Making Video Work for Business (Part 2)

Friday, November 23rd, 2012 by Simon Morton

Continuing our short sojourn through the ubiquitous nature of B2B video, we look at the ease of creating content.

The growth of video on the internet is a direct result of advances in mobile technology; almost anyone can film, upload and view videos with little technical expertise.

And there’s the rub – the use of video as a business tool requires a little more understanding and finesse.

Simply stated, video can be more engaging and compelling than other media – it is an easy way to present information with no reading required!

The benefits are numerous.  Video combines pictures, sound, text and movement to create an impact far greater than each of these individual elements alone, and far more than a web page of text could ever provide. People tend to watch more than they read or listen.

Studies show that most people are visual learners, while other adult learning studies show that we remember 10% of what we read, 20% of what we hear, 30% of what we see, and a huge 50% of what we hear AND see.

With results like these, video can make a typical website up to 300% more effective for audience retention.

Great news so far…but here’s the bad news.  It’s not easy.

Spend 5 minutes on YouTube and you’ll find all manner of ropey business videos.  They lack content, visual style and any sense of engagement with their audience.  Each viewing erodes your brand, reputation and opportunity to engage.

Think before you upload.

And don’t think for one moment it’s just about budget.  Take the following high budget example:

  • Clever effects?  Yep.
  • Nicely shot?  Yep.
  • A positive message regarding the product?  Um, nope.

Just as with your trusty presentation, Message –> Content –> Design (and not the other way around…no matter how excited the producer of your video gets!).

Tags: , , , , , ,

Leave a Reply