Recently, I heard about a new restaurant in Fargo, so I asked a few friends about it. It seemed like the word hadn’t yet spread around:

“Haven’t tried it yet.”
“Haven’t heard of it.”
“Oh, is that the new one south of town?”

No real luck.

Next, I searched for the restaurant on Google, and I found a TV commercial on YouTube.

“Great,” I’m thinking. “A chance to get a feel for the place.”

photo by schmilblick on Flickr

I  learned a little bit from the 30-second commercial. The place had a ton of pool tables, and some pretty-good looking pizza.

But I still wanted more.

What if I don’t play pool? Can I sit down and have a meal with my family? Is the ambiance refined and quiet, or more social and fun? How about a word from the kitchen or the wait staff?

Is your commercial enough for online users? Is that what they are looking for?

A TV spot is supposed to generate awareness, and sometimes a specific action. But on the web – especially searching on YouTube – your audience is already engaged and interested. Online video gives you a platform to tell them more.

Coined the “lean forward” medium, online video gives you access to an interested user, and a chance to talk to them one-on-one. Don’t miss out on that opportunity.

Here are a few tips to make the most of your online video:

1. Your communications strategy is key. Online video should support your business goals and communicate your key messages.
2. Use relevant content. Give your users what they’re looking for. Do they want to be entertained and get a feel for your brand? Or do they need more information about your product before they buy?
3. Be Sincere. Keep it real. For example, use testimonials from the real users of the product or service—not models or actors.
4. Decide what production value you need. Don’t spend any more money than necessary on production. A Flip camera works great for simple blog interviews. For anything more than that, consider working with a professional to produce your original content.
5. Keep it Short. Online videos should meet your user’s time constraints. Usually nothing longer than 1-2 minutes. Make every second interesting.

Here’s to your engaging online videos in 2010.