A product’s benefits and usage, including its value proposition, features, and instructive details, are best demonstrated through video. Product-video types vary, depending on the funnel, channel, and audience, the most popular ones being demos, reviews, installation, and how-tos.
Measuring the level of interest your videos generate helps you produce compelling content. The measurement and optimization approach must, however, address the various aspects of each video, including the A/B test hypothesis and iterations. A high engagement rate spells effective videos; a low engagement rate calls for content improvement.
Attracting visitors to engage with your product videos is an excellent way to boost clickthrough rates, and ultimately, sales. The question is, how do you generate that engagement? Playlists and clickable links come to mind, but generally they appear only after a video has finished playing. For a more captivating user experience, add relevant interactivity throughout the video.
Online video platforms (OVPs) first launched in the late 1990s and early 2000s with a similar promise to the once-iconic automobile brand: “Not your father’s Oldsmobile” campaign. However, as OVPs evolved, partly to address our insatiable appetite for video, they became more and more complex. Tools for every step of the video-delivery process—from ingestion to storage to encoding, and so forth—came with their own set of shiny knobs and dials. Configurations and procedures for even trivial tasks required a study of user manuals, causing disenchantment, stress, and aversion all around. Cloudinary is excited to be launching new, game-changing video-management capabilities today to tackle that challenge.
Steve Forbes, editor of Forbes Magazine, once said, “Your brand is the single most-important investment you can make in your business”. That bold statement is spot on, especially with respect to digital media. Furthermore, consistency in brand experience is crucial for building trust with users.
As discussed in this SpeedCurve blog post, video use on the Internet over the past decade has been exploding.
Accompanying that growth is additional bandwidth, which is burdensome for your IT budget and for your visitors. Beyond the expense, you must also consider user experience. The heavier the page, the longer it takes to load, and the greater the likelihood that visitors will abandon your site. Plus, page-load speed is an important factor in SEO ranking.
Music videos, which comprise an important part of the video-streaming industry, are consistently the most-viewed content on streaming giants, such as YouTube and Vimeo. In exchange for free viewing, those channels serve advertisements for revenue. That business model creates a clumsy user experience, however, as a result of often-repeated ads that don't relate to the content.
Short-form videos are starting to pop up on the web in places never seen before--hero banners, product pages, ads, social content, and the like. This trend could be problematic because of the many formats and codecs, let alone inadequate expertise on what best to adopt for web consumption. Nowadays, most people are familiar with image formats (JPG, PNG, and so forth) but ask them what HEVC, Vorbis, and VP9 are and their eyes glaze over.
Developers are always looking for new and creative ways to deliver content that resonates with the way users feel. Often using the latest technical innovations the market has to offer such as Artificial Intelligence (AI) and Machine Learning (ML). What better way to demonstrate innovative uses of these technology in a consumer market than capturing expressions from your users and then serving content based on that expression!