Why Videos Are An Important Part of an Online Management Plan
Just as in real life, building a good image online takes a lot of time and hard work. Besides offering high quality products and services, companies and individuals seeking to gain the trust of Internet audiences need to rely on third party sources for positive reviews and news. However, a mountain of positive publicity online can easily be toppled over by a single nugget of negative information that has gone viral.There are several ways to combat bad publicity on the Internet and one of the most effective methods is by releasing videos. Videos are valuable features in a reputation management plan because of a few key characteristics, which will be discussed below.
One of the most important functions of videos in reputation management is that these can boost website quality and thus enhance visibility on the Internet. The quality of a page is important because search engines always strive to deliver only the most relevant content to users, and high quality pages are given more weight. Videos boost webpage quality by prolonging website visits. This is an important feature because one of the key indicators of quality for search engines such as Google is the length of time users spend on a website upon clicking on it. This means that shorter time spent on web page indicates lower quality while longer browsing periods indicates higher quality — and what else can hold the attention of Internet users much longer than a well-crafted video? In fact, a study by Comscore supports this view: people tend to stay two minutes longer on a website if they are watching a video.
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In addition to enhancing a website’s quality, videos can also boost website rankings. Search engines list videos higher on their results page, and in some cases user-generated videos may rank higher than corporate ones. What’s important to note, however, is that informational videos, such as instructional guides, tend to rank higher than sales videos — remember, search engines place more importance on value and relevance.
Videos are also a good source of links when they are distributed through proper channels. Websites such as YouTube and Vimeo make it easy for viewers to share videos and thus generate backlinks; in fact, a video that has become viral can generate hundreds or even thousands of links in just a short amount of time. Sharing videos on social networking sites such as Twitter, Facebook, Reddit and StumbleUpon can further increase links back to a website.
Lastly, video can be used to create content for a richer user experience. Text transcriptions and screen shots can make it easier for web visitors to comprehend videos while audio files make it possible for users to listen to materials on the go. Documents generated from video content, such as PDF files and PowerPoint slides, can then be uploaded to content distribution sites and viewed by more people.Videos truly are an important aspect in reputation management. They give companies a chance to fight negative press while creating a positive and trustworthy brand name at the same time.
