So maybe you have used video in the past to promote your business and nothing changed. No increase in sales. No increased user engagement. Nothing. Does this mean that video is not a viable online marketing tool? Not at all. It’s more likely that you just got a bad video.
As the Marketing Director for Production Attic, I like to keep an eye on what kind of video businesses in Glasgow and across Scotland are using and, unfortunately, I see a lot of video that just doesn’t do what it should.
When you are looking for a company to produce a video for you, you need to make sure that they understand what works from both a creative and a marketing perspective. Something that looks great but doesn’t encourage someone watching to engage with the company is pointless. Equally, a video stuffed full of facts that screams at clients to get in touch is completely alienating. You’ll need to find a company that has a strong foundation in both schools of thought.
Video must have purpose. It needs to adhere to the principles of both form AND function. A video that gives an outline of a company or product in an engaging manner and includes a strong call to action at the end will be infinitely more useful to you than a bland video without any encouragement to follow up.
After Google, YouTube has become the second highest search engine in use online. When searching for a product, customers often look to YouTube as it allows them to see what a product really looks like, or to get a better idea of a company and the people involved with a service. People consume video, and if you previously had a video commissioned that failed to serve it’s purpose, that’s a failure of the video, and doesn’t reflect on the consumers desire to engage.
When it comes to video we often see customers going with the cheapest option which, in our current economic climate, is completely understandable. However, if the cheaper option provides you with a product that ignores everything that makes video such a great marketing tool, you would be better not spending the money at all!
Video is a fantastic tool when used correctly. A video that engages with cinematic and marketing principles will have a strong and meaningful impact that a dated, bland video never could. Make sure you watch plenty of video examples from a company before you decide to work with them.
If you are looking for a company to work with you should have a look at our blog post on how much video should cost, or use our estimator to find out how we would price for your project.
