There is a constant debate in the business world about the state of the human attention span. We see compelling headlines comparing the current human attention span to that of a goldfish, somewhere between 7 and 8 seconds.
However, the truth is that the average attention span is not shrinking. People are simply becoming more selective about what they devote their attention to.
A recent study found that 72% of consumers prefer video content to text when consuming branded marketing content. In other words, it may be time to replace some of your written content with video webcasting.
Read on to find out how to incorporate video webcasting into your communications plan and why high-quality content is crucial.
Match Your Audience’s Needs
Before you start recording content, first determine the audience for this content. Video webcasting is a great way to inform or train employees, inform customers, and communicate with company executives. However, you cannot effectively talk to all of these groups the same way.
For example, a new employee in need of training will not possess the same business-oriented vernacular as corporate-level employees. Customers, in turn, do not need to know the ins and outs of your business model. They need to know what your business can do for them.
Ultimately, video webcasting is a great way to communicate with everyone at every level of your business. The important thing is to make sure you are reaching each of your audiences in an effective way that will enhance both internal communication and sales.
Invest in Private Video Hosting
Many businesses turn to public video hosting platforms when they begin producing video content. The appeal is clear. These platforms are free, there is no need to worry about hosting video content on your own networks, and these platforms are easy to navigate.
However, if security or privacy are important for your information then these are not ideal platforms to use. For example, internal communications may involve sensitive information that can benefit your competitors and jeopardize your company’s online security.
Moreover, private video hosting platforms and webcasting software often provide access to analytics and insights that enable measurement of engagement and viewing habits. With this data, you can determine which of your videos are producing desired results and focus your time and resources on similar content. You will also be able to determine who is consuming what within your organization, and if certain content is resonating properly with key audiences.
With Rev, you can store and access all of your videos on demand through a secure cloud system. This allows you to free up space on your company hard drive, access your content from any browser, and share previously completed video content whenever and wherever you need it. Vbrick Rev offers the highest quality and entirely secure, which is why we are the trusted enterprise video partner for tons of Fortune 500 companies.
Prepare for a Large Audience Even If You Don’t Have One Yet
Incorporating video webcasting into your business model is a step towards growth. In the beginning, you may only attract a few hundred viewers to your live streaming content. However, this should not stop you from preparing for a larger audience.
Many video hosting platforms, both public and private, are not optimal for over 3,000 attendees. Some go as far as cutting off the 3,001st viewer from accessing the event stream altogether. Others will begin to lag or display pixelated, poor quality images as the audience swells into an enterprise scale.
Vbrick Rev functions as smoothly and clearly with 10,000 viewers as it will with 10 viewers, without requiring IT to reinvent its architecture for video delivery. Why start your video webcasting initiative on a platform that will not be able to finish it?
Don’t Forget About a Live Webcast
Live webcasts are a great way to engage in a direct and active way with your audience. Live events give you the opportunity to assert your presence with a wide audience remotely. They encourage a level of engagement and participation in a way that on-demand video content does not.
When planning a live webcast, remember that scripting, branding, and a few practice runs are important, but they should not be your only focus. You will want viewers to participate in this viewing experience. This could be current/potential customers in marketing webcasts, employees in an executive town hall, or investors in a shareholder meeting depending on your streaming application.
Use your email list, webpage, and social media pages to disseminate information about and raise interest in your live webcast. Highlight a need your viewers have and explain how your live webcast is going to fill it. If it’s meant to be a large awareness-raising event, you may want to go the extra step and create a hashtag for viewers to both follow and use that will spread even more interest to viewers you haven’t been able to reach on your own.
Encourage feedback from viewers and make sure you follow up. You might have a message board open during the live cast to answer questions on the spot or you might ask viewers to email any questions they have after watching your video. Either way, address as many questions as possible in the hours and days after you broadcast live video content so that viewers feel rewarded for taking the time to tune in.
Employ the “Netflix Model”
If you are unfamiliar with the Netflix model, look at the online education platform called MasterClass. Launched in 2015, MasterClass seeks to deliver educational content through a combination of video webcasts and downloadable exercises that will benefit students in a number of creative fields. In a few short years, the company raised over $130 million from investors who believe in the success of their business.
Their secret? Creating educational content that is engaging but that also matches the quality level delivered by the wildly successful streaming platform, Netflix. (Of course, it does not hurt that they also cast their courses with celebrity experts such as Martin Scorcese and Shonda Rhimes.)
Now, your video content is unlikely to raise as much organic interest as, say, an original fictional series or a class on knife skills taught by Gordon Ramsay. Still, there are some takeaways to apply from the Netflix model, which are broken down below.
Ensure All Video Webcasting is Crystal Clear
It does not matter how good your content is if the video footage of it is poor in quality. No one will want to watch a video that is grainy, shaky, or difficult to hear any more than a video shot from an obscure or unflattering angle.
If you are not convinced that viewers have high standards when it comes to video quality, track down an old VHS tape and pop it into a VCR (if you can unearth one). Could you watch several minutes of footage that is hidden behind a layer of static that distracts both visually and audibly, much less watch the whole thing? Probably not.
Viewers have become accustomed to high definition quality. Anything less is distracting them from the product being sold, the techniques and skills being taught to a new employee, or the directive being provided to the company from the C-suite. Even if they do not tune out in frustration, they are likely going to miss the message while being distracted.
On this same note, you also need to use a hosting platform that will optimize bandwidth to keep your video feed running smoothly regardless of the viewer’s device or location. That means no long loading times, no lagging playback, and no moments where video and audio are out of synchronization.
In fact, studies have found that viewers will watch 250% more content if they are not waiting for it to begin after pressing play or need to refresh the page. In other words, video lag will ensure that viewers exit out before they even know what you have to offer. If it is quick to load and smooth to run, they will stick around much longer, pay better attention, and will more likely follow your call to action!
Predict Viewers’ Needs Based on Previously Watched Content
As business people, we know that our customers do not always know what they need and it is up to us to tell them. As you start to accumulate more videos that are informative for customers on your website, consider employing a recommendation algorithm to recommend further viewing based on the viewer’s habits.
For example, say your company sells a variety of candle-related products. A viewer watches your video on candle making basics then, as a natural segue, your website recommends a promotional video explaining the different waxes, wicks, and jars you sell in your store.
The idea is to keep them on your site longer and lead them to more webcasting content that encourages their purchase of your product or service. If you do not do a bit of the legwork for them, they may go straight from your webpage back to a search engine that will direct them to hundreds of companies that sell products that are comparable to yours!
Try a Video Webcasting Demo
Does the idea of video webcasting intrigue you but you are not sure what technology will best fit your organizations needs? See if Vbrick Rev’s industry leading platform is the right match for your organization