As mentioned in previous posts, a video is a tool. Like any tool, it can be used improperly, properly but not in the right scenario, or maybe even not at the right time. A video production, especially one used for any kind of promotion, should be part of a master plan that has in mind your customer base and how they think, where they spend their time, and how they interact with other companies similar to yours.
Let’s start with the wrong scenario for video. If you produce a longer, more detailed video, showing it online as its primary platform may not produce the results you want. Studies show that video retention drops off significantly after about 2-minutes, meaning that your tool (or video) is good, but it’s just being used in the wrong scenario. A better place for it would be with your sales team when they have direct meetings with potential clients or if they host events where the video can be shown to a captive audience.
Let’s then jump ahead to the wrong time for video. I’m going to nag on would-be music artists a little, some of whom are just not in the right stage of their musical performance career to warrant that level of production. Music videos can be expensive productions and with only a small following to watch or re-broadcast it, the ROI is well below what it could be some time later after they’ve built up a more significant following. The chance for a video to go viral does exist, but it can never be guaranteed, especially if a plan for using the video doesn’t previously exist. Does this scenario apply to your business? It’s food for thought before you make a potentially expensive investment.
Now how can someone use a video improperly, you ask? Different video producers will probably give you different answers, but I’m going to answer that by focusing on content. Have you ever watched a commercial and wondered what the point of it was? Have you ever seen another ad with no apparent call-to-action? Some companies can get focused on the wrong things when crafting a video’s content, forgetting that they’re trying to turn a profit in the process. If the point of your video is not abundantly clear to an objective third party, which in this case, we at Ethos Media act as, significant revisions must be made.
In closing, make sure you have a plan and some additional investment dollars to spend to ensure your video is crafted properly, used in the right scenario concurrent with your customer base, and at the right time.