The debate has been raging on in recent years: should you do traditional or digital?
Frankly, this debate is a false dichotomy and a non-existent distinction. The issue here is not a choice between traditional and digital. In other words, it’s neither traditional nor digital. It is both. And, as you know too well than to be told, it is integrated.
Undoubtedly however, in stating the obvious, it is also true that these days, audiences are mostly engaging with brands on digital channels and platforms.
So then, digital content is vital for brands in reaching their audiences these days. But, while digital content is key, video is THE king in content marketing – more especially in this day and age of insatiable consumption of visuals, video sharing and videos going viral.
In spite of this obvious fact and phenomenon, many organisations have yet to understand the importance as well as the effective use of the power and reach of rich, well-produced video content in their marketing and communications.
Empirically, most audiences, young or old (and of any other demographic delineation), are hyper-active consumers of video content – on mobile and other devices.
Video (including films, motion graphics, animation and such other moving imagery) is greatly and readily consumed by every kind of people – be they in Times Square and Trafalgar Square or in Timbuktu.
But, like all marketing strategising, you don’t just get up and do video. There ought to be a fitting purpose or goal to it, and with effective planning, execution, delivery and distribution.
Space will not permit detailed discussion of each of the above aspects.
However, a few things are worth pointing out. Your big bucks agency may plan and produce a fantastic video for you, but what use is all that investment if it is not properly placed? Commissioning a top quality video without having it distributed through the right channels is akin to a Hollywood star actress attending the premiere of her latest blockbuster movie in a beautiful gown but failing to use the red carpet where she can turn and twirl in front of the paparazzi and the cheering crowds clutching the barricades.
Where are your audiences? Where do they usually hang out in the digital world? That’s exactly where your video should be distributed. This is an obvious thing to do but it’s often not effectively done to achieve appropriate and desired results.
Also, for your video to be successful it must be just the right length.
You see, video is like coffee: you want a good cup and quality of the stuff at a time, NOT a bucketful of it (even if it is of the highest quality). Audiences relish good videos if well produced and distributed on the right platforms.
It is worth stating also that video is not just for reaching external audiences. The use of video content is a growing and most impactful aspect of internal communications strategy - delivering innovative visual techniques to enhance recruitment, training and other employee engagement.
Smart organisations are using videos to deliver employee performance improvement, talent management and better corporate sustainability. As well, they are using video as a tool for educating and training their employees in matters of business enablement, cultural diversity and inclusion.
In a nutshell, very well-produced videos help in effectively delivering brand marketing as well as other communications pertaining to HR, company strategy, IT, financial results, investor relations, etc., by making it visually engaging, easy to understand, relevant and memorable.
Excellent video content helps organisations deliver their marketing and communications by combining their offering, values, culture and purpose with this noble and growing channel.
Video rules the roost. King video is well and truly on the throne at the moment. This new monarch in marketing and communications pleasantly delights both internal and external audiences, grow their engagement and deliver something truly memorable – for them and the organisation, and thus establish a mutually desirable and rewarding connection. It’s all about what audiences need and want to watch in order to grasp, remember and effectively deploy an organisation's message.
It is important that the intended message is well crafted and tailored to the specific needs of the target audience to maximise ROI for organisations.
Yes, you need to do video; but you must play it well – and by “play it well”, I mean the production and distribution of video, not its playback.
Well, the playback of video should also be done well. Shouldn’t it? :-)
By Jake Addison, senior video content strategist with Lighthouse 12.
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