- Access Code
One strategy for restricting access to a video asset is to assign an access code to the video player that only allows viewing to those that possess the access code. This technology acts as a ‘password’ for viewing the content asset.
Text, links or images displayed during the video in order to encourage viewers to take some form of action. This can be anything from visiting a landing page or downloading a content asset to making a purchase directly through the video.
- Approved Viewers
When businesses use video security measures to exclude particular audiences from viewing a video asset, the group of users who can view the video are considered the approved viewers. These are viewers that fall within the technological restrictions placed on the video, or who have possession of the access code needed to view the video.
- Aspect Ratio
The aspect ratio of your video is the ratio of the width to the height. Commonly expressed as two numbers separated by a colon, the most common format for video is 16:9, which includes the 1920×1080 video dimensions commonly used by most HD cameras.
- Attention Span
The length of time a viewer’s attention is captured by viewing a video asset.
- B-Roll Footage
Camera footage that doesn’t involve on-camera talent or a person on screen. B-roll footage includes various video angles, still shots, or animations. It’s the footage you can cut to as a means of keeping things interesting and maintaining attention for longer but is not a focus of the video.
- Branded Sharing Page
The online browser page on which your videos can be viewed. Branded sharing pages showcase a single video, intended to focus the viewer’s attention on the video. These pages can be branded to blend seamlessly with the look and feel of a company’s website or other brand assets.
- Branded Video Player
The ‘container’ that holds your video file and allows viewers to interact with your video. It can be branded using a logo watermark or by changing the color of the play button and scrub bar.
- Call To Action
A request during, or at the end of a video, that encourages viewers to take a specific action. If you don’t ask, you won’t get!
- Campaign Videos
Campaign videos are broadly defined as any video that is the focal point of a marketing or sales campaign. Typically Campaign videos have the end goal of having a prospect take action. Campaign videos from a marketing perspective can be used to promote downloadable assets, webinars, or events, and the content of the video is focused on ensuring that the viewer takes the ‘next step’ and accomplishes the marketing goal.
Text displayed at the bottom of the video designed to offer a visual way of understanding the audio being played. Can serve as a method of allowing hearing impaired viewers to understand spoken audio, as a way of circumventing video hosts that do not automatically include audio (like Facebook), or as a way of adding additional language capabilities to the video through translated subtitles.
- Company Culture Videos
Company culture videos are designed to give viewers a behind-the-scenes look at the culture of a business. This term is broad, and can encompass everything from holiday videos, meme spoofs like the Harlem Shake or Ice Bucket Challenge, social videos of specific milestones or events, or videos from executives sharing news. Culture videos are an important part of connecting customers and prospects to the faces behind a business.
- Content Asset Promotion Videos
A subset of Campaign videos, content asset promotion videos serve as a way of driving downloads of a particular content asset. Sometimes these videos will focus on the content of the asset, while other times a more cinematic approach is taken, and the video outlines the problem that viewers can solve by engaging with the content.
- Content Journey
The path you guide your prospects through with content. The video content journey, often fueled with CTAs, should guide viewers through the buying process based on the info they take in along the way.
- Content Pillars
Broad themes that you’ll build your video content and campaigns around. You’ll create many videos under each broad theme you determine you need a video story for.
- Creative Brief
A detailed outline created at the onset of any video marketing project to ensure your creative team has the details needed to build a killer video based on brand strategy, target market, desired outcome, and any other guidelines.
- Customer Testimonial Video
Customer testimonial videos give the customers of a business the opportunity to share their own story, in a way that is promotional back towards the business. Typically, customers will talk about the problem they were facing before they engaged with a company, what they were looking for when they became a customer, and how the product or service the company provides has enhanced their life, work, or business accordingly. Customer testimonials are designed to be ‘social proof’, or external validation of a company’s ability to execute on their promises by having real customers back them up.
- Drop-Off Rate
The percentage of viewers who stop watching your video after a certain duration. A drop-off rate of 60% or higher is considered industry standard, in which at least 60% of viewers make it all the way to the end of your video. If viewers are dropping off before the end of your video, this type of video analytics is useful for optimizing your video content. See Video Content Optimization below.
- Email Gate
An email gate occurs before or during a video to restrict playback to those viewers who agree to give their email address to continue watching.
Placing a video within the HTML code of your website. The video can be played in-line alongside the rest of your awesome content on the page.
- Enterprise Video Platform
Enterprise Video Platforms are OVPs that offer added functionality geared towards high-volume video companies. EVPs integrate directly with marketing automation, CRM and other enterprise-level solutions, offer increased opportunity for viewer tracking and data collection, and incorporate advanced video content organization solutions enabling organizations to easily manage large volumes of video content.
- Event Promotion Videos
A subset of Campaign videos, event promotion videos are designed to drive attendance for in-person or virtual events. Typically focusing on either the content of the event, or experiences at past events, event promotion videos provide a snapshot of what attendees will experience at a given event, encourage them to sign up, and - if possible - use footage from previous events to showcase the atmosphere, or provide attendee testimonials about why viewers should attend the next event.
- Explainer Video
Explainer videos are designed to teach a concept to viewers. Explainer videos can be very low-level, and focus on a single topic in detail, or higher-level explaining a process or concept more thoroughly. Good explainer videos are typically around two minutes long, and are less about explaining the mechanics of something (see How-To Videos) and more about explaining a concept.
- How-To Video
How-To Videos are similar to Explainer Videos, but are more detailed and instructional. How-To Videos can focus on single actions or more higher-level processes. Examples of How-To Videos are in-depth education on a specific topic relevant to your industry or visual customer support content that explains a process or section of your product.
- Interactive Video
Interactive video is a modern technology that allows video marketers to incorporate interactive elements like quizzes, forms, and links into video. Interactive elements can accomplish any goal, but commonly are used for generating leads, or gathering more information from prospects. For example, a lead form may be inserted into a video to allow viewers to submit their contact information for more info. Or a quiz can be added to a video to gather details on what the viewer is interested in, with the goal of linking to additional relevant content after the video is completed or building out their lead profile.
- Live Stream
Live streaming is the action of distributing video of a live event in real-time. The video has not been pre-recorded, and typically the live-streaming is a combination of an online hosting platform, and a real-time video playback optimization tool to facilitate the distribution of live video to viewers’ devices.
- Mid-Roll Surveys
Content surveys displayed during a video that pause playback in order to collect more information from viewers. These can either be optional, allowing users to give feedback or skip the survey, or be mandatory, requiring users to complete the survey before they can continue watching the video.
- Motion Graphic Video
Motion Graphic Videos are videos that incorporate some form of animated movement in addition to (or completely replacing) live-action video. Motion Graphics replaced the term animation, as most videos of this type no longer feature frame-by-frame animated scenes, but rather the ‘animation’ is added to static graphics through the use of film editing software. Motion graphics can be as simple as a name-key appearing in a video in an animated way or as complex as a fully animated video created entirely from scratch. Explainer videos are commonly composed in part, or in full, of motion graphics.
The opposite of broadcasting, narrowcasting refers to targeting your target audience (and only your target audience) with your video content instead of trying to “go viral”. You’re ultimately targeting those who are more likely to buy your product.
- Online Video Platform
An online video platform is a service that allows users to upload, convert, store and playback video content online. OVPs typically also incorporate viewer analytics and monetization systems, allowing users to generate leads and incorporate advertising into video content.
- Owned Media
Content owned and controlled by you! This can include your website, blog, email, and social networks.
- Personalized Video
Personalized video is the a type of video where viewer details like names, titles, company names, and logos are incorporated in videos automatically, and at scale. Video personalization tools allow marketers to create large volumes of personalized content, typically from a source file containing the details of each individual video, and appending those details within the video for each individual. These tools also generate personalized thumbnails for all personalized videos. They provide a more cost-effective and scalable solution to creating personalized content en masse.
All the jingle jangle behind the scenes after filming: editing, special effects, soundtracks, audio, etc. This is when hours of footage are turned into a real, marketable video!
Everything and anything that happens to prepare for your video before filming begins. This might include planning meetings, creative briefings, storyboarding, and more!
- Product Demo
A hybrid of explainer videos and how-to videos, product demos typically walk viewers through the usage of a product or service at a high level, while showing in-product or behind-the-scenes footage so that viewers can understand the inner workings of how the product or service works. Product demos are a powerful sales tool, and are often broken up into smaller videos (micro-demos) that can be combined and customized for individual prospect or customer needs.
The production stage of video involves the filming process. It’s what happens after the creative brief and planning process has finished, and the videography team is finally ready to press record, and before editing.
- Production House
An external agency that will develop your video marketing masterpiece for you, usually in parallel with creative briefings and direction from your internal team.
- Recruitment Videos
Recruitment videos are used to showcase the working environment of a business in an attempt to solicit applications for open roles. Sometimes targeted around a specific role, or more broadly targeted at the entire company, they typically incorporate some culture content and some testimonials from current employees. Videos may or may not go into the benefits of working at the business, perks offered, major projects undertaken, or major milestones of the company that applicants would find appealing.
- Screen Capture
Screen capture is the process of using a tool to record the actions occurring within a tab, program, or your entire screen. Screen capture videos will record mouse movements, changes within the program currently open on the screen, and in some cases, audio. Common applications of screen capture are for support or sales videos. Support professionals use screen captures to show customers how a particular process or objective is met within their product. Salespeople may use screen captures to outline a prospect’s website, and explain in more detail how their product can have an impact.
Screencasting is the process of sharing the live activity of a computer screen with an audience. It is commonly used in customer support. Using a Screencasting tool, users can either share the activity of a window or their entire screen live with an audience of their choosing. A common example of this would be customer support reps showing a user how to complete a task or process within their product so the client can replicate the steps on their own.
For SEO purposes, a sitemap is an XML document that provides search engines and crawl bots instructions on how to process a website, and what content is available. Including schema.org videoObject tags allows search engines to detect video assets. Some engines like Google will feature these as visuals within displayed search results, and factor them into algorithms for page ranking.
- Split Screen
You know how you and your Mom are both on your screen when you’re talking to her on Skype? That’s a split screen: a visible division of the screen.
- Talking-Head Video
Talking-Head Videos describe any format of video in which one or more person is talking, showcasing only that person in each frame. Television interviews were the most common form of Talking-Head Video, as interviews would typically focus on interview subjects from the waist up. Talking-Head describes the visual qualities of the video, but many of the styles of this video can be Talking-Head Videos. Customer Testimonials and Explainer videos are often Talking-Head Videos.
The image that appears as the “cover” of your video. The still image under the play button. The image used as a thumbnail strongly influences engagement rates.
The translation of your video’s audio to text. Google can’t understand audio content, so this helps the search engine see your video, ‘hear’ your video, and speak no evil of your video; or *ahem* – rank your video.
- Unique Viewers
The number of individual people who watched your videos. This removes counts for those who may have watched your video multiple times.
- Video Advertising
Can either mean digital ads delivered over the internet that include video as part of their content, or refers to the sponsored video content that plays before, during or after online video. Pre-roll (before the video) and post-roll (after the video) ads are common examples of video advertising.
- Video Analytics
Data on the performance of each video, including but not limited to overall engagement strength and drop-off times, where the video is embedded and what engagement rates are for each embed location, the devices and browsers on which it’s viewed, and locations from which it’s viewed. These analytics can be used to determine which content performs well and which does not.
- Video Asset Manager
As video libraries grow, more OVPs are incorporating video asset managers into their technology. Allowing users to manage larger libraries of video with tags, categories, and specialized hubs, video asset managers are an essential part of EVPs.
- Video-Based Lead Scoring
Video consumption is a significant indicator of purchase intent. Using a Marketing Automation System or CRM platform, assigning users a numerical ‘score’ based on their consumption of video. Basic lead scoring for video used to depend on whether the prospect simply clicked ‘play’ on the video or not, but OVPs and EVPs have given marketers the ability to score leads based on how much of a video has been watched, whether other videos are watched in succession after the first video, and based on the category or type of video being consumed. This score is added to the score for a lead’s other activities - consuming content, visiting pages, filling out forms, etc.
- Video Blogs
Video blogs are episodic content released in a blog format, typically talking about a single topic or concept. The content of the video are often whiteboard-style or talking-head style and are almost always released on a regular basis to build up a consistent subscriber base. Video blogs are usually lower budget and are often filmed with webcams or consumer-level camera equipment rather than high-budget production suites.
- Video Content Management
The use of tags, categories, or groups to segment a video library into more manageable and easily searchable groups. Videos may be tagged by content type, intended audience, business division, or a host of other classification techniques. Every business uses video content management differently based on internal efficiencies and workflow.
- Video Content Optimization
When creating video content, marketers can use data like attention span and drop-off rate from previously published videos to improve the quality of future videos. For example, using data on when viewers tend to drop-off or stop watching a video, marketers can create shorter, or more succinct videos during their next production cycle.
- Video Demand Generation
Using video as a tool to actively generate, enrich and qualify leads, through calls-to-action, email gates, video forms, annotations, mid-roll surveys, or video-based lead scoring.
- Video Editing
Video Editing is the broad term describing the process of taking raw video footage and polishing it for distribution. Typically video editing is interchangeable with post-production, as both take finished, raw video and cut the video down for time, or for content, apply motion graphics or special effect, adjust audio, correct color, etc.
- Video-Enabled Business
Video has quickly grown from simply a marketing asset to extensive use in the sales, support, and human resources teams within businesses. As companies take advantage of the growing need for video when working with customers, and the ability to quickly and easily share discussions internally, many businesses are moving towards a video-first approach to content, meetings, and sales. We call these video-enabled businesses.
- Video for Customer Support
Support videos typically take the form of screen capture videos, and can either be created to answer a question for a broad audience, or personalized for an individual customer. They can also be created in advance to supplement your knowledge base and encourage self-serve actions. For personalized correspondence, support teams may use video to explain or answer a question for an individual prospect as a way of providing a more helpful or engaging explanation.
- Video for Internal Communications
Using video for internal communications can take several forms. Internal training, in which support-style videos are deployed internally to train new and existing employees on topics is a common use of video for internal communications. Using video as a tool to share executive news is common as well, in which important company information is shared through a Talking-Head Video by senior leadership, and the engagement rate is measured to determine the rate at which employees consumed this content. By incorporating advanced video features like forms and buttons, videos can also be used to train and quiz employees at the same time, adding interactivity and accountability to video assets deployed internally.
- Video Forms
Lead collection forms embedded directly into the video to collect contact information from viewers. Typically paired with a reference in the video to submitting contact information to receive a follow-up.
- Video Heat Map
The visual display of a viewers’ attention span data, including re-watched segments and drop-off, as shown within an online video platform’s analytics center.
- Video Hosting
Video hosting solutions are platforms that provide a storage mechanism for video assets. Basic hosting platforms typically store video on a server, and make use of a video streaming technology to serve the video to viewers.
- Video Hub
A collection of video assets around a common theme or video type that are showcased on a dedicated page or channel. Video hubs differ from video content networks like YouTube by providing an owned, fully controlled internal or external site for organizing and displaying relevant and similar content.
- Video Library
All videos that a business owns the rights to across all business divisions. This can include marketing content, sales content, user-submitted videos, and support content.
- Video Marketing
Video in the marketing process can be used as a lead generation tool, as a method of building awareness and thought leadership, or as a content tool to grow or nurture a lead base. Marketing was one of the first business departments to adopt video as a regular medium, and brands have been using video to market their products since before YouTube was popular.
- Video-Optimized SEO
Using video-specific tags in your embed code markup and metadata, and including captions and transcriptions where possible to take advantage of search engine preference for rich content types like video. Vidyard puts this video metadata on your page by injecting JSON-LD into your webpage's header.
- Video Playback Optimization
Video optimization is the backend technology that allows OVPs to stream video across multiple devices and platforms, and across multiple internet bandwidths seamlessly. Video optimization is critical for changing the playback or quality of video content in real-time to adapt to playback issues from slower internet connections, device restrictions, or outdated playback software on the viewer end.
- Video Player
The ‘container’ that holds your video file and allows viewers to interact with your video. Video Players can contain and display single videos hosted in your Online Video Platform, can contain videos hosted on other platforms like YouTube, or can contain multiple videos organized into chapters, or a playlist of content. Video players allow for the collection of video and viewer analytics, and can contain lead generation features like forms and buttons.