When should organisations use video content to communicate a message?

In this article we take a look at scenarios where using video content to communicate with stakeholders is more advantageous than more traditional media. Below I have put together ten pillars which may be useful when considering how to communicate in certain scenarios, dictated by your marketing strategy.    

1.     Explaining complex information

Videos can simplify complex concepts using visuals, voiceovers, animations, and storytelling. A mix of A, B & C roll visuals can help to explain complex products and services. Examples include tutorials, product/service demonstrations, product instructions or explaining abstract ideas like processes or data trends.

2.     Generating emotional engagement

Videos are excellent for storytelling and building emotional connections with the audience. For example, brand awareness campaigns, social impact stories, or testimonials are better conveyed through video; this doesn’t mean you can’t use additional channels to gain SEO value for example, but video engages and stirs the emotions making it a useful form of media for capturing attention in a short space of time.

3.     Showcasing visuals

When the subject matter involves visually rich content, such as a new product, events or behind-the-scenes footage, video is a powerful tool. Leaving people feeling good, engaged and inspired are emotions that are harder to resonate with when using other more traditional forms of media.

4.     Interactive or immersive experiences

If the goal is to create an immersive experience (e.g., 360-degree videos, virtual tours, or interactive content), video is a good medium of choice, as mentioned before, what may lose the viewers interest in text and picture format, may grip them in the form of video content.

5.     Building credibility and trust

Videos featuring real people, like company leaders, employees, or customers, help build authenticity and trust, especially for introductions, updates, or testimonials. Seeing is believing as they say, therefore video footage adds that extra dimension of transparency by allowing users to understand what your about before making contact.

6.     Maximising social media reach

Social media platforms such as Instagram, TikTok, LinkedIn, and YouTube prioritise video content, making it more likely to reach and engage audiences. By planning your communications strategically, organisations can capitalise on social media platform algorithms and give you the best chance of maximising reach. Video can be used in conjunction with paid media to target users who are currently unaware or who may not already be engaged with your brand.

7.     Training and development

For internal communication, such as training employees or onboarding new team members, videos are more engaging and retainable compared to documents. Video is also a slightly ‘lazy’ medium, so for educating employees regarding internal policies/procedures it’s often an easier way of getting stakeholders to consume content, not to mention it can be shared multiple times, as opposed to producing printed copy.

8.     Event promotion or coverage

Videos are ideal for promoting upcoming events, summarising highlights, or live-streaming to maximise engagement. There’s nothing quite as convincing as ‘video evidence’, being told an event was amazing is convincing, but doesn’t give you quite the same impact as video footage from the event itself.

9.     Time-sensitive communication

In scenarios where the message needs to be absorbed quickly and effectively, videos provide a concise and engaging solution. Despite taking longer to produce, once a video is finished it can be used over and over again among multiple different scenarios in multiple different places to communicate a message quickly.

10.  Global audience

When planned effectively, video can transcend language barriers with subtitles and voiceovers, making it ideal for reaching diverse audiences across the globe. By harnessing the power of social media, it’s possible to get a message quickly and effectively to a huge reach in a relatively short space of time. This does make the video landscape competitive, which reiterates the importance of where video sits with the sales funnel and how to use it most effectively.

By strategically using video media in the above scenarios, organisations can enhance and bolster the clarity, emotional resonance, and effectiveness of their messaging; essentially giving the customer the information they need to decide whether the offering resonates in a far shorter space of time, to a higher level of understanding that using more traditional forms of media. Thanks for reading, if you have any questions please don't hesitate to contact us. Happy content creating!