What Makes for An Optimized “Social Video?”

…By Grant Crowell

Here as some questions that I believe should always be considered for any social video strategy in business:

  • Does the video reach the intended audiences on frequented social media sites?
  • Does the technical quality allow for a seamless user experience?
  • Does the creative capture the viewer’s attention?
  • Is the length of the video acceptable in keeping the user’s attention?
  • Does it have a story that’s worth telling, and retelling?
  • Is the message or messages in the video communicated clearly and effectively?
  • Does the user feel like their time spent engaging with the video was of value to them?
  • Does the user feel incentivized to follow their video viewing experience with either a “social action.” a business conversion (lead, download, sale, etc.), or both?
  • Does the video make the user want to share it with others? (For more on this, I recommend checking out this post from my video colleague, Greg Jarboe over at SearchEngineWatch, “How Do You Encourage People To Share Your YouTube Videos on Facebook, Twitter, and Blogs?”)
  • Does the video offer any suitable engagement features and sharing tools?
  • Are there any accessible tools or features that allow users to submit their own user-generated content or 3rd party content as a response to the video; and to share those responses with other people?
  • Is their an expectation and measurement of the interpersonal relationship generated from the video or around the video – from fleeting to enduring, with various levels of commitment?

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