One of the key findings of BNP’s “Video in a B2B World” research into the use of video by business decision makers is the variety of ways and formats they access and view video. Survey participants identified three minutes as the “sweet spot” for the length of videos they view. The places they view such video is distributed across different channels, with the top three being:
75% | Manufacturer website
67% | YouTube.com
55% | Trade media website
The survey also revealed that B2B customers accessed online video in a variety of ways, including links provided through these sources. And with rapidly advancing technology, these resources will include embedded video in addition to the link:
52% | Email or eNewsletters
51% | Trade magazine websites
48% | Trade magazine digital editions
How to Provide Video for Various Sizes and Types of Screens
From a technology standpoint, the video shot on a smartphone can be presented in HD format to screens small enough to fit in a viewer’s pocket or large enough to play on the 72-inch by 160-inch screen at the Dallas Cowboy’s AT&T Stadium.
While YouTube and other video hosting services like Brightcove or Vimeo handle the technical end of ensuring that video can be displayed on any size screen and distributed worldwide, there some things that creators must remember when making videos that can be viewed on the screens of an iPhone, iPad on the factory floor or flat-screen TV in a conference room.
Want to Improve Your Video Skills—for Any Screen Size?
While great video requires various skills and lots of time to master, the Internet provides plenty of helpful resources. A good place to start is Vimeo’s Video School (https://vimeo.com/blog/category/video-school). Here are some quick tips about shooting video for screens of all sizes.
- Make sure your website uses “responsive design”—the approach that enables your site to be viewed easily no matter what size screen the user is viewing.
- Avoid text, especially bullet point lists that are common on PowerPoint presentations. Even with the best of responsive sites, on a smartphone screen, type is nearly impossible to read.
- If shooting video with a smartphone, rotate your phone so that you shoot the video horizontally.
- If you’re going to use video that you create yourself, understand that great video depends on recording good audio as much as good video, and that editing is a major key in creating video worth watching.
For more findings from the BNP survey Online Video in a B2B World, download a free eBook here.