As world-renowned television producer and innovator, Dan Patterson once said, “Humans are incredibly visual — and powerful, moving images help us find meaning.” That’s an artful way to describe a really simple idea: humans love video. And no, we’re not just talking about celebrity vlogs and compilations of cats on treadmills; people crave video content from the brands and products they’re exploring — especially when they tell inspiring stories.
Did you know that over 70 percent of customers prefer to learn about products and services through video? That’s just one of the many reasons why B2B brands are investing so much time and capital into producing high-quality video. But here’s the question: does the impact of commercial video outweigh its costs? Let’s look through the numbers to find out.
The Cost of Commercial Video
How much does a commercial video cost? That’s a little like asking, “how much does a car cost?” Do you want heated leather seats? A backup camera? Maybe a V8 instead of a V6? The point is: the cost is directly tied to what’s included.
Likewise, the price of your commercial video can vary wildly based on details, like the number of locations and production days, whether or not you use professional talent, the complexity of graphic/visual treatments, and countless other variables. (Contrary to popular belief, the cost for a video is rarely driven by the length of the video.) While it’s difficult to provide a one-size-fits-all price, our video projects typically fall in the range of $15,000 to $50,000.
A good agency partner who knows their stuff will sit down with you to understand the exact scope and vision for your project before landing on a price. A great agency partner will spend time getting to know you, your business and culture, your product or service — and will use that knowledge to inform messaging and creative decisions to give you the best value for your budget.
Most of our long-term clients come to us with a budget in mind. They trust that we’ll deliver the best concept and product for the price. Now that we’ve talked a bit about the costs for commercial video, let’s explore the opportunities it can unlock for your B2B business.
How Video Impacts B2B Brands
About 85 percent of internet users in the U.S. watch online video content every month. Considering the rising popularity of video, it’s no surprise that more and more companies are investing in video production to build awareness, establish trust and get customers excited about their brand.
Does your audience really care about video? Recent studies suggest they do. In fact, the demand for branded video content is on the rise, with seven in 10 B2B buyers using video to guide their purchasing decisions. There’s also plenty of evidence that video marketing is more effective than other forms of marketing. Research from Oberlo (linked above) shows that viewers retain messages better through video compared to written form.
Google adores video. This form of content keeps users on your website even longer than witty copy and designs — showing search engines that your site is worth boosting to the top of results. That’s partly why so many marketers invest in professional video; it generates assets for SEO and user conversion. These efforts are quickly paying off, too, with video marketers acquiring up to 66% more qualified leads per year.
Take the Boring out of Your Brand
One of the most important benefits of commercial video is that it brings excitement to what might seem mundane. Think a sensor that sits in your church basement is boring? This dude with a raincoat and plunger will help you see the light. How about heating and ventilation systems for buildings — snooze-worthy, right? These kids and class pets beg to differ. With enough creativity and passion, any brand can produce powerful visual stories to connect with new prospects and grow. (That’s the idea that keeps us in business, after all.)
Through commercial video, your B2B brand can reach a larger audience and inspire viewers to learn more about what you have to offer. These stories bring life, clarity and buzz to your company in a way no whitepaper or case study can — setting you apart from competitors. So if you’re after highly-shareable content to represent and spread your mission, commercial video production is the perfect place to start.
Lights, Camera, Upswing!
Let’s take a second to recap here. Commercial video is one of the most impactful marketing investments your business can make. While it can require a sizeable investment, it is more effective at engaging and sticking with prospects. (Viewers are 95% more likely to remember your message after watching a video from your brand.)
More importantly, commercial video can help strengthen your relationships with current customers, reach out to new prospects, and share inspiring stories that get people excited about you. That’s a major opportunity for your business — one that’ll only grow as we fall deeper and deeper in love with those pictures in motion.
So now that we’ve got you riled up (or at least curious) about the potential of commercial video, let’s make something cool with all that energy. Our team offers a variety of video production services to help your vision shine through. Connect with us to learn more about how we can help your B2B brand stand out from the competition—and look great doing it.