A lot of startups struggle with whether they should hire a professional to create their video or just do it themselves. I ask, why not both? While I have a stake in the video production game, the truth is there’s a time and place for both and more video is always better. It puts a face on a brand and helps connect people to other people. That is why video is so great. As mentioned there’s a time and place for both, so when is the time and place? I usually recommend you use the 80/20 rule.
What the heck is the 80/20 rule?
The 80/20 rule is basically that you need professionally produced video as part of your content strategy to attract and educate people at the top of your marketing funnel. If you are creating lots of video content, this is your 20%. What makes up this 20%? These are your explainer videos, slick and quick product demos and all the content to help get viewers on the path to becoming customers.
The 80% is the “do it yourself” content. These are your webinar recordings, screenshare demos, off the cuff interviews, FAQ videos, and other support videos. These are for the viewers who are further down your marketing funnel and are getting closer to becoming customers. They aren’t necessarily looking for the really polished stuff; they’re looking to understand who they will be doing business with and what kind of support you’ll be providing to them. The trick is to serve the right content to the right viewer.
Identifying the Audience
The 80/20 rule also applies to identifying your audience. It’s just flipped. As you can see in the image above, many of the 80% are those browsing for information; the top of your marketing funnel. These are the tire kickers, the ones casually looking to see if your product or service is the solution they are looking for. They’re in the discovery stage. These are the ones looking for that 20% professionally produced content. This is your explainer video featured on the home page quickly and easily breaking down what you do and if it will solve their problem in 90 seconds or less.
The 20% of your audience are those that are further down your marketing funnel. They’ve already watched that explainer video, been doing their research and now have you on a short list and are wondering about your organization, your support, etc. This is the 80% do it yourself content. The best part is, because they are further down your marketing funnel, their attention span is longer. They may be willing to sit through a 30 minute webinar recording because they have some level of intent. This content is a deeper dive. It’s not on your home page. It should be on your blog or, depending upon its importance to the decision making process, possibly gated content so you can start to engage some of these very interested viewers.
Alright, that’s a lot of numbers. I don’t usually write many posts like this but I think the concept is important. If you get nothing else out of this, the takeaway is there is a place for both professionally produced content and the stuff you do yourself. You just need to know when and where to serve each type of video content up.