Q: Why use online video?
A: Video can be more persuasive than just text. It provides more of an immersive experience. As we think about marketing, the goal is to inspire people to take action. Sometimes in order to achieve this, we need to connect at an emotional level with people, and video has the capability to do this.
Q: What do the trends in video mean for small to mid-sized businesses?
A: Clearly, a lot of people are watching videos, so it’s a good medium to consider. People these days are short on attention, so video provides easier communication than text, and it allows users to multitask. At the same time, the internet is getting flooded with content, so that means companies need to work harder to stand out.
Q: How can companies use video to build their business?
A: Video can be a great addition to a company’s social media strategy. Keep in mind that social media is about building connections. If you try too hard to advertise your business, you will turn people off. Internet users have more control over the content they view, so you can’t approach online video the same way you would approach television advertising. The goal should be to use video to build credibility and connect with potential clients.
Q: How does that work? How do you build connections with video?
A: One way is through documentary-style video. When people read company blogs or watch company videos, they are interested in getting to know the people in the company. When we put together promotional videos for companies, we like to show people speaking extemporaneously. Nowadays there is so much advertising that comes across as simply fake. There is lots of hype and overpromising and not enough substance. When people visit a website or watch a video, they are looking for evidence that the company is able to deliver on its promises. It’s great when a business owner can get on camera and explain his value proposition effectively without any rehearsal. That shows evidence of competence.
Q: Does video need to be professionally produced?
A: Not necessarily. Sometimes amateur videos can be effective because they come across as more genuine. But you should definitely put some care and effort into it so you don’t look sloppy. Poor lighting and audio or cheesy graphics can be a distraction.
Q: What advice do you have for companies that want to produce a viral video?
A: You need to seriously rethink your strategy. It’s natural in today’s ADD culture to want to produce something that will create immediate results, but that type of content doesn’t help in the long run. There are several reasons why viral video is not good for business. For starters, it’s hard to manufacture a viral video; they usually happen by accident. Second, in order for a video to spread virally, it has to have some element that shocks or wows the viewer. You generally don’t want strong emotions associated with your brand. And finally, you have to ask yourself if you really want your marketing strategy to be an uncontrolled social phenomenon. Despite the new marketing trends, business hasn’t changed that much. You still have to win people over one by one.