Making the best of online video

At the end of January 2011, YouTube announced that every day it streams 4 billion videos. More and increasingly diverse users are consuming online video on their computers, mobile devices, and even on their net-ready TV. We used to refer to this as the 'three-screen experience', and back in 2006 it was just a theoretical technology. The market has come a long way from video podcasting.

Another interesting bit from the news is that, with the SuperBowl just around the corner and a 30 second spot running $3.5 million this year, most ads have already premiered online. Even major agencies are using the power of online video to build buzz in anticipation of the first airing of their commercials on broadcast TV. It's not upside-down, it's just taking advantage of the strengths of the online market to maximize the impact of that million-dollar ad buy.

So, drawing back to the small picture, how does a small brand take advantage of the groundswell that is online video? How do you stand out, and what pitfalls should you avoid? Here are some tips:

YouTube is the World's Second-Largest Search Engine

Yep, really. They're owned by google, and the keywords that go on your YouTube videos also index in google. This means a popular, appropriately tagged video can get you on to the front page of a google search faster than months of SEO work.

So once you have a good video, optimize your video titles, descriptions, and tags - and even create your ówn optimized "About Me" and "Channel Description" areas - so that you're more likely to pop up in a search. You can even take it one step further and organize your videos into different "Playlist Categories" that have keyword-based names.

Find opportunities for narrowcasting

YouTube is the 800 pound gorilla in the online video world, but your video can easily get lost in the crowd. One of the stregths of the web is that there are endless outlets and communities that focus on much more specific topics, and if you find any that your brand applies to you may have a ready-made and loyal audience (this is what we call narrowcasting.)

Do a little searching to discover video sites that are go-to resources for people interested in your niche - or that make it easy for people to find videos, without navigating a sea of irrelevant YouTube videos.

Choose the length of your videos carefully

The internet works very differently from TV in that viewers are used to actively seeking out what they want to watch online, where all content is avaliable at all times. This means that if they have stumbled across your video, you have to grab their interest before they click away (studies suggest in the first 8 seconds.) On the other hand, if they have actively sought out a video with in-depth content, they may watch a 20 or 30 minute video without getting distracted.

The key is to know why people will watch your videos, and choose the length that best fits the purpose. If it's a teaser, don't worry about packing in too much information because its job is just to intrigue viewers enough to get them to your site for more information. If you have experts talking don't worry about running too long, this is what they came to see.

Creativity is More Important Than Budget

Sure, big companies like Doritos, Volkswagen, and Geico are making a huge splash in the online video world - but that doesn't mean that your videos have to emulate theirs. Find a creative way to tell your story that is within your means.

You don't need to hire talent, giving your target audience a chance to see and hear you is one of the great perks of online video marketing and shows a personal touch to the brand. You don't need amazing sets and flying cameras, you can accomplish a lot through simple animations, still pictures, and voiceovers.

Remember, at the end of the day, the goal is to create online videos that your target audience will learn from, will remember, and will want to share with their family and friends!