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Amy Post
by Amy Post
on October 17, 2016

The saying, “A picture is worth a thousand words” is a pretty common phrase. But if a picture is worth a thousand words, then how many words is a professional business video worth? The answer is infinite. The fact is, most businesses have an ‘About Us’ section on their site that typically gives a brief explanation of the goods or service the business is providing as well as a brief company history -- but in today’s virtual and technologically-infused world, that simply doesn’t cut it.

Video: The Preferred Medium of Content

Here’s the deal: hardly anyone is actually reading your ‘About Us’ page. They simply don’t have the time. We live in a world where people are bombarded by texts, emails, and phone calls all day long. It’s now more important than ever to have content that cuts through this clutter and engages your site visitors.

Cisco predicts that by 2019, consumer internet video traffic will account for 80% of all global consumer internet traffic. The emotional resonance video establishes with viewers cannot be duplicated through any other medium. When we’re communicating by phone or email, we usually try pretty hard to build rapport based on the message we have and the words we use. When conveying the same message through video, it’s not only what we say, but the way we say it, the body language involved, and the little facial emotions we all have that are communicated to your audience.


Would you rather watch a video about the importance of business video marketing? If so, we have one right here. 


Also, people are naturally much more willing to trust someone they can actually see. When site visitors have an opportunity to see the people within the company on the homepage of the website it humanizes your brand and your business to your potential customers.

In the last two decades, there’s been a ton of research to support the notion that people learn and process information very differently. Some people prefer to read, some prefer to watch, and some prefer to listen. Video interacts with all three of these preferences which increases the chance of communicating your message effectively to your audience.

Leave it to the Professionals

With today’s technology it’s relatively easy to make your own video with your smartphone. Most people also have access to iMovie or basic editing software, or they have a friend or relative that makes videos as a hobby. So why hire a professional?

First of all, there’s a huge disparity in quality. The equipment, editing software, and expertise production companies provide are huge factors in the final quality of the product. Even small variables like the sound and lighting make a huge difference in the production, and they’re often not even a consideration for amateur videographers.

Professional production companies know the best way to leverage your video. They’ll know artistically how to cater to your target audience. Additionally, they’ll know how to utilize your video on your site or social media pages for the best ROI.

The most important factor that video can provide, particularly for small businesses, is comfort and trust. Video is an ideal medium to communicate your brand in an extremely personal way. Businesses want a partner they can trust, and video goes a long way in building that trust with potential customers who may visit your site or social media profile.


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