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More and more companies are using video to deliver their message on the Web – and not only media companies. In a recent article in USA Today, many different types of customers are using online videos to market, communicate, educate and inform. These include companies like AFL-CIO, Billy Graham Evangelistic Association, Archive of American Law Enforcement and the Asia Foundation, to name a few.

It’s estimated that over 200 billion videos will be streamed over the Internet in 2011, which is a 24% increase from last year. This growth is due to faster Web connections and the fact that 98% of the world has access to Flash, which has become the dominant technology thanks to YouTube, the social networking site. What makes video on the web so powerful is the combination of audio and visuals working together. It’s the same principle that makes TV advertising more powerful than print. People no longer have to look at static pages filled with information that has to be read. Instead, online videos can talk viewers through the highlights and more salient points of the information, and those who choose to can read more at a later time.

Examining our own customer’s experiences, they are see signifcation lift on conversation rates from using a professionally produced video. In fact, some of our customers are now seeing a ten times increase in conversion rates. Even more interesting, we have explored the impact of professionally produced videos vs self produce. Interestingly, a low res, poorly produced video actually has the impact of hindering conversion rates.

So what do you need to get professional looking web video? You have to start with a script – one that lays out the actual content and suggested visuals. Then you have to choose the right on-camera talent to appear on your website. Make sure the person is “product appropriate” – if you’re selling women’s intimate apparel, don’t have a young male talent on camera! Your best bet is to hire a professional studio (professional studio, video production, video studio) to shoot the video. They know all about lighting, shooting – and editing! Maximize your investment with a quality production.

 

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Comments
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