“The Value of Online Video”, a webcast presented by BtoB magazine on Thursday, provided details on the way online video is being used to build brands. The use of online video in video advertising is well known, but online video is also being used to demonstrate products online and broadcast live events, so there multiple uses of online video that businesses can consider.
Gary Lombardo, direct of product marketing at Brightcove, the leading video content management and syndication company, spoke about how his clients have successfully used online video. Video drives new traffic, grabs attention, brings products to life and keeps visitors on the sites longer, he said.
Posting videos on YouTube is extremely valuable because it encourages search engine optimization. Video views on YouTube lead to high rankings at search engines. However, YouTube and other video sharing sites arent perfect, because they offer limited customization options and control over associated content. So the goal is to use video sharing sites in conjunction with your own site, where you have total control over the videos.
You can also post user generated videos, which has worked well for many companies who hold video contests, post the best ones and allow visitors to vote on their favorites. Its a great method for raising awareness and getting consumers to directly engage in your product.
Using online video to show your products is another great idea. It beats static images of the products convincingly by showing the products in action and keeping viewers engaged.
Its also possible to include buy links and hotspots outside the video player to promote direct sales of your products. As video product demonstrations play, viewers can click on the links to make purchases.
Discuss creative uses of online video with your agency or web design firm to determine how you can use video to accentuate your website and your online business.