Blogging with Video 101
It’s nice to imagine blogging as an exercise in the pleasure of writing, but if you’re blogging for your business then it’s all about driving traffic to your site, engaging your visitors, and turning them into paying customers. In a word, advertising.
Let’s look at one of the most critical trends that is driving online advertising: video.
Video Blogging vs. Video in your Blog
It’s important to make a distinction between practices for including video in your blog:
- Video blogs – The practice of running a blog consisting only of video posts. Also known as a “Vlog”.
- Traditional blogging with video thrown into the mix.
What we have to say here applies to both.
Advertising with Video
Video ads online have been around for a while. Today we normally encounter them on Youtube, large news websites, and other typically large traffic volume websites.
There are several compelling reasons for video ads:
- Video allows you to demo product(s) much more thoroughly to your customers as can includes images, sound/narration and captions, enabling you to address multiple different methods for conveying your messages.
- Video lends itself naturally to storytelling – it’s a time sensitive medium.
- Online video engages customers and drives them to engage with your content.
Google has some great tips and tricks for tweaking your video advertising depending on your goal. Most are easily applied and have relevance for effective video blogging as well.
Turning Video Advertising Lessons into Blogging Lessons
The Hunt for Eyeballs
Since it’s likely that your first goal is to get viewers to your site, lets begin there. Video is a great way to attract eyeballs because:
- Video ranks well on search engines
- It’s easily syndicated across several platforms. Once you’ve created your video you can post it to YouTube, Vimeo, Metacafe, etc.
- Look out for niche video sites that fit well for your product. Do you host a lifestyle or instructional website? Consider putting your videos on 5minmedia.
When your in the game for building traffic the types of factors you should be considering for are the size of your video players and how convenient they are for mobile consumption.
Going After Conversions
Your next goal is to turn those eyeballs into customers. With conversions, size and placement of your player factor heavily. Think about where in your video you’re introducing the key messages you want your audience to remember. The later in the video you present these ideas, the less likely a user is to see them so be sure to keep your videos short and sweet. Aim for between 30 to 60 seconds of video max.
The Future of Video on the Web
We don’t presume to know how the web is going to develop in the future, but if the last 7 years since the launch of Youtube are any indicator, it’s safe to say video is going to continue reigning supreme as the preferred online medium.
Consider Google’s take:
“When we think about the multi-billion dollar future of digital advertising, we believe that much of that growth will be driven by video.“
Don’t let your blog get left behind!
There’s a lot more to discuss on this topic: interactive video; video placement; video for SEO. Over time, we promise to revisit these topics so that you can optimize your creative strategy to meet your online goals. As always, ViMi is here to help.