There’s a big difference between video made for the web and video made for other mediums, like TV and corporate productions. To illustrate that difference-think of the old time marketing model. As a business with something to sell (be it a tangible product or a service) you would always need to be in search of consumers who would be interested in your wares. That search took many forms, print ads, radio spots, flyers or TV commercials among them. When it took the form of video, there needed to be some way to draw an audience in; reason being that you were interrupting that audience from something they were actually interested in (a TV show for instance). And since you weren’t the real reason for them watching, you had to capture the percentage of people  that would be interested in your product/service in order to make enough of an impression on them to take action.

With web video it’s exactly the opposite, which is why it presents such a HUGE opportunity for businesses. Your prospects are searching for YOU as solutions to their problems and for filling pressing needs. When done correctly, web video answers specific questions they have, introduces your business to the viewer or provides information about your company that gives the targeted prospective client a reason to contact you. So a web video MUST provide valuable, pertinent information regarding real questions that people have, and do it in a way that moves people to action.

Luckily for us, the web also gives us a great amount of information about what people search for in regards to their needs. Because of this, we can know what to do the video on to make it most effective before we shoot it.

Lower Cost of Web Video

When compared to a regular video production shot for other mediums, web video is not only more targeted to a specific audience, it’s also much less expensive-both up front and in the long run. If calculating costs on a per minute basis, it’s not unusual to look at around $4000 per minute of finished production. That means if you were to produce a 2 minute video utilizing a company that concentrates on non-web productions, your costs would be around $8000. And that’s before the cost of delivery!

When compared to a regular video production shot for other mediums, web video is not only more targeted to a specific audience, it’s also much less expensive-both up front and in the long run. If calculating costs on a per minute basis, it’s not unusual to look at around $4000 per minute of finished production. That means if you were to produce a 2 minute video utilizing a company that concentrates on non-web productions, your costs would be around $8000. And that’s before the cost of delivery!

When you add the delivery costs savings, it becomes even more dramatic. It’s not unusual for TV time to cost tens of thousands of dollars, but it really depends on the market and airing time. For a small business it’s virtually impossible to purchase air time that would actually produce enough targeted viewers to create a positive return on investment. Web video produces dramatic results at either a fraction of the cost of TV advertisements, or totally free distribution if your just streaming your content from an online hosting service like YouTube.

The Growth of Web Video

The US audience for digital video—that is, video consumed on any digital device—will pass 200 million in 2015. Consider these statistics:

  • 59% of viewers watched a video to it’s completion if it is less than one minute in length (Wistia)
  • 92% of mobile video viewers share videos with others.(Invodo)
  • 65% of executives have visited a vendor’s site after watching a video, 33% called the vendor (Forbes)
  • 70% of marketing professionals report that video converts better than any other medium (MarketingProfs)
  • 64% of consumers are more likely to buy a product after watching a video about it (ComScore)

Long Lasting Effects of Web Video

Web video by it’s nature is designed to produce results for years and years into the future, with no additional out-of-pocket expense incurred by you. Each time your video is viewed, each time it produces a contact and each time it brings a new client in to your business-the cost of your production when looked at as a cost/revenue aspect goes down. Think of web video as a 24/7/365 marketing medium-putting your product or service in front of targeted searchers continuously without ever taking a break or asking for more money.

What it all boils down to is that web video is the best deal today for businesses interested in marketing their products or services and taking advantage of the digital mediums of the 21st Century. You really can’t go wrong when web video is done right!  

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