How to Capitalize on Exploding Video Viewership

157 million U.S. Internet users viewed video online during June 2009, the highest recorded number for a single month. Reaching even a portion of that audience can be a significant boost to achieving your marketing goals, but producing quality videos takes a trained and professional crew.

Video is an effective way to build a brand, enhance search engine optimization, engage audiences and generate sales leads. Studies covering display and video advertising report video ads can generate up to five times more clicks than standard ads of the same size. In December 2008, online video viewers watched an average of 309 minutes of video, according to comScore, a global leader in measuring the digital world. When executed properly, video is a powerful communication tool that can help your company reach its marketing goals.

Before shooting any video, define the main purpose of the video. Videos can be created for employee training, promoting products and service demonstrations, product installation instructions, covering an event, supplementing sales presentations, or providing a visual demonstration for customers.

Johnson Hardware, a leading manufacturer of sliding, folding and pocket door hardware, recently released a 3-D animated video covering how to install a pocket door frame. The video, which is hosted on the Johnson Web site, presents the company as an industry leader and a valuable resource, thus enhancing the company’s image. With its clear and concise instructions, the video has garnered attention on major home-improvement websites.

For best results, focus on planning and preparation. Develop an outline of the story or information intended to be delivered. Then, write a clear, concise script, and fashion a storyboard that visualizes the shots you will harness to convey your message points.

During production, consider the following tips to ensure excellence.

Lighting is crucial when conveying a message through a series of visuals. It can set a mood, add drama or highlight key product features. Communicate with clear visuals to support the story you are telling. Poor lighting can lead to shadowed or washed-out images that make a bad impression with prospective customers.

Shoot to edit. Editing allows you to combine the scenes to tell a compelling story, explain a process or cover advantages of a product or service. Refer to your storyboards to ensure you capture all the essential segments and keep production on track. Also remember that, with today’s editing technology, video can be shot out of sequence and then composed properly.

Keep viewers engaged with quality production. Enhance your video with sound effects or add music. These can emphasize key points or specific emotions. According to comScore, the average online video length is roughly 3 ½ minutes. It’s best to keep video length to 10 minutes or less. End your video with a call to action. Drive the viewer to visit your Web site, to call for more information or to purchase your product or service.

About the Company

Since its founding in 1989, Walt Denny Inc., a full service public relations and advertising agency, has been The Home Products AgencyTM, working with a national client base and building each organization’s positive brand awareness through bold results and individualized strategies. Client experience includes industry-leading organizations such as Whirlpool, KitchenAid, HomeCrest Cabinetry, Royal Outdoor Products, The Tapco Group, Johnson Hardware, Amerock (a division of Newell-Rubbermaid) and Leaders Bank.

For more information or consultation, contact Walt Denny Inc., phone (630) 323.0555 or e-mail

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