Using videos to tell your story is such a huge opportunity, for many reasons, but one of the best is because it factors in so many of the senses. According to the book Brain Rules, when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information.
Video is a great way to leverage that opportunity and better communicate with your customers. The written word or audio alone may not express emotion, sincerity or share your message as quickly or easily as video. In business, that could mean there’s a barrier when trying to connect or relate to your audience.
For example, when a video presents a problem to the viewers, a combination of sound effects, music queues and a friendly voice can speak to the problem, paired with a visual that shows it. That’s three touch points when other mediums only have one. Basically, telling a story through video offers a better chance of connecting with someone quickly because you’re creating a complete sensory experience.
Is video right for you?
But just because you can make a video, should you? If your video is just going to live on a page somewhere, with nothing driving people to it, no means of engaging with it and no follow-up, it’s frankly a waste of resources.
If you’re creating it just to check a box, it’s probably not for you at this time. (I would never say video isn’t right for you at all! But timing IS everything.) It’s important to think about the following seven questions to determine when the timing is right:
1.What existing efforts could this video be tied to? Does it relate to an upcoming launch, campaign or social push that can help ensure you get enough eyeballs on your hard work to make it worthwhile?
2.Is there an opportunity to position your company as a thought leader? When tied to the campaigns or launches in question 1, this can prove to be a great opportunity for your organization.
3. What does the current industry landscape look like? If something is happening within your industry, video can help you capture the opportunity by quickly communicating your value proposition on the event.
4. Does this reflect your current culture or values? While the timing may seem right, if the video doesn’t reflect the organization’s current way of thinking, it will dilute your message.
5. What’s the accountability plan? Thinking about this can help you determine if you can even get a video produced at this time.
6. What does success look like? Once you have created the video, you want to be sure to have the bandwidth (sales support, for example) to support its success.
7. How long will this video live? 6-12 months? Longer? You should be thinking from the beginning about how that timing aligns with your other business initiatives.
How did you do? If these questions have helped you determine that using video for your storytelling IS right for you at this time, please check out my LinkedIn post on how to tell stories the right way using videos.