How long should the video be?
A homepage video should run between 60 and 90 seconds. That’s enough time to explain what you do, give a few reasons to choose your business, and maybe include a quick customer testimonial. Videos that run over two minutes see a major drop-off in viewership. Ultimately, of course, how long people watch depends on how engaging the video content is.
Who’s the star of my video?
Some business owners ask me if they should use a spokesperson for the video, or appear in it themselves. My answer is you need to appear in it yourself, especially if you are a small business owner.
People do business with people they know, like and trust. Video is a great way for people to get to know you. It’s a way to personalize your small business – and that’s an advantage you have over big businesses. If you use a spokesperson, you not only miss the opportunity to connect with prospects, but you also give viewers the sense you are a big and impersonal company.
It’s especially important for businesses in the service industry, where businesses depend on strong connections with their customers – counselors, chiropractors, dentists, coaches, yoga instructors, etc. Put yourself in the prospect’s position. Wouldn’t you want to know what your dentist was like before you let him or her put sharp tools in your mouth?
Who should make the video?
The conversion video represents your company, and just like your website it needs to be professional. If you are going to do a video yourself, we suggest this is not the project on which to start.
There are a few companies that specialize in homepage videos featuring small business owners. Watch out for the companies that won’t let you own the video content and want you to pay a monthly fee to “lease” your video from them, as many online directories do. When shopping for a production company, look at their reel and talk to some of their customers. A legitimate company should be able to supply references as well as samples.
Like social media, video is here to stay and its use online is projected to grow exponentially over the next few years. So it’s time to take a chance. Be brave. Get in front of the camera. It is
an investment that will pay off
in spades.
Simon Spykerman is the CEO and creative director for Spykermedia, a Vancouver-based video marketing firm. You can reach him at 360.991.4746 or simon@spykermedia.com.
