Web video is the new form of advertising, product manufacturers have already begun using web video to market their product. CNET, one of the prime websites providing reviews to products ranging from laptops to digital cameras, has made impressive progress on the streaming web video front. Not only can consumers read about the products before buying them, but can see actual real-time videos which is as close to using it from your desktop as it can get.

Video engages an audience, it brings a personal touch to marketing. An intimate medium, thereby far more powerful than purchasing a few pay-per-click ads. People feel they know you, and in a certain light, they do.

What are my options?

There are very few firms that specialise in the complete web video package. However, there are a variety of videographers, copy editors, editors and web developers offering the service. Although private videographers usually work for a lower price, and they are able to work well in shooting and editing video for output to dvd or video, they have limited knowledge on working with scripts and streaming web video. Commercial videographers on the other hand, work for a higher price range but have a wider expertise in creating professional, business-oriented video.

While there are options of developing a web video using a simple web cam, this isn’t preferred since it is more suited for home use and not for selling a product or service. So if you’re thinking it might add a more ‘homey’ touch to it, think again. The video must demonstrate quality and dedication.

The Process

Now that you’ve decided on developing the web video and selected the appropriate company or private videographer, or even elected to do it on your own, the process of creation begins.

This process is split into four primary steps, as outlined below:

• Message / Tagline
• Production
• Processing
• Upload

We’ll touch on them each in turn.

The Message / Tagline

The first stage before starting production is to understand the basic message you would like to get across. Think of it as a product / service tagline that will run up to between 30 and 40 words.

Practise speaking the message several times, either in presentation form or to a group of employees, co-workers or friends. Play with the delivery, emphasising on different words to give it a different edge each time. For instance, take the phrase ‘We are the right choice for you’ and emphasise different words with each delivery. You’ll note how the message comes across different each time. If you want your message delivery to come across as warm, make sure it’s genuine and shows.

Production

When the actual video is shot, ensure that the sound comes from an external source, for instance a microphone on a desk or a lapel microphone. Also the video output should be 320 x 240 px in dimension, optimising facial contact with the camera and ensuring the peripherals aren’t in the picture.

If you’ve opted for personal development, ensure that you’re using a top quality camera, since it not only makes a difference in terms of picture quality but also in terms of audible sound.

Ensure the lighting is suited for indoor use, and if not, the video can be shot outside. Whatever you do, avoid a contrast in light shades.

Depending on whether you’ve delivered the message appropriately, you might not need the editing most videographers offer for a slight fee. If you’ve delivered your message in one consistent stream, then you won’t need the editing. However, if there is an obvious light contrast and the sound is patchy, utilising this service is advised.

Processing

The output received from the previous stage will usually be in an AVI format which will not playable at this stage. The video will need to be processed to be playable on the web, and though it can serve as downloadable content, most consumers would not like their time spent downloading content when it can be otherwise available.

By “otherwise available”, we mean video streaming. Streaming is done on a special server utilising UDP technology. The video rests on the streaming server but visitors can view it without having to download it, or having the worry that it’s clogging up the hard drive with unnecessary files. Although it is possible to put the video on an ordinary (HTTP) web server, it isn’t advised since a video file will usually stutter and sludge its way through, not boosting a corporate image.

Since video files are large, they need to be condensed into a smaller file which will often result in losing major portions of video. However, this is a necessary sacrifice in order to create a seamless, quality file.

Upload

Once the video file has been appropriately processed to your satisfaction, it is time to upload the file to the server and incorporate a link into the webpage.

Alternatively, you can embed the file into your webpage thereby providing seamless usability to your visitors.

Following the series of steps detailed above should help you in not only choosing web video as the medium for advertising, but provide it with a depth and commitment that shows.

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