Best Practices for Successful Online Video

By Jordan Ruden 

Online video is a great way to create awareness of your company, mission, product or service.  However as inexpensive as it is to create online video today, it still constitutes an investment in time and money.  Getting video done right s critical to its success. 

As GOOD's Head of Production for the last few years I developed some best practices to create both engaging and brand friendly online video. At GOOD we produced hundreds of videos with combined over 40 million views across YouTube and on GOOD's site.  Some videos were viral hits while others served to educate a more targeted audience.  Here are some of my takeaways.

Whether it is a documentary about harnessing wind power in off the grid villages, an animated infographic about the need for clean water in undeveloped countries, an outrageous super cut about kissing or a recruitment video for Starbucks all of these videos share the same best practices. 

reat Storytelling: This is the first and most important part of the video. The story needs to engage the viewer. This holds true for a thirty second clip or a 15 minute documentary. This can be done with excellent characters, both fiction and non fiction. Sharing information can really help build a story.

roduction Value: This does not mean that you need to shoot 35MM film, but great photography, clear audio and a little color work can go along way.  Shooting on DSLR camera is an inexpensive way to create a great look. UGC video has its place too, so make sure you have the right look for the goal you want to achieve. 

Music: Video is not only about pictures; it is a multimedia format.  he right music can change the entire tone of your video. Make sure you don't use copyrighted material and obtain the right permissions for all music. 

Entertaining: People go online to enjoy themselves. This does not mean videos all need to be funny. Even a great and serious documentary can engage the viewer. Online video should be inspirational. 

Title and Description: This can go along way. In 2009 GOOD created a short mini-documentary about the problem of invasive jellyfish off the coast of Japan. Now Japanese scientists are trying to figure out how to harvest and create marketable products from them.  Over the past few years the video has done close to 900K views just from its title Attack of The Giant Jellyfish. Using the right keywords in the title can drive views. 

This is not an exhaustive list by any means, but with these few guidelines and today's technology you can create an engaging video nexpensively. If you have any questions about this feel free to contact us and I would be happy to share more.