Animoto woos SMB marketers with business edition of video creation service

Summary:Special features include custom branding support, web integration, and a library of licensed music.

Although it originally started life as a tool for helping consumers create personal videos, Animoto is targeting small businesses with a new edition called Animoto for Business.

The service is aimed at companies seeking to create marketing videos that tout their products or services, but that have limited marketing budgets with which to produce them. The offering was shaped by the more than 50,000 business customers that have been using the consumer version of Animoto for this purpose. Examples of some of the content they have created are customer testimonials, event recaps and promotions, and demonstrations. You can see several here.

What differentiates the business edition are the following features:

  • The ability to customize videos with logos, colors, and fonts that complement a company's brand
  • An embedding component that makes it simple to add videos to web sites (including those on WordPress and Squarespace) and to social networks including Facebook, Twitterm and LinkedIn
  • Cloud hosting
  • Licensed music tracks
  • Reporting 

"There is a massive need in the market for a business-grade video maker that is easy enough for anyone to use, yet powerful enough to generate professional looking, on-brand videos that can be easily incorporated into broader marketing strategies," said Brad Jefferson, CEO and co-founder of Animoto, which is based in New York.

An Animoto-sponsored survey of 1,000 consumers suggests that about three-quarters (73 percent) of the respondents were more likely to buy a product or service if they could watch a video demonstration or learn more about it in a video beforehand. In addition, almost all of them (96 percent) found this sort of information helpful for buying a product online. (More stats from the survey are in the infographic at the end of this post; remember, this research was sponsored by Animoto.)

Pricing for the Pro version of Animoto is $249 annually or $39 per month. It includes up to 1,000 tracks from Triple Scoop Music. The premium version, which doubles the number of tracks available, is $499 annually. There's a 14-day free trial period.

An example of a video created with the service appears below:

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Topics: SMBs


Heather Clancy is an award-winning business journalist specializing in transformative technology and innovation. Her articles have appeared in Entrepreneur, Fortune Small Business, The International Herald Tribune and The New York Times. In a past corporate life, Heather was editor of Computer Reseller News. She started her journalism lif... Full Bio

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