Video production is no longer a luxury. It’s an absolute necessity. While traditional marketing still has a place, the real engagement has migrated to videos in cyberspace. Don’t buy it? Consider these facts:
- YouTube is the second most visited site on the internet.
- More than 60% of new enterprises use YouTube videos to promote their products.
There are two more aspects to the internet phenomenon that should inform all your video marketing decisions going forward.
- The Google/YouTube Connection – YouTube is owned by Google who rules internet search (and therefore, the fate of your website) the way the Romans once ruled the Mediterranean world. So having a YouTube video promoting your product or service will enhance your website SEO efforts as well.
- The World’s Fastest Growing Economy – As recently as 1993 there was no internet economy. Fast forward 25 years to 2018 when $3.5 trillion in business was conducted on the internet. That means that in 25 years the internet economy grew from nothing to being larger than that of Germany. And it shows no signs of slowing down.
The Great Migration
With so much economic activity migrating to cyberspace and so many consumers moving with it, you need a way to stay in touch with your customers and reach out to new ones. Video is that way. Over the course of the past decade video production has become big business itself. But, as is the case with all boom industries, many of the key players have lost touch with the needs of their clients.
Video Production Agencies
There are quite literally dozens of companies that advertise video production services. Some have hundreds of employees and focus mostly on the television market. Others are fairly small with just a few employees and a list of subcontractors they call on to help with large projects.
Some do outstanding work and charge top dollar. Others are still finding their professional footing. Ideally, you want a company that is not so large your explainer video project gets lost at the bottom of their priority list. Yet at the same time, they should have the kind of experience that will produce first class results. Such companies are hard to find, putting aside the go-to names like Vidico, Sandwich Video and the Harman Brothers.
A huge part of finding success in video content is through understanding how important your brand, your product and your people are. These are the core factors that will drive engagement.
Cyberspace by itself is a cold, dispassionate environment. If you want to connect with people online, you have to offer something that reeks of human warmth and engages the human imagination. To do this, you’ll need a solid understanding of your brand, and how your prospective video agency’s past work aligns with that brand.
Vidico (Melbourne) offers a great guide on what to look for in a video production agency, whether it’s for live-action or animated content.