Video or Podcast: Which is Right for your Business?

July 17, 2013 by Linda Anger

Video or Podcast: If you are a business owner it is no longer a question of whether you should invest in internet broadcast such as YouTube or a Podcast. The only question is: which is right for your business?

Don’t Assume Others Like What you Like

Videos-icon39-Podcast-iconWhat works well for you might not work for your best friend. I’m a visual learner, for example. Video attracts me. I rarely listen to podcasts. I often “tune out” the radio as I drive around town. My friend Maureen is the opposite. She’s a podcast junkie, rarely watching a video and paying close attention to every word on the talk radio station she loves.

Don’t assume others like what you like. Consider your audience carefully, and search out research that allows you to see trends in the behaviors of the people you wish to attract.

Weigh your Content

Video requires two senses – vision and hearing – and full attention. Podcasts require only hearing, which means some people will multi-task, giving only partial attention to the broadcast. The more your viewer/listener needs to think, the more senses you should include.

Is your topic light or heavy? Does it require people to “think through” something, or is it intended more for entertainment? Run your content through the Fleisch Scale for a better understanding. If your content is rated "difficult," you'll need to rewrite your script.

Short is Sweet

At a recent video shoot for a client, our President and Lead Consultant, Jeff McElyea, chatted with the videographer recommended to us by Comcast. He told Jeff that Comcast recommends business videos be only about 2 minutes in length, and podcasts only 30 seconds – like a commercial spot. Both are meant to promo your company with “fast fact” info. Anything much beyond those guidelines and you begin to see dramatic fall-off from viewers/listeners. This suggestion is backed by HubSpot research, which shows that 33% of viewers move on after watching just 30 seconds of a video. 44% leave at the 1-minute mark, and 60% bail on your video after 2 minutes.

On the Lighter Side

A while ago our Marketing Specialists, Erin Vezzetti, came upon a YouTube video that has become the "poster child" for the type of work we like to create. The commercial, which based on Erin's research cost about $5,000, has been viewed 10,821,818 times as of today. They have 110,000 followers on Facebook. What made this 1.5 minute video a smashing success? The attitude, the approach - poking fun at themselves and their business while presenting a great deal. But would it do well in a podcast? I don't think so. Take a look and see what you think!

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