SAE Magazine 12-2

C ompanies can use videos in many ways. Options include the classic advertising vid- eo, a promotional video, company portrait or product video. The format strongly depends on the sector and marketing goals. Length is also a criterion which depends on the format and envi- sioned goals. Many companies, and unfortunate- ly, many video providers, see a video as a prod- uct, traded like minced meat at a butchers, as though it were sold by the pound. The value and price of a market- ing video have little to do with its length. A complex and therefore expensively produced 30 second video can be very expensive, but equally useless to a company which wants to inform its customers about a product which re- quires explanation. On the other hand, a simply produced, and therefore more cost-effective video which communicates the information clearly, can be very useful. The possibilities for releasing company videos are constantly increasing. Publication on the compa- ny’s own website is often the original idea. The site is thereby emotionalised and text can be re- placed by short explanatory videos, allowing con- tent to be brought to clients quickly and directly. However, the clients first have to come to the site, meaning that it must be able to be found. This is where placing videos on search portals, sector por- tals or city portals comes in. VideoplatformslikeYouTubearealsomuchmore than just springboards for musicians and self-pro- moters or a place to find the funniest home video. YouTube’s link with Google’s Universal Search means that YouTube videos have become more significant to companies. The integration of vid- eos is the most important Universal Search inte- gration by far. The companies which already have a video online have a consider- able competitive advantage over other companies which are still reluctant. YouTube’s number of visitors continues to grow and in 2010 it registered a record 2 bil- lion video hits per day, up from 8 million in 2005, whenYouTube went online. In 2011 this had grown to 3 billion. Video uploading grew from 13 hours of content per minute in 2008 to 24 hours per minute in 2009 and by a further 100% increase to 48 hours per minute in May 2011. In the US alone, YouTube processed 2.6 billion searches per month in 2008. In the meantime, al- most 50% of all search results are connected to a video (as of Feb 2011). Google also advertises YouTube videos, which appear next to the search results as small pictures with a caption. The adver- tiser only pays for this if the user clicks on it, pro- viding Google with a way to make money through YouTube. ➤ The possibilities for releasing company videos are constantly increasing. The value and price of a marketing video have little to do with its length. 77 Production & Know How // Film // Pictures learn to run online Index

SAE Magazine 12-2

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