5 ways video will help you reach the business audience

We have been producing all kinds of web video for the last couple of years ranging from quirky animation to serious and hard hitting live action. Interestingly we have noticed a marked increase in demand and a marked increase in consumption. It’s obviously in our interest to extol the virtues of video because we get paid to produce it so we don’t like to talk about it too much. However a small article I read over on Forbes made me think that I should write a little bit about it.

The following is taken from Forbes Insights

Summary: While the Web itself is in the midst of a video makeover, executives are transforming their habits to be more open to video—the non-text Web—as a highly reliable and trusted source for gathering and filtering business information. Text remains their preferred format, but executives appear as willing to take action based on viewing a video as they do reading an article.

Forbes Insights, in association with Google, surveyed more than 300 C-level and senior executives at large U.S. companies ($500 million-plus in annual revenues) to learn more about how they are approaching Web video as a source of business-related information. Over the past year, video appears to have evolved from a novelty into a mainstream method for executives to receive business information. Younger executives in particular appear more inclined not only to view video, but also to create it and share it over the business-oriented “social” Web. Their growing influence within corporate America is likely to make business-related video even more prevalent in the coming years.

The majority of businesspeople surveyed by Forbes in October 2010 said they watched more online video than the previous year. Almost 60% of all respondents said they would watch video before reading text on the same website. 22% said they generally liked watching video more than reading text for reviewing business information. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.

5 ways that video will help you reach the audience

1. People in business are extremely busy – if they can find out about your service/product in a 45 second video clip they are more likely to give you time
2. You will be differentiating yourself from your competition
3. You open up another avenue to search – YouTube is now the second most searched site after Google. Giving yourself a presence on YouTube (assuming you use the correct keywords and your video is good) just steals another little bit of land from your competitors.
4. You will open your appeal to the right-brained audience – the people who think visually – this is especially important for eCommerce. There are tons of stats on how video helps. One such example looking at Zappos is outlined below.
5. If your video is really good you could be put on the map very quickly. I don’t need to tell you about viral video. Just look at Old Spice.


For those of you who don’t recognise the name, Zappos is an online footwear retailer based in USA. They use video to describe and demonstrate the products with real Zappos employees and not models or actors. Those videos are said to have a sales impact of 6 to 30% which has prompted Zappos to strive for 50,000 videos next year.


Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.