Category Archives: Videos for Websites

Why is the Sony Xperia phone ad so bad?

Sony’s ad is slick and well produced, but does it communicate its value to the consumer? No! When I watched the commercial, the main actor looks like a hit-man stalking a ballerina and getting ready to take her out. When the video shows a single ballerina dancing in the darkness be tracked by a phone-type device and the voice over asks, “Can you feel it — the power — all in your hands — trust the power”,  I realized it wasn’t just a phone but a targeting device for a drone. Does the Sony Xperia have more advanced and useful technology than the iPhone?  How would I know from that commercial?

Sony mentions these two features; curved glass and seamless metal. Ok, so show me – I didn’t see anything curved and was the closeup of a metal rectangle rising up from a brushed steel plate the high tech-desk of the hit man or his phone? And Sony never did tell me why those two features have value to me.  The art direction of the ad is so overproduced with effects, that I don’t know what the Sony phone’s camera can or can’t do. It seems it can shoot a ballerina jumping in midair and cowboys riding on horses, but what percentage of their target audience is shooting ballerinas and horses? And  what about all the other video effects in the ad, can it do those too? Sony creatives need to take a lesson from Apple and focus on the value to the user of what makes their phone useful and how it can improve their customer’s life experiences. Sony, listen up, you are not selling beer where you can get all creative and sell just your phone’s image, but you need to create an emotional connection with your customers that communicates how your phone can change people’s lives.

The Best YouTube Content for Social Media Blogs

First, lets start with 5 key YouTube demographics:YouTube videos

1. There are over one billion unique YouTube visits each month
2. Each month, over 6 billion hours of video are being watched
3. Every minute of the day, over 100 hours of video are uploaded
4. More than 1 billion views each day are on mobile devices
5. Adults ages 18-34 watch YouTube more than any cable network

How-to YouTube videosContent Strategy: How-to, Tutorial and
Help content videos.

For many products and services, how-to videos are going to be incredibly valuable to your targeted customers, as they may find them just based on searching “how do I do this or that?” A tutorial not only helps your audience learn how to better use your product, but also provides ideas on how to use your product in novel ways. Another approach is to help your site visitors learn how to do things that may not be directly related to your product, but are highly relevant to their interest
s.

YouTube video blogFor example, one of my clients sells an adjustable filet table for boats. Though I have created YouTube videos directly related to their products, I also linked and embedded a video on “Secrets to Fillet a Fish.” It’s related to their product, yet another way for the site visitors searching for “how to filet a fish” ends up on that filet board blog page with the YouTube embedded video: http://tacomarineblog.com/2014/09/04/the-secret-to-filleting-a-fish-clever-taco-marine-adjustable-filet-tables/

Because the link to the video on the other site is of similar content, it is considered a high-value link to search bots and helps SEO rankings . Plus, the fish filet video content is incredibly relevant to the site visitor, but not actually the company’s product. This is a tactic called: think horizontally.

No hook, just a SEO tip: Taking the time to fill out the information about your YouTube video is the work that will get better search results. You spent the time creating the video, now spend that little bit of extra time to properly SEO it: Keywords in the title, description, tags and (if possible) provide a transcript of each video. Every bit of relevant information you can add to your YouTube upload gives you more opportunity for people to find your video and makes it accessible for all types of users and search engine bots.

YouTube Analytics offers the equivalent of Facebook Insights for your videos. You’ll find numbers on engagement, discovery, and demographics: http://www.youtube.com/yt/playbook/yt-analytics.html

Creating a Product Installation Video

I’ve gotten many requests from companies asking, “How much information should I include in a product installation video?”  The simple answer is; depends on the type of product. The better answer is; because the visitor is watching your video online, more than likely the customer just wants the big picture of what’s involved in installing your product. If your product requires complex installation procedures, it’s best to use a printed document or a PDF file.

In an installation video, you have the opportunity to also reinforce your product’s quality by stating benefits and value. Keeping it short. I have seen so many installation videos where they show almost every bolt being inserted, or the process in real time. Forget that! People get that once they have seen one bolt go in, the other 10, 15 or 20 go in the same way.

Brand your videos. Create a graphic and music intro and ending that develops brand familiarity. Here’s an example of removing an old boat seat and replacing it with new seats in less than 4 minutes. The total time to shoot and edit was around 4 hours.

Create Inexpensive and Professional Looking Videos for Websites and Blogs

website videos: How toWhat are the best videos for social media? Of course the one that goes viral, is clever, entertains, demonstrates unusual skills, etc., but what if you or your customer is an engineer, lawyer or accountant? What if they just want to show off their new offices, or they are to busy or camera shy to talk about their services?

> How I shot the law office video below in 20 minutes: Shot still photos of the office in natural light, wedged my tripod into an office chair to use as a dolly track to get the motion and eliminated involving busy attorneys by just doing a voice-over.

Equipment: iPad, tripod, an office chair with wheels, iMove       on the Mac and a microphone for the voice-over.

> The manufacturing company video below is shot on an iPad and edited in iMovie – an inexpensive way to create a video for your website. The dolly movement was done by putting a tripod on a delivery cart (and making sure the wheels were clean and didn’t squeak).

Note: I recommend creating a consistent branding approach by creating the same title image background and the same intro music that becomes recognizable to the brand.

Stay tuned, more types of video examples to come …

Please click the heart and share buttons if you want others to think you are clever.