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Make Better Promotional Videos

Posted by: Today's Tip Contributor on October 7, 2010

Businesses of all sizes are turning to videos to drive conversation, traffic, and sales. According to Internet Retailer, e-commerce website visitors who view product videos are 85 percent more likely to buy than visitors who do not. As with most marketing tools, originality is key to the success of any video. Finding inexpensive ways to create high-quality videos, such as using a crowdsourcing service model, is any company’s best bet to get the most for its money while ensuring that the content is original. Keep the following tips in mind:

1. Know that production quality matters. While the majority of the most well-known viral videos are home videos, most consumer-focused viral videos often have solid production quality. Don’t even try to fake shaky-camera "homemade" film. Do it straight, or don’t do it at all.

2. Understand "relative virality." Don’t get caught up in creating a video you hope will be seen by millions. Pay more attention to the quality of views rather than the quantity. In the end, your ultimate goal is to promote your product or service, so make sure your video appeals to the end customer and your marketing goals.

3. Have fun with it. Your goal is to have people talk about your company, product, or service, so give them something they will remember and want to share.

Peter LaMotte
Bethesda, Md.

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