By: Sue Sutcliffe
Last month’s column talked about how businesses use social media video. From virtual tours to face-to-face-interviews to how-tos, the applications are endless. But how do you get started?
Tools
For most organizations, securing a YouTube channel is a smart first step. Brand your channel with your company name. Then customize it, using “settings.” It’s as simple as filling in the blanks with information and keywords about your business, uploading your photo or logo and choosing a colour palette.
Keep all your videos in one home base. Label them with catchy headlines, attention-grabbing descriptions and keywords to get them “discovered” by search engines or visitors. Surfers who view one video may be interested in sampling another.
For interviews, try Google+ Hangouts. This free feature lets you videoconference with multiple people. The screen view doesn’t remain stationary. It moves from speaker to speaker for more engaging and dynamic conversation. Video chat is also available through Facebook’s partnership with Skype, but unless you pay extra, it’s strictly one-on-one. You’ll find live video chat at Ooovoo and TinyChat, as well.
Planning a screencast? Camtasia Studio is the best screen-grabbing application for PC users. Working with Mac? Try the Mac version of Camtasia or use ScreenFlow. On a budget? Just want to try it out? Consider Jing Project. The basic functions included in this free, easy-to-use application may be all you need.
You’ll need to edit your videos before you post them. Windows Movie Maker will do the job for PC users. Mac users can use iMovie.
Tips
Don’t sacrifice the enjoyment factor to promote your product or service. Web-surfers have a short attention span. Video content must entertain to be successful. Hook your viewers within the first three to five seconds—any longer and you’ve lost them.
How long should videos be? Short, instructional videos do well at 60 to 90 seconds. For shows and more complex videos, shoot for 10 to 15 minutes.
Remember why you’re making the video. Do you want to send people to your website? Your storefront? Your blog? Should they look for your product in stores? Build in a strong call to action, just as you would if you met someone in person.
Techniques
Prepare a high-energy presentation. Working from an outline with bulleted points results in a better video than working from a script. Include captions and/or provide transcripts: they make your video accessible. Use quality audio and lighting. Make good eye contact with your viewer by looking into the camera. Use a well-modulated, confident voice. Enunciate. Smile. Relax. Then, rehearse until you nail it.
Once you’re satisfied with your video, post it and publicize it. Integrate it throughout your social media platform. Put a video clip on your home page. YouTube can supply the embedding codes. Introduce video content on your blog. Include it on your Facebook page. Announce new videos by tweeting and sharing them. Your popularity may surge. Visitors prefer watching videos to reading text.
Your videos will be online for a long time. Plan them; rehearse them; polish them. When you close up shop for the night or the weekend, your video will stay on duty.