Making a successful Web video for about business is not easy. The medium is different.
We’ve been working away at this for the past 18 months and some 400 clips. We’ve tried to find a balance between quality production without the hype and gloss of broadcast news. We try to make the clips that are informational and direct, using the one-to-one sensibility of the Web.
Helping us figure out what works is Mike Moran, IBM Distinguished Engineer and Product Manager of IBM’s OmniFind. He dropped by the Beet.TV studio recently to talk about the aesthetics of successful Web video. He likens the winning formula of Web video to infomercials.
OK, so we’re not selling knife sets here, but his point about production values coupled with a cause to action is what will make this medium work.
Next week, IBM will publish Mike’s new marketing book "Do It Wrong Quickly, How the Web Changes the Old Marketing Rules." He explains in the book — and in our chat, how marketing solutions have to be carefully customized.
— Andy Plesser