John Cecil – Author – Online Video Revolution – Available on Amazon
There are two stages to online video: video delivery and video production. You want to keep both of these in mind from the second your company begins to think about implementing online video as a tool to promote your product or service. In particular, you want to focus on how you will deliver your video content to your viewers. This means delivery considerations come first. Yes, even before the video script, talent selection and the shoot. Delivery decisions that are made after production can derail any ROI that your company could have received if delivery was an initial consideration.
And If you really want to increase conversions with video you definitely need to think about how you are going to deliver the video before you go into production. But first, let’s break down what delivery means. It’s really all about planning your viewer’s experience and how you can help increase conversions. Where will your viewers see your video? How will they see it? Will it be in one location or multiple locations? Will they be able to control the volume, play time, or other features as they view? Lack of consideration to these concerns can promote increased viewer abandonment rates and a loss of sales and conversions.
Reducing their experience with poor or inconsistent delivery can reduce your sales and conversions. Delivery of video content that is smooth and without wait times or interruption will help your viewer stay tuned in to your message. Their viewing experience is enhanced. They enjoy themselves as they watch. They feel good about your company, your product or service. Viewers that feel good will be increasing apt to make a purchase and your sales conversions will go up.
So whether you choose a free delivery service or an online video platform (OVP) to deliver your video content, there are only 3 ways to deliver an online video: overlay, embed and lightbox. So lets talk about the three formats of video delivery on the web, known as overlay, embed and lightbox, so you can begin thinking about which would work best for delivery of your company’s online video.
If you’ve ever watched a video on the Web before you probably experienced that content delivered via overlay. The video content literally plays over the page, so you can put it in different areas of the page, without the need of any specific space built for the video on the web page. This format really works when you already have a webpage developed and you don’t have the time to find or work with your tech guy to answer the video specifically.
The delivery format most used is the embed format. This format does require that specific space be allowed or reserved for the video to be placed on your site. The standard size of an embed video is 640 x 36o. Your website developer or designer would be required to make adjustments to the material that is currently displayed on your website to make the embed format work for you. But embedding your video has a distinct advantage: your video will look really good on your webpage. Your webpage will also have the capacity to flow seamlessly with your video content. But with the embed format you really do need to plan in advance when you decide to embed your video content. You’ll need to make sure that the installation location and size work for your website and any content that you currently have on it. If your website is already designed and you do not think about this before you produce the videos there is going to be a problem when you get to the point when you want the video to be served and your web person or web guy hasn’t given you enough space to insert that video. So, if you are going to do an embedded video, definitely think about the size of the video and where it is going to go on the page before you get into the production process.
You’ve probably clicked on a lightbox without knowing just what it was. A lightbox is a clickable feature that allows a potential viewer to view video on your webpage. It begins the video play when a graphic or other designated indicator, like text, is selected. As a video launches and begins to play in a lightbox, the sides of the video are blacked out, red or visually shifted in some way. Lightboxes are much the same as overlay because a specific location on a webpage is not needed to operate a lightbox. Remember that this means your webpage doesn’t need reworking by your tech team to build in a lightbox. Lightboxes won’t take up space on your web page because they spring into action only when activated by viewers. When you want the full attention of your viewers to be on your message without interruption, choose a lightbox. Use this feature when you want viewers to click and play your content, or when you have multiple videos available for online viewing. But, using this feature with the hope of creating sales conversions via use of online video launched in a lightbox will not support those conversions. Viewing video with a lightbox means that your webpage is in pause mode until the video stops or your viewer abandons it. They are not able to continue navigation on your page while viewing, and they are not able to fill out a lead generation form, click anywhere else on your page or take other action toward a sale while the lightbox is active. This means that if you have a lead form and you have a lightbox video someone can’t actually fill out the form while the video is playing, so it’s not the best format for conversions.
You can’t forget the three formats before you go into the production process. Overlay, embed and lightbox. If you have these specs in mind before you go into production it is going to help you a lot when you get to the delivery process. If video can increase traffic, promote engagement and ultimately help convert customers, then it is indeed in every industry’s best interest to invest intelligently and strategically in online video for your webpage.
Delivery formats are critical to the success of your online video’s performance, viewer engagement and potential sales generated from the content. Quickly create your company’s delivery strategy with Online Video Revolution: How to Reinvent and Market Your Business Using Video by John Cecil as your roadmap. Get yours now at Amazon.com.