A client asked me, when it comes to online video, what matters most? Here’s what comes to mind …

1. QUALITY MATTERS
Video is a proven and effective tool for increasing conversion rates. However, poorly executed or shoddy video may have a detrimental effect on your site (unless it’s in keeping with your brand). Bad production values can turn off potential customers the same as poorly executed sales page. Most common mistake: bad audio. Get a mic … add some music … mix well. It makes a difference.

2. STYLE MATTERS
Video is emotional. The style, music and look of your video must be in line with the emotional associations you want for your brand. Confusing customers with inconsistent brand associations can harm your business. Don’t know what associations you want for your brand … you shouldn’t be working on a video until you do.

3. LENGTH MATTERS
Most online video is not watched past the first minute. Save money on production costs and keep your customers wanting more.

4. YOUR GOALS MATTER
What do you hope to achieve with this video. You’d be surprised how many don’t have a quick, clear answer. Be sure your video is designed to achieve those goals … in the production of the video and how it is displayed and distributed. Is there a clear call to action?

5. META MATTERS
Most search engines don’t index video … they index the metadata attached to your video (Title, description and keywords). Hone your metadata or you waste marketing opportunities for your brand.

6. EMBEDS MATTER
Provide a link to your video … expect 5-15% view rates. Embed and expect 10-35% view rates.

7. CAPTIONS MATTER
Some split testing case studies for sales video pages show that videos captions increase conversions by 8%.

8. YOU MATTER
Focus on what sets you and your company apart … then exploit those differences in your video presentation.

- John Palacio