I’d like a video please!
Consumption of online videos is booming and if you take a look at some of the stats, demand will keep growing.
If you want to connect with your audience, surely it makes sense to harness this power and consider video as a platform for your message.
Here are some useful pointers that have helped us in the past.
What are videos not good at?
- Being PowerPoints. As successful as your PowerPoint might be in front of a crowd, odds are that when you convert the content of your slides into video, it won’t work. PowerPoints tend to do best when you’re there in person, bringing them to life and connecting with the audience.
- Dumping data. People don’t really remember much information when they watch a video. Try watching one with lots of facts and figures in it and then recalling that information straight away. Unless you have a photographic memory, people tend not to retain very much information.
- Being sales pitches. (at least not overtly). This is the case now more than ever before. The more video we consume, the more discerning we become. Audiences have spent a lifetime being bombarded with obtrusive advertising and sales pitches. When we’re online we have the power to close the window. If you are going to sell something in an online video, make your audience really really want it and really really want to hear about it.
What are videos good at?
- Telling a story. If you do need to get information across, use your story to ‘join the dots’ between your facts. That way, people will be much more likely to remember them.
- Getting across the big picture. Videos may not be good on detail, but they can really help you communicate ideas. To do this well, the less you say, they more you’ll get across. Try and boil down everything you want to say into three main points, or less. It will help clarify your thoughts as well as making the viewer experience much more memorable and pleasurable.
- Making people care. If people care, they’re interested. You can be inventive in how you do this. It boils down to connecting with your audience on an emotional level. Why not tell someone’s real life story? Even if you’re a large global company, you can still tell your story from an individual’s point of view.
If none of the above work, use the cute babies!
Por Alexei Kidel