Which of these 7 mistakes are you making with online video?

(The seven biggies---and their solutions)

by Joe Vitale and N. Oden

You've been there. You go to a website, click on the video, and then pull out your hair and scream as you realize you can't easily view the video because it doesn't look or sound right.

So what do you do? You click and LEAVE!

That's what's happening online as more people get editing software and a camcorder and suddenly think they know what they are doing. Speilberg they're not.

You, of course, are smarter than that. That's why you're reading this Special Report. You want to know the top seven mistakes people make when making and putting video online, AND you want to know the solutions to them.

Here they are:

1. Audio volume compressed.

To put video online, most people run a VHS tape through a software editing system. During that process, most everyone chooses to compress everything, including the audio. What usually results is this: When your audience tries to watch your video online, he or she will find the volume too low and hard to hear. Of course, to add salt to the wound, you've lost half your audio quality, as well. Viewers will get frustrated, fed up, and leave. Solution: Don't compress the audio.

2. Choosing the wrong media format.

Most people create web video files in one of a handful of popular software file formats. These formats include MOV, AVI, WMV, RM, and MPEG. They are made to be played by video players, such as Quicktime and Real Player. But Quicktime prefers .MOV files. And Windows Media Player prefers .WMV and .AVI files. The problem is, not all players on people's computers can run all the different file formats. The result is that many of your visitors well steam up and leave. Solution: Use MPEG. ALL media players can run it. Another solution is to give your viewers a choice of two formats to play.

3. Not having a compression choice for your audience.

Not everyone has a fast modem or is capable of getting broadband access in their area. If your video online exists as a large file with a low compression rate, those with slower modems won't be able to view it without irritation. Slower modems such as 28.8K and 56K need smaller file sizes with higher compression rates. Solution: Offer two choices for each video online on your site: One click can be for those with a 28.8K and 56K modem, the other for those with broadband or DSL.

4. Not using video markers or chapters.

A relatively new capability of online video is the ability have markers embedded within it to trigger off text changes or image changes on your site itself. In other words, as your visitor sits and watches your video on his or her computer, the video has unseen markers in it set up to change other areas of the screen. This is a great way to offer supporting material while your video plays. Most people have no idea this functions even exists. Solution: Use it!

5. Video content inappropriate.

This is the number one mistake of nearly every video, online or off. Too many videos open with a long, boring explanation of why the video is there that has nothing to do with your intended message, or with what your viewer wants to see. As a result, you bore your viewer. Online, they'll just click and leave. Solution: Edit ruthlessly to be relevant and interesting.

6. Video content technically inappropriate.

If your video has too much action, including camera movement, or even the wrong background behind something as simple as someone talking to the camera, the result could be "jumps" on your viewer's computer and distorted images. Why? Because, for example, trees blowing in the wind, or even bookshelves behind a talking head, will cause the computer to have to do too much. As a result, they are irritating to watch. Solution: Be simple. Have simple action and simple backgrounds.

7. Mixed message.

You've seen this happen, too. You watch a video and become confused as the narration, action, graphics and story seem to wander around aimlessly or call attention to themselves. The maker of the video maybe knew what he or she wanted to say, but fell in love with the bells and whistles available on the keyboard and created a video that is simply ambiguous in meaning. It doesn't sell, persuade, or entertain.

Solution: Tell one unique, direct message.

Marketing Specialist Joe Vitale and Creative Editor N. Oden are available to critique your video, or to help you create a new one. For more information, email video@mrfire.com