Web video has been around for several years and many point to the founding of You Tube in early 2005 as a watershed event in what is now considered a widely used technology.
Marketers started using it as a means to communicate their message and what started as a small fringe movement turned into a tidal wave, but there is still plenty of room for video in web marketing.
Regular web video through a player on the web page is great, but an interesting and less often seen way marketers can use video onsite is by inserting “talking heads” or people on the site talking, either giving directions or a marketing/sales message. It instantly grabs a site visitors attention and once you have that, at least you are in the game.
Web presenter videos or talking head videos can increase conversions and make your site memorable. It can impact most of the things marketers are trying to accomplish. Reduced bounce rates, increased time onsite, increased click throughs, reduced support questions and increased conversions. With the right strategy and implementation, it can improve many metrics.
So how should marketers use these onsite talking people videos? Below are some of the main considerations for the proper application of these videos to your site.
Write a good script. Think about what you are trying to accomplish. Are you supporting sales copy with the video or actually selling with it? Focus on what needs to be said and how. If you are not a great copywriter, don’t be afraid to hire some help. Sometimes hired help can give you the boost you need to not only do the job right, but it can enable you to do it yourself next time.
Test, track and optimize. You will not always get it right the first time. With experience and learning you might or at least improve your odds, but in everything you do you should test and optimize based off results.
Pick the right presenter (person on the video) for your audience. Ethnicity, sex, age, dress, accent, hair, everything matters. Pick actors that your audience can trust and relate to for the message that they will be conveying. The presenter is also the face of your business at that moment so keep that in mind as you pick one. Also, people are attracted to handsome or beautiful people. That will open the door to a view, the rest is up to your script and call to action, but you have to get the door open to a view.
Get the right placement on the page. Where the video presenter stands or is positioned on the page matters. Don’t overpower the call to action. How big should the presenter be? Full body or just top half? These are all good questions that can be answered by testing and optimization. If you have a decent page, start small. If you are trying to build trust, use a full body video of the presenter. Upper half video (top half of the presenter) usually brings the video closer to the audience and can enhance the connection.
Inject humor. We are all people and we like to see and hear other people. Humor often makes the message more believable and real. Viewers know nobody is perfect. Don’t try to make the video presenter perfect and you can increase believability.
There are quite a few options in the market to get these produced, below are a few of them.
Website Talking Heads
My Web Presenters
Web presenter videos are not new, but they are under utilized in my opinion. If you are looking for something to set you apart from the competition, check it out, it might be just what you are looking for.