Why Most Video Production Companies Don’t Get Online Video Marketing

I really think that when it comes to video marketing the majority of video production companies get it wrong. There are major differences between each type of video that you can create. I hope not to upset too many production companies with my next rant but I have to get it off my chest.

You Don’t Buy a Single Video for Multi-Channel Video Distribution

One of the common things that a video production company will say is that you can use this video anywhere. They’ll say “put your video on social media, put it on your homepage, get it on your trade show booth TV screens, link to it on a QR code on your business card…” etc, etc. the list goes on. These are all different ways that you’ll hear how to distribute your video content. The problem with this is that each video has a unique purpose and goal. In order for a video to be highly effective it must be targeted. A video that you share on Facebook is going to have a different result and level of engagement than a video that you’re playing at a trade show.

Multi-channel video distribution is often used as a way to leverage your video production investment. In some cases this could be the best way but if you really want to get the most out of your video investment then you need to plan your video marketing strategy to include video content that is made for that distribution channel.

In other words, just because you have shoes doesn’t mean they fit every foot. The right show for the right foot. (ok I admit poor example, but if you have a better one share it in the comments).

What Video Marketing Is and What it is not

Video marketing is not distributing your video everywhere and anywhere hoping people will watch it.

Real video marketing is getting a specific video in front of a targeted audience with the goal of them taking a specific action. This usually is buying your product or service, downloading an offer, or signing up for something.

Video marketing is about targeted measurable results and not spraying and praying. Absolutely, you can produce a video and put it everywhere on the web and get tons and tons of random views but if someone watches your video and they are not your ideal customer are they making you money?

Take a look at these video marketing statistics:

Videos on landing pages increase conversions by 86%. (source)

I wonder what kind of video they had on the landing page. Did they create one company overview video and embed it on the page? – Probably not. A video marketing agency would probably recommend a video that is unique to the offer on the landing page. It would also have a call-to-action that is relevant to the page. i.e. the form is on the right and the voice over in the video says “complete the form on the right to get the offer”. Here’s a simple example of a video created exclusively for a landing page. This is promoting an ebook: The Beginner’s Guide to Inbound Marketing – It’s free so check it out.

Two-thirds of the world’s mobile data traffic will be video by 2016. (source)

Do video production companies worry about where the video is going to be embedded? – Probably not. They’re main focus is producing a great video -right? It’s then up to you to prepare it for your target audience online. What is fascinating about this statistic is that video is now becoming widely available on your mobile device. This increase in mobile video viewership is going to impact how and where you embed your videos. Your mobile presence needs to be optimized to handle the traffic that mobile video can send to your website.


Here’s my rant on why many video production companies just don’t get online video marketing. I can’t wait to read your thoughts and feedback in the comments. If you enjoyed this article please consider sharing it with your friends and colleagues. Businesses just can’t afford to produce poor video content marketing strategies!


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6 Replies to “Why Most Video Production Companies Don’t Get Online Video Marketing”

  1. Thanks for the article, David. I agree with your assessment –it happens at my business every day. I have a digital outdoor network throughout North Atlanta and too often our clients don’t have digital content. The solution, of course, is to provide a means of production for our clients. To a customer that’s never had a commercial made, any amount is too much –our clients simply want one commercial that will work (just as your article points out) as a multi-platform distribution piece. In my experience small business owners are so busy putting out fires there’s precious little time for education about marketing concepts. As a distribution company it’s frustrating to see the wrong content being displayed. The results are far less impressive for us and the client. I think traditional advertising methods of “spray and pray” have conditioned many business owners and companies to stay the course regardless of the outcome.

    1. Kevin – yes, it’s been left up to us to help small businesses spend their marketing budget on the right things not the cheaper things. I’m interested in learning more about your network, please send me an email if you’re open to a conversation sometime so I can learn more. Dc @ dcdagency.com

  2. It is interesting how your take on video is informed by your position. Many video SEO experts and digital marketers create and advocate cheap video because they are being paid for consulting not production. Video production companies are naturally and rightly frustrated by this approach and they advocate high production values because it cost a lot to do video well and look for ways to justify the spend because of all those advocating doing it cheaply. What you are trying to do is smart – combining high quality video with smart strategic deployment (we are using same approach). Obviously there is a place for inexpensive video – but in many cases it is ineffective and hurts your brand.

  3. I agree with what you’re saying about a one size fits all approach is not the way to go. You MUST have a different message for different things such as pages of your website and social media. However, unless you need a very high quality image, such as a hospital or plastic surgeon, often times a less expensive video is more authentic and real. Depending on what you’re selling a more authentic video can be more effective. People buy things from companies they know, like and trust. Authentic videos (as long as they look good/good eye contact/lighting etc) can be more effective in our current world of information overload. Of course it takes some time to get proficient at video and the more you do the better you will get at it. Online video is highly effective and if you’re going to do a lot of it (I suggest you do) you may want to try it on your own. I have videos on my YouTube channel which will teach you exactly how to do it and what equipment you will need. If you’re going to have someone else do your videos make sure they understand marketing. If you’re going to do your own videos, you should also understand marketing or get someone to help you who does.

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