The official YouTube blog recently gave some perspective about the amount of online video content that we have available at our fingertips today. Currently there is one hour of new video uploaded to YouTube every second of every day. This isn’t even talking about all video uploaded to all the various video sharing sites. This is YouTube alone. Every second, another hour of video is uploaded.
This doesn’t mean that every second we have another quality hour of video being uploaded. It means lots and lots of video is being uploaded across the entire globe. It also means the “noise” level is increasing which means it will likely become more challenging to find what you really want before it gets any easier.
As the barrier to entry gets lower and lower for video, particularly as more and more smart phones enable greater numbers of users to capture video and immediately upload, it will be important to find ways of cutting through the “noise” and differentiating the “signal” you wish for your audiences to experience in video you create, particularly for businesses and organizations.
Video is a powerful and emotional medium, but just setting out to make a video with your little phone-based camera and uploading it to YouTube is an overly simplistic approach.
You can maximize your investment and gain the greatest value in your online video when you connect it to the bigger web communication strategy. It is important to consider how viewers will find the video and how you will distribute it. If the video is uploaded to YouTube, how will visitors to your company or organization website get to the video? Is there a link on your organization website? Do you have a gallery of videos on your organization website? What social media outlets will enable you to insert a link to the video? What e-mail distribution lists do you have available for sending the link to the video? How frequently can you remind your audience about your video without desensitizing or annoying them?
Just as important, if not more important than distribution of the video is the actual construction of the message of the video. Before a single frame of video is captured, it is important to determine the message and the call to action you hope to elicit from your audience.
A successful web video is not necessarily one that tries to address every single need of every single stakeholder in one single piece. Just like when ordering pizza with a big group of friends, it is sometimes better to get several different smaller variety options rather than one single thing that doesn’t satisfy anyone.
Four billion video views are taking place globally every day. This is a 25 percent increase in the last eight months and is equivalent to half the world’s population watching a video every day. Video is here to stay. Learning how to connect video with your brand, your products, your services, and your core message is increasingly important.
Contact Kosovich Media Group to learn about making the most of your video investment for comprehensive custom solutions that work.