Avoiding top 5 reasons online videos fail

Peter Matejcek

Avoiding Top 5 Reasons Online Videos Fail

Agenda

• Why online videos fail

• How to avoid common mistakes

• How to increase engagement online

• Customer success story:

Why do online videos fail?

Mistake # 1 – Too Long

Average time on a business related video?

Mistake # 1 – Too Long

• Viewers are information snackers

• Viewers skim content when online

• In linear videos viewers are not guided through content

• Viewers are impatient when online

• Lean-in vs. lean-back video

Avoiding Mistake # 1

Video is too long, not getting watched?

1. Bite sized bits

2. Avoid “filler” content

Mistake # 2 – Too Boring

Turning a boring website into a boring video will not help you

Mistake # 2 – Too Boring

• Viewers want content that is relevant

• Viewers enjoy something unique

• Know your audience– will they get excited about your message/brand/offer?

• Use of high arousal emotions

– Awe, Excitement, Humor

Avoiding Mistake # 2

Video is too boring, viewers are dropping off?

1. Relevant content

2. Persona driven delivery

Mistake # 3 – The Presentation

• Monotone voice

• Neutral or negative body language

Mistake # 3 – The Presentation

• Does the talent know the material well?

• Is the talent innately excited about the message?

• If your talent isn’t excited about your message, why would your audience be?

• Is the talent confident in front of the camera?

Avoiding Mistake # 3

Is the presentation turning viewers off?

1. Cast the right person (people) for the video

2. Look for someone that is passionate, authentic, and knows the content well

Mistake # 4 – Production Quality

On location

Studio

Is your production done professionally?

Mistake # 4 – Production Quality

• What kind of pre-production prep was done? – What are the goals of your video?

– Are all details planned out?

• Who is producing the video? – Experience saves time and money

– Professional grade equipment

• Who is editing? – Post-production can make or break a video

Avoiding Mistake # 4

Poor video production giving you the wrong image?

1. Lighting, lighting, lighting!

2. Professional

post-production.

Mistake # 5 – Call to Action

What are viewers supposed to do after watching the video?

Mistake # 5 – Call to Action

Are you directing viewers to an action?

Does anyone share your video, or the message it is delivering?

Avoiding Mistake # 5

Viewers leave & conversions are low?

1. Make a strong, clear call to action

2. Connect viewer with more information, or whatever else they are looking for

Increasing Engagement?

What We Do

HuStream produces videos that utilize interactive technology to engage visitors and

increase conversion

HuStream’s Beliefs

1. There is a better way to communicate online

2. Content should be aligned to the right persona at the right time

3. Videos should be made more like a website

Why Interactive?

• Viewer drives the experience choice & control

• Snack-able video content

• Persona driven, relevant information

The result?

• Dramatically increased attention span

• Increased conversion

Sample Customers

Customer Success Story

Viewpoint Construction Software

• Provide ERP solutions for construction market

• 40,000+ Active customers world wide

• 2011 estimated revenue $40M

• Employees 300+

• HuStream solutions primary lead gen

Business Pains

• Low engagement times

• Better qualified leads, more relevant conversations

• Lack the ability to demonstrate solutions on a persona based level-online

• Multi-tiered solution targeted at many roles within organizations complex story

Ultimately Wanted

• Simpler, straight forward demo-type video experience that would engage specific roles

• Competitive differentiator– be innovative

Flow Chart

Persona Driven Delivery

Persona Focused

Relevant Content

Specific Software Sections

Key Success Metrics

• Personification resulted in a deep understand of the content which was most relevant

• Helped message/product fit for multiple markets within one offer – one focused video experience

• Utilized internal employees which built trust with prospects

Hard Numbers Before

• Engagement time on demo page:

3 minutes 5 seconds

• Conversion rate without solution: 9.59%

• No viewer behavior details attached to lead

Hard Numbers After

• Engagement time on demo page:

11 minutes 46 seconds 281% Increase

• Conversion rate without solution: 9.81%

0.22% Increase

• Full viewer behavior analytics attached to lead – warm call to prospect

• Cost of HuStream Solution: 3% of 2012 Marketing Budget

Analytics - Dashboard

Engagement & Conversion

Analytics – Flow Popularity

Viewers path & Content consumed

Viewer Behaviour & Marketing Automation

• How long they spent?

• What video clips they watched and didn’t watch?

• What other information layers they chose?

• Automatically send information to your CRM for follow up

Lead

Summary

• we help companies present their content at the right time to the right persona

• we utilize existing & new content to create viewer driven video experiences

• 5x increase in engagement times & increased conversion

Thank You for Your Time!

Let me know how we can help you:

• Peter Matejcek

• peter@hustream.com

• 1-877-717-5807

www.hustream.com