Why should you use video in your corporate communications?

1 The benefits of video

Video can help you achieve various communication goals, such as informing, educating, inspiring, or persuading your audience. It can also showcase your company culture, values, and vision, as well as your products, services, and achievements. According to a study by HubSpot, 54% of consumers want to see more video content from brands they follow. Video can capture attention and increase retention; people retain 95% of a message when they watch it in a video, compared to 10% when they read it in text. Moreover, it can evoke emotions and build trust by humanizing your brand and connecting with your audience on a deeper level. You can also use video to increase engagement and conversion; 64% of consumers are more likely to buy a product or service after watching a video about it. Video can help you interact with your audience and encourage them to take action by asking questions, offering incentives, or providing calls to action.

2 The best practices of video

To make the most of video in your corporate communication, you need to consider several best practices. Firstly, define your purpose and audience; align your video with communication objectives and tailor it to target preferences. Secondly, select the most suitable format and platform for your video; you can use explainer, testimonial, interview, presentation, or live stream videos to convey different kinds of information. Additionally, optimize your video quality and length; use professional equipment and editing tools to create a visually appealing and technically sound video that is concise (2-5 minutes). Remember, online viewers have an average attention span of 8 seconds.

3 The challenges of video

Video can be a great tool for corporate communication, but it comes with its own set of challenges. Producing a video requires significant resources, such as budget, staff, equipment, and time. You also need to measure and evaluate the performance and impact of the video, which can be complex. Additionally, using video exposes your brand to more scrutiny and criticism, so you need to be careful about your content, tone, and style. You also need to respect your audience's privacy and comply with legal or ethical regulations. Not only that, but you're also facing more competition and noise in the video market and industry, so you need to be creative, original, and relevant in order to stand out from the crowd.

4 The future of video

Video is still a promising and exciting medium for corporate communication, despite its challenges. As the medium evolves and innovates, more trends and opportunities will arise. Video can become more interactive and immersive, allowing you to create engaging experiences for your audience through features like live chat, polls, quizzes, or gamification. You can also use technologies such as virtual reality, augmented reality, or 360-degree video to create more realistic scenarios. Video can also become more personalized and customized, with the help of data, analytics, and artificial intelligence. Additionally, video can be used to create more customized solutions for your audience with tools such as video-on-demand, video-conferencing, or video-editing. Lastly, video can be used to reach more diverse and global audiences through platforms like social media, mobile devices, or streaming services. It can also be used to promote diversity and inclusion in corporate communication with subtitles, captions, translations, or diverse representation.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?