SMEs urged to start producing online video as study underlines popularity of professionally produced content

Businesses should start considering how they can develop attractive pieces of video to post online, positioning themselves as experts in their field and potentially bringing in more revenue, experts have urged.

The warning comes as new research from the Australian Media and Communications Authority reveals more users are viewing online video and that nearly half of these viewers are receptive to professionally produced content.

“We’ve brought in about $200,000 worth of revenue through using video,” says Stewart Media chief executive Jim Stewart, who has been running a weekly online video tutorial about SEO for several years.

The ACMA research shows 33% of the total sample of 1,250 people watched video content that was uploaded to sites such as YouTube. Among particular demographics, 53% aged between 18-29 did so, 36% aged between 30-44, 23% aged between 45-54 and 22% over 55 watched video online.

But the fascinating part of the research shows that out of those respondents who watched video on YouTube, while 54% watched mainly user-generated content, the remaining 46% either watched professionally produced content, or were open to doing so.

“Very similar findings also applied to video content that had been downloaded through social networking sites,” the study found.

Stewart says this is a clear call for businesses to start thinking about how they can start using video to not only to increase their web presence, but also bring in new business.

“Probably the best example of this is the ‘Will it Blend’ guys. Doing those videos of blending iPads and iPhones has increased their business five-fold. It’s a fun way to show off what these guys are doing.”

But Stewart says it doesn’t necessarily have to be fun. You can show give weekly tutorials, case studies – as long as it is providing something of value to the reader.

“It’s all about setting yourself out as an authority. If you’re getting in front of the camera, it’s great for personal branding.”

“The possibilities are there. If you’re a handy man, show people how to build a pergola, or whatever. You become the authority of that subject.”

The last few years have been full of examples of YouTube users who start video blogging on a particular subject, then actually create a following that nets them revenue and potential job offers.

However, Stewart says you need to remain consistent in order to gain a following.

“You need your users to know that you’ll be putting something up every week and that you’ll be doing it consistently.”

“The other great thing is that video improves your SEO. You set up your own channel, link that through to your site. We post our videos out to 10 different sites every week, Facebook, Twitter, iTunes, and other video sites. It contributes a huge improvement to your rankings.”