In the ancient days of 2017, The Wall Street Journal determined that a massive milestone had been reached: YouTube viewing had exceeded 1-billion hours every day. There are about 3.8 million videos uploaded to YouTube every day.
Internet industry experts (2024 statistics) tell us that video accounts for more than 57-percent of worldwide online traffic. Video, as a marketing tool, is massive. According to Sprout Social (February 2024):
“Video content continues to be popular, with 44% of people preferring to learn about new products through short video content and 87% of marketers reporting increased sales from video marketing.”
The South Carolina Picture
There are nearly 432,000 small businesses in South Carolina, and they represent 99.4% of all businesses in the state. Obviously, there are many other types of organizations in South Carolina from nonprofit hospitals to associations.
Primeau Productions would like to introduce just one more important video statistic. Nationwide, anywhere from 82-paercent to 92-percent of businesses use video to explain, sell, train and promote their many products and services. Statistics for Georgia track in a similar pattern.
Video is obviously here to stay. That is the good news. However, there is a harsh reality to the South Carolina and Georgia video picture: Most videos and so-called video channels fail. You may be surprised to hear that truth from a video production company. However, we have seen and heard far too many stories of disappointment and regret. We are here to help prevent that from happening.
Reasons for video failure
- The competition is intense. Primeau Productions is invariably asked to review videos not of our making, to determine why businesses have not succeeded in their efforts. The truth is that most of the organizations believed clients, customers, patients, members, would view most anything posted. They don’t. The competition is far too intense to post a substandard message.
- Resigning efforts too soon. Video efforts within an organization must show commitment. The decision to make quality videos is a partnership between companies such as Primeau Productions and the business. Effort must be total for success.
- Poor Content. Poor content may include amateurish writing, saying too much, too little or trying to appeal to absolutely everyone. Video requires a dedication to the right message at the right time. Primeau Productions has the writing and editing skills to make content shine.
- Quantity over quality. Trying to overwhelm viewers with quantity rarely works. Always focus on the quality of your product.
- Learn from mistakes. Stubbornness often comes from companies believing they know the market better than their clients, customers, patients, members, etc., rather than getting honest feedback. Video should be tailored to the market, not what “someone in corporate thinks.” Video production means honest collaboration.
- Not taking efforts seriously (who is “the star?”). Unfortunately, some organizations view video as the opportunity to showcase ego and not message. There is a huge difference.
- Changeability. Video requires a steady effort and maximizing that effort. An on-again, off again approach is counterproductive.
It all comes down to the content of things. Video can be powerful and effective, only as long as the dedication to message and the marketing of that message remains strong.