio. Amateur producers often focus too much on the video side of a project and forget the importance of the audio. Poorly recorded sound will kill a video more than poor video quality. When you watch a video and the audio quality is not good, the first thing your brain says is, “The picture looks bad.” Here is just a short list of what can make an interview sound like Charlie Brown’s teacher:
- Using a camera mic for the interview
- Improper placement of microphone
- Wrong microphone chosen for the task
- Using a phone to shoot the interview
The bottom line is good professional video production companies pay as much attention to the audio as they do the actual video. Remember, your video is only as good as your sound.
It seems that online marketing, search engine optimization and web development have been swept up by a tidal wave of mediocre providers. Desperate to salvage market share after the internet made their business models or corporate jobs obsolete, many are barging with wreckless abandon into the wild, wild west of online communications.
Corporate middle managers, phone book companies, newspapers, event companies and physical media suppliers are saying they provide everything a business needs in the world of online marketing communications, including SEO, Social Media, web development and even web video.
The problem is, they don’t have any experience, education or background in these areas, so they’re just marking it up and farming it out. Or worse, learning how to do it on your dime and your time. In business, you want to work directly with the experts because nothing beats their experience and who needs a middle man? Before considering these snake oil sales people, make sure to check their track record: How long have they been in the industry? How many companies are they working with in this capacity? Who does the actual work? With a few pointed questions, you can find out if they are truly experts or just jumping in on the latest trend.
The key to success of any business is the ability to consistently tell their story in a brief, accurate, compelling way and get that message in front of as many prospective customers as possible.
The best way to tell a consistent, repeatable, entertaining story is with video. And the best way to get the video in front of the most people is through online video sharing.
In an effective online video, you have about two or three minutes at the most to get your point across. The video needs to grab the viewers attention, keep the content flowing in a smooth, logical way and maintain an energetic pace by changing the visual every 4-5 seconds.
For people to share a video, it needs to be relevant, entertaining and add value.
Video can help your business in many ways: by educating prospects, increasing brand awareness, demonstrating expertise in your field, illustrating key differentiators, etc. But don’t take our word for it, here’s what the research says:
- Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)
- Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
- Video results appear in about 70% of the top 100 listings, the type of content most often displayed in universal or blended search results. (Marketingweek, 2011)
- Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009)
- With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010)
- Affluent consumers prefer video and search to other digital advertising formats, as 41% of affluent online shoppers reported to eMarketer that they took an action after seeing one of these two ad formats. (eMarketer, August 2011)
- 46% of frequent online shoppers prefer shopping on sites with video, compared with 30% of infrequent online shoppers. (Internet Retailer, November 2010)
- Video and other multi-media product viewing options were rated more effective than any other site initiatives in an Adobe survey of almost 2,000 interactive marketers. (Adobe, May 2011)
The bottom line? If you’re not using video, you’re missing opportunities to create more compelling messages, more customers and more conversion.