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4 Myths of Video Production

Myth #1: Video doesn’t matter for websites.

Studies show that web pages with video are 53 times more likely to rank on the first page of Google search results [1]. That translates to a whopping 11,000-to-1 chance of a video outranking an HTML-only site. Needless to say, this is huge. More and more people use the internet everyday to find the services and products they need. Having professionally produced videos on your website will boost your ranking on internet searches and will be a driving force in your conversion rate.

Myth #2: Shorter is always better.

Not necessarily. This really depends on your audience. Sometimes a quick video is appropriate, particularly for a younger crowd. Are you selling video games, or high-end bourbon? The demographic age should be considered when deciding on the length of your video production. According to YouTube, in their top 10 most popular videos, the shortest was 42 seconds, and the longest was 9 minutes and 15 seconds. The average video length was 4 minutes and 20 seconds. [2]

Myth #3: It’s expensive.

Like anything valuable in life, professional video production represents a strong value. Video has been proven to have a quick ROI and valuable CPRV (cost per relevant view) and continues to grow in relevance, particularly in the age of high bandwidth internet. According to a 2016 study, 66% of video viewers took action after seeing an ad [3]. Depending on how targetable your audience is, an effective video ad campaign may be as simple as having a spot in multiple languages (English and Spanish) or as complex as offering different sales offers to different age groups.

Myth #4: Our service/product is too complicated to explain with video.

Remember the phrase, “A picture is worth a thousand words”? Just imagine how much more opportunity there is with video. Your customers want to connect with your company at a deeper level. Storytelling is one of the most effective means to communicate an idea or message, and video is one of the best ways to tell a story. Your product isn’t too complex. In fact, the more complex your product is, the greater the degree of benefit that video will likely provide to your customers. Case-in-point: almost three quarters of all viewers who watch an explainer video about a product or service went on to make a purchase! [4]

[1] 2009 Study by Forrester Research, Nate Elliot

[2] Source:

[3] 2016 “Power of Video” study by YuMe Inc.

[4] “The State of Video Marketing 2016”, Wyzowl

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