This is the first blog in a series that will help you start or rethink your video strategy: Think You Need a Video?
According to a Cisco Visual Networking Index Forecast for 2016-2021, “It would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2021. Every second, a million minutes of video content will cross the network by 2021.”
That’s a lot of video and people are watching. On their desktops, smartphones, tablets and other mobile devices. But, getting people to watch your video depends on a number of things; the content, the quality, the wow!
With over 35 years of experience and lots of awards for my work (yes, I am bragging a bit), I believe my guidance can get you to start or rethink your video strategy. This is the first in a series of blogs that I hope will bring some clarity.
Ask yourself these questions:
- Is your content suited to video?
- Should you do it yourself?
- Should you hire a professional … and at what cost?
- What kind of shelf-life can I expect … and how do I leverage video assets for future projects?
There is a lot to think about so…
let’s start with content.
STOP thinking that everything should be a video. (I own a media production company and I did say that.) There is nothing worse than a boring video. For example, lists of healthcare options, calendars of employee events, financial reports. You get the idea. This is content that can easily be read and understood. You don’t need a video.
Great video content is visual and compelling. It’s a story about someone that struggled with a problem or a team that achieved something amazing. It’s a demonstration that captures your attention- why do you think those infomercials get such good results? It’s watching people, or robots make something. It’s the story beyond the financials, how the results were achieved or what went wrong. It can be “talking heads” but only if the people are really interesting, the message is supported by cool graphics, and the camera work draws you into the story.
Look for topics that evoke emotion- a sense of pride about an employee’s work, a feature about a customer that used your product and gushes about it, a video case study that shows how you solved a problem. And, don’t forget to find “wow” stats. These are numbers that impress- you saved a customer X number of dollars, improved productivity by x, helped them serve X more customers.
Do you need a video?
Of course, the reality is that not all the critical information you need to convey appears to be video-worthy. You can take “dry” content and make it interesting. I actually made a video about pallets that was pretty fun and entertaining. But, it takes creativity to make some topics come alive.
I always ask customers why they think they need a video. Sometimes, they do. Other times we discern that there are better ways to get the information to the intended audience. Video is an important tool but it only works if it is well produced and perfectly suited to the audience.
Stay tuned for my next blog where I will share ideas about when to create your own video and when to hire it out.
Need help with video production? I run a video production company. Let’s chat.