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Online Video Chalk Talk: Start Simple

DCSocialMedia’s Online Video Chalk Talk is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Your audience doesn’t expect Steven Spielberg. Why should you?

Many clients fret over how they, and their organizations, will come across on video.  Understandable, but only to the point that it doesn’t become a choke point for moving forward with production.  Concerns about broadcast quality lighting, scripting, editing and other production values override the most important consideration:  Getting started with something simple.

Choose a topic of interest to your audience, put your smart people (the faces of the company) in front of the camera and let them run with it.  Certainly, more sophisticated, professional marketing will eventually be needed.  But the relentless pursuit of perfection may stall your efforts to immediately begin engaging customers, members and prospects.  And since they seek meaningful, useful information, give it to them.

Before they find another company that gives them their fix.

Online Video Chalk Talk: Invite A Partner To “Sponsor” Your Video

DCOnlineVideo’s “Chalk Talk” is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Elevate your video’s credibility by teaming up with a partner!

Working with a technology, marketing or other partner who you trust, utilize and want to cross-promote? Invite the partner to sponsor your online video library with a graphic, link, or 3-second pre-roll embedded into your online video clips.

Creating a billboard with the partner’s logo is a snap. Drop on the text “Brought to you by” and you’ll be all set to elevate your company’s online video professionalism. Why? If you only use your own company’s logo, the inherent appearance of self-promotion has the potential to reduce the video’s credibility.

By instead cross-promoting a partner, you not only increase the validity of the video, the tactic will showcase that yours is a company that is mature and well-connected.

(One caution: Make sure to obtain written approval prior from the partner prior to taking this step. Some are highly sensitive about how/when/where their logos and brand are seen!)

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Center Social Media Online Video Fair Use Copyright

Better Call Saul! (Primer on Fair Use for Online Video)

To those who are not watching AMC’s Breaking Bad TV series, “Better Call Saul” is the title of a Season-2 episode when defense attorney Saul Goodman first appeared on the show.  Saul is/was (no plot giveaways here!) one of the most memorable characters as he reflects all the negative stereotypes of criminal lawyers in a charming, and at times, hilarious way.  Think Ari Gold (Entourage) conjoined with “Show Me The Money” Rob Tidwell (Jerry McGuire) and you’ve got Saul!

Lawyer parodies aside, the fact is legal considerations impact online video production and distribution, especially the “fair use” doctrine which clarifies when copyrighted material can be used without permission or payment.   You can read more at the Center for Social Media’s website or download the center’s report Code of Best Practices in Fair Use for Online Video here!

It’s an important read and valuable resource with guidelines to help you understand when you can/can’t incorporate copyrighted media into your productions.

Image Courtesy Markertek.com

How YouTube Is Vanishing Scripted Videos

Unless you’re, say, the leader of the free world who — with one unscripted comment — can cause a sell off on Wall St. or disrupt a long-burgeoning relationship with a key ally, I am not a big fan of teleprompters, or the use of a script for online video presentations.

Sure, there are exceptions; for example, when a company is in crisis communication mode and needs to directly address consumers, shareholders, or regulators with a very specific message (often reviewed/approved by lawyers).

But, in most cases, scripted video will turn off viewers rather than engage them, (the primary objective of  social media marketing).

Here are 3-reasons why:

  1. Because you’re not a blood relative of Anderson Cooper or Savannah Gutherie, it will be obvious to your audience that you are reading a script.  This quickly conveys “paid-advertisement” which takes away from the credibility and trust you want to establish.  Instead, scribble out a few queue cards (set in logical progression) of the key things you want to say and speak off the cuff as you would during a public speaking engagement.
  2. Scripted video mutes your personality and passion − the very things your viewers evaluate when making buying decisions, especially when selecting service providers.  Subconsciously or not, they are judging your smarts, likeability and reliability, all of which are difficult to convey when reading a script.
  3. Unscripted video is now the dominant standard online −and website visitors expect to see it.  You can thank YouTube for this as amateur, cellphone, Skype and webcam videos are the most consumed, i.e. watched, video clips.

Remember, people won’t follow websites. They follow people, so the more human you are, the more natural and “real” you represent your company or firm, the faster your organization will develop a loyal following and listen to what you have to say!