Are You Ready to Add Video to Your Business?
Since the launch of YouTube in 2005, online video has quickly become one of the most popular ways to consume content. It’s the 2nd largest search engine after Google. Online video sites like Hulu & Netflix are changing the way we consume television and cutting the cord for cable, while Facebook videos allow instant viral videos to change businesses overnight (remember “Chewbacca Mom?”).
Over the past 2-3 years, many entrepreneurs are hopping on the online video bandwagon as a way to promote their businesses and market to audiences quickly and persuasively.
You may have heard from every marketing person you know that you need to be on video, but before you do it, you need to first decide if it’s right for you. You don’t want to invest time and/or money into something before researching the pros and cons.
4 questions to ask before deciding to add video to your business
1. What kind of content can I make?
Before you start making pre-shot & edited video content on YouTube (which is my recommendation and platform of choice), I recommend first getting comfortable on Facebook Live and Instagram Live, or Instagram Stories. This way, you can build an audience and grow comfortable putting your face and/or products in videos.
Then, once you decide to grow and create more professional content, here are some suggestions:
12 types of videos you can create for any type of business:
- Promo & brand videos
- Portfolio & project overview videos
- Online tutorials/product tutorials
- Client testimonials
- Online ads
- YouTube channel videos
- Behind-the-scenes videos
- Online course videos
- Crowdsource video ads
- Flatlay videos (tasty style)
- 3 questions to ask yourself
2. How much will it cost?
This answer depends on many factors, including if you will hire it all out (videographers/video editors), DIY (film and edit yourself), or a combo (film yourself and hire out an editor).
For a DIYer, expect to spend $300 up to $2000 for a good DSLR camera, $100-$2000 for a good lens, $200-$300 for lighting, tripod & microphones as well as a computer with editing software (like iMovie).
To hire out a videographer & video editor, it depends on how many videos, but it could cost $2000-$3000 dollars easily for a short video. I highly recommend not hiring a videographer except for promo, ads or Kickstarter type videos, as those can easily recoup costs after the money raised from them. More consistent videos financially may be worth an investment in equipment and the ROI may not come around as quickly, but will in the long run. Investing in a DSLR is also great for product photos & overall photography needs as a small business owner.
3. How much time will it take?
One of the main reasons people are scared to start doing videos is how much time it takes. However, once you start doing videos more consistently, the less time it takes to film & edit. But expect to spend 4-5 hours creating and editing per video during the first few videos. That doesn’t include marketing the video. Outsourcing editing is a great idea (and what I specialize in), as many video editor newbies tend to take a long time to edit when they are first starting out as there is a bit of a learning curve. However, it can be learned!
4. Will it benefit me? What are the common benefits?
- Multi Use functions: Since the rise of social media, online video now has more audiences. Reutilizing a video on sites like Facebook, Instagram, Twitter & even Pinterest can make your content dynamic.
- Connecting with your audience: Since many online businesses have started over the last few years, it’s hard to connect with a headshot on a website and the voice on the phone. By showing your face or your product on video, you can really feel like you know the person behind the business.
- Sharing your skills: Being able to explain and show off your skills and expertise on video can help convince clients to work with you or your product. They can have many questions answered without having to read or talk to you.
- Quickly explaining what you/your product does: While words are important for understanding as well as SEO purposes, videos can be a fast tool of getting your point across, even in 30 seconds (which is the average time videos get watched on Facebook). Get their attention and your point across quickly.
So, should you get into videos? The answer depends!
- Do you have the time & money to invest?
- Do you need a way to get your point/business across to others?
- Are you looking to move beyond Instagram and blog posts for content?
If the answer is “yes,” then yes!
If the answer is no, then I’d still work on video, but start with Lives and Stories before investing in professional branded video (and turn that “no” into a “yes!”).
Are you ready to add video to your business? Share your answer below!