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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
• 1-877-717-5807
www.hustream.com
