Why bother with online video?

Video is expensive, time-intensive to produce, and hard to measure – so why use it?

There are hundreds of online marketing blogs out there that tout online video as the best way to increase search results, increase click-thru rates and conversions. It’s true – online video can increase the effectiveness of any communications campaign, and more marketers are using video because of that trend. But pulling the trigger to add online video to the marketing mix can be a hard decision for many reasons…

The price is higher.
Online video isn’t cheap! If you hire a production company or agency, even the cheapest online video can’t be produced for much less than $1,500 – and you pay for what you get. To produce a quality, engaging bit of video content that viewers will actually watch and respond to, it’s hard to spend less than $5,000.

It takes more time.
Producing online video is a bit more involved than producing other content – it can rarely be produced out of thin air – a creative concept must be formed, shoots with actual people scheduled, days of editing – and it adds up.

It’s sometimes hard to know if it’s working.
In the past, all we’ve had is the number of views to determine the success of the video. But that doesn’t tell us whether customers and supporters are actually engaged. It’s almost as bland a statistic as measuring impressions.

So why online video?

Isn’t it easier and cheaper to just crank out some more blog content and static pay-per-click ads? Yes. It is easier and cheaper. But it won’t engage your customers and supporters in the same way that good video can.

Because good quality video connects with people.
Video is as close to face-to-face communication as we can get. When video is used to tell the rich stories of the amazing people that work in your organization, the business practices that set you apart from your competition, and the value that your products or services bring to the world, video can make a connection with viewers in a way that no other medium can.

Businesses and nonprofits committed to social and environmental responsibility have a huge advantage in this area – they often have the best stories to tell – stories that truly have the potential to develop meaningful relationships with their customers and supporters.

Image from GreenMBA video series.