Five steps to using online video as an effective communications tool

The way people process information is changing. Today we
look for bite-sized video content that can be easily processed and
instantly shared, take for example Twitter’s recent 6-second
innovation,
Vine
Check out these top tips from
Detlev Weise, Chief Executive Officer at simpleshow, for using video to
communicate with your customer.

Microsoft suggests that by simply having a video embedded
into a landing page, a website is 500 per cent more
likely to retain visitors, making video an essential tool for
any 21st century business. Here are five techniques marketers can
adopt to ensure online video conveys the right messages and reaches
the right audience.

1. Tell a story

Before you even begin to approach your storyboard, you must
consider your audience’s point of view – what previous knowledge do
they have of your product or service? It’s key to analyse your
topic and filter out layers of information omitting anything that
isn’t core to your message. With video the age-old saying “Less is
more,” is certainly true. A good story can help your audience
understand and, above all, remember the message. Whether you are
marketing a product, launching a service or making an announcement,
make sure your video encompasses the three key elements of a story:
identification, dramatic composition and resolution.

2. Visualise it

Our background is in animation and so while there are many ways
to tell a story, we’re firm believers that images are a hugely
effective way to communicate a message: they remain in people’s
minds longer than words and many symbols are understood at first
glance globally. For this reason, don’t be afraid of presenting
your message symbolically. Simple illustrations can help convey the
content in an easily comprehensible manner. You can source your own
images if you have a talented animator on your team, but otherwise
we would advise taking your concepts to a professional to execute
the drawings.

3. Turn up the sound

Speech, music and sound effects are all perceived differently to
visual stimuli, but exert an enormous influence on your audience
sub-consciously. Be ambitious when it comes to the soundtrack.
Using background music in your clip helps you stir different
emotions in your audience. While you do need to bear in mind the
editing and usage rights, using music can also help the pace and
atmosphere of the film. Good sound design can help your film become
easier to understand and attention to detail will further improve
its impact.

4. Spread the word

Decide the objective of your video and think how to reach that
audience. Do you want it to explain your service, communicate a
milestone or attract visitors to your website? How you host and
distribute the clip will determine whether it reaches the target
audience and, ultimately, whether it will achieve the desired
effect that makes a tangible difference to your brand.

How and why a particular video is shared online is almost
impossible to predict, it must evolve naturally from a piece of
genuinely engaging content that people are compelled to share. That
being said, help things along by making your video shareable, easy
to find and easy to embed onto other sites.

5. If in doubt, ask an expert

Videos made off a shoestring can reach hundreds of millions of
people across the globe however, a professional-looking video is
key when it comes to presenting your business. A poor-quality video
can ruin even the most beautiful concept or even an entire brand
reputation, so if in doubt follow the golden rule and ask an
expert.

via Small business advice from Smarta http://www.smarta.com/advice/sales-and-marketing/advertising-and-marketing/five-steps-to-using-online-video-as-an-effective-communications-tool

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About cashflowkiller

Hi! I’m James and am passionate about my small businesses. A strong cashflow is vital for us so I will be curating the latest on cashflow and business news.

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