Video Marketing is a channel that has grown enormously online, reaching 34 million UK internet users in January 2012 – That’s 80% of the UK’s internet users. Yet, most companies producing online video content aren’t giving enough consideration to the end users experience of the video they are watching.

This is where Video User Experience or Video UX comes in as a best practice guide to web video experience for the end user. Companies should aim to improve their brand’s ability to meet their web-based objective with video and ensure that the end user meets their intended goals.

What makes video engaging? What makes someone act after watching?

These are the questions one should be looking to answer throughout your video marketing approach. There is a code for how to do video in retail and when followed correctly should release videos fullest potential.

The video placed on a website speaks more about a company’s identity than any YouTube video or social media page. It also speaks volumes about what the company think about their audience – something that goes beyond the content itself. This is where video usability comes in.

Web Video Usability is the practice of influencing how a person uses and experiences video on a website.

It involves:

-The technical quality of the video
-The presentation of the video
-The playback of the video
-The content of the video
-The length of the video
-The video player
-The placement of the video on the web page
-The end message – How does it make them “feel”

You cannot assume that your experience is the same as everyone else’s experience. A quality online video viewing experience can leave visitors with a considerably stronger impression than that of other media, and those visitors are likely to share the experience with others. A bad quality experience will result in the same process, yet mistakes stand out larger than accomplishments.

For example, a small distraction in otherwise great video content can have people remembering the distraction more than anything else (although this may actually be your goal).

Without giving the proper attention to the user experience, even the most professional content and marketing activities can leave consumers with a negative impression. Something that will diminish your video production and marketing efforts. Without first providing a positive user experience that includes ease–of-use and meeting expectations, your visitors won’t engage and certainly won’t convert.

So what can you do? Always provide your users with a professional, quality video experience on your website—Whether it is on the homepage or a thank you
page. 

Appearance:​ How your online video looks. Is the video player appropriate for the type of content your business is showcasing? Is it an appropriate fit for the brand? Is the video sized properly for the page where it resides? Is the thumbnail image good quality, and does it accurately represent what people will see? Can the design be made simpler?

Delivery:​How the video renders. Does it start quickly? Does it run smoothly? Or does it suffer from pixilation, frame dropping, out of sync audio, or buffering? Does is play well on all browsers and devices? 

Communication: ​How well you share your message. Is the audio quality clear or
does it sound like someone is speaking underwater? Does the presenter speak with an accent that might throw viewers off? Does clothing and mannerisms enhance or detract from the message? Do you include closed captions in the video player or transcripts on the page where the video resides? Do you provide a short list of main points, with time stamps? 

Features:​ The properties within and surrounding your video. Does the video player include share and mute buttons, as well as a full screen option? Can the viewer scroll through and selected related video? Does each video include a title or short description?

Transaction: ​The investment you expect of your audience in return. Is the length of the video reasonable, or can it be shorter? Is there a clearly spelled out incentive for watching the video? Is there a clear call-to-action that doesn’t negatively affect the viewers experience? 

Engagement:​ What you’re willing to do for your users. Do you provide a mechanism for your audience to share feedback? Is there a comments section? Do you include social networking tools, so that the viewers can share, bookmark, and email the video?

Companies that are serious about online video need to think hard about user experience, just as they do for every other part of their business. Once you better understand how to deliver a strong experience, you’ll have the tools to optimise your online video strategy, making users more likely to engage and convert. 

 

By Jack Barron, Managing Director at WeBelieve Media. 

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus