What is vlogging?

Vlogging, a video blog or video log, is very similar to a normal blog only instead of uploading text and images you upload videos. Vlogs come in a wide range of formats including a monologue, a short video or a presentation. In most cases blogs are released in a series where the blogger will put out one blog per week, or per month on a particular topic.

Vlogs utilise web syndication to allow for the distribution of video over the Internet using either the RSS or Atom syndication formats and playback on mobile devices and computers.

The most popular platform for vlogging is Youtube.

Why vlog?

With over 65% of Internet users viewing videos online, vlogging has become a hugely popular blogging method as well as a successful marketing tool.

There are numerous benefits to vlogging including:

• Vlogging allows you to put a face to the company name, personalising the company
• Vlogging is an ideal platform to showcase your products/services
• Research shows that vlogging increases traffic to your blog/website page
• If you or your company offer a web/IT service vlogging is a great foundation to flaunt your skills and abilities

Equipment needed for Vlogging

Unless you are a professional the equipment needed for vlogging is pretty standard. Obviously you will need a camera, a computer, a site to host your vlog and a good internet connection.

For those who take vlogging a little more seriously it is vital to have video editing software, some of the more popular include: Final Cut Pro, IMovie and Windows Movie Maker.

The vlogging process

• Theme/topic – Before establishing your vlog it is essential to decide what theme or topic you will focus on. This should be: a hobby, passion or area of expertise. This way you know what you are talking about and vlogging won’t seem like a chore!
• Define your target audience – Like with any publication it is essential to know your target audience, this will allow you to specify what content to publish and how to promote your blog.
• Create a schedule - Some vlogs are released once per week while others may be more frequent or infrequent. Select a realistic release schedule for your vlog, keeping in mind that you will have to record, edit and upload new videos for each release. This will not only keep you organised and on schedule but give followers a routine to follow. Like with any blog it takes time for a following to develop, regular posts will help your growth.
• The camera – Whilst it is not important to have an expensive camera it is essential to have a good quality camera. We would recommend using a web cam or a video camera – try avoiding use a phone camera! When choosing your camera it is essential to check that it has clear and concise video and audio, visitors will not watch a distorted video – unless for the comedy value.
• The message – When deciding on whether or not to follow a vlog visitors are looking for three things: originality, insight and purpose. People want to watch a video that they haven’t seen before, that offers a new slant on an old perspective or a new topic on an old theme but most importantly they want to take something away from the video, whether it is a good feeling from a funny video or knowledge from a tutorial, they need an incentive. It is important however not to lose track of your personal or company message – you are still trying to promote an overall ethos.
• The performance – Whilst nobody is expecting a Broadway performance it is important to remember you are performing for an audience. Therefore it is essential to have a projected voice, clear pronunciation, a steady camera and most importantly a positive and animated attitude. To attract an audience and then keep them hooked many vloggers have a gimmick, this could be anything from the use of special effects or a voice changer to using an interesting location to shoot – why not give it a go?
• The editing – A lot of beginner vloggers choose not to edit their videos and that is fine, however editing can make a lot of difference to the quality of a video. The two main examples of this are that it allows you to delete any pauses or mistakes and you can nominalise the sound within the video.
• Uploading the vlog – When uploading the video make sure you give it a clear and relevant: title, description, category and tags.
• Monitor vlog comments - It is important to monitor visitor’s comments on your vlog as it will allow you to gauge what are the most popular topics and themes and ultimately what isn’t engaging the audience.
• Promoting the vlog - Send links to bloggers of similar interests, add links to your website or blog and promote your links using social media websites, such as Twitter and Facebook. If possible when replying to blog posts, use your vlog playlist address as a URL. When you see opportunities to endorse your vlog, take advantage of them and post links, for example categorized blogger conversations on Twitter are an ideal platform to do so.

By Colin Harris