Depending on the aim of the video, you can gather interest by presenting facts in an authoritative manner to keep the viewer informed or curious, and add external clips that relate to your subject as and when it is appropriate. If you opt for the light-hearted informal approach, keeping your video both entertaining and funny whilst still relating to your area of business is key to its success. Use informative tutorials or ‘how to’s presented with a tongue-in-cheek attitude to boost your viewing figures. Humour is always a good angle. There are quite a lot of free video editing tools that would make for good graphics for your clip, text sliders and integrated audio is easier to create and add than you think. A videoed opinion works well for direct sales or promotion if it’s well put together. Short, sharp and quick is the way ahead. Remember, online viewers have a very short attention span. You have the first 8 seconds to keep the viewer in your space. Start with a bang and maintain interest by editing out any irrelevant bits.
Sell! Sell! Sell!
If you sell a product or service, it pays to get customer testimonials that can be embedded into your website. It goes miles further than text testimonials, as anyone can do a fictitious one in a matter of seconds. This will not only enhance your YouTube representation, but its also useful footage that can be edited into your other venture – a video advert!
If you’re introducing a new product or service you could film an instructional video to go with it, giving both your business and your new gadget a boost. Publishers and authors do it all the time. Offer useful information around the subject your product is related to. Tell your viewers things they don’t know and then introduce your product without too much of a hard sell.
The dollar shaving club clip is still trending as the benchmark of all YouTube trade-focused videos. A total cost of $3,000 and some jobless members of staff helped Michael Dubin gain over 5 million views and huge volume sales of $1.00 shaving sticks. It’s an example of what imagination can do to get your message viral. He gained a huge viewing fan base, but to also gain 3% global sales conversion is nothing short of genius. View the Dollar Shave Club hit.
As a good starting point, make a fun video commercial showcasing your company culture or typical customer scenario. Showing footage of your busy work environment, fulfilling orders or demonstrating the benefits of your business would need entertainment or shock to transform one viewer into 10 or 20. A good video is only great for a single viewer to respond or engage. But to get viral it has to be funny, controversial, or very informative. A video that your viewers share on social networks is what you want. That’s the true meaning of a viral attack spread by those exposed to it. We’d advise that traffic by controversy should be left to the professional marketers or those that are just seeking a multitude of viewers and nothing else. It can produce risky results.
For those new to posting on YouTube, it’s probably best to be yourself. Be sure to present your unique selling point. As tempting as it is to hire a glamorous blonde as your spokesperson, this tactic usually succeeds in putting people off, so get some real people in front of the camera and let your customers see you can be trusted. Successful videos that have worked like a dream for the originators are typically make-up artists, business coaches, quirky retailers and entertaining web ventures. Music has also enjoyed commercial exposure on YouTube, and we are not talking about a major artiste or record label. Dub FX was a dub performer plying his trade for a few pounds around Camden and other similar European streets. Footage of his performance on YouTube reached a huge viewing number and, now, let’s just say he had his baptism at Glastonbury.