Video is part of our daily diet and online consumption has sky rocketed.
When you get it right, video can teach, inspire and motivate. But when you get it wrong, viewers can disappear, never to return.
So how do you choose the right format for the job?
With 300 hours of video uploaded per minute, there’s an all-you-can-eat buffet of online-video, just waiting to be consumed.
We’re a generation of online vloggers.
We love a ‘how to…’ demo. We binge-watch dramas online. And we share montage after montage of cats.
Because we are spoilt for choice, expectations are higher than ever – and yet attention spans are lower.
Sharing the right content, quality, format and style, through the right platform, has never been so important, says Headlines’ Head of Video Sara Wilmot.
According to Brightcove, 62 per cent of consumers are more likely to have a negative perception of a brand that publishes a poor quality video and yet, nowadays, everyone can film and upload video of any quality. The market is been saturated, but I believe quality video is always the best option.
Try to avoid the trap of creating yet another spontaneous iPhone movie about 101 ways to stuff a mushroom. Create some space for a quality breath of fresh air.
A professional edge will always make your video stand out, so use a qualified crew and decent kit whenever possible. That doesn’t mean that your video has to cost the earth and have a cast and crew of thousands. But it does mean creating decent audio, visuals, content and impact.”
Choose high-quality video for: all occasions where you can – especially opening videos at events, promotional videos, training video and motivational videos. If you need someone to take you seriously, choose quality.
There is always an exception to the rule. In video, that exception applies to user-generated content (UGC), where quality is not always the number one priority.
According to SmartBlogs, millennials report that information received through UGC is trusted 50 per cent more than information from other media sources. So if you’ve captured a spontaneous story that has current relevance, that ‘rough and ready’ video should be released immediately, in all its dog-eared glory.
The timely upload will have more impact than waiting for a professional edit.
UGC can also feel more personal and contemporary. It can be used well in conjunction with professional editors to make the best of the footage. However, the ‘rough and ready’ video still has to follow the rules; decent audio, visuals, content and impact.
Choose UGC video for: timely news stories, viral campaigns and interactive social websites. If you want to come across as contemporary, inclusive and interactive, use UGC.
With demand for video showing no signs of letting up, but budgets remaining static, it’s time make the best of what you have. Plus, with Apple’s Tim Cook saying the brand has 800 people working on the iPhone camera, ‘what you have’ is only going to get better.
These days, some skilled journalists have the ability to not interview and write, but to film and edit, too. You can get surprisingly good results from filming with an iPhone, as long as you know what you’re doing and you have pimped your phone. Give a video journalist the space to learn about your clients, they can efficiently produce a wealth of simple, yet decent mobile stories that will be invaluable in conveying messages to your audience.
Choose video journalism for: regular short and cost-effective internal communication stories about people, company and brands.
Whatever format you use, it’s how you use it that will make the difference.
Embedding your video content into apps, websites and intranets, for example, will produce a deeper level of engagement and simply using the word ‘video’ in an email subject line can have a positive impact on the success of your campaign
People are watching video every day, so it’s time to consider engaging them with their preferred choice of communication.
Just be sure you find the right format and the right team to do it well, and you’ll find you have one powerful tool at your fingertips.