Back in the days when paid TV commercials were your only “video” option, you had two choices if you wanted to use this avenue. You either spent a bundle on a 30-second commercial that people skipped over when it interrupted their favorite show. Or, you ran a cheaper spot produced on a low budget – which showed – that aired at 4 a.m. Sunday morning during “Gilligan’s Island” reruns.

Then came smartphones with video cameras, easy-to-use editing software and YouTube. These technologies combined to give everyone the ability to shoot, edit and share videos at little to no cost.

And by everyone, I mean everyone. According to YouTube, 100 hours of video are uploaded to the site EVERY MINUTE. People watch six billion hours of videos on YouTube every month – almost an hour for every person on Earth.

So even though it’s less expensive than TV and has the potential to reach a greater audience, can financial services professionals benefit from online video? Or is it a domain better left to cute cats, tripping brides and homemade music videos?

Just as we identify with characters in film, the consumer will identify with you, especially if they can relate to your story.

Yes, you can effectively use online video to promote your practice. Companies of all sizes use online videos that range from simple commercials, animated promos, documentary style corporate videos to narrative short films. The choices vary depending on what message you are trying to send.

No matter what type of video you use, there are several potential benefits:

• Connect with an audience.
  Print ads and direct mail pieces are just words or images on a page; social media is just words on a computer screen or mobile device. Video, on the other hand, depicts YOU. Your audience hears your voice, senses your emotion and engages in what you have to say.
• Tell a story.
  Just as we identify with characters in film, your prospects or clients will identify with you, especially if they can relate to your story. You can explain why you got in the business, what you do to help clients and what truly matters to you. Video allows you to speak more in-depth about the issues your clients and prospects might be facing. This can create the storytelling element of conflict, which can then lead to the conclusion that your services can help solve this conflict.
• Establish the right tone.
  Video allows you to express a certain tone of voice that print and digital cannot. The inflections in your voice as you speak can communicate that you are an authority on a subject, your concern about your clients’ financial status, or even a sense of humor. Adding the right music can also establish a specific tone for your video.
• Be more creative.
  In addition to music, video allows you to try different settings. You can appear on camera and/or narrate a video with photos or footage, which is called B-roll in the film business. With the right assistance, you can add graphics and information charts that you wouldn’t necessarily have room to use in print.

The key to effectively using video is to determine who you want to reach and how you want your final product to look. Then you need to develop a plan to get to that end result. Many people just turn on the camera and start shooting without considering what they want to accomplish with their video.

Even though online video can be produced and distributed at little to no cost, it may be a good idea to enlist the help of a professional video producer to achieve better results. An experienced video producer can help take the vision of the consumer, and translate it to video. They will be able to recommend locations, crew and talent. Most important, a video producer will help in telling your story.