The Value Of Professional Video For Businesses

Video content has cemented itself as a necessary part of a successful marketing strategy for every business.

Whether it’s appearing on your website, social media pages, or in your digital ads, video is no longer simply “nice to have.” Rather, video is the best and most engaging way for a business to connect and resonate with its audience.

But when it comes to video, you may be asking yourself if it’s worth the expense of paying for professional video, or if it’s something you can handle yourself. This decision can have major impacts on branding, conversions, and audience engagement for business owners and marketers — it’s not something that should be considered lightly.

Let’s look at why video (quality video in particular) is important and how you can make the right choices for your business.

WHY VIDEO IS IMPORTANT

Before we talk about what type of video your business should be investing in, it’s worth discussing why video is an important tool for marketers.

Video is a dynamic way to grab your audience’s attention, and it offers a way for your business to convey its message quickly and effectively. On top of that, video is one of the fastest growing and best performing types of content marketing. With consumers increasingly showing a preference for video over text, it shouldn’t be a surprise that they achieve higher rates of conversion and engagement.

In digital advertising, video is a no-brainer because it’s naturally engaging — viewers are more likely to watch (even with subtitles) a video than read a lengthy piece of text. Ads are the first impression many people will have of your brand, and it’s important that you bring polished, clear visuals to the table.

On your website, videos can help you tell an emotionally impactful story that showcases your staff, services, or products. From an SEO perspective, videos help to keep visitors on your website, which shows search engines like Google and Bing that your website provides value.

Campaigns running on OTT/CTV platforms should absolutely be professional quality. If your video is grainy or looks amateur in this environment it’s going to look out of place and can build a negative impression of your brand. OTT/CTV ads are typically unskippable, meaning viewers have to watch them in full. That makes it the perfect opportunity to showcase your brand with quality video content and give your audience a lasting, positive impression of your brand.

Social media platforms offer a bit more flexibility to video. Because it’s a place where raw, unfiltered conversations happen (it’s social media after all) the more informal nature of DIY video fits the platform. DIY video can be great here because you can give an authentic, unfiltered, behind-the-scenes view of your business that would feel strange with a professional touch. However, paid social media campaigns are a caveat as they benefit from professional video.

WHY YOU SHOULD (ALMOST) ALWAYS CHOOSE PROFESSIONAL VIDEO

When it comes to your digital advertising and website content, there’s no substitute for professional video production. While a DIY approach may seem more cost-effective, there are a few reasons that it’s better to invest in quality video.

Audio and Visuals: Yes, your mobile phone can shoot in 4k, but there’s just no way your lens or tiny microphone will ever compete with professional tools. And when it comes to your website and your ads, this is where quality makes a difference. Grainy or inaudible sounds can quickly turn customers off and reflect poorly on your brand’s professionalism. The sharp visuals and crisp audio that professionals can capture are hands-down worth it for your ads and website.

Better Storytelling: Even when shot for a business, video is a creative medium at the end of the day. A video that tells a story has an easier time building a connection between your brand and potential customers. Professional video producers have the knowledge and experience to use video to enhance your final product and tell a compelling story. The professionals can use tools for video editing, scriptwriting, and shot composition to craft a narrative that best resonates with your audience.

Increased ROI: While professional video may seem costly upfront, the return on investment your business will see often outweighs the cost. Because high-quality videos are compelling and get audiences to engage, they perform well as ads and lead to higher click-through rates and conversions.

Consistency: When working with a professional video partner, your videos will maintain the same consistency across different platforms. Whether it’s on your website, in an ad, or on social media, a professional team can help align your content with your standards and maintain your brand identity.

Expertise That Can’t Be Matched: Creating quality videos isn’t something that can simply be DIYed. It takes years of experience with lighting, camera angles, complicated post-production editing software, and technical expertise to make a video look polished and compelling to an audience.

The DIY Zone: We mentioned it before, but there’s only one area of your business where DIY video makes sense: social media. Social media platforms thrive on authentic conversations, and social media audiences prefer DIY content rather than professionally produced videos.

There’s no one-size-fits-all approach when it comes to video content for businesses. Take a hard look at your marketing goals, budget, and platform needs to decide where and when to invest in video.

If you’re ready to take the next step with your video content, the team at Federated Digital Solutions is ready to help! We’ll work with you to identify the best areas to start advertising with your video content to help you maximize your ROI. Contact us today to learn how.