January 22, 2013 | Posted in "How-to" video, Case study video, Corporate video, Hints and tips, On-line video, promotional video, Showreels, Video for Business, Video marketing, YouTube video | By Duncan
YouTube is the second busiest search engine in use today. It’s where a lot of people now go to find answers to their questions.
If you’re putting your videos onto YouTube, you need to make it easy for as many people as possible to find them. Here are a few tips to help you help searchers find your YouTube video.
- YouTube Video title – include juicy keywords that people are searching for. Including the word ‘video’ is always a good idea and keep your title to 12 words or less.
- Tags – you can include tags in your YouTube videos. Make sure they are relevant to the content of your video and what people are searching for. Include at least 5 tags with each video.
- Video description – tell searchers why they should watch your video by writing an attention grabbing description. The description is what shows up in the list of search results, so you need to encourage people to click on your video instead of someone else’s. Put the most relevant information first, as only about the first 100 characters appear in YouTube searches.
- Use your YouTube videos as an SEO (search engine optimisation) tool by creating links back to your website. The more back links your website has, the higher it will appear in searches.
- YouTube likes videos with interaction. Encourage your colleagues and clients to ‘like’ and share your videos, as this will give your YouTube videos high rankings in searches.
- Create a YouTube channel for all your videos. Make sure your page reflects your company brand, with your logo and colours. Add some information about your business and a link to your website and social media pages.
Well produced videos are a great way to promote your business. Store them on YouTube so that prospective clients can find them and get to know more about what you do and how you can help them.
How do you use videos to promote your business?
Testimonials are a great way to grow your business. If you ask your clients to tell others why they work with you – what benefits and value they get and what they like about you – you’ll find it much easier to persuade prospective clients to work with you.
You could use written testimonials, but I believe that filmed ones are much more powerful and have more impact. Why? There are a number of reasons.
- If your clients have taken the time to think about what they want to say to camera, you know that they mean it. If they’ve taken time out of their busy day to be filmed, you know that they are happy working with you and want to tell other people about you. Just writing down some nice words about you would be easy to do and doesn’t take much time. A video testimonial will be far more authentic to the viewer because you can’t change what someone says to camera, as easily as you can change words that are written down. You can write a testimonial yourself and put your client’s name to it. On camera, if they don’t want to say something they won’t and if they say something they don’t believe it will not come across as authentic.
- Video testimonials are far more engaging than written ones. This is because they appeal to more of your senses. With a written testimonial, you have to rely on just the words and how the reader interprets them. With a video, you have far more than just the words with which to get your message across. You need to think about both the visual and audible aspects of your video and what you are trying to achieve from them.
Visual and audio impact in one go
With video testimonials you can use both text and images to create a visual representation of what’s being said. Changing what’s on screen will hold your viewers’ attentions for longer. Show different people within your office, to allow viewers to get a feel for your business and what goes on there. Show viewers how your product works.
Asking one of your clients to talk to camera about your business allows your viewers to hear exactly ‘how’ they think of your business, as well as ‘what’ they think of it. Their enthusiasm will come across so much better than through written words. If they really love working with you, it will come across in what they say, not just from what they say but their tone of voice too. Using music in your videos helps create tempo and emotions and reaches the more auditory of your viewers.
Click here to watch a client testimonial we’ve filmed to see how we used all these different techniques to reach more of your senses and create a really engaging film and let me know what you think about it.
Sous Productions were commissioned by BG Group to produce a series of videos as part of an on-going employee engagement programme.
The brief was for the creation of video stories and dialogues to be shown initially at an internal event but would have multiple uses across different media channels (conferences, external webpages/social media).
The video would cover topics such as:
- The BG Culture and characteristics
- Teamwork and networking
- Career and career development in BG Group
The request was to keep the video interviews “real” by being filmed in the workplace and not over produced with lights etc so we filmed all around the corporate head offices. Sometimes interviews were at the persons desk and others were shot in locations around the buildings but always done with the natural lighting of the environment.
The style needed to be a bit more dynamic rather than anything too staged so Sous Productions elected to film all the interviews shoulder mounted rather than from a static tripod to keep the content fluid. We also shot most of the interviews on a Canon 7D DSLR with a Sony Z7 as the 2nd camera for change of shots in the edit.
It was also felt that we wanted to keep the interviews as non-invasive as possible for the staff so we decided to use a direction boom mic rather than clipping on lapel mics.
A short video production designed to show the breadth of team resource and working environment at Insight Medical Writing Ltd.
The aim was to help to differentiate the client from a large number of smaller operators, who can’t necessarily offer the level of resource to undertake larger and time critical projects, and to show the substantive nature of the offices and the team within.
The video production will initially be shown as a sales tool at an exhibition but later it will be used within a new website currently being designed.
The video production was filmed on 2 cameras. A canon 7D DSLR so that we could achieve close up shots with a shallow depth of field. We also used Sony Z7 for filming shots mounted on a mini Jib for the boardroom footage.
The voice-over was not provided by Sous Productions but we brought it in to our edit along with music “Good Morning” purchased from Audio Jungle.
When we went along to film at the offices of our new client Wilson Partners it soon became very evident that this was a company with clear ambitions and a strong proposition strongly endorsed by their clients who took time out to come and say so on video.
It isn’t easy to come and be interviewed. All sorts of technology like lights, camera and mics all focused on you can be a bit daunting. Normally confident people can feel under quite a bit of pressure when put in this situation and as much as we are there to help relax them and ease them through the process, you really have to want to do it to put yourself through that scenario.
To me, thats why video tutorials work. They are real clients, using their own words and above all they are giving up their time to come and say great things about their service provider.
Each of the interviews were edited to stand on their own right as well as producing an overview version as a compilation of feedback. In each video we used footage shot around the offices of the team going about their normal day to day business (despite cameras pointing at them) to help add some visual context and interest to the video.
Interviews were filmed using 2 cameras. One as a close crop and the other slightly wider providing variety. One of the cameras was a Canon 7D which enabled us to film the interviews with part of the office in the background but in soft focus so that it added interest but wasn’t a distraction.
When filming around the offices we were conscious that for the most part, the team are busy sat at their PC’s so we used the track and dolly to run the camera along in a linear direction, providing a bit of motion and making the shots a little more dynamic.
The video was not a standalone project. Wilson Partners have now announced the unveiling of their new look website. The aim of the website is simple – to engage with clients and to win new business through providing visitors with a real feel for what makes Wilson Partners different. The compilation video we produced has pride of place on their home page. The other client testimonials are placed on a dedicated case study page as well as being dotted across the website, all contributing to providing that feel of being different.
Filming was great fun. Allan Wilson and the team are clearly professional people but they also have a sense for fun and know how to make the workplace enjoyable to be a part of. Behind the fun and smiles this is also a smart thinking, focused and well run business.
Here is the Compilation video.
If you are interested in having a client testimonial video produced for your organisation then please contact us for more information here.