Consider your enterprise communication strategy. Now consider the role of video in that strategy. Is video critical, best effort, nice to have, or outside the scope of your communication strategy?
Video is the most engrossing and persuasive medium and has exploded as a communications currency over the past few years. Online videos are an excellent medium to help you reach out to a global audience based on the internet. Videos have the power to engage people at an emotional level in ways that are different to the written word. Public organizations face a continuous challenge of transparency in administration and decision making. Active citizens want to be aware of current political debate.Online video has improved the transparency in public administration.
The Nordic parliaments has received a lot of positive feedback of the service. Gone are the days where video production was considered costly and confined to production inside an elaborate studio. Modern technology has made the creation and dissemination of video even easier, and has transformed how companies communicate today.
It's not just larger corporations that are using video to communicate with stakeholders, and it's important to realise that this communication tool no longer sits with companies that have big budgets. The accessibility to video and demand for it now means it's a viable (and affordable) communication platform for smaller organisations too.
This is reflected by the level of support available today within the market: from assistance in developing a compelling story for your video, to support for driving traffic to a video after the 'final cut'. Video is no longer a 'misunderstood' communication tool that resides in the big broadcasting houses or of ad agencies. It's now accessible to all.
Use video to connect with customers and prospects, it will enhance client communication and collaboration, and help support new business.
What do you need to do?
Establish the goal of the online video
What do you want to achieve? Do you want to increase the visibility of your work or your institution, or do you want to engage people in an issue? Is there a specific action that you want to see taken? These aims need to be determined so that the impact of the video can be measured.
Identify your target audience
Who are your potential audience? How do you want them to react? Are you looking for long-term support? Create a video that is compelling for the right groups of people.
Decide on content
What do you want to document on video? Why is it important for your audience to know this? How will you reveal the content? One successful video will not be enough to create the type of impact you hope to see. It will soon be forgotten in the millions of other 2 minute-long videos. Create a series of videos that communicate your organization’s message. This has a greater chance of maintaining attention and building longer-term audience support.
The content has to be unique to attract people. It should be interesting enough for them to share it with their network.
Videos have great potential to complement your communication/social media strategy. They convey thoughts, emotions and atmosphere better and faster than any other communication medium.