In a famous study “How Video Will Take Over The World” conducted in 2008, Dr. James McQuivey of Forrester Research claimed that, if a picture is worth 1,000 words, a minute of video is worth 18 million words. Without worrying too much about how Dr. McQuivey arrived at this number, very few marketers would argue with it’s essential truth or the title of his study –that video truly is taking over the marketing world.
Why Is Video Taking Over The WorldSo Integral to Marketing Success?
The visual cortex is the largest single structure in the human brain and, according to recent MIT research, has the capacity to identify and process images that are seen for as little as 13 milliseconds according to recent MIT research. It is hardly surprising therefore that video is rapidly becoming the dominant medium for marketing communication – put simply, video works the same way – and at the same speed – that the brain works.
What Is Type of Video to Choose?
When considering video as a marketing communication vehicle, it’s important to consider what type of format or style of video is best suited for the situation. Video styles include:
- An animated slide-deck with a voiceover
- A whiteboard or explainer video
- A customer testimonial
- An interview with a founder
- An educational “TED Talk” style video
- A broadcast quality live action mini-movie.
- An on-screen training or educational video using screen capture
With all these styles of video to choose from, what’s really important from a marketing perspective is choosing the right style of video for the audience you want to reach and the message you want to deliver.
All Good Videos Tell a Story
Whether it’s a home-made video on YouTube or a live action video with professional actors shot in 4K, what makes a good video is a good story. And, to be effective, this story must connect with the audience. Too many companies spend tens of thousands of dollars on vanity video projects that simply don’t connect with their customers – your customer wants to hear what you can do for them and they want to hear it in a clear, concise and, if possible, entertaining, fashion.
What Makes an Effective Video?
If a story is the first thing that makes an effective video, how this story is told is a very close second. To be effective, video must combine many different elements in a short, impactful format. The storyline, script, visuals, music, text, voiceover and editing must all work together to tell a story that willin order to connect with your customertarget audience. With all of these different elements to work with, it’s important that you work with a video partner who can help youbring all the success components together tell your story in the most effective way.
Designworks: We Get Video
Whether you need an animated whiteboard explainer video, a corporate overview, an advertisement or a tradeshow reel, Designworks has the expertise to help you. Not only can we help you produce your video, , more importantly, we can help you leverage use your video in anvia integrated marketing campaigns to ensure that it’s reaching the widest your ideal target market.possible audience and we can help you track the key metrics that help you understand the impact of the video on your marketing success.