How to argue the benefits of online video - PART 2

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July 13, 2012

How to argue the benefits of online video – PART 2

HERE WE ARE BACK WITH PART 2 OF OUR 'BENEFITS OF ONLINE VIDEO' POST.

As you'll know if you've read Part 1, we've looked at some of the assumptions preventing organisations adopting online video as part of their non-text content strategy including "Our business doesn't need video", "It's too technical" and "It's not part of our content strategy". Let's check out a few more...

"WE CAN'T REFLECT OUR BRAND VALUES IN VIDEO"
...Videos we’ve seen look amateurish...

The glib answer is that you're watching poor quality content, but it is often assumed that it’s difficult to produce video of equivalent quality to that of existing non-video content. Actually, generating video content is easier than ever - consumer equipment and software offers the ability to produce fantastic, high quality output. And with the advent of reasonably priced professional video services it's also become very easy to hire-in expert help.

A whole raft of businesses like John Lewis, Lloyds TSB and Halfords are happily embracing video as part of their marketing toolkit. But it's true - there are more things to think about with video than other traditional content. Even so, we think the benefits are worth it - here are just a few to whet the appetite:

seeing and hearing a message improves user retention and recall of information
multi-dimensional user experience (sound, 3D, visual) is more engaging
can create more personal connection (trust, humour, warmth, openness...)
non verbal cues help support brand values (environment, appearance, tone...)

Video can be a juicy opportunity to create ‘on-brand’ presentations that portray your organisation in a cohesive and compelling way.

"WE DON'T HAVE AN IN-HOUSE PRESENTER"
...no-one at our company has the right skills...

Not all videos will require a presenter direct to camera, but it’s a powerful technique that can yeild excellent results. Many big name companies are nurturing talent from within by using their own staff who, with supportive coaching and direction, are more than capable of delivering presentations. After all they have the expertise, knowledge and enthusiasm - why not tap into it?

We’re really impressed with Asda's inspiring recruitment videos that show there's nothing quite as powerful as hearing and seeing information direct from the ‘horse’s mouth’. And if this approach isn't right for your brand, you can always hire in a presenter - many video production companies now offer this as a standard service.

"ISN'T VIDEO A BIT GIMMICKY?"
...videos can come across as cheesy and even pushy...

Again, the statistics would indicate that video is not a 'flash-in-the-pan', however we can't deny that historically, there could be an association in some people's mind between video and the 'hard sell'. It takes the form of a high-energy, infomercial style pitch where a product or service is peddled in a brash and charmless way.

Unless used ironically, this approach is becoming less palatable by the minute - users are saturated with it and as eMarketer positions it, savvy marketers now use 'magnetic' content to attract people to their offering.

So in answer to the question, 'Isn't video a bit gimmicky?' we say 'Only if you want it to be'. Bar an adjustment in thinking, there's nothing stopping anyone from using video as part of their content marketing strategy.

SO USING VIDEO IS FAR FROM SHORTSIGHTED

It hardly needs saying, but the web is evolving so quickly and as we've seen, rich media is now well established as 'part of the furniture'. So video can take whatever place in online offering is appropriate, but, it's really important to start thinking about a strategy for video content on your web pages now so that you can stay with the curve and continue to engage and inspire users in a relevant and meaningful way.

We hope you found this article useful and would love to know what challenges you face in convincing budget-holders that video should be included in your marketing stratgey. If you're already using video, how successful has it been for your organisation? And if after reading this you're still a sceptic, let us know why - we'd be really interested to hear your views.