Ok, so pretty much everyone recognizes the significance of online video today. But, in case you had any doubt, take a gander at the following stats:

  1. Online video ad spending is projected to grow from $1.1 billion in 2009 to $4.1 billion by 2013.
  2. Every minute, 20 hours of video is uploaded to YouTube.

Yet this astronomical growth does not mean video isn’t having an impact. In fact, it’s growing precisely because it is:

  1. A full 82% of Internet users watch video online and the average American Internet user watches 182 online videos a month.
  2. Among online advertising, video increases dwell rate (those who stop and view) by 20% while also doubling dwell time (time spent.)
  3. A Millward Brown survey found that more than twice as many people pay attention to in-stream video than they do to DVR playback.

Sources: comScore, Google, eMarketer, Millward Brown

Video consumption is exploding both because there’s more video content, but also because more and more video ads are being delivered. I mean, come on! A six-minute, low-budget comedic history of the evolution of dance has had over 150,000,000 views. So, are you taking advantage of this popular and flourishing medium? And, if you are, are you following the best practices for making sure your video gets found as well as watched?

Here are a few tips for those of you who are just getting started.

  1. To improve the odds that your video is found via search, optimize the video tags, title and description (also known as metadata). Make sure and capture the entire breadth of content, especially if it includes multiple steps or subjects.
  2. When possible, add captions or transcripts for your video. (YouTube now allows this to support the hearing impaired, but we believe they’re also being indexed for search.)
  3. Create context around the video to encourage viewers to leave comments, ask questions, and otherwise engage with it.
  4. Not too long, but not too short! This one’s tricky because the real answer depends totally on the purpose of the video, the type of content and the environment in which it will be viewed. Suffice it to say, shorter’s usually better than longer, with 30 seconds – 3 minutes being a general rule of thumb. Under 5 minutes for a how-to video.
  5. The preferred containers for uploading video are FLV, MPEG-2 and MPEG-4. YouTube now allows for high def videos, so, if possible, use high def.
  6. Use a video thumbnail to capture attention. Pick something relevant, clear and appealing that’s representative of the overall content.
  7. Cross-promote the video leveraging multiple channels, such as Facebook,Twitter, or Ning, to create awareness. Where possible, take advantage of customizable templates to create a consistent brand presence. Provide profile data, too, to engage the audience in the face behind the videos.
  8. Consider the timing of your releases. Whether to coincide with other announcements or events, consciously schedule your posting to make sure each video has a chance to be seen.
  9. Develop a programming strategy. Creating a strong brand channel on YouTube, for instance, requires an overall content plan, linking strategy and release schedule.
  10. Don’t spend more than you have to. Digital channels do not require the use of film although many marketers still simply re-purpose their TV ads for the Web. Generally, custom content for the medium performs much better. And, because today’s pro-sumer cameras just keep getting better, there are many affordable ways to do so. Moreover, often the more raw and authentic a video is, the more convincing it is.

In the end, a great video is much like any other effective communication—strategically sound, executionally compelling, and available in a relevant and accessible environment. Let us know if you have any questions.