In my latest piece for the the Guardian Media Network, I look at examples of good online video in action. My experience is that most video on the web is “long, self-indulgent, rambling and shambling – video for bosses (internal stakeholders, if you must); not video for viewers.”
By looking at those that (mostly) get it right – from the NME to WSJ, The Atlantic to Channel 4’s The Last Leg – it’s possible to learn some useful lessons that are applicable in most circumstances. Lessons such as these:
1. Answer the question. Explainers work.
2. Keep it short. Brevity takes times. But it’s worth it.
3. Repurpose, repackage, reuse. Better 10 well-targeted one minute videos than one 10 minute grand tour.
4. Think discoverability. Headlines matter.
5. Text and moving images, a perfect partnership. To liven things up, aid understanding or create a brand new strand.
6. Leave them wanting more. And tell them where to go.