Video is only as effective as the planning that goes along with it

Video is only as effective as the planning that goes along with it

Posted 02/25/10

In a recent article by Allan Gardyne called If you don’t do video, will you fail? Allan comments on the big demand trend of video in the sales process among marketers.

We all agree that video is an effective way to help communicate your brand and boost sales. However, based on the perceptions of millions of viewers including comments from people who read the article there is definitely a large disconnect between the people who do video and the people that do it right, just like with social media.

Consumers are very sceptical about what they see and hear online. For this reason, you can’t just put together a video for your site and expect large conversions without doing some groundwork first. If you don’t plan and learn from those who failed at video chances are you won’t get the results you were looking for.


Not only do you need to plan what approach you will take with video, it’s important to ensure that video viewership will be measured with some sort of analytics tool. Some online video solutions offer metrics but the most important thing to measure is engagement.

Typically viewers abandon a video within the first 10 seconds and the second drop off rate is at 90 seconds. It’s important to know where people are disengaging by analysing viewer behavior. There could be many reasons why which can be determined by conducting a focus group. That way, you can get valuable feedback from individuals that think outside of the box that can spot apects of your video that weren’t effective.


We will soon have some tips on how video for your business can be ineffective so stay tuned.

Posted by Tai Kolenko