Video: The tool of the effective persuader

Working in and speaking to the media every day, I am happy that I get to use my passion for video in my work. I see first-hand how nothing can be more powerful than a captivating video to enhance your story. It is a medium that we use daily in our work?at Brazil, whether it be to educate people about the importance of road safety, or to highlight the creative courage that the performing arts can give to young people.

?On average, consumers spend 30% more time on a website/social media page that includes a captivating video, compared to a page with text alone. On a practical level, this can help to improve?the SEO of your brand?and drive revenue. On a human level, it helps to convey the narrative of a story or campaign in a way that no other creative form can. (Second para – but need to sanity check)

?Over the last 10 years, working with homemade videos and audio to surprise my friends and family has become a passion of mine. For me, videography has always been my go-to outlet to express my feelings, worries, hopes, and dreams in a way which I often struggled to do through other mediums.

?Inspired by videographers such as Casey Neistat and Dan Mace, as well as film directors like Wes Anderson, I have taken this hobby with me throughout my life as a form of creative expression and escapism. I have fallen in love with the unique ability of video to convey the emotions behind a story and bring people together in a way that is unachievable through the written word alone. As consumers, we experience it every day when scrolling through TikTok, browsing on Instagram, or checking Facebook.

?It is of course important to find a balance between the virtual world and the physical world, but for me, it is empowering to have the ability through my camera, my phone and even my newly acquired drone to capture videos that convey memories, emotions and messages that could have a real impact upon the world. On a personal level, I have captured fond memories from it, including my childhood and that of my two brothers. Since moving to London last year, I have taken this passion to the city’s bustling streets and its many beautiful green areas. I have also really enjoyed using my drone to explore the skyline of this amazing city from a new perspective.

?However, it’s important that we remember to be smart with the way this medium is used. When released into the public domain, video and audio can be freely adapted by individuals, sometimes to the detriment of your brand, think Will Smith’s recent Oscar’s controversy as just one example. It is increasingly common for videos to capture the attention of the masses and take on a meme like nature that can be hard to manage once it's shared by millions around the world.

The possibilities and advantages that video brings for telling stories are endless. While personal memories dwindle and fade over time, a well captured video can preserve the memories that matter and remind us of how they made us feel, so it is a passion that I will continue to lean upon throughout my life and career, as I bring more stories to life.?

By Jonathan Rhys Sullivan, Account Executive at Brazil.