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Leveraging Video: 5 Types of Videos to Consider
Tuesday, May 26, 2009
Last month, comScore released some data on the top video properties based on views for the US market. There were some interesting findings here.
  • the average US viewer watched 5.5 hours of online video in March (according to comScore Video Metrix)
  • Google sites accounted for 41% of the online video market (includes YouTube a Google owned property)
  • YouTube accounts for 99% of Google's online video market share
  • Fox Interactive Media was second with 3 %
  • Hulu entered the top three with 2.6% edging out Yahoo which had a 2.3% share of the US online video market
  • the average duration of online video was 3.4 minutes. This is right in the ballpark that was discussed by Microsoft Live Search's Senior Product Manager Henry Hall at SES New York in March. Based on research from Microsoft, Hall mentioned that the attention span for the average video is about 4 minutes which is up double over the past year or two
For those leveraging videos, video optimization is important not only to help promote your video, but to create additional content for your web properties. From an SEO perspective, video can be a great way to develop content for your site. Not to mention that a well done video can generate a ton of links to your site (linkbait) and help build a relationship with your target demographic.

Video is becoming more popular. According to Matthew Liu from YouTube, every minute over 15 hours of video are uploaded to YouTube. If we break that down to an average of 4 minutes per video that works out to be 225 videos per minute. That is a lot of video. So needless to say leveraging video can be a great avenue to get your content out there. While it is getting more competitive, video results are still considereably less competitive than traditional Web results.

Video, like a webpage is all about the content. It's all about providing some useful information that is accurate and unique and timely for those in need of it. The importance of good content cannot be overstated enough. The same holds true for video content as it shold be appealing to your intended audience. While the majority of people who currently watch video online are watching music videos or "time wasters", there are still a large number of people looking to watch news videos and the like.

How can businesses leverage video? Well there are a number of ways to use video to engage your audience. In fact we have identified five types of videos that you can optimize for your audience.

5 Types of Videos to Consider Optimizing For
  1. How To Videos - If you have a product or solution that can satisfy someone's need, make a video. Specifically a "How to video" to illustrate how your product/service/knowledge can be of assistance. Whether it is a video on "how to install drywall" or a video on "how to select a content management system", there are undoubtedly a number of people who will be looking for this information. Consider creating a series of how to videos that you can release through a video calendar.

  2. Video Testimonials - creating a video library of testimonials can be a great way to build trust with your prospects and target audience. If you have the abililty to allow customers to submit video reviews or the like, you can post the videos on the site and allow your clients to communicate their experience with your brand to others. You will want to monitor the videos, but try to be as transparent as possible so that the reviews are not biased.

  3. Brand Awareness Videos- throwing up the odd video to simply "re-energize" your brand is not a bad idea especially if you face seasonality in your industry. Creating top of mind awareness can be a great thing to help ensure that users are engaging with your brand. Just completed a website redesign? Add a video telling users about it.

  4. Promotional Videos - ahh old school promotional videos. Updated a solution or product. Create a video to tell the world (or at least your target audience) about the updated features, benefits or value proposition for them. Try not to be too "salesy" but communicate your brand in a new and positive manner.

  5. Product Release Videos - launching a new product or perhaps a new site or micro-site? Why not launch a video or series of well optimized videos to help communicate the launch of the new product/solution. Build up some anticipation and then deliver the value proposition.
Video is a great way to add additional content to your site. In addition with Google's recent Search Options feature you can work to have your videos appear with the video section of search options not to mention within Google's Universal (blended) search results.

  • keep your videos short - try durations of three to five minutes
  • brand your videos
  • include a call to action at the end of your video - i.e. visit www.your-site.com or to download a how to brochure visit www.your-site.com/how-to
  • Optimize the title and description of the video
  • Include a link to your web properties
  • Tag the video with relevant keywords
  • Encourage ratings and video comments
Leveraging video successfully for SEO is not that difficult. It just takes a little time and some great content.

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posted by Jody @ Tuesday, May 26, 2009  
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