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Leveraging Video on Your Online Community

April 14, 2011
Online video is the fastest growing element on websites today. So it’s no surprise that more and more companies are creating and adding videos to enhance their forums. According to a recent Business 2 Community report, 75 % of all executives said they watched work-related videos on business websites at least once a week. So, leveraging video not only shows a company’s credibility as a brand but also demonstrates how they have adapted with the latest online trends.

Utilizing video on your online community is a great way to compliment the traditional text and pictures you will find on any site. Having videos as an additive will help your community to stand apart and add value to the content that is already there. And, the B2C report noted that 60 % of respondents said they would watch video previous to reading text on the same webpage.

For those who may not have the resources or equipment to create professional videos, platforms like YouTube (News - Alert) make it possible for just about anyone to get involved in the evolution of online video.  There are a number of different videos you can make use of on your online community depending on the message you are looking to portray.

Video advertisements and announcements are probably the most frequently used, but with a little extra creativity and time, you can create more engaging videos to keep readers coming back to your online community.   Video interviews are much more effective than written ones. Having the chance to watch two people interact gives readers a better idea of someone’s personality and makes the experience much more personal.

Video reviews are probably the most popular way to leverage video yet are the most overlooked by customers. Showcasing a product on video while the reviewer demonstrates how it works, it much more effective than a written review. When a consumer searches a product on the web, one of the first things they look for is a video. Watching a product review eliminates the research a consumer would normally have to do to learn about what a product has to offer.

According to B2C’s report, 65 percent of U.S. executives surveyed by Forbes in October 2010 visit a vendor’s website after viewing a work-related online video.

Online video proves to be very effective in getting a point across in a more entertaining fashion. It is no secret that the amount of time readers spend on online sites is minimal due to distractions and redirects to new pages. According to a study by Visible Measures, 20 percent of online video viewers click away from a video in the first 10 seconds or less. Therefore, companies only have one chance to make a lasting impression to keep viewers coming back to their online communities. 

If you haven’t already incorporated video on your online community, it’s time to adapt to the latest and fastest growing trend on the web for the benefit of your business.  

To discuss how to implement the methods outlined in this article on your own TMCnet Community site, please contact a member of your dedicated TMCnet team.

About TMCnet Online Communities

TMCnet Online Communities are news-generated, content-rich portals that position your company as the leading “go-to resource” for your industry group. TMC (News - Alert) has been building Online Communities for over 10 years, and continues to be the market leader at developing these successful communities for our customers.  To learn more about the TMCnet Online Community program, please contact Anna Ritchie or call 203-852-6800 x 107. You can also visit us online at

Stefanie Mosca is a Web editor for TMCnet. Previously she worked as a freelance copy editor for Digital Surgeons LLC. She holds a master's degree in journalism from Quinnipiac University and a bachelor's degree in communication from the University of New Haven. To read more of her articles, please visit her columnist page.

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