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SXSW Report: The Five P’s of Online Video

If a picture is worth a thousand words, then what is a minute of video is worth? According to Forrester’s Dr. James McQuivey, a minute of video is worth 1.8 million words. If you want to make a video, then you want those words to be the right ones about your organization.

At SXSW, Jen Grogono, founder of Ustudio, an online video production firm, spoke about online video marketing. Specifically, Grogono, outlined the five P’s that guide online video marketing from beginning to end of the process:

  1. Production: Before you even hit “record,” you have to ask yourself “what can video do for your organization?” Think about the exact purpose of your video and how it can visually achieve that goal. Having a basic premise for your video will also be helpful in guiding budget considerations, i.e. will you need to record on location to achieve your video’s intended goal?
  2. Packaging: Where will your video live? Depending on whether your video will live on a player built into your website or a third-party player like YouTube will affect your ability to brand your content, add calls to action, or whether it can be easily shared.
  3. Publishing: Consider where your your audience lives to decide what is the best place to publish. Sites like YouTube or Facebook are ideal for users on computers or their mobile devices. If you produce an instructional video or discussion, a podcast might be your best bet.
  4. Promotion: Once you’ve created your video, you have to let your audience know that it exists. Get it in their line of site by promoting it. Use social media, e-blasts,
  5. Profit: Even if you’re not using your video to bring in some form of revenue, you still have to consider the worth of your video. Profit can mean the amount of viewers reached or the number of people who followed through on your video’s call to action. Ultimately, it comes down to whether your video achieved its intended goal relative to the amount of resources dedicated to production.

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