Last year I was approached by two companies at pretty much the same time, with the same objective. Graduate Recruitment. They both knew that they needed to do something a bit different, to make their businesses stand out. They were both competing with many other companies, for the pick of the crop of graduates.
Both companies had decided to use videos to entice graduates to apply for jobs with them. They wanted to use videos to show the sort of company they could join. In principle the videos achieve the same thing but I wanted to highlight the two different styles we used.
Company One is a global finance company.
They were looking to fill IT and analyst roles. To give potential applicants an idea of the business, we filmed current employees at work and interviewed them on camera, so they could talk about what they do.
The approach for this video was quite formal with the video being produced against a structured brand guideline. See example Graduate video.
The approach was to film interviews with graduates on the graduate development program within informal locations around the business and to keep the production more relaxed and natural by avoiding the use of video lighting equipment. See examples of different approach.
In addition to the informal interviews we also created an upbeat video to promote the graduate programme and the key benefits of joining it.
You can also see these videos embedded on the client website
How will you make your business stand out and attract the best talent? Contact Us to discuss using video to help drive interest in your business.
Sous Productions have created you an amazing video production about your business but now what do you do with it?
While there are many sites on which you can host your company videos, two of the most commonly used are YouTube and Vimeo. So which is the best one for you?
Well it is not for me to say what is best for your particular business but I can highlight a few points which might be important to your thinking.
Key things to consider:
YouTube is free but as a business, to use Vimeo, you need to have a business account which comes with a small fee. As all my readers are in business I think we need to look at the following key points on that basis.
- Vimeo has a smaller audience than YouTube. Is that important to you?
- As you enter both sites, Vimeo has a distinctly more professional look and feel.
- Vimeo has no adverts.
- Vimeo allows you to pick literally any frame from the video as the placeholder. YouTube offers only three random choices.
- Vimeo does not tend to have any inappropriate videos presented alongside the video you are watching
- Vimeo videos are not thought to be ranked as highly as YouTube videos in internet searches.
- Vimeo does not currently allow you to upload a transcript or caption file like you can on YouTube.
- YouTube is considered the second most used search engine on the web so gets a lot of traffic and more people are likely to find your videos.
- YouTube displays other videos when your video finishes. These could sometimes be inappropriate to your viewers or maybe worse, they could be your competitor’s videos.
- YouTube and Vimeo both offer a whole range of very similar tools such as being able to add enhancements, view analytics, tailor the video player, embed and share your videos. They are both good but just approach the options slightly differently so for those elements it will really come down to which approach you prefer.
- Vimeo has a more extensive set of options for managing your videos such as Portfolios, Channels and Albums allowing you to adjust privacy settings and add branding and descriptions to them.
YouTube does a great job for most companies and I really don’t think you could be without it if you are keen for your video to be found through internet searches.
YouTube is free so it is almost a no brainer. However, you will have to accept some consequences. Most importantly your video will sit within a massive database of videos from all corners of the world across all sorts of topics. Not all of them will be of the quality of yours!
If you are a company interested in projecting a professional brand presence then YouTube might sometimes give you palpitations like when the end frame of your video promotes the latest teenage prank or the hottest new gangster rap video or worse still, a video belonging to your competitor.
As a business, the monthly fee on Vimeo shouldn’t really be an issue. In return for the fee you really do get a lot of excellent benefits.
I find the general look and feel of Vimeo much cleaner and more professional. The video content presented on Vimeo is also typically of a higher standard. You have much greater control over how you organise and present your videos all of which helps you maintain brand control.
For me I have ended up using both products for specific reasons. I use YouTube for search ranking and for any video that needs captioning (also helps with SEO) but I use Vimeo to provide me with a more controllable visual presence for my videos when I provide clients with links to view a video or specific album.
Good luck with your search.
Let me know if you use YouTube or Vimeo and which you prefer and why?
Do you have an online presence? Can your clients and prospective clients find your business when they’re looking for a solution to their problems? These days, it’s vital for all businesses to have a presence online, no matter what business you’re in. One of the simplest ways to create this presence is through videos. Here are some of the issues you need to consider.
Provide answers. Many people search the internet for answers to their questions – solutions to their problems. Providing the answers they’re looking for can help build your reputation. ‘How to’ and training videos show up well in Google searches, so think about how you can use them for your business. What tips or advice can you give to viewers? Can you create a short video demonstrating how to use your product or service?
DIY or not? While can you can have videos professionally produced, you can easily create your own. If you take the DIY route, carefully consider the impact it could have on your brand. You need to make sure you create the best video you can, or it could reflect badly on your brand. If you’re known for giving out quick tips, then a poorer quality video is fine; if you’re working on building up a quality reputation, you need to make the investment that you can afford, to create the right impression.
Hosting. Where do you put your video? Obviously they need to appear on your website and there are hosting sites you can use for storing them. YouTube and Vimeo are the two main sites I recommend for hosting (others are available!) The one you use depends on what you need, the number of videos you want to host, how long they are and a number of other criteria. Even if you self-host your videos, you should also consider using a site such as YouTube or Vimeo, for SEO (search engine optimisation) reasons, to help build up your online presence. I’ll write another blog about the differences between YouTube and Vimeo.
SEO. Make sure you optimise your videos so that they can be easily found by the search engines. Include keywords (phrases that people search for, which are usually based around their problem) in the title of the video, the description and tags. If your videos are training tips on how to use your products, and your customers know where to find them, then you don’t need to worry about this too much. However, optimisation is vital if you’re using your videos for sales or to drive traffic and visitors to your website.
How will you use videos to create an online presence for your business?
For really effective marketing, you need to measure it, so that you know what works and what doesn’t. The effectiveness of videos on your website, to promote your business, is simple to measure. Here are some numbers for you to consider:
- Adding a video to your website makes your site 6 times more likely to convert someone who is ‘just browsing’ into a paying customer.
- 20% of web visitors will sit and read the majority of the text on a website, but 80% will sit and watch the same content when it’s presented in the form of a video.
- A company web site is 50 times more likely to be ranked on the front page of Google if it contains video.
- Retail site visitors who watch a video stay 2 minutes longer on a site on average and are 64% more likely to buy than other visitors.*
How can you see what effect a video has on your website and your business?
What visitors do on your website can be tracked through programs like Google Analytics. It tells you which pages are visited the most, how long a visitor is on a particular page and how often (or how much of) your video is viewed. Sites like YouTube and Vimeo also give you quick ways to see how many people access your video over a period of time, so you can measure your video ROI. By understanding how your prospective customers react to your video and then behave on other pages on your website, you can continue to develop your marketing and make it more effective.
Are you using videos on your website yet? How do you measure the effectiveness of your marketing?
Successful marketing is carried out on a regular basis and is integrated – with all the different marketing you do pulling in the same direction. If you use videos as part of your marketing mix, you need to plan how best to use it, to get the best effect.
As we near the end of 2012, now is the time to plan your marketing for 2013 and in particular, how you’re going to use videos as part of the mix.
Here are some tips to help you create your plan.
- Key dates – what special events will take place next year? Will your business have a birthday or anniversary to celebrate? If so, put the dates into your diary now and think about how you can use videos to promote the events in advance; and how you can use a camera on the day. Perhaps you can ask some of your clients for testimonials as they enjoy a glass of bubbly to celebrate your success!
- Top tips – what advise can you give away to clients and prospects? If you look at what people need to know about what you do, you can plan to film a ‘tip’ each month. It could coincide with publishing your newsletter or blog. Should I be filming myself telling you this, instead of asking you to read it?!
- Industry news – certain businesses need to do things at certain times of the year. If you recruit graduates, you might need a really good recruitment video to attract the cream of the crop. Think about when you’ll need to do this next year, so you can plan it into your schedule and get it done in plenty of time.
- Client testimonials – think about specific products or services you want to promote. Then ask a client to give you a testimonial for each one, saying why they work with you and what benefits they get.
Do you need more ideas on how you can use videos to promote your business? Leave a comment telling me a bit about your business and I’ll send you some advice.