Business Videos: Quality is Key for Shareability

We recently read a business video article titled “10 Ways Video Can Increase Conversion Rates.”

In this article author Sharon Hurley Hall makes a point that we have been advocating about business videos for over three decades: the smart marketer uses business videos BECAUSE THEY WORK. In her article, she lists 6 ways for business videos to boost conversions with an additional 4 methods to improve conversions.

Boosting conversions has always been a by-product of great business videos, but now it’s easier than ever online.

online video


Back in the day before online video (yes,there was such a time, and we were there) the term “increase conversion rates” meant using videos in ways different from how it’s used in the 21st century. In the 1980s and 1990s we urged our clients to make sure their sales and marketing videos were seen by their customers by some or all of these:

  • making mass copies of their program on VHS tape and sending them out, either solicited or unsolicited
  • offering a copy of the video in print ads
  • giving copies of the video away at trade shows and/or playing it on a TV in the trade show booth
  • having their sales reps take the video and show it to the potential client.

So even then, our customers reported great success in raising conversion rates because business videos actually enabled their customers to see the process, service, product, etc. at work.

This was a particularly effective tactic when the process, service, product, etc. shown in the business videos was otherwise difficult to demonstrate or visualize.

Another benefit of the business videos was that they allowed our clients’ customers to see a process, method, assembly, etc. that was performed in foreign countries. This became more of a factor as globalization increased. It was much easier for our clients to send us abroad to capture footage that could be shown in a video than it would be to send or request that their customer travel abroad to see the process in person. Such international business videos gave us the opportunity to travel overseas for such work. Here is an example of one shot in China in the 1990s.

Back to the Hall article, of the 6 ways to increase conversions she lists the following four that have always been true since we began producing business videos:

  1. Build trust
  2. Grabbing attention
  3. Answering questions
  4. Telling your story

In addition,she rounds out the list of six with two ways that have really only blossomed due to being able to place business videos online:

  1. Keeping visitors on your site
  2. Being shareable

These two additional factors create very important opportunities for businesses of all sizes.

In attempting to maximize their search engine credibility with Google and other search engines, companies can increase their search engine power by maximizing the time visitors spend on their web site. Videos can help. YouTube and Google both give search engine power to videos that are not just viewed, but viewed through until the end.

The longer the video is watched, the more credibility it has in the search engines.

As we pointed out before, this argues strongly not just for using videos, but for producing GREAT business videos in order to increase user engagement.

Obviously Google does not arbitrarily assign ranking factors in their search engine algorithm. Their goal is to create the best user experience possible so they give more credit to videos that are watched to the end. Watching to the end indicates that the user was engaged and interested.

But they also favor videos that are shared, hence the shareability factor cited in Ms. Hall’s article. Shareability also indicates that users like and are interested.

Also, the more times a video is shared, the more it is watched, and therefore the more views it receives. So more views means higher rankings for your business videos and web pages in Google, all things equal.

So to the articles list we would emphasize quality for your business video.

After all, this comes complete circle back to the issue of conversions. A well produced business video will generate trust and attention and allow you to tell your story, answering questions as needed.

This will help you get positive responses and conversions from your existing customer base as get you found and generate conversions from new clients looking for your product or service on the web.

We’ve written more on the need to outsource your business videos before.

Obviously we think we’re the solution. Feel free to call us for your no-obligation consultation today.


Business Video Production Quality is Critical Says a New Study

Business video production has been our specialty since 1981, and we’ve always insisted that quality was key.

Now a new study helps confirm our long-held belief that companies need video production quality to convey a positive image of themselves, products and/or services. This video production study surveyed 1200 customers to test their attitudes about how business video production quality effects their buying decision. According the the survey “those surveyed were also 62% more likely to have a negative perception of a brand that published a poor-quality video.”

This has tremendous implications for those that create or contract for business video production services.

Clearly if a company wants to be perceived positively by their potential customers they should produce business video productions with the highest quality that they can afford. Not only are customers less likely to turn away from the video or click away, they can actually be engaged and continue to watch, to and through the call to action.

steadicam business production

But there are several mistakes that must be avoided, even when the budget is low.

We blogged about these errors years ago in a series on business video production errors, which goes into depth about the mistakes that are made in business video production and how to avoid them. They range from pre-production through audio and video production.

We take issue with another conclusion of the study, however.

In the study the authors criticize YouTube videos because of their tendency to not fully load, or buffer. They quote viewers who say they are likely to click away to another video or another section of the webpage.

First, we don’t feel that the problem is that serious. YouTube continues to improve its algorithm which will only make their videos easier and easier to see. Further, on the receiving end, viewers connections are getting faster and faster, also minimizing the issue.

Another fact that needs consideration is that the company that commissioned the study is in the business of providing a high speed video distribution platform. They are trying to get business video productions to use their engines, so it’s in their interest to suck content producers and companies away from YouTube.

Another thought… if the connection speed from YouTube is an issue, it should apply pretty much evenly to all videos that the viewer might watch.

We’ve also discussed many times in this blog that there are many benefits from posting business video productions on YouTube.

Chief among these are the importance of YouTube as a method of gaining high search engine rankings.

Because Google owns YouTube, it gives greater preference to YouTube videos in its search engine results.

The wise business owner will not neglect this fact when creating business video productions to get found in Google. The answer: hire video production pros who can create great videos and optimize them for the search engines. And hire those pros that specialize in business video productions.

Of course, we think those “video production pros” means Penrose Productions.

business video producton experts