Why video production is important

To understand why producing video content regularly is important is to understand why anything is worth doing. 

Since I’m writing this article with business owners in mind, my feeling towards corporate film production can be best summarized by a popular figure from film:

What’s worth doing is worth doing for money.

(Michael Douglas, as Gordon Gekko, in Wall Street).

Indeed, in business, decisions come down to how much bottom line can this thing give me?

When it comes to video, the biggest mistake with business owners is they see it as an expense. It costs X amount of dollars to produce this video or videos, depending on the number of social media platforms they manage.

When in fact, videos are an investment and has shown to have better return on investment (ROI) than other forms of media.

Videos Generate Sales

Consider this statistic from Unbounce:

A landing page with a video can boost conversion rate by as much as 80 percent!

Indeed, if you look at the hundreds of marketing gurus that are hawking their courses on Facebook, you’ll notice a common trend in their sales funnels:

Videos on their landing pages!

For example, check out the front page of DotComSecrets, the website for Russell Brunson’s (founder of ClickFunnels) famous book on sales funnels.

video for landing pages
Source: DotComSecrets

When you land on the page, it has the video then a form to fill out for his book.

Here is another example from a 2Bridges video marketing client. He uses a video on his landing page to sell tickets for his conference:

Source: Cardinal Strategy

There’s a reason why businesses make video production as a key component in their marketing. It just works.

Important video production statistics that matter

Here are some select statistics from Biteable:

  • Videos attract 300 percent more traffic and help to cultivate leads (MarketingSherpa).
  • A website is 53 times more likely to reach the front page of Google if it includes a video (Insivia).
  • Video increases organic search traffic on a website by 157 percent (ConversionXL).
  • 85 percent of consumers want to see more video content from brands. (HubSpot).

Consumers prefer to ingest video content over other forms of media. The statistics show it. Moreover, savvy business owners know this, and they make videos because it drives the bottom line for their businesses.

Video Is Scalable Content

According to Hootsuite, the average social media user has 8.3 different social accounts. These can be a combination of Facebook, Instagram, LinkedIn, YouTube, Tik Tok, Twitter and SnapChat.

In the past, you could easily make a video and post it on YouTube. Then you could share a YouTube link across all the social media platforms.

However, in today’s social media world, it’s all about native content. For example, Facebook prefers content creators to directly upload videos into Facebook rather than share YouTube links. Since Google (owner of YouTube) is a direct competitor, Facebook does not want users to promote their competitor’s platform.

So Facebook native videos will be pushed into Facebook users’ feed more likely than posts with YouTube links.

This trend towards native content has grown across all social media channels. If you want your brand to stay on top of your target customers’ feeds, then you’ll need to post native content to the various social media profiles.

This is a very difficult and time consuming effort. You’ll need a large marketing team to manage all these profiles, create curated content and post natively to each social media platform.

It’s very important to have a sound content strategy that you can scale.

This is where video production comes in. When you produce videos, you can get up to 4 types of media from the same content:

  • The video itself
  • Audio for podcasts
  • Text via transcription
  • Photographs

Audio Content for Podcasts

When you use an editing software, it’s very easy to export an MP3 or WAV file. This file can then be uploaded to a podcasting site like SoundCloud or PodBean.

This is why you see media influencers like Gary Vee and Joe Rogan filming their podcasts. They not only get the video from the filming session, but the audio is used for podcasts.

Some people do prefer podcasts because audio only content allows you to do two things at once. For example, I enjoy listening to podcasts when I’m on a treadmill or working on something at my desk, like writing.

It’s usually cumbersome to be doing one task and watching video because video forces you to engage two senses (your eyes and ears) at the same time.

Text via transcription

When you make a video, you can extra the text from the dialogue. You can go to Rev.com and get an SRT file, which you can convert to a text file. 

You can then use this text file and post the transcript as a blog article on your website. Or you can post this text content on Medium, Tumblr or as a Pulse article on LinkedIn.

Photos from videos

Videos are just 24 or 30 still photos per second. You can easily take one clip and extract the still image. You can then take this still image and post it as a photograph, which can go on almost every social media platform.

Finally, you get the actual video from the video production. As stated before, videos are superior to other forms of content and drive the bottom line. They generate actual sales, bring in organic traffic and build a community around your brand.

Summary of Video’s Importance

The two reasons why video is important for business are:

  • It drives sales.
  • It’s scalable content.

Most businesses have multiple social media profiles. Instead of hiring a large marketing team to manage these profiles, just start making videos or hire a video production company to make high quality videos. You can take 1 video and convert it into 3 other forms of media.

Finally, videos on landing pages have shown to drive conversions. There’s a reason why many savvy marketers use video. They can be your organization’s best sales “person.”

What’s more — videos work 24 hours of a day, 7 days a week and 365 days a year. They continue to convert sales even when you’re not online. 

And at the end of the day, what’s most important to a business?


When done right, video can bring lots of it.

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