Website Video Spokesperson: More than Just a Pretty Face

spokespeopleThere’s more to a website video spokesperson than meets the eye. While you’ll likely want to choose an attractive virtual spokesperson for your website, other considerations exist. In addition to choosing a professional actor to play the role of Web video spokesperson, the video itself must be produced so that the final product looks and sounds as professional as possible.

What is a website video spokesperson? A website video spokesperson serves as a virtual spokesperson who greets visitors when they land on your website. These pre-recorded videos can either play automatically or when the user clicks on them. Using green screen technology, the image of the Web video spokesperson plays on top of the website.

Because your website video spokesperson serves as the face of your website, it’s important to choose a professional actor. In some cases, it makes sense for the head of the company to serve as a virtual spokesperson. If you will be playing this role yourself, make sure that you’re comfortable speaking in front of a camera. Your video production company can help you with the script and provide you with some basic coaching. In both cases, your Web video spokesperson must be able to:

  • Look and play the part
  • Memorize a script or read off of a teleprompter
  • Deliver lines as directed
  • Speak clearly

In addition to the abilities of the person playing the role of website video spokesperson, it’s also important that the behind-the-scenes team is skilled at virtual spokesperson production. For example, what will your virtual spokesperson say? The script should be developed in conjunction with your Web content so that the Web video spokesperson guides visitors through a sales process.

In addition, the video production company will need to shoot the Web video spokesperson in a studio with a green screen so that only the virtual spokesperson appears on the website. Camera operators will also need to frame the shot appropriately as well. The director will work closely with you to determine the best camera angles based on your website design and the ultimate placement of the website video spokesperson. For example, if your website has blank vertical sidebars, it may make sense to have your Web video spokesperson appear in one of the sidebars in full length. Similarly, if you want the website video spokesperson to walk onto the screen, your director will need to frame the shot appropriately.

Broadcast quality production values are a must at all stages of the production including sound quality. When you choose a professional video production company to produce the virtual spokesperson video, you’re usually getting an entire team of video professionals committed to making sure that the Web video spokesperson looks and sounds good.

Once the footage of the website video spokesperson has been shot and edited, the next step involves putting the virtual spokesperson on the website. You will need to make several decisions such as which video player to use and whether or not the Web video spokesperson should begin speaking automatically.

Clearly, putting a website video spokesperson on your website is a process that involves making the right decisions. Not only will you need a person to play the role of virtual spokesperson, that person must be a skilled speaker. Your Web video spokesperson will need a compelling script to follow and a video production team working behind the scenes to produce broadcast quality video.

While a website video spokesperson may indeed have a pretty face, make sure all of the other pieces are in place. What do you think is a must for any website video spokesperson? Share your thoughts in the comment section below.

Tips for Engaging Video Viewers

As we’ve discussed previously, engaging online videos play an important role in ultimately converting your site’s visitors. In fact, it’s rare to convert people without first engaging them in one way or another. Engagement does more than entertain; it adds value and builds trust. Video is an excellent medium for doing just that.

If you’re ready to create an engaging Web video, you’ll first need to consider your target audience and how it relates to your product or service. For example, if you’re selling sunscreen, identify your target audience. Are you targeting moms who want to protect their children from the sun’s harmful rays or are you targeting teens who feel invincible and consider tan lines a badge of honor? Once you know who you want to engage, your message becomes that much easier to write.

Now that you know who your audience is, think about what they know or don’t know about products like yours. Think about what they believe in, what they value, and what they want. What matters most to your audience? For moms, value may mean complete, long-lasting coverage so that their kids don’t get the slightest of sunburns. For teens, value may mean a cool bottle or colored zinc oxide. A mom will appreciate supporting research or an expert’s testimony while teens may be influenced by a hot soundtrack or a celebrity endorsement.

Despite their differences, these audiences need a reason to choose your product over the others on the market. An engaging video can make your product more memorable (brand awareness) or more valuable, both of which can ultimately lead to conversion.

So, how do you engage these audiences? Here are some ideas:

  • Tips related to your product or service – While most people know how to apply sunscreen, many don’t apply enough or do it often enough. In addition, some spots of the body (such as the tops of the ears and feet) are notoriously missed. A video with tips on how to use your product properly could engage viewers and reinforce that you are the authority on sunscreen.
  • Event videos – Does your company sponsor an event? Consider posting short videos highlighting that event before, during, and after the event. Even modest events such as a local pet parade can drive traffic to your site and engage viewers. To be engaging, your event coverage should relate to your product somehow. For example, event coverage of a local surfing contest would be a good fit for a company promoting sunscreen.
  • Videos that solve your audience’s problem – People buy products to solve problems. By creating an engaging video that shows how your product does just that, you’re one step closer to conversion. So, what problems does your audience have that your product can solve?

Your goal with any of the above videos is to have your viewers nodding in agreement as you present your message or solution. If you can do that, you’ve created an engaging online video.