7 Things I've learned about Online Video

1. Video is not as hard as people think it is.

True, I've been working with online video a long time, but over the years, things have gotten extremely easy. Now, you just upload a video and paste some html code on your site and you're done.

2. Site visitors watch videos.

Traffic statistics and metrics show one overwhelming trend: If you've got a decent video online, people will watch it. Not only that, but split tests have shown that pages with videos (or videos that lead to pages) have a higher click-thru or purchase rate than pages that don't incorporate video.

3. People expect a video.

This one did kind of throw me for a loop. I've gotten emails requesting videos of certain topics, and even one requesting that I repost a weekly video segment that I had done a while back. I often find myself looking at a technology website and wishing they had a demo video of some sort to watch.

4. Video is not as expensive as people think it is.

If you spent US$1,000 on a video segment, and that segment yeilded you a return of US$6,000, would that be a bad thing? Of course not! That having been said, do not waste your money on a low quality, poor performing video. (See the other tips for more info on good videos).

5. Video is not complicated.

An online video does not need to be a huge production. You do not need an elaborate set or fancy equipment. Your office, living room, or dining room and your $200 digital camera are fine. The time you invest in your video has the highest return value of any online component.

6. Video creates like and trustability.

People do business with people they like and trust. There is no better way to gain that like and trustability than through online video. People feel as if they get to know you. They trust you. They like you. ...and then they buy from you.

7. Never underestimate the power of video.

Be it for better or for worse - the statement you video makes will impact not just the normal flow of traffic to your site, but everyone who sees the video. Make sure the video you place on your website reflects not only the message you want to send, but the image you want to send as well.

BONUS: It's never too late to start using Online Video

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