To keep viewers returning we recommend : 

1. Deliver what you promise.  If you say your video has rock stars and it doesn't, you might get more clicks the first time, but viewers won't return.  Write a a great headline to get viewers to give the video a chance, but make sure the video lives up to the hype.  This also means your video should have clear concise and interesting content, and good audio and video quality.

2. Don't say it ALL. If you want viewers to return, make sure to leave something unsaid that they want to hear.  The "Chris Davis Project" for Spartan Coaching is a perfect example.  People want to check back week after week to see if Chris will reach his goal.  

3. Be consistant. Once you have created interest and suspense, don't leave viewers hanging.  Set regular release times.  Have your production company create a graphics package that will unify the series.  A consistant open and close is a good idea too, but be sure the open is not too long or people will click away.


Here is week #3 weeks of the Chris Davis Project series we're producing for Spartan Coaching.

Watch the :15 second animation below to see the 3 keys.  

1. Get our attention. You don't need bombs and explosions (although I think they help the video below,) but do let us know what you'll be discussing right away.  Otherwise we'll click to something else.

2. Don't bore us, get to the point.  For most web videos less is more.  :15 seconds might be a little short, but 1 to 3 minutes is usually about right.  

3. Tell us what to do.  That's the call to action.  What do you want viewers of your video to do?  Make sure you tell them with a simple call to action.  If your video is longer than my :15 second example, include the call to action up front AND at the end.

Of course there's more to good video, lots more, but without these three elements your video will have a tough time succeeding on the social web.

A handy way for our client to make interviews shot at multiple locations with multiple crews match.  Shoot each interview on a green screen (chroma key) background.  In the edit the green can be replaced with images, black, white or a background graphic.

3 Useful Resources to get the most from your Video Testimonials

WHY should I use them?
The first item in Hubspot's list of "7 Lead Gen Opportunities PR Pros Should Seize" is "Case Studies and Testimonials."   Use video testimonials from satisfied customers because they are  "...tried and true way of encouraging prospects to use your business."  

WHO should give the testimonial?
Duct Tape Marketing for small business "3 Simple Ways to Empower Your Customers to Sell for You"  suggests using customer surveys or customer appreciation days to select the best candidates.  Don't forget to leave a comment area for customers who are not yet satisfied with your service so you can win them over.

HOW do I make them great?
Copyblogger's  "5 Tips for Knockout Testimonails"   applies to Video testimonials as well as text. The highlights are:  Don’t over-edit,  Use testimonials that fit,  Address objections, Never fake it,  Encourage specifics.  
 
An example
Below is one of my favorite testimonial videos.  It's an interview with a heart transplant survivor for the Go Red campaign. The message is universal and compelling - take care of yourself.  The production values are clean and simple, supporting (not distracting from) the message.


Have questions about video testimonials? Let us help you out 802-746-8876

We've been producing a weekly series of web videos for Spartan Racing's social media campaign.  The light hearted "Live from Spartan HQ" updates are less than a minute long, and  feature the race founders' answering viewer questions.  This week's web video may just be my favorite Spartan HQ Update so far.  

The question: Can women participate in the Spartan Races?
The answer:  watch and see.

Read more about our social web video series service.

In the last few months we've created social media video solutions for for Spartan Races (www.spartanrace.com) and Tizra (www.Tizra.com).  Two very different businesses that both benefit from an ongoing series of videos for the web.

Inspired by these campaigns we've set up a simple program to take the hassle out of building a video presence for your company on line.  We call in the Social Web Video Series. 

You know you need video for the web.  You know people are searching on Youtube and you need to be there.  You know people would rather watch a short video than read a blog post.  You know your business needs an ongoing video presence on line.  But how do you create that?  Let us do it for you.

We have the solution.
We have the formula to create an ongoing and growing web presence for you, driving traffic to your web site and enhancing your brand.  We will create a custom weekly video series for you optimized for the web.  We won’t just make the videos, we’ll help you distribute the weekly videos to a Youtube channel, blog, Facebook, Twitter and Linkedin.

What you get:
A series of weekly videos optimized for internet viewers and created to improve your S.E.O. (Search Engine Optimization) and brand identity all at a  reasonable price.

How it Works:
We meet with you to design a strategy and develop topics.
We create a custom motion graphic open and a close with call to action for your series.
We shoot and edit your videos and deliver them with a simple plan for the best social media practices to release the weekly videos.  

e mail or call us today to find out more.  802.746.8876