Video Sound Smarts

As we get back into the swing of things in this new year, today I want to talk about something that I don’t talk about a lot and isn’t a personal preference: video.  That said video is wildly popular for both marketing and entertainment.  If you’re using video for marketing or if you’re considering it, here are a few things to consider when making your next video.

Video on your websites: one of the quickest ways to send potential customers packing is to have a video that autoplays on your website.  Video is great, but you should give your website visitor the controls for watching your video.  The only website that has an exception to this is a site like YouTube because people go there for the videos.  You may have great videos on your website, but that’s not typically why people are there, they’re there to learn about your company.

The second two things to consider for videos are about your marketing videos.  These are things to consider whether you’re using video in your Facebook ads, on TV or even on your website for when your visitors click on them.

Soundless videos: I’d say it’s a trend, but it’s not something that’s going away and it’s really something that’s always existed because of closed captioning.  When doing a soundless video, or the video is on a platform that cuts the sound unless the watcher engages it, or the user just doesn’t have the ability to use sound at the moment, one of the most important things to include is proper text. Obviously you’re not going to include the amount of text that closed captioning includes, but you should include enough text that those watching it can understand what’s going on in the video.

Include the right sound:  No, I’m not really talking about the background music although that’s important.  What I’m really talking about here is making sure that for those who aren’t watching the video or can’t watch the video that they understand what’s going on in it.  Two obvious examples would be if your laundry room is in the room next to your TV and you’re in the laundry room getting the laundry done or folding it and can’t see the TV but can hear it, and the other example would be if you have a sight impairment.  These two people can’t see what’s on the TV so if you’ve got a well dramatized commercial going on and all it has is nice background music and maybe mentions how many awards in general it’s won and that there’s a special deal and then the commercial ends, you have no clue what the commercial was about, do you?  I’d have to tell you or you would have to be able to see the TV to know that it was a car commercial.  Including the right words in your video is essential because you don’t know that someone has their eyes glued to the screen, especially in this age of multiple devices at our fingertips at all times.

As a marketer I spend a lot of time checking out what businesses are doing.  I would say that at least half of the videos I see have one or all of these issues.  So this week as you’re consider or getting started on your new year of marketing make sure that you’re doing the very best you can to reach your potential customers with your videos.

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