Image by Karmor via Flickr

The newest media wave to hit the online shorts video. Individual emails abound with links to “the funniest video ever,” and blurry clips of new babies’ birthday parties.

Businesses, on the other  hand, have largely been left standing in the shore, scratching their heads and wondering if there’s any real value to be earned from diving into making their own live video broadcasts, video emails or video on demand infomercials. Here are just five of the  many ways video adds to the bottom line of any company.

1. People remember more of your message.

While people generally remember 10% of what they read and 20% of what they hear.  But, they’ll remember as much as 50% of what they see and hear together. Before anyone can action your message, they need  to process and remember it.

2. Increase responses by about 30%.

A call to action is much easier to follow if it is actively delivered. Sound and motion are powerful action drivers, especially when they are delivered by your  enthusiasm and passion for your topic. Companies who have made the switch to video email and on- demand broadcasts have reported response rates jump as much as 30% following  the broadcast.

3. Build your credibility.

People do business with people they know, like and trust. When you cut through the technological barriers of the Internet and put yourself online, you put “yourself on the line” as far as viewers are concerned. The time it would normally take you to build a relationship with a potential customer can be dramatically shortened asa result.

4. The cost savings are obvious.

Anytime you can avoid the high costs of sending  someone on the  road to meet with clients or attend a meeting, the bottom line savings are immediate and obvious. In addition to any costs associated with  attending a meeting, you need to factor in travel costs covering airfares to taxis and tolls, hotel costs, meal expenses, and even your internal costs to process the expense paperwork.

5. Soft cost savings multiply returns.

Spare yourself  the productivity drain and the physical and mental tolls travel takes on your company’s road warriors and you could enjoy “soft” cost savings that dwarf your hard dollar travel costs. Want an example? Look at  your own calendar for the past month and count up the hours you spent traveling to and from meetings. Multiply that by your hourly wage, and then by the number of employees inyour firm.

If reasons like these don’t help you convince the reluctant decision makers in your company to add video to your communications mix, please be patient with them. Historically they are in good company.

There were many who claimed the smeary images on hard to handle rolls of paper called “faxes” would never function in place of an original document. And who, they asked, would ever want to spend more time typing an email message when they could so easily pick up a telephone and place a call?

Related articles

• Online Video Spend Projected to Grow (mendipmedia.wordpress.com)
• Selling Video Online – When Video Itself Is The Product (reelseo.com)
• Online Video Market Similar to Early Days of Cable, Specific Media’s Wasserlauf Says (beet.tv)