Consumers expect to be able to access video content as part of their online experience, but websites have to make sure the content fulfils some sort of objective.
It’s no good creating video content for your site without first coming up with a strategy and measuring its performance over time.
Our Online Video Best Practice Guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques.
Here we summarise the section that looks at four key performance indicators that make for decent overall objectives...
1. Brand exposure
Whether through search, seeding or social sharing, video has the potential to create massive exposure for a brand.
The most successful videos tend to eschew overt product or brand messages in order to deliver viewing pleasure to their audience – usually humour, surprise or shock. The best videos are carefully crafted to contain subtle cues that encourage people to share them too.
2. Delivering information more effectively
Video is capable of delivering large amounts of information quickly. If you’re talking about a product that someone wants to explore, it’s a step or two short of being able to put the object in their hand.
It adds an additional dimension that it isn’t possible to convey using words or photos.
But competition for views online is now fiercer than ever and viewers have shorter attention spans, so you have to make sure you get the information across in an entertaining and engaging way.
3. Increasing conversions
The organisations that have so far invested the most in online video are retailers, perhaps in part due to the way its deployment can be attributed directly towards bottom-line objectives, such as higher sales.
4. Dwell-time, basket size and repeat visit rate
Using video to increase overall site dwell time is about offering the right content at the right time.
Offering a TV micro-site or video section to your website could provide a great opportunity for deeper engagement with the brand. But to take commercial advantage of this, you need to be able to offer relevant choices to people that enable them to buy.
Video will by its nature increase page dwell-time, but only if it’s visible and easily accessible. M&S TV is a great example of a feature that has both increased dwell-time and conversions.
It’s a collection of hundreds of films divided into 12 channels with product links displayed prominently next to the player.
Since launching in 2009 it has achieved more than 13m views, increasing basket size by an average of 30% and conversions by 15%.