Why video should fit in to your business

January 27, 2010 | Posted by Carolyn Pikoulas
Online video continues to rise. The Nielsen Co reports that overall online video usage (unique viewers, total streams, streams per viewer and time per viewer) gained a 25 percent growth by the end of 2009. YouTube continues to dominate the video space with about 7 billion streams and over 100 million unique viewers for September 2009. It's very clear that video has become a consumer expectation online. Builders and Realtors now have a unique opportunity to connect more powerfully with consumers with video content to help them make home buying decisions.

Overall Online Video Usage (U.S.)

Most videos are viral friendly, so viewers can easily share your videos through a variety of outlets: e-mail, Facebook, Twitter, blogs, etc. The more videos that are available, the better chance you have to reach the right audience. In addition, the ability to view videos via mobile device is growing rapidly. With all this in mind, you may have a few questions before you venture in creating your own videos:

1. How much does it cost?
   Professional video production is affordable for almost any marketing budget. In fact, it can be much cheaper than other traditional marketing forms like print advertisements, radio, TV, and billboards. The cost of equipment and software is also minimal, and posting it to the web is free.
2. Is it hard?
   All you need is a digital camcorder, editing software (like Windows Movie Maker or Apple's iMovie), and an online video account. Hey, if this guy can do it, so can you:


3. What makes a good web video?
   Showcasing a listing is great, but not every video should be a "virtual tour" (which is sometimes just a photo slideshow with music). Use video for customer testimonials, interview your business and team, or talk about the unique features of the neighborhood and area attractions. You can even separate the videos, so a user has an easier time finding the one they want to watch. For example, one video can be about kitchen features and the other about the home's exterior features.
   
   Viewers have an infinite number of choices for their attention and are typically very skeptical. This means that your message has to be compelling, relevant and real. Pushy sales pitches and amateur actors can be a big turn-off. When the viewer gives you their attention, you must deliver right away. A good web video focuses on authenticity, delivering a compelling message with a call-to-action, and production quality so that it's pleasant to watch.

Video simply creates another opportunity for you to connect and build trust with your customers. But it can only be effective if it's something that they find intriguing or valuable enough to watch in their busy lives.