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Now that the pre-planning stage of your web video is complete, it’s time to develop the production of your videos. If you’re not up to the job technically or don’t have a video professional on staff, it’s a good idea to outsource to a reputable production company.
Here are some points to remember when creating your video:
Use a script, and ensure that it's clear, short, and concise. A good Web video creates energy and buzz, so don't bore your viewers with droning speeches.
Consider how the script can be used alongside your graphics and any other audio you use so that the whole fits together in a way that allows you to hear and see a rhythm pattern and progression. This is what will hold your audience's attention.
Keep the background simple, and don't allow clutter. Let short phrases and accompanying graphics do the talking. Think of it as an interactive slide deck.
When production is all said and done, there are 3 metrics to measure the success of your video:
Engagement: How long do viewers spend watching your video? Do they watch the whole thing? When do they drop off?
Play Rate: How many people actually click play
Test different thumbnail images to see which one gets viewers to hit play the most
The number of plays over time: If you’re looking at total views of a video instead of number of plays over time, you’re measuring the success of your video in a poor way. Think about it, if you get a lot of hits in one day and then your play rate plummets, that video didn’t stick with shoppers. However, if your video has a steady number of play rates each day then, your video is really speaking to your shoppers!
Hopefully these tips will help you become successful in creating a web video that is sure to accumulate countless numbers of plays over time. If anyone has any tips they would like to add, feel free to comment below!