Lights, Cameras, Action!

23/2008 Issue: Page 24

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Raise your hand if you've heard of Blendtec. I bet you are familiar with Blendtec and I bet I know how you first heard of their blenders - from their viral video series called "Will it blend?" That series, showing iPods and other unusual items being reduced to powder by a powerful blender, serves a strong branding message: If it can annihilate an iPod, it will make quick work of your smoothie.

Whatever people conclude, the videos are certainly working. Blendtec's sales have quintupled since the start of the campaign. Total cost of all this marketing: a few thousand dollars for video equipment plus the cost of the objects destroyed. Every video viewed was the result of people passing them to their friends or finding them through search.

Videos provide the richest way to send a message to your customers, and they might cost less than you expect. Online videos can be targeted at far smaller audiences than TV commercials and cost nothing to distribute, unlike mailed DVDs. Online video is especially important to marketers targeting younger audiences - 42 percent of individuals between 18 and 34 watch video online at least once a week.

So how do you go about making your own online video? Here are five tips for making great online videos.

Keep it short. The shortest videos seem to be the most watched, with the highest viewership for clips between one and three minutes. Some popular video podcasts are five minutes long, and many are ten. Don't make yours 30. Better to do a weekly 10-minute show than a monthly hour.

Use tight shots. Some people will watch your clips on iPods and other small screens, and even those that watch on their computers generally do it in a small window. So, when you shoot your video, use close-ups with your subjects. And forget widescreen mode - stick with standard mode.

Don't move. Talking heads work best. Many fast-motion sequences will be lost on an iPod's small screen.

Write big. When you add on-screen titles to your video, remember that text that looks fine while editing your video on your computer could be unreadable on the tiny iPod screen and small computer windows. Use text judiciously and in a large point size.

Watermark it. If your video is well done, people will share it, which is great. But if you don't identify the site it's from, people won't know where to go for more.

You can't expect to reach people with online video as easily as you would with a TV commercial. With TV, you merely choose the show that matches your target market, plunk down your cash, and your commercial runs. On the Web, customers usually find your video through search, so search marketing is crucial to getting your message seen.

The best way to do that is to optimize your videos for search. Google's Universal Search and other blended search result pages have made it more important then ever to optimize your video clips for search.

The good news is that if you know how to optimize Web pages, you already know a lot about optimizing videos, because search engines don't see the actual video images and can't hear the audio soundtrack. So the page containing the video carries a lot of weight with search engines.

Place each video on a separate webpage, so that you can optimize that page with the keywords that best match the clip. As always, use those keywords in the title, the description, and the body (especially in headings). Include a short summary of the video's contents within the body, or, even better, post a transcript of all the words spoken.

But there's more. You must get the videos themselves indexed by search engines. Some search engines crawl videos, so place all your videos in the same directory, as close to the root directory as possible. If you're producing a steady stream of videos, set up a Web feed for them, pinging the search engines each time you add a new clip. You can also use a Video Sitemap (sitemap.org) to get the same treatment for your videos that you get for your Web pages.

And don't stop there. You can improve your search results further by following these four tips:

Use keyword-rich file names. Name your video files to show the search engine what they are about. If it is a demonstration of a product, name the file after that product, such as ipod-nano-demo.mpg. Don't drone on with keyword after keyword in the name - keep it short, with just a couple of keywords.

Optimize your metadata. Videos can be encoded with metadata keywords within the "properties" of the video file itself, by tools such as Autodesk Cleaner (www. autodesk.com). Video search engines frequently rely on this information when deciding which videos to show in the search results (and in what order).

Submit your videos. Video sharing sites, such as Google's YouTube (www. youtube.com), allow you to post your videos right on their site. But you should reach farther than YouTube. Use TubeMogul (www.tubemogul.com) to submit your clips to over a dozen sites simultaneously and to track their viewership. Use keyword-rich titles and descriptions on those sites-they're just as important as on your Web pages- and tag them with keywords, also. Some video sharing sites allow a link back to your Web site, so take advantage of that, too.

Publicize your video. If your clip is noteworthy, submit it to social bookmarking sites, email people who would be interested, and link to it from your blog or another Web page.

If you follow this advice, you're sure to improve the visibility of your online videos.

But it's not enough to optimize your videos for search, however. Just as getting a #1 ranking for a Web page does not get that page clicked, your video must be watched, not just found. How do you get people to watch what you've created? Learn to share. Ensure that videos posted, especially to social networking sites, are marked "public" rather than private.

Give your videos "curb appeal." Some video sharing sites allow you some control over the image selected as its thumbnail image-the picture shown before the video is played. Select an attractive thumbnail. Emphasize what works. Pay attention to viewership metrics, so you can repeat techniques and themes that have succeeded with your customers in the past.

Video has become a force in Internet marketing. If you produce compelling videos, optimize them for search, and get them watched, the force will be with you.

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