The Value of Video
Communicating messages effectively is a real challenge. Within every message, spoken or written, there is text and subtext, creating new meanings and opening up the potential for interpretation in various ways that you can’t plan. This is why, when given the opportunity to communicate a message, most people will opt for a simple paragraph or two.
A wall of text seems perfect – It will hit all of your KPI’s, it doesn’t make mistakes, it can be edited, it can hit the correct tone, and it certainly doesn’t get nervous when you point a camera at it. The issue is, a wall of text can’t build rapport, evoke strong emotions, or consistently engage the audience, leaving us with perfectly imperfect people as our ultimate rapport-building tool.
Video content is always multifaceted. Unlike writing on a page, while a message is being delivered on camera, the audience is observing the talent’s mannerisms, the space that they’re in, and the brand as a whole. The message is certainly important, but just by making yourself, your team, or your clients visible on camera, you are building trust, increasing brand visibility, and doing wonders for your reputability. Let’s dive into some of the reasons that video content is a great way to communicate effectively with your audience.
How does video content support my organisation’s KPIs?
KPIs vary from organisation to organisation. A retail company will want to demonstrate the use and function of their products to increase sales, a charity will want to drive engagement to encourage donations, a community group will want to encourage participation and see a direct increase in sign-ups.
What all of these KPIs have in common is that they require engagement in a world full of distractions. Everywhere we go, we’re encouraged to look at something shiny, watch a full video, buy something new. In a space that’s full of strategy, tactics and STUFF, it’s a relief to find some genuine human connection.
By creating content that feels candid, honest and open, we help to build digital rapport.
Who’s watching anyway?
Regardless of your specific KPIs, it would be naive to deny the importance of video content to your audience’s engagement. 54% of consumers admit to using social media to research a product or service before they buy - and in particular, video content showcasing the brand.
4 out of 5 consumers say that product videos demonstrating the inner workings and usability of a product are helpful when making purchasing decisions online.
How does video help?
When making purchasing decisions online, there is inevitably a level of risk involved. The internet is rife with scams, phishing, and products façading as something they’re just not. Video content can help wane some of those not-so-savoury concerns; people buying your products want, more than anything, to know they can trust that you will deliver on your promises, and protect their personal information.
Having video content of your team also indicates to potential customers that there are real, trustworthy individuals behind a brand, and this is ever-more important with consumers increasingly desiring to support people, not corporations. Plus, when you share with your audience, they’ll feel comfier sharing back - their time, opinions, information, and buying decisions.
Where and how should I be sharing video content?
Despite what we’d hope to imagine as passionate creatives, audiences don’t want to be bombarded with video content. So, the content that we do create and share needs to be well thought out and hard-hitting. For social media, consistency is the key, so creating short-form content will be the best approach to drive engagement. For not-for-profits or philanthropic organisations that want to demonstrate impact, longer form content will work to engage their audience, who are already passionate and excited about the prospect of your brand.
With extensive knowledge of the industry and current online climate, digital yarn will help you to navigate where and how to create and share content, as it is dependent on your brand, message and goals.
