Blender Video
Aug/090
Creating Persuasive Video
Everyone is experimenting with online videos these days, which means that if your company’s clips don’t convince viewers to take action, fast-fingered cybersurfers will simply finish watching, hit “close” and cruise on over to another video.
“If you’re spending time and money on online video, you’d better make sure you’re using persuasive strategies to get people to continue watching and responding,” says Colin Martin, marketing manager at business and marketing consultancy Antion and Associates in Virginia Beach.
Where most marketers go wrong in their quest to persuade via online video, says Martin, is by treating the clips like commercials. “It’s okay to use outrageous statements or graphics to lead into the video and grab attention (a search engine optimization firm, for example, might use a statement like “We can get your company on Google’s front page),” says Martin, “but you also need to follow that up with real results and proof.” Marketers also tend to drag out the videos too long, and wind up losing the viewer’s attention. “The idea is to keep the person engaged for three or four minutes at the most,” Martin says. “If you go longer, people will get bogged down and weary of it.”
Baiting viewers and leaving them wanting more also works well when creating persuasive clips, says Martin. “Show the viewer what you do and/or what you’re offering, but do it in a way that only provides a few key points,” he explains, “so that the viewer will want to learn more.” And don’t forget to tap into the persuasive nature of the videos themselves, and the fact that moving pictures allow you to create very relevant content for a targeted audience.
“Being able to show the product or service in action goes a long way in keeping the audience engaged,” says Martin, who points to Blendtec’s online videos for the Total Blender as a good example of this strategy in action. “The shows where the host puts iPods and other objects into the blender are meant to be humorous,” Martin says, “but they also plant in the consumer’s head the idea that this blender is as fantastic as the company claims.”
Service-oriented companies can use a similar approach. The firm that specializes in life coaching or business consulting, for example, can pull together a number of real-life testimonials to feature in the online video, thus cementing the fact that people use – and are pleased with – the firm’s services. When developing the testimonials be sure to zero in on customers who are similar to the market that’s going to be watching the video. Then, let the moving pictures tell the tale. “Written testimonials can be faked, but video testimonials are more legit,” says Martin. “They build trust and close the anonymity gap between companies and customers.”
Christy Wise, vice president of marketing at Los Angeles-based online marketing firm Fanscape, Inc., says companies that want to develop persuasive videos must combine a solid call to action (a statement or offer that makes the consumer get up and do something) with content that is compelling and relevant. Getting there requires careful planning at the outset, says Wise, who advises companies to clearly define their goals before pulling out their camcorders and shooting randomly.
“Look at what your target audience is doing on Facebook and blogs before you create the content,” Wise says. “This will help you come up with videos that are truly relevant to your audience.” To get the most mileage from those videos, make sure they are sharable, and that they’re posted on public portals like YouTube, for maximum exposure. “You can’t just put a video online and sit back and wait for people to click on it and respond to it,” says Wise. “It’s up to you to make sure people see it.”
As for just how many people will see and react to your persuasive video efforts, Wise says: “Be realistic.” Only a small percentage of videos ever make it to YouTube’s 100,000-views milestone, she says, unless they become one of the lucky clips to go viral and get spread across the Web like wildfire. Rather than setting the bar at an unreachable height, develop realistic goals (such as attracting X number of new customers during the 30-day period that the video is posted online) and measure your results.
Martin says the company that comes up with an integrated plan (which includes traditional advertising, a Web site, online video and other elements) that keeps viewers engaged stands the best chance of succeeding in the online video space.
“You want people to view your videos, see the testimonials, meet the staff and then investigate your product or service even further,” says Martin, who advises firms to use a service like Google Analytics to measure the effectiveness of their online videos, and to hone their strategies.
“The key to getting your audience to react like you want it to is by closely identifying exactly who that audience is and what they want,” says Martin. “Build a rapport with them and create calls to action that get them to sit up and take notice.”
About the Author
Author of over 200 published articles, Tim Hawthorne is Founder, Chairman and Executive Creative Director of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then, Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Discover Card, Time-Life, Nissan, Lawn Boy, Nikon, Oreck, Bose, and Heifer International. Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious ”Lifetime Achievement Award” by the Electronic Retailing Association (ERA) in 2006.
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