Archive for Month: September 2018
Youtube As Part Of The Communication Strategy
If Youtube is to become a valuable part of your overall communication, strategic integration and use are essential. One step is to actively monitor your Youtube channel, which you can do via the Youtube Analytics explained above. Although our tutorial is a bit older, the basic features are still there.
However, it is not only the collection of data that is decisive but above all their practical use. For example, to use your videos as a source of inspiration, including new blog posts, be sure to allow comments below your videos and receive in-depth feedback.
You then respond to the incoming comments and respond. If you have any concerns, you can also share comments moderated.
To integrate Youtube and videos targeted and strategically you should be clear:
Which topics are best for videos.
How and when videos can complement your blog articles.
Which formats – a selection can be found above – are relevant.
What you can realistically produce and produce.
The last point indirectly raises the question of available resources that companies should ideally answer before entering Youtube. It was good to start with a lower frequency and to hold it reliably. Constancy and reliability are also trumps here.
This is especially true for video series that can significantly affect your reach – if they are pulled through. But if they stop, that’s not optimal.
Production and quality
Sure, you can invest in expensive cameras and equipment right from the start. But please get rid of the idea that the computer determines the quality of the videos. You should not focus too much on technical aspects, concept, and content almost inevitably neglect – and harm your result.
Video production, like all other skills and processes, needs practice. Be sure to give your staff the time to familiarize themselves with equipment and methodology. If you rush off, this will have a negative impact on your results.
Speaking of equipment:
If you get too complicated here, your employees can quickly be overwhelmed with cameras and equipment. Often, more straightforward material – which your employees master – is much better suited and delivers the better results.
Of course, you can also save the hassle and hire an outside videographer to produce all your videos. But then make sure it covers the message and character of your business. Otherwise, your videos may ultimately give a completely false impression.
Impact Of Look And Feel Of Your Videos
High quality and cinematic look are essential and useful for many videos. But with vlogs, insights into the company and event reports, too high a quality can destroy the desired authentic impression and thus become a problem. Therefore, adjust both the look and feel of your videos to the topic.
Although the image quality of your videos is outstanding, the sound quality is even more critical. Mediocre picture quality with good sound is usually not a problem, but excellent pictures with a lousy sound are hardly bearable. Therefore, please do not publish videos with horrible sound quality, this damage your reputation guaranteed.
Over time, your videos should develop their style and visual imagery. This style can then – in conjunction with your corporate design – become the optical trademark of your company.
Employees often convey an authentic impression of the company, but they can also be completely out of place in front of the camera. Therefore, please select employees for videos not only according to competence but also according to their presence in front of the camera.
The settings of your channel play a role in the effect of your videos. With insights into the business, a production environment can be optimal and give the look-behind-the-scenes impression. But for interviews or statements of the management, another environment makes sense. If you record all the videos in the same situation, at least some of them will not be credible.
Outtakes can lighten up a video and make a company likable. But if you publish too embarrassing or ridiculous outtakes and do that for any video, including essential statements and interviews, the effect is reversed and discredited your other work. So be careful here.
You want to pick up currently popular video format, but do not feel comfortable with it at all? Then keep your hands off it. You should only publish videos that, from your point of view, are a good match for the company and transport your message. Who wants to post all produced videos necessarily does so usually no favor.
Wholly specified dialogs can quickly appear unnatural in front of the camera. Too much design, however, carries the risk that the content will not be conveyed clearly. Find here the right middle ground for you and your employees and do not be afraid to shoot scenes multiple times. This may be annoying but leads to significantly better results.
By the way: It is rarely a good idea to record essential videos under time pressure. If a topic is time-critical and needs to be communicated quickly, you may want first to distribute it in text form through other channels, quietly produce the video and then submit it and use it to keep your attention on the topic. Hustle rarely leads to positive results.
Although you can produce many of your videos and formats yourself, do not be tempted to rely entirely on your video options. For larger productions, the use of external video studios or specialized service providers can be useful and essential to guarantee high quality. If you want to do everything yourself, you do not necessarily do yourself a favor.
User-generated content – in other words, videos created by fans – is a good idea and can be incorporated into your videos. However, make sure that you have assured all necessary rights in writing in advance. Otherwise, you may end up experiencing an unsavory – and expensive – surprise.
Speaking of licenses, make sure that all the actors in your videos know what the videos are for and are in agreement with the publication, including interview partners and events. Unsightly mud battles and warnings are not only annoying and expensive but often also damage your reputation.
Youtube offers you a whole range of options for incorporating annotations and links in your videos. So you can also correct little misinformation – which can occur in dialogues – by a note in the video. Use this option wisely. Too many comments and corrections quickly raise doubts about the competence of the interlocutors and stakeholders.
Check with the integration of tweets and other posts necessarily before the original author to determine if the inclusion and mention go fine. So you can not only make contacts, but you also avoid unnecessary trouble.