By Stephen Schweikart
If you’re going to invest the time and effort to produce a professional video, the folks at Neilsen have some data that should be of interest. The top two leading U.S. brand websites in 2011 were Google and Facebook. Google captured an amazing 153 million unique visitors a month, while Facebook wasn’t far behind at 137 million unique visitors. YouTube was the only video site making the top 10 general brand websites, coming in at number five. But as a video site destination, it still ranked number one with 111 million unique monthly visitors.
Video producers would do well to remember one simple fact: A lot of people search Google, as well as other sites, by entering a simple question, such as “How Can I Avoid Foreclosure.” The application here is simple; title your video as close to common questions and phrases as possible. Avoid trying to be cute or mysterious. With over 150 million people seeking information every month, keep it simple and straightforward. The same holds true for YouTube.
Video is also very popular on Facebook, including those pages featuring businesses. In fact, Neilsen ranked it as the number one U.S. social network site for 2011, with nearly four times as many unique monthly visitors as its second place rival, Blogger. If you’re posting a Facebook video for commercial purposes, resist the temptation to make it all about you, or your company. Instead, focus on the viewer’s needs, providing them with helpful information to address their questions and concerns. And above all, encourage dialogue with and among viewers by asking questions, seeking opinions, and inviting people to share your content with friends.
None of us have the time or resources to post our videos on every possible venue. However, knowing who the top dogs are will help us to structure our content, technique, and scripting for maximum impact.
Stephen Schweickart is the co-founder of VScreen.
For more information on this topic, visit VScreen’s site at http://www.vscreen.com/
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