Use of video on business websites: why hasn’t everyone gone video-mad yet?

[cvr interior]

Hi I’m launching a commercial video production company that creates quality films/videos specifically for use on the internet. Given the obvious benefits of using video to advertise businesses, both on their own websites or on other sites as ad placements, I am amazed that only a relative handful of innovators use this medium.

Any thoughts why video has not yet made it big on business websites (I’m not talking about YouTube, consumer generated material or cheap Flash animations, but professional quality videos)? :|
Is it felt that it is too expensive to make? Or the quality not good enough, the technology not there yet, too long to download, etc? Or are the benefits not that obvious? Any other reason? Let me know why you haven’t gone all video-mad yet! (and what industry you’re in)

 

[GreatSEO]

So far my findings are too long too download

Way too costly when you want something basic

And also because it is something new that no one has really seen in good quality on the net yet

Hope that helps

Regards

Dave

 

[cvr interior]

thanks, that definitely helps!

 

[Mr. Mu]

Hi cvr interior

I don't know the answer, but I always think its useful to have a look at the primary assumption in ANY strategy and give it a poke.

Your idea is based on the assumption that there are "obvious benefits of using video to advertise business".

Maybe put that assumption up for discussion? I don't know the answer - just thought it's worth asking other people.

I haven't gone video mad because.. because I prefer using sound (see 'Free mukau minute' link in my sig).

 

[SillyJokes]

Video delivers information at the speed set by the site owner.

Website surfers may prefer to go at their own pace and not 'sit through' a presentation. They may want to quickly go straight to what interests them.

People (like myself) are surfing at work, or prefer to listen to their own music while surfing and so have web sound switched off.

There are still a lot of people on dial up who won't be able to access video very easily - doubly so for the reasons outlined above.

I like video for showing how things work but as a sales presentation - ugh.

 

[Scott-Copywriter]

1). Bandwidth

2). I don't know about anyone else but I personally dont really need or want to watch videos. Information I need presented in text and images on a webpage will do me fine.

 

[simonr]

There are legal/curtesy problems too for me. I train people and consequently I'd need to get their permission to use any video of them - the fuss of that alone puts me off.

Secondly, the quality isn't great for the price in my experience so far, particularly in my area where sound quality is critical!

Thirdly, putting a camera in a room changes the dynamic of the room and how the people on the training course perceive the course. One of my USPs is that I don't use video except for specific training courses that are designed and requested like that.

All in all, it's a bit of a non-startef for me: any one of those alone would sink it.

S

PS: I'd love to do it though, if I can find a way around these problems!

 

[cvr interior]

To those who replied, thanks for your answers - here is what I found from experience as well as from research:

DOWLOAD TIME/TECHNOLOGY/INTERNET VIDEO QUALITY/CONSUMER EQUIPMENT: still a problem I agree, also there is hope, this is getting better almost by the day. Re. quality of image, remember lots of video stuff on the web is filmed with cheap camcorders, hence the quality is poor right from the start. Look at movie trailers, the quality is fantastic, and screen size is very decent.

BORING TO SIT THROUGH A VIDEO PRESENTATION: true - when the wrong people are doing it! (i'm a BBC-trained producer, i specialised in BBC1/BBC2 prime-time documentaries/shows, a cut-throat environment where every viewer and every second of a film count - those skills, namely grabbing a mass audience by the throat and not letting go until we say so!!, are, I believe, transferrable to internet advertising in some sectors, although not all i agree)

COURTESY/LEGAL MATTERS: the person/team in charge of the production should take care of that, not the client.

COST: making a video has never been cheaper than today. for £3k, anyone can get a broadcast-quality high definition camera, and for a couple of hundred pounds, a super user-friendly editing software. Professional equipment is also cheaper than ever HOWEVER, the skills for filming, editing, writing, producing, logistics, etc., are what make the quality of the product, it's the difference between a boring presentation and an exciting medium to win customers/viewers and build brand awareness. So actually producing a video is cheaper, but still high because you need to get the right people in. And for that, you get exactly what you pay for.

Please keep the thoughts coming, it focuses the mind! Thanks a million again

 

[cvr interior]

I haven't gone video mad because.. because I prefer using sound (see 'Free mukau minute' link in my sig).

hi Mr Mu - went to your site, wow, unusual & very interesting. now, am i missing something... FREE? explain... writing/recording studio time/voice-overs cost... HOW? explain

and if i may, i'll ask again... WHY aren't the benefits from those soundbites not applicable to video bits?

 

[awebapart.com]

One of my clients, a Tae Kwon Do club, uses quite a lot of small video clips on their site:

www.kamstkd.com

Quite a few martial arts clubs use video clips on their sites. In this particular case, video is great for conveying something that by its nature is dynamic and visual, and the video also gives potential joiners an idea of the people and skill levels in the club. The clips also act as good training aids for existing club members, allowing techniques to be analysed. I guess this idea could be applied to a lot of sports clubs, gyms, etc.

Another area where video could be used are businesses where you need to get across the personality of certain people, e.g. motivational speakers, trainers, bands who perform at weddings, wedding photographers etc.

Video can also be used for viral marketing, e.g. putting a clip on google video or youtube.

Google video or youtube could also be used just to save you bandwidth.

 

[cvr interior]

True re. sports/trainers/speakers, never thought of that.
I was thinking that video was vital for example on hotels/travel/tourism websites - nothing like a video to make you think "i wish i was there" - or is it just me dreaming about filming on a beach in the Carribean?

 

[awebapart.com]

In tourism and property, virtual tours (scrollable, linked 360 degree panoramas) used to be all the rage (and still are to a certain extent) for the innovators, however nowadays with bandwidth prices coming down and more uptake of broadband there probably is more opportunity for websites owners to also consider video. For the smaller outfits on a budget, e.g. rental villa owners, B&Bs, house sellers, it is easier creating a walkthrough video rather than creating a hyperlinked virtual tour (as long as the walkthrough video isn't too choppy and amateur/Blair Witch Project in style).

One thing that will be problematic to the web video market is websites on cheap hosting. Even if website bandwidth quota isn't a problem, there is still the problem of how fast your website delivers data, and when your website is stuffed on a server shared by a few thousand other websites, it wont be fast. This problem can be alleviated by either hosting the video on youtube (it still wont be too fast, and quality is limited), or in addition to your normal website hosting, paying for specialist download/video file hosting from providers like:
www.fileburst.com
to host just your video files.

 

[Mr. Mu]

good point - ah.. I think the difference between sound and video for me comes down to the fact that sound is more 'real' than a small video square (byte for byte) and you can do other things while listening (particularly podcasts).

In a way, similar applies to the use of sound / voices, so I'm kind of behind your question all the way.

Re. the cost part.. OBVIOUSLY you'd pay us to show you how easy it is to do it / how to script / record / upload etc - but after that, you're away.

Believe it or not, for a lot of non-techno business people we meet, the idea that (with a bit of kit and a bit of training) they can start creating audio marketing AND leaving links to it all over forums all over the web and getting listeners and links to their site for free, is completely new.

Thx for the compliments, btw much appreciated

 

[simonr]

COURTESY/LEGAL MATTERS: the person/team in charge of the production should take care of that, not the client.

Sorry - I've not been clear enough. While it's true that it would be a bit of a hassle for me to get the necessary paperwork filled in, I was thinking of it as much from the point of view of the person who is being filmed. I know of several clients I'd have lost if I turned up with a camera.

Unless someone can think of a way around it, all I can do is hire people in to be filmed. As actors cost almost as much as camera-men (or women) and I'd need a few of them to do something worthwhile the whole project suddenly escalates into the thousands of pounds for something which couldn't work anyway 'cos the people I'd be training already have some background in voice projection and overcoming nerves etc.

If you've got a way around all this I'd love to hear it!

S

 

[cvr interior]

Sorry - I've not been clear enough. While it's true that it would be a bit of a hassle for me to get the necessary paperwork filled in, I was thinking of it as much from the point of view of the person who is being filmed. I know of several clients I'd have lost if I turned up with a camera.

Unless someone can think of a way around it, all I can do is hire people in to be filmed. As actors cost almost as much as camera-men (or women) and I'd need a few of them to do something worthwhile the whole project suddenly escalates into the thousands of pounds for something which couldn't work anyway 'cos the people I'd be training already have some background in voice projection and overcoming nerves etc.

If you've got a way around all this I'd love to hear it!

S

Hi SimonR

You're absolutely right - very tricky one. I can think of one possible solution to your problem:

- write your video script around those problems. filming/showing an entire presentation, with a classroom full of people, however inspiring it is in "real life" could be losing its punch on video - and talk about opening a can of worms!! But all you need is efficient and appropriate writing and editing keeping in mind those problems and suddenly video becomes a very effective way to introduce your business. Easy examples: focus on the trainer (who i assume is camera-friendly!!), have only a couple of people intervening (they could be your staff, that you "direct" into asking scripted, rehearsed questions) - then ask more people like your friends, etc to be silent extras in the background. maybe use voice-over explaining your business as opposed to using real sound, also easier to get good quality. use (very short!) interviews/soundbites of chosen clients/students who are willing to give a testimony and are camera-friendly. ask for permission to use footage of a winning presentation by one of your clients at a conference, etc. and why not, if you feel creative, think of dynamic images OUTSIDE the boardroom or classroom and that express a positive, winning attitude, which is what you provide to your clients, right? Those will speak louder than the filming of a presentation.

Anyway, the big message is: write around the problems. Does that help?
cvr

 

[simonr]

Thanks for the thoughts.

Short answer is... I take the point about writing around it but I'm not sure (some of) those particular examples fit what I wanted to do, even though they may very well work.

However, you've kick-started me to think about ways of 'using the problem' as the focus of it. Cheers!

Simon

 

[gayle tomlinson]

Hi there,
I've been a bit slow in picking up this thread but I'm glad I've found it - eventually.
Like CVR Interior I'm looking at how I can keep up with the times and use multi media effectively.

From next month I'll be offer a video news release service which will be aimed at regional and national newspaper websites. Already I've had a good response from businesses in the North East and have signed up my first customers.

I believe in the not so distant future this will be something that every corporate business will have to look at doing as par for the course, just like they now must have a press office or must hire the services of an agency.

I would be interested to hear people's views on this and whether this is a service they see as worthwhile.


Gayle

Gayle Tomlinson Communications

 

[Mark Pocock]

Got a guy who is selling software on a web site from a sales letter I've written. And I've told him to video 4/5 minute video clips and demonstrate his software in action.

He's using Camtasia this week. So it'll be fascinating to see the sales when it's all up and running.

Interactive websites seem to be the future.
Have just recorded a message for a squeeze page this morning
on one of our web sites.

cheers mark

 

[Mac Yeti]

This problem can be alleviated by either hosting the video on youtube (it still wont be too fast, and quality is limited), or in addition to your normal website hosting, paying for specialist download/video file hosting from providers like:
www.fileburst.com
to host just your video files.

There's other options like Blip or Revver but I totally agree with Mark about interactivity and rich media being the way forward thanks to broadband.

At the moment the majority of websites behave like an online printed brochure but I think eventually it all has to become user driven and interactive content and video will be a large part of that.

 

[cvr interior]

i agree with above posts. video press releases are a fantastic idea.

i'd indeed be interested in how sales figures are behaving once a video is uploaded. any info an that greatly appreciated!

cvr

 

[awebapart.com]

A lot has been said about how video can help promote your business. I'll add one other idea, selling video clips as part of your business as a way of monetising your knowledge. e.g.1. a sales trainer could sell short clips on how to do certain sales related tasks whilst on an exhibition stand, e.g.2. a videographer could sell short clips explaining how to make the most of your consumer camcorder for certain shots, etc.

If you choose the right e-commerce tool, it can be quite easy setting up an online shop where payment leads to immediate download. Of course this idea doesn't just relate to video, it could also be audio, ebook pdfs, etc. It helps if you have sample free content for visitors to evaluate first, before moving on to your premium content.

 

[Antony Warnes]

II think people forget that video is simply another medium in which to deliver a message.

Many production companies will produce video content which is technically brilliant and far in advance of any DIY production (wuite often with a pretty glossy look, great compositon, maybe some style du jour camera angles, snappy editing and a bit of focus pulling etc.) leaving the client happy as there is his brand or his company presented in a very professional package.

Then the video gets shown to their clients and they also love it for all the same reasons and everyone is happy.

The problem is that in many cases the company which comissioned the video looks at their sales figures a few weeks later and found little has change. If the video doesn't engage with it's audience, if it doesn't work on a personal level and has no real call to action. Basically if it doesn't deliver the message then it will not work as a marketing tool.

Instead of being a well packaged sales message it ends up being almost like a slightly dull entertainment video.

In too many companies video is an afterthought. Which is why when a company spends a few quid on one and it doesn't work they blame the video and go back to adverts in print media which nobody is reading.

 

[TangerineDream]

I have not gone Video Mad on my sites but I do like using a video presentor.

THe presentor speaks through the basic businees proposition and how the business add value to its target audiance and then discribes all the "call to actions" that the visitor can take to leave an enquiry (Phone, email, Contact form, Twitter etc)

For me its a no Brainer. I have been placing video presentors on my sites for 18 months. Infact, The new TangerineDream site will get its revamp and go live with the new presentor in a week or two.

Simple fact for me is that People stay on my sites longer, visit more pages, and leave more enquiries as a result of having a presentor. On averge I get my return on investment in approx 6 weeks.

 

[DIDAMEDIA]

We are in the same line of business - maybe you are better or not. But what I really found out is in the video industry is really connection with other business. And of course, you need to initiate very good content in the first place to attract potential customers. Happy to exchange view and resources with you if you think we are quality enough. just PM me or email me at [email protected]

 

[AndyPhelps]

I love video on sites, especially for training, I record the screen and make tutorials to help people online in certain areas.
As far as live video, great too, but in my experience, you can do it yourself with your Mac and iMovie.
Good luck with the venture, In a recent Linkedin discussion the feedback was that people wanted quality videos to project the company image to site visitors.
You are on the right path, some people need to catch up with you.

 

[RevolutionProductions]

I am surprised no one has mentioned animation and motion graphics type of videos. These are the most popular types of videos business' use to market their products/services on websites. To be honest I think traditional video production is dying. People would rather look at an interesting and engaging animation rather than a some boring dude talking for 5 minutes with slow panning shots of their business premise.

We have clients around the world (mainly US, UK, and Australia) and there's huge demand for motion graphics, animation, and even stop motion. Here's our portfolio:-

<link removed by Moderator>


regards,

Richard

 

[Wayne11]

This is an innovative thought, it is essential to provide business training to the employees to increase the employee performance.No one has implemented about video training because I think none have thought about it.

 

[MJBMI]

People respond to different things, text, audio, video, feel, touch etc , the idea is to have all these available if possible (yes feel and touch can be done online with some imagination (not literally of course)) .
Businesses havent massively cottoned onto video cos its yet another medium for them to grapple to understand and appreciate and also another medium for them to get ripped off over, and many are still reeling from that crap web design job 5+ years ago.

What video providers need to do is JV with someone (hello) who can promote the video so the business gets full results from the work ie SEO, targetted visitors, branded You Tube channel, lead gen, conversions etc etc .

Also it is widely thought and held that shorter videos are more effective (5 min max if the person is interesting) so theyd likely be looking for a number of videos and may be put off by some prices £500 per video that many providers promote at (not saying OP is)

 

[facey65]

Its all about the business perception that a video will cost a lot of money. This is not helped by the fact that many professional production companies are still charging £5-20K for a 3 min video evenwhen its only intended for the web.

 

[JDX_John]

I figure people are only going to give my site 10s initially, so while having a video on the front page is cool, relying on a high % of users to watch it is naive.

I also personally hate any site which auto-plays media, which means a video requires an extra click from viewers... as such a video is an additional feature not a primary one.

 

[Business News]

I may be being churlish here but anyone in or contemplating joining the business of generating promotional videos must already know the answers to the question posed.

Strikes me of an OP fishing more for business than for answers.

 

[RichApplegate]

Is nobody accounting for the SEO benefits of having video on any website. Since Google bought YouTube they give great rankings to sites that contain video (surprise surprise). Just that not add weight to the argument for having video on a website? And £5-£20k for 3 minutes? Where are you shopping?

 

[JDX_John]

Is nobody accounting for the SEO benefits of having video on any website. Since Google bought YouTube they give great rankings to sites that contain video (surprise surprise). Just that not add weight to the argument for having video on a website?

Making assertions without backing them up is not really helpful, especially in the slightly arcane world of SEO. Got a link?

 

[RichApplegate]

Making assertions without backing them up is not really helpful, especially in the slightly arcane world of SEO. Got a link?

A link to where? I have quite a few examples where client's have introduced video to their page and seen an increase in traffic as a result. I also have some research (all be it on my desk at work, and not here!) about the pro's and con's of Video SEO. I certainly won't profess to be any sort of 'expert' on the subject, but have seen many examples of it working.

A comment to offer on the main tone of this thread, what I HAVE seen it stats regarding how many times a visitor to a page with a video on have physically clicked the 'Play' button was astonishing, some 85-90% in many cases. It seems people are drawn in, just difficult to quantify?

 

[JDX_John]

So who told you that having videos would improve rankings? I know Google don't divulge their algorithms but have they made a statement to this effect or is it something you simply observed?

Do you see videos affecting search rankings, or simply increasing time spent and activity on the site, or even a higher conversion?

Not having a go - anyone can come and claim anything about SEO so it's important to make sure of sources

 

[RichApplegate]

So who told you that having videos would improve rankings? I know Google don't divulge their algorithms but have they made a statement to this effect or is it something you simply observed?

Do you see videos affecting search rankings, or simply increasing time spent and activity on the site, or even a higher conversion?

Not having a go - anyone can come and claim anything about SEO so it's important to make sure of sources

I have observed increased traffic from Google to a page with a video, so in that respect I guess 'No' - I cannot confirm that it is definite Google is giving increased search rankings to sites with a video. But as you say, they don't exactly release statements, most of what we all 'know' is based on assumptions from the information at hand, no?

 

[JDX_John]

They don't divulge precise details but they do give out snippets of information - so you can know the main things to do but not 'game' the system.

I wonder if anyone has done a proper study with A/B testing on this.

 

[RichApplegate]

They don't divulge precise details but they do give out snippets of information - so you can know the main things to do but not 'game' the system.

I wonder if anyone has done a proper study with A/B testing on this.

That would be priceless. I'll speak to our CTO tomorrow and see what he has...

 

[Sophia Myles]

I think that may have something to do with SEO - search engines still refer to text as far as I know... On the other side, producing a high quality video is still not an easy thing for most people.

 

[Novello]

Hi
I am in the tourism theme parks and Heritage promotion business, video and digital footage extensively used by many Venues to promote their "Attractions" online. Some
Directories also use them for demonstration clips.