The number of “hits” or views of a video is obsessed over by many when creating a marketing video. But HD pro Jim Ross will tell you “Views don’t matter” – the impact of your video matters! There are companies successfully making sales by creating video messages literally for a single person to view. So don’t sweat numbers. Look for results.
Transcript of Video above:
Today I might surprise you with a statement that goes against the grain of the thinking of most people when they think about the popularity of their online video. I’d suggest that you stop worrying about creating a viral video that will get a million hits. Because the number of people that watch your video is not the most important thing you should be considering. In fact, I’d state without hesitation that the number of views doesn’t matter.
Views don’t matter. There, I said it again. Bear with me and I’ll explain. What matters is the impact your video has on your business. Think about this: What good is a million views of a funny marketing video if it doesn’t influence a buying decision? What if people watch it, have a laugh and then never proceed to your website? So you see, views don’t necessarily turn into sales.
Now imagine this scenario. And this is a true story of one of my own clients. You invest a significant amount into creating a very professional video about a specific service your company provides for a select type of client. You send that video to just a few specific prospects. One loves the idea and immediately signs up netting your company significant revenues ongoing for years to come. Over a few years others sign up, also providing significant ongoing revenues. Number of views? Actually very few. The impact? Dramatic, to say the least.
And you don’t need to require million dollar accounts to benefit from these results. If your video is seen by the right people and they make a buying decision on what they see, the view numbers don’t matter. Results do. So don’t plan to make your video’s success conditional on being seen by tens of thousands. Create it with the sole intention of steadily bringing you new clients, even if it is seen only a dozen times a week. For results is all that matters.
Jim RossCinematographer & HD Pro