Only $5 for 3 months. Save 83%.
Only $5 for 3 months. Save 83%.

On the web: Small business can benefit from video

Clint Lanier
Clint Lanier

LAS CRUCES - There is a small production company called Madica Productions based in the LA area that just recently sold its first production. The show is an unscripted reality format and it revolves around the lives of a family made famous by the parents who created a design empire. The show follows them as they relocate from the New York to Los Angeles and move into and begin to restore a historic mansion in the Hollywood Hills. Along the way we get to watch the kids and parents transition to the West Coast.

What’s interesting is that the show won’t be airing on any of the usual cable channels, like A&E, Lifetime, HGTV and so forth. In fact in won’t be airing on any cable channels at all. Madica actually circumvented traditional channels and made a deal with People Magazine to air the show through the website.

Sounds like any other reality show, right? So what’s the big deal and why do I bring it up?

Well the big deal is this: to me this is the most recent indicator that the cable television industry is in demise. So much so that it’s become practically irrelevant to many productions companies like Madica.

According to a study commissioned by Tivo, 8.2% of cable subscribers left their subscription service in 2014. That’s a huge number of people and (according to the same study) a 1.2% increase over the previous year.

People are increasingly turning to video content provided through internet sites instead of watching traditional television. I can vouch for this personally: at any given time in my house, one of my children can be found watching YouTube, Netflix or Hulu on their iPad instead of cartoons on the TV. And if I’m honest, the same is true for both me and my wife as well.

Another study from 2015 suggests that people are increasingly watching original programming on these sites. Shows such as House of Cards for Netflix are becoming the standard entertainment preferences for millions.

The best part of all of this, and the point of this article, is that anyone can now be a video content producer. Whereas ten or even five years ago the gates to video production were kept chained by the television and media networks, those gates are now thrown open to anyone who wants to create original video entertainment.

For you, that is the small business owner, this creates a wonderful opportunity to create your own video content. I’m not talking about brief one or two minute infomercials, I mean actual shows (what they call “long form”) that entertain and educate viewers.

It really is quite simple. Purchase a quality camera and microphone, think of a show topic that could highlight your business and at the same time attract viewers, and then get started. You can host your show on sites like YouTube or Vimeo, or simply on your own website. Then you can get the word out through Facebook, Twitter and other social networks. Before long you’ll find you have a growing audience that is interested in what you have to tell them.

There are a few things to keep in mind.

First, be professional about it. Create an actual show summary and make sure that each episode is about something that people want to see.

Second, make sure it is related to your business. You can feature DIY projects, repair projects, or tips and advice – these are all the types of shows people are craving.

Third, keep at it. Don’t get depressed if you only get a few views at first, over time people will find you and start following your shows.

This digital video revolution is really exciting. It feels somehow democratic and liberatory. No longer do we have to rely on someone else to create entertainment for us, now we can create it for ourselves.