Identify the Type of Video
We start by determining the purpose of the video. Is it a long-form video with sound, multiple minutes in length, or a looping background video for a webpage where no audio is needed? Identifying the purpose helps us make informed formatting and delivery decisions, ensuring the video meets its intended goal.
Planning is Key
Understanding the target audience is crucial. We work with our clients to tailor content style and length to resonate with their viewers. By scripting the video and creating a storyboard, we ensure a clear and focused flow, avoiding rambling and keeping viewers engaged from start to finish.
Production Polish
High-quality audio and video are essential for a professional look. We advise our clients to invest in a good microphone, and we often use smartphones or professional cameras to capture excellent video footage. Our editing software elevates the video by tightening the pace, adding transitions, and including captions for accessibility.
File Size Matters
Large video files can frustrate viewers due to long load times. We offer the following tips to our clients to decrease file sizes:
- Export in MP4 Format: Using the H.264 video codec provides a good balance of quality and file size. We aim for video sizes between 2-5MB.
- Lower Frame Rates: If a video doesn’t need to be 30 frames per second, we suggest exporting at 24 frames per second to reduce file size.
- Use a CDN for Longer Videos: While WordPress allows video uploads, hosting them directly can strain servers and slow down websites. For short, looping videos, we recommend using the WordPress Media Library or local server delivery. For longer content, we advise using a Content Delivery Network (CDN) like YouTube or Vimeo, which offers smoother playback, wider audience reach, and optimized content delivery for different internet speeds.
Mobile Matters Too
With more people watching videos on their phones, ensuring videos display well on all devices is critical. We use responsive design on websites and export videos for various screen sizes. We find that square formats tend to work best on mobile devices.
Engaging Your Audience
Uploading a video is just the beginning. We optimize videos for search engines by including relevant keywords in titles, descriptions, and tags. Closed captions and transcripts enhance accessibility and help search engines understand the content. We train our clients to end their videos with a clear call to action, whether it’s subscribing to a channel, visiting a link, or making a purchase. Promoting the video on social media and embedding it in relevant blog posts is essential to spread the word and maximize reach.
By following this roadmap, we help clients create high-quality, web-friendly videos that engage audiences and enhance their website’s appeal. We are dedicated to training our clients in these best practices, ensuring their videos not only capture attention but also drive meaningful engagement.
