How Do I Create Impressionable Web Videos?


It would be easy to start this discussion with some persuasive statistics about click-thru rates and impressions, conclusive evidence of the power behind marketing videos, perhaps some proof-in-the-pudding testimonies for further convincing. But I decided against that. You already know about the power of video.

The truth is you already happily watch “web videos” everyday on the internet—from the informative and educational, to the humorous and absurd. Yet you’re still not convinced that adding a first-impression video, for example, to your website’s homepage will do you any good. And for good reason. How many utterly boring and valueless videos have you been exposed to just this month? At least an unhappy handful. And why would you want to birth another one into existence? No talking heads to represent my business!

But here’s the rub. There’s something valuable about web videos that creates real opportunity. Instinctively you know this. And yes, it is even statistically proven. But what is it? Why do customers flock to video? And what makes them buy? Of course it’s only the final question that matters. And the answer is simple: memorable impressions.

With the accessibility of cheap video equipment and editing software, many “video producers” have emerged in recent years promising affordable marketing videos for your website and promotional goals. But equipment and software don’t make impressionable videos. People do. Vision does. Collaboration does. Storytelling does.

Here is what it takes to create a memorable impression with your web video:

  1. Original ideas. Seems obvious right? Yet this is the one thing—and the most important thing—that Acme Video Productions will rarely provide you. Why? Because they specialize in cookie-cutter moviemaking that lacks substance and abhors research and collaboration.
  2. Studio-quality production. There’s nothing worse than listening to someone in a welcome video speaking as though they’re inside a giant conch shell, or staring spellbound at a video title screen that never goes away…did I hit “play”?
  3. Branding and Storytelling. Tired of gaping slack-jawed at an endless procession of office hallways and smiling faces? Or happy celebrants hoisting martinis? What does that tell you about a company? Besides their ability to bore you—absolutely nothing.
  4. Partners you can trust. Your video production team should own more than a video camera. Make sure you ask about how they work. What are their processes? How will your video and market segments be researched? How specifically will your brand message be conveyed?

To conclude, if you are happy only saying your website has a video, then that’s exactly what you should shop for—a video. But if you believe in setting yourself apart authentically, then shop for something else. Shop for a collaborator. Shop for a media company that engages YOU. How else will your videos engage your customers and leave a memorable impression?