This doesn't relate specifically to FloristWare but - since so many of our users (like Adam of Belvedere Flowers) have been using online video to promote their stores - we want to share it.
Guy Kawasaki posted a great article on creating online videos that will enchant your customers. There are some fantastic pointers that anyone who is creating video should keep in mind.
Two things that seemed very relevant (and easily applicable):
Keep It Short
The second thing Jarboe taught me is that the most popular videos are short. According to a study by TubeMogul in December 2008, an average 10.4 percent of viewers click away after ten seconds and 53.6 percent after one minute.
The typical video isn’t enchanting, so look at popular ones if you don’t believe these stats. “Charlie bit my finger--again!” is 0:56 long. “Evian Roller Babies” is 1:01 long.
Documentaries are the exception to this rule, but the dataset is clear: make your videos short and sweet.
The reality is that flowers, flower prep, flower design, etc. is of much more interest to florists than to your customers. If you are targeting consumers keep it short - a five minute video on flower prep or the creation of a beautiful arrangement may interest your fellow designers but it probably won't grab your customers.
Also:
Education: Educational videos show how to do things and use products. Example: how to fold a t-shirt in two seconds.
This seems like a great opportunity for florists that want to create a short video - you could demonstrate how to cut stems and arrange flowers in a vase. This would also give you a chance to showcase the quality of your product and packaging and, possibly, subtly point how much better it compares to direct-shipped product.
