So You Want to Make a Video. Great. But Why?

Category: Making a Video

The phone at CVP rings. The caller says, “I want to make a video for our company.”

I say, “Great, you called the right place. Why do you want a video? What do you want to use it for?”

Cue the chirping crickets.

After a few seconds of awkward silence, the caller says, “Well, everyone else is doing it. And everyone loves watching videos.”

I say, “Well, that’s true. But why do you want a video? What do you want to accomplish?”

Cue the chirping crickets again.

Honestly, it would be easy for the CVP team to create a fantastic video for you and send you on your merry way. You’d probably be thrilled and show it to everyone you know.

But I have this annoying little thing called a conscience. It doesn’t allow me to just take money from clients if they don’t have a plan or a specific goal in mind for their video.

The Wrong Reasons to Make a Video

“Because everyone else is doing it” is a terrible reason to do anything in life, but especially in business.

“Because it’s trendy and cool” is an equally bad reason for spending your company’s money. Many businesses have gone bankrupt because they wasted time and money chasing shiny objects and the latest trend.

For some people, unfortunately, video is an ego trip. They want to be movie stars and impress people. As if people will impulsively reach for their wallet because someone made themselves the star of their own video.

When it comes right down to it, most people want to do video because they’re frustrated that the marketing and advertising they’ve always done isn’t working anymore. That’s a valid concern. But if you want to go in a different direction, you have to do it for the right reasons.

The Right Reasons to Make a Video

I could rattle off a few dozen statistics that make a strong business case for video, but here are a few of my favorites.

  • Brands that use video grow revenue 49% faster than non-video users. (Aberdeen)
  • Video increases organic traffic from search engines by 157%. (Brightcove)
  • 74% of millennials say video is helpful when comparison shopping. (Animoto)
  • Enjoyment of video ads increases purchase intent by 97%. (Hyperfine Media)

Those are impressive numbers, but they still don’t tell me why you want a video for your company. What specific objective do you want to achieve?

Do you want to introduce yourself and/or your business to prospects? Do you want to show people how to do something? Do you want to illustrate how a product or service works? Do you want to explain a process in a way that allows people to see all of the steps? Do you want to share a customer success story? Do you want to promote an event?

We don’t expect you to have your entire video marketing strategy mapped out. We can help you with that. But you should at least have a general notion of what you want to achieve. And we can probably come up with a few ideas that you hadn’t considered.

Building Your Video Marketing Plan

This is why it’s so important to choose a video production company that does more than “make videos.” Once you have an objective in mind, you have to work backwards to determine the best plan for achieving that objective.

Where will your video live? Where will you share it? How will you get it in front of the right sets of eyes? How will you integrate your video into your marketing plan?

How will you measure its effectiveness? How will you determine how much traffic your video generates, how many leads it produces, and how many leads it converts into customers? How will you know where that traffic and those leads are coming from?

These are the kinds of questions your average video production company won’t be able to answer – or want to answer. Once the video is done, their job is done.

CVP isn’t your average video production company. We help you answer these and other questions so we can develop a plan that further justifies your investment.

We would love to see more local businesses take advantage of the power of video. But making a video just for the sake of making a video, with no strategy behind it, is a mistake. Think about what specifically you want to achieve, and let us help you develop a plan to get there.