{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Advertising revenue is down, newspapers are struggling and as the economy takes a downturn production costs are up, at the same time online readership and revenue continue to rise. So what's the answer? Go where the eyes are.

Whether you are writing, taking pictures, shooting video or recording audio you can build communities with your content. But only if you take it online.

Documentally with a Kodak Zi6Three years ago online video was something I mostly only viewed. I'd played around with recording and uploading video but this was a long winded haphazard affair involving hand coded xml files every time I wanted to add a video to my podcast.

Then, if I wanted to share it further afield, I'd upload it to YouTube giving me the option to embed on a website or link to it in an email or forum.
 
Now it's just as easy as sending an email. Many of the sites I visit today are either video conversational platforms or at the very least places where video is being shared and commented on. Video is now a medium of conversation.
 
Recently I have been asked more and more by companies: "Do we really need to get involved in video?"
 
The short answer is "Yes."
 
For me, engaging with online video is a no brainer.

The easiest way for me to explain why this shift from old analogue methods of communication to online ones is so important is to compare online video with TV. The buzzword for a while now has been 'social media', which does exactly what it says on the tin: it allows people to have conversations on a new level of engagement, be it from an entertainment or marketing perspective. TV could not be further away from this world. The most interactive thing TV can offer us is the red button. Nowadays people expect a conversation with their content.
 
TV advertising is also fleeting and expensive. After the cost of creating your media, you pay for your slot and when it's gone it's gone. Online video on the other hand, can be made at a fraction of the cost, and if you spread it intelligently it's viewable forever. Not only that but the viewer can comment on, respond to, and share it for you. This conversation around your content keeps it alive, relevant, and in the public eye way beyond other forms of old analogue media.
 
Online video is also instantly global, searchable, on demand and with viewing stats that are easily measured. Whether you want content for your website, to launch a brand or product, produce video news releases, or just show the human side of your organisation, you need to have a presence in the digital world, you need to be using online video. Like I said, it is a no brainer.

So for a little while now I've offered one-to-one consultation and informal training sessions on all aspects of social media and video making for the web. Now, for the first time, in conjunction with Econsultancy, I'm going to be able to offer a formal workshop called 'Video For The Web'. I will show you how to do produce content cheaply and effectively. I cover the kit, how-to shooting tips, file compression, uploading and aggregation, how to make your video visible, and loads more. Whether you wish to use some of the free solutions out there like TwitvidTokbox or Qik, or shoot HD on a handheld device, I will be there to guide you through selecting suitable equipment to shoot, edit and distribute your video effectively.

4.7 billion videos are watched online in the UK every year. Make one of them yours.

Christian Payne

Published 19 August, 2009 by Christian Payne

Christian Payne aka Documentally is a social technologist at Our Man Inside and a contributor to Econsultancy. You can follow him on Twitter here.

1 more post from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Tom Ollerton

This guy looks like he needs an ale..

@ale_2point0

about 7 years ago

Avatar-blank-50x50

Tom Ollerton

seriously though, great post..

I couldn't agree more and you should check out @documentally's slightly disturbing videos on 12seconds..

T

about 7 years ago

Avatar-blank-50x50

Ayush Kumar

Agree, Video can play a good marketing strategy on internet

Thanks for the post!.

about 7 years ago

Avatar-blank-50x50

Andrew

Smax, i think youre way off the mark here, for £7k its now possible to have a broadcast quality studio with a green screen and full sound/video editing suite. The technical aspect of the professional video/film making industry is dead, the only thing you cant teach someone over the internet is competence, so producers, directors, creatives, copy writers etc are the only thing thats left to pay for and there are many very very good free lance professionals to learn from ;-) 

about 7 years ago

Avatar-blank-50x50

Misty

Video is nice to have on a website if it doesn't slow down the load of the page.

about 7 years ago

Avatar-blank-50x50

SEO Pune

I am totally agree with you, we can understand any thing very clearly if we see it unless we read or listen. And video is the most effective way for advertising. Thanks for this nice idea.

about 6 years ago

Avatar-blank-50x50

SEO India

Thanks for this alive post, whenever we used to see anything movable with sound its catches our eyes. So use video as a marketing strategy in internet is one of the wonderful idea.

about 6 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.