Website Video Spokesperson: Things to Avoid

Web video spokespersonTechnology has made it possible to place a website video spokesperson on your website. When done correctly, your virtual spokesperson can serve as a tour guide and sales agent. When done incorrectly, your Web video spokesperson can drive visitors away. Avoid these common mistakes and enhance the user experience.

  • Avoid allowing the website video spokesperson to speak before being clicked. It’s fine for your virtual spokesperson to walk onto the screen and wait, but the Web video spokesperson should never begin speaking until the user clicks.
  • Avoid low quality video. Your website video spokesperson should appear in full HD video. Today’s users are accessing websites on screens of all sizes ranging from tiny cell phone screens to massive flat screen TVs.
  • Avoid lengthy speeches. As with most online videos, your virtual spokesperson should respect your viewers’ time. Few Web visitors have the time, attention span, or desire to watch a lengthy video and many will resent been forced to listen to a long pitch.
  • Avoid having the video spokesperson read the website text. This can turn off site visitors, possibly even insult their intelligence. Allow your virtual spokesperson to contribute to the conversation, when clicked, not rehash what already appears on the page.
  • Avoid repeating the same video multiple times. Each Web page featuring your virtual spokesperson should have its own unique script tailored to the page’s content and desired call to action. Having the Web video spokesperson repeat the same information is redundant, boring, and annoying. Just as a real estate agent would point out the benefits of the family room while showing clients the family room and the merits of the master bathroom when showing the master bathroom, the same is true of the website video spokesperson. The script should be relevant to the page.
  • Avoid generic scripts. Your company is unique so make sure that your virtual spokesperson accurately reflects that. While a generic “welcome to our site” might have longevity on its side, it doesn’t communicate what’s unique about your product, service, or brand.
  • Avoid branded video players. Some entry-level Web video spokesperson service providers place their logos and links inside the video player as a means of keeping costs low. However, this is distracting and takes away from your core message.
  • Avoid borders. Today’s video technology allows for borderless video overlays. Your website video spokesperson can literally walk across the screen.
  • Avoid pushing and pull your visitors in. A virtual spokesperson can be used in many ways. You may be tempted to use your Web video spokesperson as a broadcaster who pushes a message to viewers. Put away the bullhorn and put your website video spokesperson to good use as a warm, inviting host. Write the script with user benefits in mind and create engaging copy. Use a soft sales approach and allow your virtual spokesperson to gently guide viewers to a compelling, relevant call to action.
  • Avoid choosing the wrong Web video spokesperson for your site. The website video spokesperson will become the face of your company, so choose wisely. Make sure to select a virtual spokesperson that reflects your company’s values and resonates with your customers.

Clearly, you have a lot of considerations when opting for a Web video spokesperson. Though it may seem like a lot to remember, it all comes down to this: attracting and guiding visitors. Avoid anything that could drive visitors away and embrace techniques that can draw them in. If you can accomplish these two key points with your virtual spokesperson, your campaign is sure to be a success.

What website video spokesperson techniques annoy you? Which ones work well? Share your thoughts in the comments section below:

Positioning Your Virtual Spokesperson

Video spokespeople can appear just about anywhere you want them to appear on your website. Some walk on the screen while others “drop in” from above. Others appear alongside graphics and begin to play either automatically or on demand (when the user clicks the play button). A common location is the webpage’s sidebar. However, the sidebar is not the only location for positioning your video spokesperson. Let’s take a look at the options.

Positioning the Video Spokesmodel in the Header

The header area of your website may be the perfect place to put a virtual spokesperson on your site. Eye tracking surveys reveal that the upper left corner of the screen is “hot.” Place a video spokesperson in the upper left corner of your screen and eyeballs will naturally gravitate to it.

Positioning the Video Spokesmodel in the Sidebar

Many video spokesmodels walk onto the screen and occupy the empty space of the right and left sidebars. This is an efficient use of space and appears made to order. However, not all websites are designed with empty space on each side of the page.

Positioning the Video Spokesmodel amongst Text and Graphics

Another option is to position the virtual spokesperson amongst text and graphics. In general, when using this technique, you’ll want to have the spokesperson appear “above the fold.” This is the area that is immediately visible upon visiting a webpage. The area “below the fold” is not visible until the user scrolls down.

Positioning the Video Spokesperson on Specific Pages

In addition to deciding on where the video spokesperson should appear on the screen, it’s also important to decide which pages should feature the video overlay. Because the video spokesperson reinforces calls to action, the video should be overlaid on pages featuring key calls to action.

Landing pages are also good candidates for featuring a video spokesperson. Because many of your site’s visitors will arrive to your site via landing pages, they may never see the official “home” page. Think of each of your landing pages as a mini home page and feature your video spokesperson on these pages, especially if these landing pages feature your key calls to action.

Since website design takes many forms, there’s no universal right or wrong answer as far as where to place your own video spokesperson. Your website’s header may be too cluttered for placing another element. Your site may not feature wide sidebars. A good video production company specializing in virtual spokespeople can evaluate your site’s design and recommend a suitable location.

Have you seen a particularly creative use of virtual spokespeople? Feel free to share your favorites in the comments section below.

Technical Considerations when Adding a Virtual Spokesperson to Your Website

Considering adding a virtual spokesperson to your website? Adding a virtual spokesperson to your site can add a whole new level of interactivity and personalization to your website. However, you may be wondering what’s involved or if your site meets the requirements for adding video overlays.

Shooting Video Overlays

If you’ve ever seen a video spokesperson walk onto a website, you’ll notice that only the actor appears; there’s no distracting background and the actor isn’t confined to a media player’s box. In fact, the actor looks as if he is part of the website. In order to create this effect, the original video must be shot in front of a “green screen.” This technology is the similar to the technology used by television stations. For example, when the weather forecaster appears in front of a weather map or satellite image, he is actually standing in front of a bright green wall. Inside the control room, a technician filters out the green color and replaces it with the background images.

When shooting a video spokesperson, the actor performs in front of a green screen just as television weather forecasters do. The green background is removed so that only the actor’s body appears. All background video is rendered transparent, giving the illusion that the video spokesperson is a part of the website’s overall design.

Because the background color, usually a bright green, are filtered out, it’s important that the actor does not wear clothes, jewelry, and other accessories featuring that same shade of green. Otherwise, those items will disappear along with the background. Professional actors and video studio staff members are well aware of this effect and know to avoid it. However, if you want to appear as your site’s own virtual spokesperson, it’s important to be aware of this before your scheduled video shoot date.

Hosting Video Overlays

Fortunately, the technology required to host a virtual spokesperson on your site doesn’t require much technical tweaking on your end. If you have a live website, chances are good that it is fully capable of hosting a virtual spokesperson. In fact, most virtual spokesmodel videos are hosted on the video production company’s website, not yours. All you need to do is enter a line or two of code into your website and the production company takes care of the rest.

Some video spokesperson production companies allow you to host the video overlays on your own or through a third party host. Before you opt to host the video elsewhere, make sure to find out about video streaming and bandwidth requirements because if the server doesn’t have enough bandwidth to support the video overlay, the streaming video could suffer through pauses and other interruptions.

All in all, if you want to incorporate a virtual spokesperson into your website, going with a professional video company from start to finish is the smart move. You’ll have few technical considerations and you’ll have a lively, interactive spokesperson working on your behalf 24/7.

The Mechanics of Video Spokesperson Production

Adding a video spokesperson to your website requires a basic understanding of the video production process. After all, a video spokesperson needs a script to follow and must be filmed and edited. In general video production is broken down into three stages: pre-production, production, and post-production.

Video Spokesperson Pre-Production Tasks

Think of pre-production as the planning stage of the video production process. During this time, you’ll need to: consider how you’ll use the video spokesperson throughout your website, write the script, cast the virtual spokesmodel, and schedule production.

  • Planning the virtual spokesperson’s role – A successful video spokesperson implementation begins with a plan. Where will your virtual spokesperson appear on your site? What will she talk about? What type of person should play the role? Which demographic will you try to reach?
  • Writing the script – Once you understand the video spokesperson’s role, it’s time to write the script. You’ll use a portion of the script during auditions and then later during filming.
  • Casting the video spokesperson – If you are not planning on being on camera yourself, you’ll need to find an actor to fill the role. Many video production companies have demo reels of local video spokesmodels that you can view or you can hold open auditions.

Video Spokesperson Production Tasks

Once the plans have been made, the script written, and the talent hired, it’s time to move into the production stage of the process.

  • Lighting, staging, and sound – Filming should take place in a video production studio where you’ll have full control over lighting, staging, and sound. Virtual spokesmodels are typically filmed in front of a green screen which is later filtered out of the shot, allowing the video spokesperson to appear as an overlay on your website without distracting backgrounds.
  • Rehearsals – While many video spokespeople will prepare for the shoot on their own time, allow plenty of time before shooting begins to rehearse the script and fine-tune its delivery.
  • Filming the video spokesperson – Finally, cameras roll and filming begins. It may take several takes before everyone is satisfied with the delivery. Even if the video spokesperson delivers a flawless delivery the first time, shoot several additional takes as a backup.

Video Spokesperson Post-Production Tasks

Now that filming is complete, it’s time to head into the editing room to select the best scenes and complete the production. If you’re paying for editing time by the hour, view the videos at your own location and take extensive notes so that you can limit the amount of time spent in the editing bay.

  • Editing the video – You’ll work with a video editor to select the best scenes and piece them together.
  • Overlaying the video onto the website – Once the video spokesperson’s scenes have been selected and edited, the video production company will package the video for your website. On your end, you’ll simply need to copy and paste a line or two of code into your website. Once the code is embedded, your virtual spokesmodel will appear on your website.

Like any video production, adding a virtual spokesperson to your website involves pre-production, production, and post-production tasks. Hiring a reliable, professional video production company ensures your success.

Should You Use Multiple Video Spokespeople on Your Website?

By now, you’ve likely encountered a video spokesperson on a website. Video and Web technology have blended to create a welcoming video presence on websites. While one virtual spokesmodel appearing on a website is fresh and innovative, would two be even better?

It’s something to consider. For example, morning news programs regularly use co-anchors to add banter and different perspectives to their programs. These same concepts can be transferred to the Web. As with adding a single virtual spokesperson to your website, you’ll want to carefully consider the actors, the script, and whether or not your site lends itself to co-spokespeople.

What types of sites lend themselves to having two video spokespeople? Let’s say that you and a partner run a real estate business and have built a brand around your partnership. Your photos appear on your business cards and signs and the two of you appear together in local advertisements. In this case, having both of you appear as virtual spokespeople on your website remains true to your brand. You could walk onto the website from the left and your partner could walk onto the site from the right. You could appear side-by-side near the top of the screen. You could “interview” each other as you relay information important to your site’s visitors. You could position yourself as the expert in one category and your partner as the expert in another category. You could appeal to one demographic while your partner appeals to another. . . the possibilities are endless.

Another type of site that could benefit from having two virtual spokespeople would be a website that has distinct segments. For example, a website that covers the latest mortgage and auto insurance news might want a female virtual spokesperson for the mortgage content and a male virtual spokesperson for the auto insurance content.

If you’re considering a co-video spokesperson strategy, speak with your video production team. Just as you’ll need a solid plan for incorporating a single video spokesperson into your site, you’ll need even more planning when incorporating two spokespeople. Will they appear together? Will they provide light banter before digging deeper? Will they have a similar appearance or do you want contrast? Will the video spokespeople be peers (such as two coaches) or will one be more authoritative (like a coach and a trainee) than the other? Should one always appear on the left while the other always appears on the right?

Keep in mind that having two video spokespeople will likely cost more than having just one. After all, there are two actors to hire, not one, and additional scripts to write. If you and a partner are playing the roles, it may take more time in the studio before you both are satisfied.

Having two video spokespeople appear on a website can make perfect sense for some websites. When done correctly, doing so can also make for a unique user experience and set your site apart from others.

Video Spokesperson: Owner or Professional Actor?

Video spokespeople on websites add a personal touch and provide site visitors with guidance and information along the way. When it comes to choosing the person to act as a virtual greeter, you have several options including having the company owner play the role or hiring a professional actor. Both can work beautifully. However, when the company owner steps in front of the camera, problems can occur.

When it Makes Sense to Feature the Company Owner as the Video Spokesperson

For some companies, the company owner is the obvious choice. For example, if you were in charge of casting a virtual spokesperson for MarthaStewart.com, who would be your first choice? Martha Stewart! Companies that are led by well-known personalities who already have a strong media presence should take advantage of the brand and talent available to them.

A company owner doesn’t need to have Martha Stewart’s reach in order to make a strong impression as a video spokesperson. Basic speaking skills and confidence in front of the camera may be enough for small business owners who want to appear on their websites as virtual spokespeople, especially when combined with a good script and a professional video production crew.

Websites that lend themselves to featuring the company owner as a video spokesperson include:

  • Websites where the user needs to “get to know” the company owner such as individual attorney websites, photographer websites, and professional speaker websites. For example, it makes sense for a motivational speaker’s website to feature the speaker as the video spokesperson.
  • Websites where the company owner has a local or national following. For example, an accounting firm owned by a retired NFL quarterback could benefit from featuring the owner as the video spokesperson.

When it Makes Sense to Hire a Professional Virtual Spokesperson

Hiring a professional video spokesperson makes sense most of the time. After all, professionals can project the exact image that you want to project and they’re able to quickly and naturally deliver the script’s message.

Even if it makes sense to feature the company owner, it may also make sense to hire a professional actor. For example, if the quarterback-turned accountant is uncomfortable in front of the camera, it may be best to let a professional spokesperson handle the job.

Websites that lend themselves to professional virtual spokespeople include:

  • Websites that are trying to reach a specific demographic. For example, a clothing company catering to skateboarders may want to feature an urban, young adult and not the balding, 50-year-old company owner.
  • Websites that want a polished image. While it’s possible for a company owner to project the right image, hiring a professional ensures site-wide continuity.

Each website and website owner is unique. Before you make the final virtual spokesperson decision, ask your video production company for input.

How Often to Update Video Spokespeople

Your website is now live, complete with a video spokesperson who greets site visitors and provides them with compelling calls to action. It’s hard to imagine that someday you’ll have to update this part of your website eventually. How often should you update the virtual spokesperson? Or is it even necessary?

In an earlier discussion, we talked about creating “evergreen” virtual spokespeople. The concept of an evergreen presence involves originally creating content, in this case video content, that can stand on its own now and in the future. For example, a video spokesperson who says, “This offer expires on December 31, 2011” will be obsolete on January 1st, 2012 while the video spokesperson who says, “Hurry, this offer expires soon” can stay on your site for years to come.

With that in mind, updating a video spokesperson depends a great deal on the script. If the script remains current and relevant, you may not need to update this element at all unless the spokesperson starts to look dated as time passes and styles change.

As your product line changes, your video spokesperson may need to change with it. Again, if the spokesperson discusses specific products, such as by saying “Our laptop 5000 is built to last,” those segments will become obsolete as soon as you discontinue those products. On the other hand, the video spokesperson that says, “Our laptops are built to last” will have a longer shelf life.

Because of the possibility of discontinuing products in the future, it’s smart to shoot several scenes at once so that you have alternative versions to display when you need to remove a product-specific scene. If you didn’t do this originally, you may need to contact your video production company and hope that the original spokesperson is still available for updated content. When shooting new content, think ahead and shoot with “evergreen” content and alternative scenes in mind so you don’t find yourself back in the studio again in a few months.

Since the initial investment in video production must pay for itself, your video spokesperson shouldn’t need a major update for at least one year, if not two or more. However, like any initiative, you should closely monitor results and tweak your site as needed. Just as advertisers pull underperforming commercials off the air, if your research indicates that your audience is not responding to, or worse, offended by, your virtual spokesperson, decisive action is necessary. Fortunately, if you team up with a professional video production company and choose your video spokesperson wisely, these issues shouldn’t be a problem.

In short, plan your video script for longevity and shoot alternative, non-product specific scenes, and you shouldn’t need to update your video spokesperson segments for at least one year, if not more.

What do you think? How often should you update a video spokesperson? Share your thoughts below.

Why Should Your Site’s Visitors Trust Your Virtual Spokesperson?

Deciding to add a virtual spokesperson to your website is exciting. Not only will you soon have an attractive video spokesmodel welcoming visitors to your site and adding a personal touch, you’re expecting to see increased sales conversions as a result. But wait? What’s that nagging feeling in the back of your mind? Could it be trust issues? Are you wondering why your site’s visitors should trust your virtual spokesperson?

The Importance of a Credible Virtual Spokesperson
Whether you’re wondering about this or not, it is vital that your virtual spokesperson builds trust with your site’s visitors. If the spokesperson fails to build trust, you might not see the sales increases that you’re hoping to see. Worse, if you select a virtual spokesperson that is unprofessional or a bad fit for your site, you could lose credibility with your audience all together.

Because building trust can drive sales and losing trust could drive visitors away, it’s important that you choose a professional virtual spokesperson. Professional spokespeople are trained in the fine art of appearing on camera.

Professional virtual spokespeople are actors who can:

  • Quickly memorize scripts
  • Work off of teleprompters
  • Play multiple roles
  • Change their looks to match different roles and moods
  • Appear at ease on camera
  • Relate to audiences
  • Maintain eye contact with the camera
  • Select clothes, makeup, jewelry, hairstyles, and props that look good on camera and enhance the role being played without distracting
  • Add personality

How a Virtual Spokesperson Can Build Trust 
A virtual spokesperson can build trust in several ways including:

  • Having the right look for the website. For example, if your website caters to hip-hop music fans, an urban young adult playing the part of a record producer or D.J. would be more likely to build trust with site visitors than a senior citizen or a traditional businessman. The opposite is true if the site caters to senior citizens or banking customers.
  • Having a natural, accessible appearance and attitude. The more your audience feels connected to the virtual spokesperson, the better. Does the spokesmodel seem like someone your audience members might enjoy being with? Does the spokesperson seem approachable and friendly?
  • Saying the right words, in a natural way. Virtual spokesmodels don’t generally get to say whatever they want to say; their words are carefully scripted in advance. A talented actor delivers these words in a natural way. With a well thought out script and a natural talent delivering the message, you can build trust with your audience.
  • Appearing on screen without causing technical glitches. Web users don’t like websites that cause their browsers to crash, and they’re technologically critical. Strong production values and overlay technologies that do not cause conflicts are a must.

What does all of this mean to you? It means that professional talent, the right appearance, a strong script, and high production values build trust. Invest in these areas and your virtual spokesperson will be a successful addition to your website.

Attract Traffic and Boost Sales with Short Web Videos

The latest research from PewInternet.org shows what many marketers already know: More Americans are watching and sharing online videos – dramatically so. According to Pew’s State of Online Video 2010, 69 percent of adult Internet users have used the Internet to watch or download video. These numbers are but part of the story. While Web videos are popular with users, they can also drive traffic to business websites and boost sales conversions.

Typical business websites act as online brochures, showing customers and prospects what the business has to offer. Early designs were relatively static with brochure-like text and contact information. Today, most business websites provide far more than a sales pitch and contact information. Now, informative articles, blogs, and interactive content are website standbys. With more Internet users willing to watch videos online, adding 60 to 90 minute Web videos makes sense. After all, video is an effective medium to convey messages.

In addition to being a terrific way to communicate, Web videos can actually drive traffic to your website, build trust and credibility, and boost sales conversion. First, all of the major search engines include video results in their search results pages. Not only do video results now appear in general search results, separate video categories exist where users can specifically search for sites with videos.

For example, if you have a well optimized Web page discussing “how to attract butterflies to your garden,” your page could conceivably appear on the first page of Google’s search results. If that same site had a video discussing the topic, not only might your page be listed in general, the video would appear as a separate search result. That’s two links attracting traffic. Now, what if the user was specifically looking for videos about attracting butterflies? If you don’t have a Web video on your site, your site won’t appear in the search results no matter how well you optimized the text. By including Web videos on your pages, your site should get more exposure than without.

Attracting more visitors can lead to increased conversions based on numbers alone. However, adding Web video is more than a simple numbers game. By producing informative 60 to 90 minute videos, you are adding value to your site and building trust with your site’s visitors. No matter how a visitor arrives to your site, a sale won’t take place unless the visitor sees value and trusts you to deliver.

Because value and trust are crucial to winning sales, it’s vital that these short Web videos project these characteristics. Consider a business website, one with a professionally produced Web video and one with an amateur Web video. Which one would you be more likely to buy from? Which one is more likely to be around several years from now to honor any warranties? Web visitors make subconscious judgments like these based on what they experience. Strong production values can sway these judgments in your favor.

There’s more to Web video than a pretty picture; your content needs to build trust as well. Is the video informative? Does it add value? Does it give site visitors are reason to select your company over others? If your Web video promises to show how to attract butterflies but is merely a picture of butterflies flitting around, it has failed no matter how beautiful it may be. On the other hand, if it presents a useful technique or product, then it has lived up to its promise and added value.

A solid Web video strategy can drive traffic and boost sales. As you begin forming your online video strategy, keep value and trust in mind and you’re sure to start seeing results!

Do You Need a Web Video Strategy?

Adding web videos to your websites and blogs is a terrific way to add value to your sites while also taking advantage of the potential additional traffic from video search engine results. However, there’s more involved than occasionally posting an online video on your site. As with the other elements of Web development, video for web pages should be strategically planned and managed.

First, how can online video benefit your site? The benefits are numerous. For example, having Web videos on your site can result in additional traffic based on search results. Not only do the major search engines list results based on text, they now list video results. While additional traffic is always welcome, video for web pages can also: inform visitors, direct attention to specific areas of the website, convey your message, make your company more personable, and prompt users to act in some desirable way.

With all of the benefits of online video, the decision to move forward is relatively easy. Before you start trolling YouTube for inspiration, it’s important to understand what you want the Web video to accomplish.

Ask yourself the following questions:

  • What is the purpose of the website?
  • How can Web video help you to further that purpose?
  • Which benefit of online video is most important to you?
  • Where does it make the most sense to post video on your website?
  • How often are you willing to post online videos?

The answers to these questions can guide you in creating a Web video strategy. For example, if your website’s purpose is to raise awareness about a specific cause, adding informational videos could be powerful. On the other hand, if your website’s purpose is sales driven, how-to videos or product demos may be a better choice. If you want to attract visitors, inform them, and create a more engaging experience, you may want to opt for a video spokesperson who acts as a virtual tour guide throughout your site.

Where should you post your online videos? Again, it depends on the purpose of the site and the Web video. The home page may be the perfect spot for your cause awareness video whereas individual product pages may be better suited for the how-to videos. Depending on how you incorporate Web videos, you may even want to create a video gallery or showcase section of your site.

Just as it’s important to regularly add articles and blog posts to your sites, regularly adding online videos is also important. Adding fresh content encourages return visitors and aids in SEO. Create an editorial calendar and map out your video for web goals. If you have the resources, adding a fresh online video each week would be an excellent start. Even if you can only handle one Web video per month, you’d have 12 videos working for your site in a year’s time, each delivering benefits and traffic.

Do you have a video for web strategy or are you winging it? What are your thoughts?