Online videos for businesses are everywhere, but does it really work? Video production and marketing.


Video doesn’t work…for everybody.

There, I said it. Some people have invested in films and have got nothing back from them. The question is, why? Should every business use video production and video marketing or is it simply not worth the time, effort and money?


It is no surprise that businesses are investing in video now. The statistics are incredible.


  • In a survey that Internet Retailer carried out in April 2010, people who view a product video are 85% more likely to buy.
  • According to Forrester Research, the human brain absorbs 50% more information through moving pictures and sound.
  • Forrester Research also found that people are 75% more likely to watch video than read print.
  • 85% of people choose to watch a video about a company online than read the rest of the website.

In fact Cisco Systems estimates that 90% of web traffic will be driven by video by the end of 2013. Everyone’s shouting about it.


So why, if video is so powerful and engaging (as the stats suggest), do many, many companies say “It didn’t work for us”?


Video can work. The trick is knowing how.


Emotional response: who is your audience?

Video is emotive.

In the theory of the lateralization of brain function, the right side of the brain looks for visual reference as a whole and then works its way into noticing the finer details. The left side first sees the details and puts them together to form the bigger picture.

Mercedes Benz Advert

Mercedes Benz Advert

Confused? Here is it simplified.


I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.


I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feat. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.


It’s the right side of our brain that dominates the decision making process. For this reason, not only do advertisers employ emotion to sell an idea, but also encourage the viewer to ask questions. Video can be a very effective way of generating an almost immediate emotional response – hence the stats at the start of this blog. The trick is understanding the ‘how’.


“Online video connects with people’s emotions and so, consequently it’s incredibly powerful at communicating tough messages, at being an instructional tool, at making things famous and driving sales.” Bruce Daisley Director of Twitter in the UK


Video: the shop front

The internet has been described as:


The best direct response machines ever invented.


A video can be a window to a business creating trust and authority. The internet has made possible a way for a potential client can make a decision whether they like you and want to do business with you instantly, without ever needing to book an appointment. And they regularly do. A website is the traditional portal to this do. Then social media became a useful tool. Video is the richest form of communication and can compliment both of these tools.


>> Video can help you to:

  • Advertise your product using social media’s advertising platforms, driving more traffic to your website.
  • Explain your product in more detail, instead of a lengthy article or talking to every single customer about it.
  • Answer FAQs, saving a huge amount of staff time.
  • Provide case studies, spreading worth of mouth far wider than just who your customers speak to on a daily basis.
  • Social currency/show your company as an authority, meaning people will trust you and are more likely to buy from you in the future.
  • Build a subscriber base of people interested in your brand, so every time you release another video you have a captive, interested audience.
  • Train staff or course attendees, reducing the course time and/or the likeliness they will pass

If you get it right, then you can not only generate new enquiries and convert more customers, but also save time by having the video do the work for you.



If you get it right, video can be doing all the work for you. Get it wrong and it’ll undo all your hard work so far.



Of course, the other side of using video production and video marketing for business is to make sure people can actually find the video. Video advertising platforms, such as YouTube and Facebook can be very good value for money in kickstarting a campaign. Before becoming the Director of Twitter, Bruce Daisley ran advertising campaigns and in his presentation Power Up With Video he cites a campaign that they ran with Cadbury’s in 2010. The results were very powerful. For every pound that Cadbury’s spent on:

  • TV advertising, they got 60p back per customer/conversion.
  • Online video advertising, they got £3.71 back


The beauty about video advertising is that you can put a value on each client and thus work out how much you want to spend. This will help you see a return on your investment. You so you can control your spend and adjust results.


Another vital factor when thinking about advertising, is engagement. It’s engagement that makes the sale. The viewer is subconsciously deciding whether the product is right for them whilst watching the video. Lose them with a video that isn’t engaging and you’ve almost certainly lost their interest in your product.


The Adidas “Don’t Stop Me Now” advert managed to retain a huge 86% of their viewers to the end. Advertisers use this type of data to assess whether the campaign was successful or not.



53% of adverts seen on YouTube are never watched all the way through. However, interestingly enough, it was found that if a viewer is given the option to bypass the advert (ie “You can skip the video in 4, 3, 2, 1”) they were 75% more engaged.


Screen Shot 2013-03-08 at 06.19.14


An engaging video will ensure more of your viewers watch your video until your brand logo, anything less is probably a waste of time.


Keeping up with the Joneses

There is still a “keeping up with the Joneses” mentality when it comes to video. A decision made by fear because it’s something that your competitors are doing or something business think they must do. And let’s dispel another myth why we are at it.


Can a business produce a video themselves and it be a success?

The answer is…absolutely! However, the vast majority of businesses that do this find they waste a lot of time and money and don’t get results. At worst, their customers could view a sub par video as a representation of their brand…and how professional they are! Do it only if you:

  1. Understand the psychology of your customers
  2. Understand the relationship between audience, purpose and placement
  3. Using 1 & 2 as the base, craft an engaging structure and content
  4. Have the software and skills to produce the content
  5. Know how to market the video


The bottom line

Dig around on the internet for a while and you’ll find stat after stat about how effective video is for a brand, and it can be. Just make sure you’ve got a clear strategy and a plan of how to market it after you’ve produced it.

Visit our home page for more information about video production and video marketing for businesses.

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