Since its inception, video blogging has gained widespread popularity. With equipment becoming more affordable, editing software more accessible, and sites like YouTube and Facebook readily available to share content, the process is easier than ever. There is a large demand for video content – YouTube gets more than two billion hits per day – and it’s undeniable that videos are one of the fastest growing segments in the blogosphere. But how can your business leverage this trend?

At Communiqué PR, we get a variety of requests from clients that want to start blogging. Adding videos is an effective tool to keep your readers engaged. Visual elements help to diversify content and, in a world of content overload, it can be an easy way to deliver the information your audiences want quickly. Well-crafted video blogs that are updated regularly can increase your company’s web presence, improve customer communication and drive sales.

We thought it might be helpful to provide a few key points to keep in mind when developing a video blog for your business.

• Keep it short. Just like the length of a traditional blog varies, so do video blogs. But it is important to understand that many people viewing videos have a short attention span. We recommend keeping video blogs to two minutes or less. This may seem like a short amount of time to get your point across, but by organizing your thoughts beforehand, and leading with your most compelling sound bites, this will help to engage your viewers.
• Find visually appealing elements. If you track which videos receive the most hits on sites such as YouTube you will notice they are ones that are controversial, comical or visually stimulating. Video blogs follow a similar premise. We recommend selecting a visually interesting background, avoiding solid white walls, or doing a hands-on “show and tell.” For example, developing a video demo that illustrates the new functions of a product is a great way to utilize video blogging for your business.
• Work on delivery. Pay close attention to body language and voice inflection. These are your most valuable tools when the camera is on you. Do not use excessive hand gestures and pause to emphasize your key points. Also, do not allow the on-camera personality to wear distracting clothing or wild colors. (For tips on dress, check out our blog “Why Style Matters.”)

A good example of video blogging can be found on Seattle Mama Doc. Dr. Wendy Sue Swanson with Seattle Children’s Hospital does a nice job with the three tips included above. Her blogs are traditionally under two minutes, contain visually compelling elements and Dr. Swanson does an excellent job using body language and voice inflection to emphasize her points.

By considering these tips, your business could benefit greatly from crafting compelling video blogs, which help add depth to a website and create a more personal company image. Stay tuned for our upcoming post on tips for producing video blogs. Do you have a favorite blog or video blog? Please feel free to post them in the comments section.