A key challenge for startups is developing compelling ways to tell the world who they are and what they do.
It’s a straightforward proposition but it’s an easier said than done said process. Most startups do a good job to create products or services but they’re not as good at storytelling because it isn’t part of their core expertise.
There are different ways to tell stories but among the most engaging is the demo video. Whether they’re animated or live-action, demo videos are a great way to show people in a user-friendly way what they do and why anyone would be interested in, ideally, 120 seconds or less.
So why video?
Perhaps the biggest reason is people like videos. Given the choice between text and a video, people will pick a video most of the time. Videos are easy to consume because they require less work, a big consideration for people who are time-strapped and multi-tasking.
As well, videos can be used in a variety of ways. They can play a key role within a Web site, and serve as sales and marketing tools. Videos can also be easily shared via social media and, as important, search engines love videos so there is a solid SEO angle.
So what does a video cost?
It depends on your budget but a high-quality video can cost anywhere from $2,000 to $15,000, depending on the kind of video and production involved.
So how much should a startup spend? While it depends on marketing budgets, I recommend spending more than less because a video should be seen as a long-term investment that can be amortized over time and multiple uses.
A video that looks good and tells a compelling story can play a key role for startups looking for ways to capture peoples’ attention. A bad video such as a do-it-yourself screen capture project can hurt a startup because it creates the perception the product or service is low-quality as well.
In the scheme of things, a video should be a high priority for startups, even it means biting the financial bullet in the short term. Along with a good Web site, a video can be a way for startups to break out from the pack.
Speaking of video, ITBusiness is running a demo video contest with a $1,000 prize.