The biggest mistake organizations make with their informational videos is not a technical problem. It’s all about their audience.
“So what is this going to cost us?”
There’s no doubt that educational video is great way to reach a wide audience. On mobile devices alone, YouTube reaches more 18-to-49 year-olds than any broadcast or cable TV network.
Educational video can generate trust in your expertise and build awareness for your product. Or, if you’re in a non-commercial organization that has a public-facing mission, educational video can help teach, and motivate people to act.
But it does cost more than a handful of blog posts.
In my experience, if you’re planning to release a one-off video, or a short campaign of just a handful of episodes, you’re probably best off contracting out to a production company that specializes in educational content.
However, if you want to build a library of material that will support your brand or mission over the long term, it is far less expensive to build in-house expertise and leverage your own knowledgeable staff.
When was the last time you deliberately went to a corporate website to learn how to do something?
If you can’t remember the last time (and I can’t), then you’ve probably done a lot of your research and learning on YouTube.
YouTube has become the first destination for anyone who wants to learn anything, from fixing a pipe to beating a video game. This means that if you’re not using YouTube to reach your customers, then you’re missing a huge portion of your potential audience.
The answer is yes. But only if you have something worth saying visually.