• E-Commerce Times, Tuesday, May 13, 2008 2:16 PM

Peter Hamilton lists some guidelines for creating and promoting online video--and makes the case for why clips may be the best link bait ever.

But we're not talking about your standard UGC, or even semi-professional company interview. Hamilton says that the quality of the video counts -- from niche-specific how-to videos, to footage of the annual charity softball game. "The quality of content will directly impact the rest of the campaign, just as the quality of written content attracts links," he says.

Factors like image resolution and audio clarity are non-negotiables for video link bait--because if viewers can't understand the dialogue or have trouble making out the images, they won't watch (or share). "Though amateurs have produced some of the highest-viewed online videos on YouTube and other posting sites, the audio and image quality is always such that the message is clear," Hamilton says.

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