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Before I launched Big Red Bike Media, I went for long drive around the Information Superhighway checking out the website landscape and what I saw was missed opportunity after missed opportunity. Many sites had cool graphics. They had copy parsed as closely as a marine's buzzcut. They were chock-a-block with pretty pictures. Some even showed off a bit of whiz-bangery in the form of an animated logo or home page.[i] But they lacked VIDEO. Why do websites need videos? Simple answer: Because people LOVE them.

Here are some stats:
  • 75+ million Americans watch online videos every day. [ii]
  • There were more than 40 billion video views in just one month in 2012. [iii]
  • Two-thirds of the world's mobile data traffic will be video by 2016. [iv]
  • By 2015, 90% of data on the web will be video. [v]
  • Retail sites that have video are 64% more likely to result in a purchase. [vi]

Online and mobile is where the action is. You know it and advertisers know it and that's why they're expected to spend $77 billion on interactive advertising by 2016. [vii] That's as much as they spend on all TV advertising today.

We know your clients' and customers' eyes are focused online. So, how do you keep them looking in your company's direction? With great online content. And how do you create great online content? V-I-D-E-O. Informative, impactful and fresh video content helps you stay current and keeps people engaged with your company or brand. Give them good stuff and they'll keep clicking. Bonus: the more time people spend on your website, the more Google will notice. The more Google notices, the higher up the Google search food chain you go.

Videos are a tool you can employ across multiple platforms and get bang for your buck: Play it at sales meetings. Share it on Facebook. Tweet it. Email it to prospective clients, and, of course, add razzle dazzle to the company website 24 hours a day, 7 days a week, 365 days a year.

"OK. OK. I'm sold. I get it. I want video! I NEED video. Now what?"

Next step is making sure your videos are terrific not soporific. OBVIOUS ALERT but I have to say it: ALL VIDEO IS NOT CREATED EQUAL. A cousin with a video camera and experience shooting home movies probably shouldn't be your go-to person. Even professionals can miss the mark: I don't need to tell YOU there are lots of boring videos out there. And what a waste that is. Someone has gone to the trouble of hiring the videographer, the editor, the producer. Their interview subjects are like racehorses at the starting gate, chomping at the bit to share their expertise with the wider world.

And then?  And then they blow all that effort on some variation of a video you've seen a hundred times.
Classic cookie (cutter) video recipe:
  • Take one talking head
  • Position in front of wall
  • Place lamp over shoulder for "interest"
  • Place potted plant or flowers over other shoulder for "color"
  • Place camera three feet in front of subject
  • Hit "record"

It's the video equivalent of tuna casserole.
EXHIBIT A: THE "TUNA CASSEROLE"
cz jane abernathy

There's also another method that really packed a punch the first 10 or 20 times we saw it but then everybody and her uncle picked up on it. Remember the first time you saw "pork belly" on a menu and thought "Wow, that's new." And now you see "pork belly" on every other menu in America? This is the video equivalent of "pork belly". It's become such a cliché it's spawned at least two VERY funny spoofs.

EXHIBIT B: "PORTLANDIA - UNEMPLOYMENT"

EXHIBIT C: "STOP THE CHODDY"


Big Red Bike Media doesn't do cookie cutter videos. We don't do choddies. For a free, no-pressure conversation about what we CAN do for you or your company, click here.

[i] See Big Red Bike Media
[ii] comScore
[iii] comScore
[iv] Cisco
[v] Cisco
[vi] comScore
[vii] Forrester Research