The “I’s” and “A” of video

Web video took off in the USA in a big way in 2010. And the phenomenon is spreading to Europe in 2011. We spoke to Patrice van de Walle of Web Video Impact – a video producer with 20 years′ experience in TV and digital media – about why video is becoming such a key part of company websites and how to make a successful web video.
Web video is a really hot topic in business communications these days
It certainly is. Almost any US website you visit these days has a video to welcome you or sell you something. Often there isn’t even a screen or a play button – just a cut out person who walks on to your screen and says “Hello!”
Video has invaded the Internet. And most companies – especially medium to large ones – should think about adding video to their site sooner rather than later.
Why is video so hot?
In my opinion, it’s all about the three “I’s”: impulse, impact and intimacy.
Go into any bar with a TV and you’ll see 90% of the people are watching it, even if only out of the corner of their eye. Web video taps into that same impulse. Studies show 98% of people who visit a home page with a video will click the play button.
As soon as the visitor clicks play, you’ve touched them. You’ve already had an impact with your message, and you have the chance to take them to the next step – whether that is to sample, buy, register or simply dive further into your site.
Finally, web video offers a new level of intimacy with visitors. It allows you to look into the viewer’s eyes and talk directly to them.
So I put a video on my homepage and people will flood through my site?
It isn’t quite as easy as that! You need a well-produced video that is on message and really talks to your target audience. In short, you need to touch them emotionally. That’s the intimacy part, and it is difficult to achieve.
First, you need to know who your target audience is, what motivates them and why they’ve come to your site. Then you need a good script, one that speaks to audience’s motivations. And you need the right cast and locations. A good production team can help you, and take care of all this complexity. So choose one that really understands you business, your issues and your audience.
Any final tips?
Yes, web videos are happening all around you. That’s a threat and an opportunity. The threat is that you do nothing and get left behind. The opportunity is to create something special, a web video that really touches your audience and makes you stand out.
For that, you need to be authentic. The Internet is a two way street; it’s about relationships. And no relationship can last if you are hiding something or being dishonest. You have to be truthful, present the good and the bad. That’s how you create a relationship that will grow stronger over time, and keep you customer coming back to you.
Here’s an example: