When to Use Video – And How to Make Yours Better

Video has become essential to today’s businesses for many reasons. And there are so many different types of video you could try – ranging from broadcast-style documentaries to interviews, featuring live presenters, voiceovers and music, with or without special effects and animation. There’s no hard and fast rule for when to use video as part of your communications strategy – but our experience has shown us that it helps businesses:

• Improve Audience Engagement: Video grabs attention and keeps people focused longer for a better impression of your brand. A short, ten– to thirty-second video entertains and informs your audience faster than reading can. You could point out key areas to visit on your site, showcase your latest product or promote an upcoming speaking engagement. Whether you post it on your website, link to it on your YouTube channel or live-stream it on social media, it’s all about giving your audience what they need, when, where and how they need it.
• Deepen Connections: Once you have your audience, give them a more in-depth view of how you can help them out. Show your product in a way that they can use. Communicate the latest statistics in an engaging manner. Preface your next speaking engagement with a short welcome. Any of these video options help create an emotional connection with your brand and reinforce relationships.
• Increase Understanding: People may use your product or engage with the service you offer, but they still need help understanding the many ways that they can benefit from it. That’s when you need an explainer video. Your software may require an instructional video to get people started, or to show some more advanced functionality.  Your company may need to help encourage employees to start using a new technology system.  Certain product knowledge may seem obvious to you – but not to your clients.  There are so many times when the right video can help people better understand your business that it’s hard to list them all.

Here’s one more important thing to keep in mind:  Video can help you do these things, but it’s still just a tool in your arsenal – and like any tool, it only works if you hone it and use it correctly. “How To Make Better Videos?” isn’t a short-answer question. But we have identified a few things that consistently help our clients.

We can’t overemphasize the importance of planning ahead. Establish your strategy in advance, with careful research and a clear, well-honed message.  After all, the cleverest video in the world won’t work for you if it isn’t strategic for your business. Likewise, complete your script and storyboard with enough time to make sure that all the right people approve it before production begins. It costs more to make changes during or after production than before it. A lot more.

One more bonus tip: Just like Photoshop won’t make anyone a great graphic designer, cameras and apps alone won’t be enough to make anyone a great videographer (and we bet you’ve seen some pretty awful videos that prove this point). Professional scriptwriting, graphics and production may cost a bit on the front end, but they should pay off in results long after the video is complete.