Online Video is Now Mainstream

According to a Pew Internet & American Life Project report released last week, online video now reaches a mainstream audience with 57% of online adults having used the Internet to watch or download video.

Though young adults are the most voracious video viewers, 57% online adults ages 30-49 watch an online video with 46% of online adults ages 50-64 saying they watch or download video content. Typically, these adults prefer online video content that is informational and educational in nature.

Whether you are contemplating the addition of video content to your web site or looking to improve and add to your online video library, here are some tips to make your video content successful.

Our interactive director and video expert, Craig Schanbacher, says:

• Choose topics your customers care about. Don't waste time producing video content that provides little value to your customers. Instead, make sure you understand your audience and have clear goals. Then, produce content that is educational in nature.
• Understand video technology. Be sure you know your audiences' playback capabilities. What operating systems do they use and what video player comes standard? Are they typically using a dial-up connection at home or a high-speed connection at work? Should your video be a streaming or a progressive download file?
• Don't forget about the search engines. Video content, like all content, can improve your organic search position, but only if you use good meta data in your video files. Older video encoding software does not allow for this, so make sure you or your video editor is using the most current versions.
• Add a call to action. Think about what you want viewers to do after they watch the video. Fill out a form? Forward the video to a friend? Go to a webpage? Rank the video? Respond to a survey or poll? A call to action allows you to engage your customers and provide something more than just passive entertainment.