This is the first post of a series about what video marketing really is, which we started at VideoRetailer last Friday. So this is chapter (1) and I will analyze basic aspects about the nature of online marketing video content.

Many potential clients, at least in Spain where I am writing from, still believe that creating video contents for their online marketing mix is expensive, or too expensive for them. They imagine a film crew of 20 shooting a high production value 30 seconds’ commercial that costs a fortune and creates negative ROI (= high cost, low real impact, difficult to measure). It will take us some more time to “educate” the market about what video marketing really is. Maybe this year’s tighter budgets will trigger the learning curve, although I see video marketing more as a new opportunity for SME rather than a online substitute for offline advertising of the big brands.

However, I think there are a couple of things we should be able to transmit to our clients and especially to their intermediaries, their online agencies. First, forget TV commercials and its costly production processes. Video marketing is simpler and cheaper and if it’s well executed, it’s more effective but above all: measurable. Second, think differently about the contents. TV advertising contents tend to picture a fantasy world that most consumers cannot relate to and more important, they cannot react to the message because it is closed away in a unidirectional TV set.

So, what are some of the basic rules designing and producing online video contents regardless of the nature of your business or your sector?

1) Be specific and segment your audience. On the web 2.0, most people still look for answers (only a fraction really contributes). So, make sure your clips resolve the doubts or questions of the users, especially for products and services with a complicated presale phase. There are many good examples around, let me just mention 2 examples. TV Trip and Caja Navarra, a Spanish Savings Bank. TV Trip is a video based hotel guide and booking site where all listed hotels come with their respective clip, allowing to check out the rooms and the location around. The videos have a rather low production value and are not too original but they are of great complementary value because they help to choose the right place for your stay. I love the mash-up with the Google map below. It makes online booking really easy. Caja Navarra has a female video guide on the home page and on interior sites, she pilots you through the different services the bank offers. Simple and nicely executed and of great help to first time bank users or online clients.

2) Adapt the content to the medium. Or said differently, make your content really easy to watch and share. Divide the contents logically and make sure you show the right clip at the right moment. There is nothing more annoying than having to watch a 5 minute video when the useful information shows up in the last 15 seconds. Offer streaming and download versions in easy-to-control players and without any doubt it’s worth thinking about all those who connect to the web via iPhones, Blackberries or other video-enabled phones.  Then, make sure that important text information or subtitles come in legible sizes.

3) Use real people and a documental style. Whenever it’s possible we try to shoot with people who are somehow related to the company or organization. If you are a furniture manufacturer, let your designers speak about their creations. If you are a retailer, bring your satisfied customers in front of the camera.  Another possibility is to find a passionate amateur who love to talk about gardening, recycling, cooking, cars, shoes, travelling, whatever… you name it. Don’t search for complicated locations, involves your camera-loving employees, clients, providers or fans and let them send the message about your product, service or brand.

4) Think big and produce small. Make sure you don’t run out of contents too soon because it won’t be cost efficient to shoot one clip every once in a while. Think ahead about the contents you need and invest time into preproduction to make the actual shooting as easy and smooth as possible. To my experience, you might need between 2 to 6 people in these kind of production processes depending on the briefing, of course. That can include script writer, camera man, photography and/or lighting technician, cutter and maybe a graphic effect designer. Depending on project’s requirement and scope sometimes even 2 people – camera man and cutter – can do the job.