Regardless of whether you have the best business video in the world, it will not necessarily equate to viewers unless you have given them a reason to watch. If nothing draws them in, then you have wasted a lot of time and effort. This is why it’s important to understand why any customer presses play.
These 7 factors will ensure that your video gets watched:
1. Content
By far the most powerful way to get people to watch a video is because they want to. If your video fulfils a need for the viewer, then they will be more inclined to watch it. This is one of the reasons why ‘how to’ videos have exploded onto the Internet, because they are not only helpful to the user but also demonstrate that you are knowledgeable in your given industry and the trusted source. So think what your customer really needs from you and how you are helping them. Content provides value to the viewer – it doesn’t waste time.
2. Recommendation
Global media can sometimes be a little overwhelming as there’s just so much choice! This is why recommendation still carries a lot of weight. It is always the best way to grow your business and the same is true of your videos. If a colleague or friend suggests watching a particular piece of video content, you are far more likely to act on this because they know your unique situation and what might appeal to you. Internet videos only ever go viral when they have been repeatedly recommended.
3. Trusted Source
When it comes to good information, there is nothing like a trusted source. If you have already watched a video from a particular business and found it useful, then the chances are you will be more inclined to do it again. This is one of the benefits of developing your brand as a You Tube channel. If you create regular, authoritative content you will gain subscribers. As your subscribers come to rely on your brand, you will gain more influence over them, which you can finally convert into business.
4. Length
This really does matter. The length of your video will play a part in the decision-making process, particularly in situations where your video may be next to another company’s video. Your goal should always be to get across your message in the minimum amount of time. On You Tube, the average video viewing time before people lose interest is about 50 seconds, so making videos of this length or less should give you a massive head start. That’s not to say that people won’t watch a longer video, but there will have to be a bigger draw and you will have to work harder to keep their attention.
5. Title
A compelling title can make the difference between watching a video or skipping over it. Tim Ferriss, author of The 4-Hour Workweek, tested over 100 titles on the Internet before he had even written the book! He saw a clear winner and people bought into the idea, meaning that selling it was the easy bit. Closely tied in with the title of your video is the thumbnail on show. It should be something enticing that reaffirms the desire to watch the video.
6. Where Is It?
Potential viewers need to be able to find your videos easily. If they are existing customers and know your company website, then make sure your video is easy to find and is in the most relevant place (rather than hiding it on a video page). If people are new to your business then the chances are they will have found you through the internet. This means the SEO for your video needs to the best you can possibly make it. Have you chosen the right title? Is it keyword rich?
7. Promotion
When something is promoted it becomes more visible and thus increases the likelihood we will act. This doesn’t have to cost money; utilising a mailing list or social media is a great way of keeping your existing clients up to date with new, appropriate content. Internet advertising does quickly add up, but the big advantage is that it’s highly focussed and trackable. Thus, if you keep seeing a video being suggested to you, the intrigue might finally get you and you start watching!
