5 Effective Video Styles for Online Video

by // 04 . 28 . 2010  1:20 PM

We’ve often been asked what the best delivery or style is for online videos. Many people out there have great products or excellent content but just aren’t sure how to best display it through online video. Sadly, the answer to this question isn’t so cut and dry. First, you really need to understand your audience. Who is your video geared towards? Once you understand who your target audience is you will be more educated to make such presentational decisions.

There are several types of video for online audiences. Lets discuss 5 effective video styles for online video:

1. DOCUMENTARY: This involves webisodes and mini documentaries. This particular style is becoming very common due to its raw and honest delivery. More and more consumers want to hear real, unrehearsed conversations and see real and non-choreographed situations. It’s raw. It’s unpolished. It’s relatable. It’s incredibly effective.

2. NARRATIVE: This style involves some commercials and short films. If you want Hollywood then this is the style to go with. You’ll need actors, sets, a crew, proper sound...etc. These types of videos often have a punch-line or story to tell. They have the most potential of going viral but are also the most budget intensive and difficult to pull off. Narratives can pay off big if executed in the right way.

3. PROMOTIONAL: Most highlight videos, montages, infomercials, testimonial based interviews, and some types of commercials fall under this category. These videos are very common and often times the most effective when trying to get a focused message out there.

4. TRAINING or HOW TO: These include exercise videos, instructional videos, intellectual capital training videos, cooking videos...etc. The effectiveness of this style highly depends on the performance from the talent in front of the camera. If the individual is engaging, sincere, personable, knowledgeable, and entertaining then the audience will most likely have no trouble focusing in on their message. If they are dry, stiff, and awkward in front of the camera then the audience will tune out quickly, even if it is a subject they are interested in.

5. VLOGS: (Video Blogs) Most Vlogs intail someone sitting in front of their computer screen discussing a topic. This is fine for certain messages and audiences, however due to its lack of visual texture I would not base a marketing campaign using this style of video. Its good for a quick reminder, thought, rant, or tangent. It can also be effective for something that requires an immediate response.

Of course, each style requires a different approach regarding the filming and editing techniques as well as the on camera delivery, meaning the performance of the talent in front of the camera.

As you scour the web or watch TV commercials pay attention to the style of video that a particular brand or company chose to relay their messages. Ask yourself, why did they think that particular style fit their message the best? You’ll start to see trends and strategic methods to their approach. This will help you decide what style of video is most effective for your next video project.

Note: Choosing a style has little effect on how the Search Engines look at your video. The importance of selecting the appropriate style for your video deals more with the audience reaction than anything else.

10 keys to creating a successful webisode

by Clay // 12 . 01 . 2008  10:22 AM

First, let’s define “webisode.” Simply put, it’s a video episode designed specifically for the web. Typically part of a series, a single webisode highlights only part of a larger story. There’s no set standard for length, although most webisodes are relatively short, ranging from 2 to 10 minutes in length. This video is a great example of a webisode.

5. Professionally Raw
Within the realm of amateur home video, keep the webisodes professional, informative, and engaging. Due to the amount of video that is being uploaded each day, the only way to stand out is to produce “professionally raw” material. Keeping the webisodes professional will meet the viewer’s standards for aesthetically and cognitively pleasing content. Keeping them raw will help viewers feel comfortable accepting information. Don’t be afraid to keep the bloopers in your final product. It adds a human element that people love to relate to.

6. Keep ‘em Coming
Give people a reason to come back to the next webisode. Don’t be afraid to leave them hanging. It entices them to return to get the rest of the story. Each webisode may not coincide with the next, but establishing interest is a must.

7. Viral Potential
Don’t release an episode just because you can. Make sure each episode has viral potential. You want your viewers to pass it on through email, Facebook, Myspace, Skype, Twitter, or just plain old word of mouth. The more viral your video is, the more credibility your organization has.

8. Take ‘em Along
Follow live action. That means, don’t just tell people about what happened earlier, or what is going to happen later, but show them. This adds a level of intrigue that is extremely hard to accomplish with verbal summaries.

10. Balance Your Viewer Communication
Don’t always talk to the camera. It’s OK to allow your viewers to take the role of spectators.