In today’s digital world, we are quickly learning that words alone aren’t enough. With the ability to access virtually anything, anytime and anywhere from almost any device, a company’s communications tactics must no longer just inform – they must also engage and entertain.
With this growing trend, it’s no surprise companies are choosing to engage their target audiences using online video. Not only is video an entertaining medium, but it’s becoming easier to create. The availability of high-quality prosumer video equipment now allows you to produce a great video without attending film school or spending thousands of dollars hiring a production company.
But don’t grab that FlipCam just yet! During a recent Association for Women in Communications luncheon, I learned you should never embark on a video project without having good answers for the following questions first:
What goals are you hoping to accomplish with the video? More specifically, what will this video accomplish that text and images alone cannot? If you’re not sure, a video is probably not the way to go.
How will the video complement or add to your other creative materials?An effective video should support and enhance – not stand out from – the message of your current communications efforts.
What themes does your audience care about right now? Creating a video about a topic of interest to your target audience is the key to getting and keeping their attention in what you have to say.
Whose story are you telling? Avoid the temptation of telling multiple stories or points of view. The most powerful videos are those that are simple, short (two minutes or less) and singular (about one main story, lesson or testimonial). It’s much easier to get excited about a video that’s focused.
You’ll want to keep these questions in mind when starting any new communications tactic or program, especially video production. While it’s much easier today to produce video, a successful video project, like any creative work, requires a significant amount of planning, time and effort.
Are you set on making video the next great component to your communications program? Check back soon for Part II where we’ll tell you exactly how to put your ideas on the screen!