If a Picture Is Worth 1,000 Words...

SEMA News—January 2016


By Jon Wyly

If a Picture Is Worth 1,000 Words…

…How Much Is a Video Worth?
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An often quoted “statistic” from a study by Forrester’s Dr. James McQuivey claims that one minute of video is worth 1.8 million words. While more anecdotal than fact, it does cause us to respect the powerful impact that videos are having in today’s marketing. YouTube is often referred to as the second-largest search engine, bested only by Google, and it’s clearly a go-to resource not only for entertainment, but also for information.

Look at major retailers that really work their online presence and you’ll see a proliferation of video content. Harbor Freight Tools has nicely done homegrown-style videos for most of its products, and they are strong contributors to the company’s massive sales. According to Marketing Sherpa, website visitors are 64% more likely to buy a product online after watching a video. Google also loves videos. Search rankings can get a nice boost with the addition of videos, and research shows that Google favors sites with video content in its search algorithms.

But let’s take a step back to the “picture is worth 1,000 words” for a minute. Sadly, many manufacturers in the SEMA marketplace don’t have adequate still images for their products, much less videos. If you are missing images, get them taken as soon as possible, and load them into your SEMA Data Co-op files for delivery to your customers. Products with no images are going nowhere!

Need help? The SEMA Garage adjacent to the association’s headquarters in Diamond Bar, California, has a photo studio equipped with great lighting, infinity wall backgrounds and even photographers for hire—or you can bring your own. And the Garage can handle anything from individual product shots to full vehicles. So whether you shoot them yourself or hire it done, quality photography of your parts will drive sales and is well worth the investment.

Once you have filled in all the blanks in your image files, including multiple angles in and out of packaging as well as lifestyle shots, you are ready to move into the wonderful world of video production. The really cool thing about videos is that they can be done on a budget, often with nothing more than a decent camera, a simple table and backdrop in your spare space, and they can be hosted by an employee who has a knack for talking about and demonstrating products.

There have been great success stories for manufacturers and resellers that have embraced shooting these home-style videos. In fact, some believe that a more casual “real” video will outperform an expensive polished professional video with many viewers. Just start with your most important and popular products and work your way through the line. Videos will engage you with buyers, differentiate you from competition and—who knows?—if you are creative enough, you might just come up with that next multi-millions-view viral sensation!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@SEMAdatacoop.org or 888-958-6698 x4.

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