Video Ain't What It Used To Be

Video just isn’t video anymore. Or, rather, video isn’t just video anymore. Video has come a long way since the first skateboarding cat did the rounds on YouTube. If video has to do something more than entertain the viewer for 20 seconds then it has to offer more than a one-way viewing experience.

When we sit down to talk with our customers about video they understand that video has to work for them. Our reports consistently show that the longer a viewer spends watching a video, the more likely he or she is to respond to the call to action and achieve the conversion goal set by the site. Viewer engagement is the key to successful video and we are always looking for new ways to engage with the viewer.

The example below explores a number of different ways for the viewer to engage. The narrative of the video is broken up into a series of chapters each with its own link on the left hand side of the player. Some chapters are further divided into sub-chapters. The viewer can choose to watch in any order skipping around to find the items of interest. This reflects the way the viewer might access similar information on a web page.

In addition, this particular video offers a choice of languages. Try switching between the languages using the drop-down menu on the top right of the player. You will notice how the contextual menus on the left side of the player all change to match your choice. Listen and you will hear that the voiceover has also changed. Have a closer look at the content of the video and you will see that the language of the screenshots inside the video has also aligned itself with the language you chose.

Even before you consider the content there is a whole list of things you can do with your video to ensure that your viewers will remain engaged.

After this video went live for eBay it was seen over fifty thousand times in the first few weeks. Each view averaged six sub-chapters proving the video’s ability to engage the viewer and persuade them to watch more.

Video is not just about the content of your video anymore. You need to consider the presentation and delivery of your video as an essential part of its success. You spend an enormous amount of energy refining your message, but what are you doing to ensure that people are paying attention when you talk?