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Video Snacks get more attention and deliver a larger number of hits at large. Who doesn’t like a quick snack?

There are basically two types of video content when you are producing for public facing pages;

1) The Video Snack for the Masses-- The General Public at Large. These videos are pointed at everybody—no filtering, no qualifying. No purchased email list of top leads. It’s a page of videos or one feature video that is pointed at the public at large, but keeping in mind that only a segment of the public will respond.

2) Special Groups—That smaller segment of the public that responded to your CtA from the public video. Filtered segments of the populace that will already be interested in the general topic of your video but have yet to prove that they will need your theme and your detailed content enough to buy it. Videos for this group assume a certain level of basic or applied interest in your product because they watched the video from the Public Page and followed the Call-to-Action (CtA) to find out more.

Among our specialties EZWebPlayer kills at handling the tall stack of short videos. Try us free. No credit card needed. Full feature trial.

Main Differences in the Videos Produced for These Two Groups

The Video Snack for the General Public

The masses expect short, interesting and to the point content that is amazingly interesting and also contains new and or very usable, hands on, I-Could-Do-This content, but only the high level stuff-- not the details.

Another term for this in marketing language is The Elevator Pitch. The snack video needs to move fast and use no pregnant pauses for effect. You are either pounding quick and highly interesting, or using gentle but powerfully sensual imagery and music before their senses. This video is an attention getter. They are often the videos that go viral.

Remember the Evian Babies? Perfect attention getter. Many of those videos went truly viral—some over night.

Of course, they have pretty much nothing to do with the Evian Water product. More on that further along.

Here’s our version of a short that we put together that brought several new audience groups into our lead list, because, hey! Who doesn’t want good sound? This video was crafted before we were forced to change our name to EZWebPlayer because at that time Adobe/Macromedia was suing companies for using the term Flash.

The actual subject matter of these video snacks is less important than the ability of the video to draw in responses to your CtA. The video can be literally about anything, as the giant viral hits from the Evian Water Baby videos proves. But, as a producer of relevance, I choose to make my videos closer to the general theme of the client’s general interest instead of just trying to create a viral video—which, by the way, is extremely expensive and not necessarily even possible.  A production company can spend tens of thousands but still only hope that their video goes viral when released. Evian Water babies was one of those rare occasions when someone set out to deliberately produce a viral web video and succeeded.

Making the Choice-- Viral or Relevance?

A viral video is not necessarily a great achievement in long term results compared against short term gain. Here is a link to a group of videos that share the inglorious distinction of being extremely expensive to produce, generated thousands of hits, but which virtually no one can remember the product for which they were crafted. Polls only weeks or months after these videos were released proved that the buying public has a short and narrow memory where interesting but irrelevant video content is considered. It’s probably better to spend less dollars per sale for a steadily growing market than a lot more per sale for only a short time of gain. Irrelevant BAD, relevant GOOD. Pop Quiz: for what product was the following ad line made famous? “Don’t have your house blown up.” Don’t know that one? How about, “Where’s the beef?”

One thing is all important and is the same for the Video Snack as it is for the Longer Special Groups video—the Call to Action (CtA). There must be a CtA in which the viewer is compelled to take action.

The CtA is simply to move forward to get more information on this subject, indepth-- the details. The video snack pointed at the masses should have a CtA that leads to a possibility from this short list;

  • -a longer video
  • -your web page that does all the 'splain'in Lucy
  • -your order form to close the sale, but this may be a waste of the Sale CtA at this point depending on what market you’re in. After a short attention getting video, you aren’t going to get any sales for someone to buy a house from you if you are in the real estate business. They will, how ever be more likely to fill out a form because they need someone to sell their house because they are moving to Portland Oregon to attend Chef School.

Special Groups

These videos take the above theme and expand on it in a way that proves the premise that yes, they could actually do this. The CtA is the sale closure that offers;

  • -the signup form for the free trial
  • -the scheduled appointment to talk with a live body
  • -the link to a live body right now via telephone or chat
  • -once again, the landing page of a web site, all though, this does not offer an immediate connection to a real person

Sample of a more in depth video for expanding on information to a group of interested leads. We made this video for TimberKing several years ago.

The take-away from this article is to remember that when marketing to the masses, one cannot achieve all of the important goals in one shot, but must go for one step at a time—baby steps (no pun intended—OK, well maybe just a little intended). Start with an interesting short video to narrow the market down to those most interested, then hand that more interested group enough information to make a decision to buy. You will be way more successful at each step, if those steps achieve two important elements;

  1.  They are smaller Steps
  2.  They are steps that the viewer is more likely to take because it is something that they want to do anyway.

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