Why online video requires professional know-how

by Joe Pelissier on September 27, 2011

I recently read that “the days of big-budget corporate video are over. This is the YouTube era.”

This is only partly true.  Yes, you can now produce good videos with less money and, yes, YouTube does appear part of our collective consciousness.

But as the two video examples below illustrate, effective online video is about having the right production know-how and producing footage that is tailored for a specific viewer.

In response to all the tat that’s floating about on YouTube, research has shown that people are more likely to watch an online video if the production values are high and it has a feeling of professionalism.  Not surprisingly, it appears we have an in-built radar for detecting rubbish.

In my opinion both of these videos are very watchable.

Online Video 1

The first is a corporate video produced by Stadium Marketing Solutions.


If you are looking to sell corporate hospitality in your sports stadium (if you happen to have one…), the video tells you what they do, why they do it and why you would want to contract them. It also includes a great video testimonial.

On the main site there’s also good use of an online video presenter – the only problem is that you have to ‘pause’ her each time you go back to a page. Worth consideration nevertheless.

Online Video 2

The second is from Mary Howard Sales

My apologies for introducing Christmas at the end of September, but this company specialises in Christmas Fairs.


This video is slickly produced and it’s full of video testimonials creatively cut together. A lot of thought has gone into the production  – clearly it’s not one man and his Flip camera.

Personally, you would have to drag me kicking and screaming to such an event but I can bet that, on the strength of this video, many people are tempted to visit one of the sales or become a stall-holder.

Clearly, because neither of these videos are on YouTube, they are not going to auto-play for you now :(… which is why we like YouTube :).

In any event, watch them if you are of the mistaken mindset that video that’s cheap, quick and easy to produce will deliver compelling results.

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