By Elissa Nadworny, Video Production Specialist, Palio
Twenty years ago, the pages of Cosmopolitan magazine were filled with advice columns touting that men are more visually stimulated than women. That holds true today, and while there are countless studies to back this up, it shouldn’t imply that women aren’t also visually stimulated creatures.
Powerful imagery is stimulating because it makes us feel something. If video, pictures and other graphics weren’t so compelling, the entire web and mobile experience would be text-based.
According to industry researcher comScore, 179 million U.S. Internet users watched nearly 38 billion videos of online video content in a single month – that’s more than 212 videos per internet user, per month. Video can create more memorable brand experiences for consumers who are bombarded with increasing amounts of information.
There are multiple ways to incorporate video into a communication strategy. Video is an engaging medium for story-telling, education and training, providing a rich view into a particular experience. Visual aids improve learning, and imagery combined with audio delivers a multi-sensory experience.
However, sometimes just coming up with what to video is the hardest part of using the medium. Whether you’re already using video in your business blog and other communications or if you’re just getting started, consider:
People love to learn, which is why how-to videos are so popular. Not only does the format deliver instructional information in a compelling format, but it can be tailored to the individual. Users can fast-forward to where they need assistance or access content on a mobile device, enabling them to get assistance where and when they need it. Whether it is available on YouTube or the corporate intranet, video training offers the benefit of relevance, convenience and an enjoyable learning experience.
Delivering a feel-good experience and entertaining viewers is part of the reason sharable videos gets passed around. Music, dancing and positive personalities can make viewers feel like they are not just a passive watcher, but also a participant. Also, anything that has a bit of creativity makes people sit up, take notice, and increases the chance of it being forwarded via social channels (See: Lip dub proposal).
Don’t think of video as a passive activity, because consumers expect, demand and cultivate interactive experiences. Including a call-to-action is one way to engage an audience, increase followers and get videos shared, but using annotations is another way to increase participation and engagement. Add in additional commentary or links to other videos to call attention to certain moments or connect all your video properties together.
Embedding video into the corporate career site, interactive brochures and product demonstrations can support a show-don’t-tell philosophy and give viewers more detail or complement text-based information. Employee videos help job seekers gain an accurate insight into what it’s like to work for your company, how its products and services deliver value to customers or the types of professionals they may encounter. Videos can provide a more well-rounded representation of the company culture and people who work there. Film employees participating in community service initiatives such as wellness walks or Habitat for Humanity home builds. Get them talking about what it’s like to work for the company and its values and mission. Ask clients for testimonials to illustrate why your organization is the right business partner.
Approximately 65 percent of the population are visual learners, so not appealing to the eyes is a missed opportunity.
Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.
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