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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

The yin yang of online video and sales

Consumed => “How to Create Online Videos That Can Lead to More Sales” by Brian Quinton on Entrepreneur.

http://www.entrepreneur.com/article/219625

=> Value add (i.e., left a comment)…

Shame on you Entrepreneur. I have to say I expect (and typically do get) better from you.

Myth #1 (that needs to be debunked) – It’s about views. No, it’s about quality views. Of Glaceau’s 8.8m views how many “mattered”? Simply counting views in 2011 is the equivalent of counting hits as was trendy in the 20th century (circa late 90s) . It’s a shot-gun mentality perpetuated by old media type and it needs to be put to pasture. Viral is meaningless if it’s not hitting the target and/or motivating purchases.

Myth #2 (that needs to be debunked)  – Being desperate to go viral at all cost is a valid strategy. No. it’s not. Glaceau’s approach just to get views might not be the type of approach a brand with a reputation (?) like Glaceau’s should be trading in. I honest can’t believe that was the best example you could find. At the very least there should have been a disclaimer about the double-edged sword of using humor online. If that was what they were doing. None the less, the question is, is/was that the right message? Or were 8.7m of those views by 5th graders?

Myth #3 (that needs to be debunked)  – Video drives conversions. The correct answer is maybe. It was said “Result: Ice.com visitors who view some of the videos on the site convert four times more often than those who don’t.”  My spider senses tell me that it’s very possible the cause and effect here should be reversed. That is, of those who were ready & able and came to buy, a higher percentage took the time to watch videos. The other question is, how did viewing impact the long-term? Were those customer more or less likely to return? And what of the return rate? More views and more purchases might not equal more sustainable profit.

All that being said, the Zappos’ examples were great. On the other hand, isn’t there anyone else aside from Zappos that is doing great stuff with social media. Nothing against Zappos, but there has to be others that are worthy of the spotlight.

I understand the space for the article was limited and that every nuance and detail could not be hashed out. I’d also like to add that I am not a Luddite. I agree 100% that video can be a useful tool. However, as it is presented here, the wrong expectations are being set. As I said at the start, I think many of us expect more from Entrepreneur.

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