Peter Matejcek
Avoiding Top 5 Reasons
Online Videos Fail
Agenda
• Why online videos fail
• How to avoid common mistakes
• How to increase engagement online
• Customer success stor...
Why do online videos fail?
Mistake # 1 – Too Long
Average time on a business related video?
Mistake # 1 – Too Long
• Viewers are information snackers
• Viewers skim content when online
• In linear videos viewers ar...
Avoiding Mistake # 1
Video is too long, not getting watched?
1. Bite sized bits
2. Avoid “filler” content
Mistake # 2 – Too Boring
Turning a boring website into a boring video
will not help you
Mistake # 2 – Too Boring
• Viewers want content that is relevant
• Viewers enjoy something unique
• Know your audience– wi...
Avoiding Mistake # 2
Video is too boring, viewers are dropping off?
1. Relevant content
2. Persona driven delivery
Mistake # 3 – The Presentation
• Monotone voice
• Neutral or negative body language
Mistake # 3 – The Presentation
• Does the talent know the material well?
• Is the talent innately excited about the
messag...
Avoiding Mistake # 3
Is the presentation turning viewers off?
1. Cast the right person (people) for the
video
2. Look for ...
Mistake # 4 – Production Quality
On location
Studio
Is your production done professionally?
Mistake # 4 – Production Quality
• What kind of pre-production prep was
done?
– What are the goals of your video?
– Are al...
Avoiding Mistake # 4
Poor video production giving you the wrong
image?
1. Lighting, lighting, lighting!
2. Professional
po...
Mistake # 5 – Call to Action
What are viewers supposed to do after
watching the video?
Mistake # 5 – Call to Action
Are you directing
viewers to an action?
Does anyone share
your video, or the
message it is
de...
Avoiding Mistake # 5
Viewers leave & conversions are low?
1. Make a strong, clear call to action
2. Connect viewer with mo...
Increasing Engagement?
What We Do
HuStream produces videos that utilize
interactive technology to engage visitors and
increase conversion
HuStream’s Beliefs
1. There is a better way to communicate online
2. Content should be aligned to the right
persona at the...
Why Interactive?
• Viewer drives the experience choice &
control
• Snack-able video content
• Persona driven, relevant in...
Sample Customers
Customer Success Story
Viewpoint Construction Software
• Provide ERP solutions for construction
market
• 40,000+ Active customers world wide
• 20...
Business Pains
• Low engagement times
• Better qualified leads, more relevant conversations
• Lack the ability to demonstr...
Ultimately Wanted
• Simpler, straight forward demo-type video
experience that would engage specific roles
• Competitive di...
Flow Chart
Persona Driven Delivery
Persona Focused
Relevant Content
Specific Software Sections
Key Success Metrics
• Personification resulted in a deep understand
of the content which was most relevant
• Helped messag...
Hard Numbers Before
• Engagement time on demo page:
3 minutes 5 seconds
• Conversion rate without solution: 9.59%
• No vie...
Hard Numbers After
• Engagement time on demo page:
11 minutes 46 seconds  281% Increase
• Conversion rate without solutio...
Analytics - Dashboard
Engagement &
Conversion
Analytics – Flow Popularity
Viewers path &
Content consumed
Viewer Behaviour & Marketing
Automation
• How long they spent?
• What video clips they
watched and didn’t watch?
• What ot...
Summary
• we help companies present their content at
the right time to the right persona
• we utilize existing & new conte...
Thank You for Your Time!
Let me know how we can help you:
• Peter Matejcek
• peter@hustream.com
• 1-877-717-5807
www.hustr...
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Avoiding top 5 reasons online videos fail

  1. 1. Peter Matejcek Avoiding Top 5 Reasons Online Videos Fail
  2. 2. Agenda • Why online videos fail • How to avoid common mistakes • How to increase engagement online • Customer success story:
  3. 3. Why do online videos fail?
  4. 4. Mistake # 1 – Too Long Average time on a business related video?
  5. 5. Mistake # 1 – Too Long • Viewers are information snackers • Viewers skim content when online • In linear videos viewers are not guided through content • Viewers are impatient when online • Lean-in vs. lean-back video
  6. 6. Avoiding Mistake # 1 Video is too long, not getting watched? 1. Bite sized bits 2. Avoid “filler” content
  7. 7. Mistake # 2 – Too Boring Turning a boring website into a boring video will not help you
  8. 8. Mistake # 2 – Too Boring • Viewers want content that is relevant • Viewers enjoy something unique • Know your audience– will they get excited about your message/brand/offer? • Use of high arousal emotions – Awe, Excitement, Humor
  9. 9. Avoiding Mistake # 2 Video is too boring, viewers are dropping off? 1. Relevant content 2. Persona driven delivery
  10. 10. Mistake # 3 – The Presentation • Monotone voice • Neutral or negative body language
  11. 11. Mistake # 3 – The Presentation • Does the talent know the material well? • Is the talent innately excited about the message? • If your talent isn’t excited about your message, why would your audience be? • Is the talent confident in front of the camera?
  12. 12. Avoiding Mistake # 3 Is the presentation turning viewers off? 1. Cast the right person (people) for the video 2. Look for someone that is passionate, authentic, and knows the content well
  13. 13. Mistake # 4 – Production Quality On location Studio Is your production done professionally?
  14. 14. Mistake # 4 – Production Quality • What kind of pre-production prep was done? – What are the goals of your video? – Are all details planned out? • Who is producing the video? – Experience saves time and money – Professional grade equipment • Who is editing? – Post-production can make or break a video
  15. 15. Avoiding Mistake # 4 Poor video production giving you the wrong image? 1. Lighting, lighting, lighting! 2. Professional post-production.
  16. 16. Mistake # 5 – Call to Action What are viewers supposed to do after watching the video?
  17. 17. Mistake # 5 – Call to Action Are you directing viewers to an action? Does anyone share your video, or the message it is delivering?
  18. 18. Avoiding Mistake # 5 Viewers leave & conversions are low? 1. Make a strong, clear call to action 2. Connect viewer with more information, or whatever else they are looking for
  19. 19. Increasing Engagement?
  20. 20. What We Do HuStream produces videos that utilize interactive technology to engage visitors and increase conversion
  21. 21. HuStream’s Beliefs 1. There is a better way to communicate online 2. Content should be aligned to the right persona at the right time 3. Videos should be made more like a website
  22. 22. Why Interactive? • Viewer drives the experience choice & control • Snack-able video content • Persona driven, relevant information The result? • Dramatically increased attention span • Increased conversion
  23. 23. Sample Customers
  24. 24. Customer Success Story
  25. 25. Viewpoint Construction Software • Provide ERP solutions for construction market • 40,000+ Active customers world wide • 2011 estimated revenue $40M • Employees 300+ • HuStream solutions primary lead gen
  26. 26. Business Pains • Low engagement times • Better qualified leads, more relevant conversations • Lack the ability to demonstrate solutions on a persona based level-online • Multi-tiered solution targeted at many roles within organizations  complex story
  27. 27. Ultimately Wanted • Simpler, straight forward demo-type video experience that would engage specific roles • Competitive differentiator– be innovative
  28. 28. Flow Chart
  29. 29. Persona Driven Delivery Persona Focused
  30. 30. Relevant Content Specific Software Sections
  31. 31. Key Success Metrics • Personification resulted in a deep understand of the content which was most relevant • Helped message/product fit for multiple markets within one offer – one focused video experience • Utilized internal employees which built trust with prospects
  32. 32. Hard Numbers Before • Engagement time on demo page: 3 minutes 5 seconds • Conversion rate without solution: 9.59% • No viewer behavior details attached to lead
  33. 33. Hard Numbers After • Engagement time on demo page: 11 minutes 46 seconds  281% Increase • Conversion rate without solution: 9.81% 0.22% Increase • Full viewer behavior analytics attached to lead – warm call to prospect • Cost of HuStream Solution: 3% of 2012 Marketing Budget
  34. 34. Analytics - Dashboard Engagement & Conversion
  35. 35. Analytics – Flow Popularity Viewers path & Content consumed
  36. 36. Viewer Behaviour & Marketing Automation • How long they spent? • What video clips they watched and didn’t watch? • What other information layers they chose? • Automatically send information to your CRM for follow up Lead
  37. 37. Summary • we help companies present their content at the right time to the right persona • we utilize existing & new content to create viewer driven video experiences • 5x increase in engagement times & increased conversion
  38. 38. Thank You for Your Time! Let me know how we can help you: • Peter Matejcek • peter@hustream.com • 1-877-717-5807 www.hustream.com

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