The short answer is definitely! The long answer can be a bit more complicated. Video for business is a powerful tool and you will need to ask yourself a series of questions to get the right outcome for your business.
How long should my video last?
It is going to depend on what you are trying to achieve and also the platform. If it’s an engaging video of Joe Smith and his painting business giving a demonstration on painting for home renovations then it’s not hard to sit through two minutes. However, if it’s two minutes of literally watching paint dry then your potential customers are going to switch off immediately. Studies show that Facebook views will sharply drop off after two minutes. If you’re creating a video with interviews and it needs to be under that two minutes, so keep your answers concise and to the point. That doesn’t mean you need to sound like a robot, be passionate in your responses, and show viewers that you believe in what you’re saying.
How important is audio?
High-quality audio is very important in videos representing a business or brand in the public space. For any video you create, the audio quality will make or break a video. Great-sounding audio is only one aspect of creating an engaging video.
Many consumers will watch your video with the sound off so it’s really important to come across as genuine in your body language and expression. This is one reason to include subtitles in your video as consumers will watch it on the train, bus, or even on a work break in places they can’t hear the audio.
Where should I post my video?
Your website is a great start as that is where you should be trying to drive traffic. If you are posting to Facebook, upload your video directly as opposed to just sharing a link as Facebook algorithms will prioritize native content but you should still be pushing traffic towards your website. More importantly than that, it’s how you use it as a marketing tool effectively that counts, after all, If no one is watching it then it’s a wasted exercise.
Should I hire a professional?
If you’re looking for a polished professional video, then yes. There’s no substitute for a professional production when promoting your business and first impressions count. Phone videos still have their place in social media channels for business promotion but shouldn’t be relied upon solely. Regardless of whether you choose to do it yourself or get a professional, video engages. Statistics show that consumers are 69% more likely to purchase a product after watching a video. Consumers retain 80% of what they watch and 20% of what they read.
What does a professional video cost?
Traditionally a solo commercial videographer could cost from $500 to $5000 based on the size of the project. Video length, shooting, and editing time will determine the final cost. Larger productions will often require multiple cameras and paid talent along with a higher quality of camera and equipment with a $10,000 budget to match. However, the video quality of modern DSLR and mirrorless cameras is outstanding. A business can now have a high-quality product at an affordable cost. This means nothing without the skillset required to create a professional product. When creating videos for business, my advice is to hire a professional as first impressions count. If you’re worried about your budget, you’ll find most professionals will find it easier to create a bespoke solution if you know your budget beforehand.
How do I know I’m hiring a professional?
Check their credentials and whether they are qualified or part of an accredited organisation. Being part of an organisation such as the Australian Institute of Professional Photographers lends credibility to a professional’s skill set. Creatives all start somewhere so the budget you have in mind might suit a student. However, if you’re looking for something more polished then a qualified professional would be best.