Important Facts about Video Marketing

Simply put, encoding involves converting video from one format to another. For video production people, here's how we would describe what they need to do for the web: Gather the raw video from the original source, such as a camcorder or other device used to shoot the video. If it's an analog device such as a tape-based camcorder, we call it encoding for the analog-to-digital conversion. If it's a straight digital-to-digital conversion (such as a camcorder with a digital hard drive or removable compact media such as an SD or Flash card - which already encodes the video once), we refer to that as transcoding.

Understand the appropriate file formats for wherever it will be displayed online.

Video Production Sydney professionals should understand the distinctions between displaying video on traditional media channels versus online – Web, mobile, even WebTV. Not only are there bandwidth considerations (i.e., what are the likely connection speeds your audience has to retrieve your video content), but different player dimensions and preferred file types across some web sites as well.

A (video production professional) today also needs to also be skilled in the transcoding (re-encoding) of video for deployment across various platforms and possess an understanding of how video plays across different media. They need to have the organizational skills to build, organize and manage/maintain a library of video assets. As we expand our mobile footprint, we're constantly working to understand how video fits within the mobile strategy. And, further, what steps we need to take to dual-create video to live across those devices, – considering format, size and bit-rate standards to ensure optimization and the highest-possible quality.

Web Video Content

Video Production Professionals need to understand more than just technical requirements. They also need to differentiate between the different types of video content, and what works best on the Web. Something as simple as first finding out where the video will be shown and how it will be shown, and around what particular marketing strategy, will help the video production professional assess what type of content should be (short vs. long-form, tone, etc.). Customer testimonials are popular right now, but a testimonial that is 35 minutes long won't be good on the Web.

Some Considerations for Video Content That's Intended for the Web:

Is the type of video you create an attempt to sell something? If so, then the video's purpose is to nudge the consumer past the final step of consideration and into a purchase. Is it meant as a how-to or tip? Then a longer format may be acceptable. Is it meant as entertainment? Each content type will weigh into the graphics, music, animation, length, and camera shots.

Web Video Presentation and Distribution

A video production professional should know the basics for showcasing videos on a website, and across the Web in general, in a professional manner. For this, we recommend using a video platform other than YouTube. Consider professional-quality hosting providers that let you further customize your player: Vimeo, Blip.TV, Brightcove, Ooyala, Vzaar, Sorenson, are just a few names of many online video platforms out there.

Web Video Engagement Metrics

Video production professionals' responsibilities include understanding and following industry standards around video usage. This includes the following video metrics:

• Average view time • Most popular content types • Social implications • Click-to-action

You can see why it’s important for video production professionals to not only know what the marketing goals are, but what the data shows for how videos and campaigns are performing, which should shape the direction of the video content with how that content is distributed.

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