This is a common question that gets asked to either myself or at http://trafficexchangelive.com – Should I even bother advertising using videos people are telling me they surf with their sound off anyways? I put together a quick video with my thoughts on the subject.
Here are a few quick tips using videos when advertising in traffic exchanges.
Keep it short – I can’t tell you how many times when surfing I move on to the next page just because the video was too long. The only thing you want to do with a video in a traffic exchange is get someone to take an action. That’s it nothing else! Give them just enough information to create curiosity and then tell them what you want them to do. Don’t assume on this last part that they know what you want from them, be the leader and TELL them what to do next. This should only take you 20 – 45 seconds to achieve.
Start it right away – Notice in the video above that my message started right away? You don’t see my setting the camera up or trying to find the right spot, I just start talking. Most people are going to breeze right by your ad unless the message starts ASAP. This can easily be done with editing software that comes with both Windows and Macs so there is no excuse for this mistake.
Stop yelling at me! – The reason why many videos you see and hear are super loud is because those advertisers are following a philosophy of TV advertising. The truth is no ones going to the bathroom or getting a snack when your ad is playing, they’re right in front of their monitors usually 2 feet from the speakers. Make your videos at a conversation level as if I was right in front of you. Why? because when I’m watching your video you’re right in front of me.
No music – The last two suggestions lead us to this one. Save the music for your iPod or videos of your cousin Earl doing the salsa after a night of eggnog. You already know the surfer needs to hear you talking right away so by default you know there is no time for a music intro. There is a million reasons why I recommend no music but here are the two most important ones. Copyright, even though we’re small companies, many one person operations, none of us are immune to the legal system. Some people find it difficult picking up words when music is playing in the background.
Don’t worry about making your videos perfect. Ever notice when you see someone from Timtech making a video how often we stumble over words, say stuff like ummm and ah? The reason why we leave our mistakes in is because it instantly tells the viewer this wasn’t scripted. We’re not filming sitcoms, we’re building a brand and this is done by being yourself. You don’t get a do over when meeting people in person so stop worrying about how well you come across on video. Just speak from your heart.
I know my company is heavily focused on advertising and training using videos. Although we also understand not everyone is a fan of this advertising method and this is why we still heavily advertise using static designs. Do not assume everyone is like you or you’ll be ignoring a large sector of your own market.
My question for you today is, do you think adding videos to some of your advertising makes any difference to your brand or bottom line?