Skip the shortcuts, make an investment in video

2 min read

Create professional video
The world spends 1 billion hours on YouTube every day.

At our July Google Partners Connect event, Google shared some mind-boggling stats about the power of online video. They also introduced the latest development in YouTube videography: YouTube Director Onsite.

YouTube Director has been around for a while. It lets business owners shoot and edit their own videos right from their smartphones. But YouTube Director Onsite takes the model one step further, providing a free director to help you get the most from YouTube’s video templates. All you have to do is spend $150 in advertising on YouTube.

Your first thought might be, “$150 for a professionally produced video? That’s awesome!”

My first thought was, “$150? Thanks Google for putting your partners out of business.” (My second thought was about how the heck the regional directors get paid.)

Using a video template is a little bit like using Sparknotes instead of reading the whole book. Granted, this kind of video could be exactly what you need.

Sparknotes can come in handy the night before the English 101 test. Similarly, a video app can help you preview new inventory with your best customers, demonstrate how to braid hair, or show off your mad cooking skills.

But is DIY the right approach to convince patients you’re an amazing heart surgeon? To show off all the hot spots and new restaurants in your city? To compel people to write a check and support your cause?

Like reading a book cover to cover, professional video can be worth the time and commitment. Great books challenge our conventions, provoke conversations, and rock us to our core. Likewise, professionally produced videos can make us cry or laugh or get angry or inspire us to do great things.

Professional video doesn’t have to be expensive. We’ve created powerful videos with six-figure budgets, but also for five figures (and even four). Here are a couple of examples:



You get one chance to make a first impression. Video can be beautiful or shocking, funny or powerful, or whatever you need to show off your brand. It can make the difference between being perceived as a great in your field or just another company. Will a template—or a producer who is poorly paid at best—help you stand out in the crowd?

One other thing: Done right, video can have a huge impact on your bottom line.

  • Video on a landing page can increase conversions by 80% or more. (Visually)
  • Video drives a 157% increase in organic traffic from search engines. (Brightcove)
  • 74% of millennials find video helpful when comparison shopping. (Animoto)
  • Businesses using video grow company revenue 49% faster than organizations who don’t. (Aberdeen)

Video will continue to grow as a communications medium. Don’t be afraid to spend some money to make it great. Think of it as an investment in your business’ future.