The Pros and Cons of Video

I was recently hired to produce a series of videos for a customer. As the work progressed, a number of interesting questions were raised about the pros and cons of video. Here’s my quick take on the use of video as part of your marketing strategy.

Pro

• Many people want to watch the Internet, not read it. That's where video can play a big role. A short one- or two-minute vignette touting your product can have a much greater impact than pages of text and pictures.

• Video can get your point across very effectively so long as you're succinct and on-message.

• Video can give a client a good feel what it might be like to do business with you.

Con

• Video can be expensive. Production costs can run into the thousands of dollars per minute, whether produced in-house or through a third party.

• Whether the video is flashy or low-key, make sure there's complete buy-in on the style so everyone's expectations are met.

• While video is a powerful way to convey your company's message, don't rely solely on it. Provide a mix of media to ensure a rich user experience at your website.

Bottom Line

• Use video as part, but not all, of your marketing strategy. When carefully planned and executed, video can be very a very powerful way to educate customers about your company and your products and services.