SproutVideo Blog

SproutVideo Blog

If you are doubling down on video, then you need to make your website a go-to place for online video content. Understanding where viewers are watching your videos, the video content they are consuming, and how they are discovering videos are the three keys to creating a website that becomes a destination for online video. We will breakdown each of these factors to help you set up a rocking video site.

Access

Consumers are viewing videos across devices on a daily basis, including laptops (85%), TVs (73%), smartphones (65%), tablets (51%), and video game consoles (49%). Laptops are the most popular device for viewing video on a daily basis, outranking TVs, although as smart, internet-enabled TVs become more popular, this may shift over time.

Devices for watching online video

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ReelSEO recently published an excellent article outlining some of the issues that small businesses face when using Youtube as their primary video marketing channel. They made several salient points:

  • Youtube had 159 million unique visitors and 13.3 billion video views in December alone: a large, engaged audience
  • Roughly half of Youtube videos have fewer than 500 views
  • Top videos are purely entertaining (think music videos, celebrities, etc.) or produced by major companies with major budgets (Jean-Claude Van Damme for Volvo, for example)

As ReelSEO rightly points out, these characteristics make Youtube seem less than small business-friendly when it comes to video hosting, especially for marketing purposes.

Youtube logo

To their list, I would add the following stats about Youtube:

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If you put a lot of effort into your videos and growing an audience for them online, one of the worst things that can happen to you is someone misappropriating your content online. Luckily, you can do a lot to prevent that from happening in the first place, and even in the worst case scenario, you still may have some recourse. Here are some key steps to take to ensure that your content will remain yours, and what to do if it falls into the wrong hands:

Copyright Symbol

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Real estate marketing has got to modernize, and fast. There is a substantial gap in the marketplace between how buyers are now finding homes, and sellers are listing them for sale. The majority of real estate research has shifted online over the past 2-3 years, with more than 90% of homebuyers using online search at multiple stages of their hunt for the perfect home. Online listings have multiplied in response to this shift, but well-done multimedia property presentations that clearly communicate the “wow factor” of a home remain few and far between.

So where exactly is this gap? Online video for real estate marketing. According to the National Association of Realtors, only 14% agents use video to market homes, whereas 45% of buyers find video tours to be very useful, and more than half of buyers did research specifically for videos of houses for sale. When a home is FSBO, the number of sellers posting online videos of their home drops even further, to less than 10%. Yet, more buyers are searching for homes for sale on Youtube than on brokerage websites:

National Association of Real Estate and Google Real Estate Study Chart

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Video Interview Photo Credit: Mashable.

Using video conferences to prescreen job candidates is not new, and has been happening since Skype and other platforms made it easy to connect with people through a webcam. A more recent trend is the use of pre-recorded videos in the application process, where, rather than writing out their responses to interview questions or a phone screen, a candidate has to submit a video of themselves instead. According to a recent article in Forbes, nearly 1 in 5 job candidates has participated in a video interview in the past year. Why are so many companies jumping on this video interview trend, especially for pre-screening candidates?

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We are extremely excited to announce the next phase of our brandable video pages beta is going live today: brandable, customizable video websites, hosted entirely by SproutVideo! Simply email support@sproutvideo.com to get added to the beta today.

Brandable Video Website

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Monetizing your video content is a very popular idea that works well in a variety of industries, not just entertainment, because it helps you reach a much broader audience while still creating a personal connection. For instance, you can include videos as part of an online course, use them to transmit exclusive advice, or for personal training. Here are the important steps to take to make sure people will continue to want to pay you for your content:

Protect Your Videos

Your videos are high production value, and you sell access to customers either as your main product or as part of a multi-layered content package. If this is the case, you need to protect your content to the extent you are able - and keep it exclusively on your site - otherwise why would anyone pay for it?

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Earlier this week, we discussed optimizing video for the top of your marketing funnel. Now, let’s look more closely at the next stage, the bottom of the sales funnel, when a visitor to your site converts to a lead.

Classic Marketing Funnel

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Before deciding where to publish your videos, consider where they are in your marketing funnel. Are they part of a brand awareness campaign, designed to attract new visitors to your website? Or are they of higher production and content value, potentially offering some sort of “secret sauce” to your viewers, and ultimately capturing leads? If you are not sure, consider the length and content of your video - if it is 30 seconds or less, engaging, and leaves someone wanting more, then it is top of funnel, which is what we will address today.

Classic Marketing Funnel

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Great - you finally finished that video you have been working on for what seems like forever, and it is ready to share with the world. Now, the big question is, “how do I get people to watch my awesome video?”

1. Edit the Title and Description of Your Video

A common mistake we see here at SproutVideo, especially among people who upload videos frequently, is not taking the time to write a thoughtful description, and change the title of a video so that it is different from the file name. Do not underestimate the difference those two key elements can make in the presentation of your video online. A first impression only takes about 100 milliseconds to make, and if someone sees your video on a SERP, that is about all the time you have to win that click.

Title and Description

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