2vidonwebOnline videos are mandatory today, or at least for those who want to keep their audience entertained and involve them emotionally with compelling web content. Of course, that works best with multimedia support.

Today’s Internet connoisseurs want to get informed and entertained wherever they go on the web. Thus, the use of online videos not only helps to entertain, but to surprise, and should be a valuable addition to the existing range of information.

When does the use of motion pictures make sense?

The use of online video is a good idea, if you have an offer that can be presented accordingly, and addresses your target group in an innovative way. Just make sure that your multimedia content corresponds with the existing data and fits into the overall context.

Besides, keep in mind that videos on the web are no longer a novelty for visitors, most of whom are quite familiar with video services such as YouTube, Dailymotion and Sevenload. Therefore, catch your audience‘s attention by either offering specific benefits associated with the video or surprising them with new ideas. But don‘t just start embedding videos on your site, instead work out a detailed and long-term approach to take full advantage of this channel.

Videos are suitable for all types of websites: Corporate websites are getting more vivid and emotional, news portals gain credibility and relevance, theme portals complement offers with versatility and visuality, and online stores can present new tangible product worlds. In all cases, users get strongly involved and react by offering comments, forwarding and sharing.

Active viewers appreciate individual options available in dealing with the offer, but some aspects of usability should be considered:

  • an average web video shouldn’t be longer than four minutes, as the audience's attention span declines rapidly after that;
  • the video should have a clear structure and an interesting story;
  • it should be easy to comprehend - at best viewers invest a few minutes to obtain a maximum of information.

The integration of video into the context still seems to be a hurdle as well, since movies are often still stored in separate sections, where visitors have to search for them according to a particular topic. Sometimes the videos are at the end of articles without addressing a specific text, or they are positioned prominently on the home page, although it would make more sense to place them on a thematically relevant sub-page. Here you should pay very close attention to when, where and how to embed video. Nothing is worse than video material that isn’t classified thematically.

How to really get attention

Multimedia tools provide great opportunities to capture the attention of visitors. An online store, for instance, can open up live shopping as a new way of visually introducing prospective buyers to the product world. There, a moderator presents a product and talks about the benefits and the value for money - and, at best, tells some amusing stories – reminding us a bit of good old home shopping. However, live shopping reaches the online visitors in their virtual environment via the illusion of a real place: Exquisite wines can be presented in a wine dealer’s cellar, organic tea in a cozy tea shop, or a bicycle in front of a village backdrop - there is simply no limit set for creativity.

In-video shopping is becoming more popular, too. Thanks to new technology, it is now possible to click and buy products directly when shown in a video. If a visitor is watching a product film about a new cookbook, just one click is enough and the cookbook, as well as the wooden spoon, cooking apron and pot ends up in the shopping cart - if such items are sold there as well. In short, the viewer can buy the product and film world as seen.

For company websites video webisodes are another exciting idea. Webseries, which are on an average only 4 to 15 minutes long, are telling short stories that develop in the context of a larger plot. Typical is the opportunity to interact with the actors or even the producer of the story. For example, a company that is specialized in the international distribution of telecommunication services could depict the everyday business with weekly short films. Individual departments and their employees pick up the "office grapevine" and use it to communicate the technologies and devices from their own product portfolio.

Always be a film length ahead

A video contest is a popular medium to provide interactive opportunities to website visitors, which means of all homemade video sent in, the best are nominated. This leads not only to increased traffic on the website and related viral marketing effects, but to exciting content and a strong involvement of the target group at the same time. Similar result can be achieved by using testimonials and it doesn’t have to be mentioned that the more sophisticated and interesting the characters in a video are, the more they are accepted by the audience and the more the video get recommended.

But keep in mind that you shouldn’t try to hide, if you pursue unique advertising intentions with your video shoot, as web video viewers can differentiate between content and advertising, resenting it if marketers use attempts to deceive.

Mobile videos are still in their infancy in the web video world, although online users increasingly take time for multimedia content when they are on the go, whether for distraction on a boring train journey or as a resource for continuing education. It remains particularly important to create relevant content and to offer a brilliant service to ensure great web experiences. Baturally, videos shouldn’t be too long and messages should be clearly formulated.

Multimedia content is modern, compelling and convincing, especially combined with creative ideas and valuable information. Actually the whole trick of using moving images is the surprise factor. Combined with an appealing offer of service or information, you will steadily welcome regular visitor to your site.

By Daniela La Marca