Video Marketing Reaches Drinking Age

Online Video Marketing is no longer in its infancy. It has matured and more so each month. The maturing of a medium means that the medium disappears and only communication remains. For example, a person doesn’t walk out on a website and say "look, I’m a video on a website and I want to tell you some stuff". In fact, as the channel of communication develops, the tech and gadgetry is completely supplanted by the message itself. Take for example the cinema. In the beginning, the content of moving pictures was campy and not realistic because the public was still so impressed with the technology itself. Flash forward to the last decade to very successful movies like Blair Witch Project. These formats completely abandoned all production values. The hand-held filming styles that are now so popular seek to cause the viewer to forget that a movie camera or the cinema is even involved. It is all about the story and the message. It is not about the kind of camera.


However, there are resurgences of the love affair with the technology. For instance, look at the growth of 3D films. While the technology of this format is certainly center stage, the famous film-maker James Cameron chose to make Avatar with a tasteful use of 3D so that it was really in the background and the story was most important. What does all of this have to do with website video marketing? It has everything to do with it. A website owner cannot increase sales or leads by impressing a visitor with a tech gadget, but they can more effectively communicate about their product or service. So as the newness wears off the website video widgets, all that remains is good old-fashioned communication.


If a person wants to continue to market effectively on their website, content will be the absolutely most important element. Of course along with the acting of the spokesperson, the content of the script, and the half-body presentation for maximum effectiveness. The current silliness in video spokesperson production is the use of a full-body person walking onto the site. This is obviously falls into the category of "look, I’m a little video person standing on a website and that’s cool". It is trading off on communication in lieu of trying to get attention for a technology that is more common each day. If you still think that a full-body person on a site is the way to go, then take this simple test.





You have a sales person selling your product or service and you get to pick from two different selling modes.


A- They can stand 3 feet away from the prospect and talk with them about your product. (half-body)


B- They can stand across the room and talk the prospect about your product. (full-body)





If you still pick the full-body then you are in love with the technology and NOT your message, product or service.