In April of 2010, 137.5 million people in the U.S. watched an astounding average of 94.5 videos online – which means a total of 13 billion videos! These kind of numbers prove that video is, without a doubt, growing online at a tremendous rate. People across all walks of life are now becoming comfortable viewing and uploading video content and even come to expect video online.
On every audio webcast event we deliver we get 1 or more people emailing tech support saying “I can’t see the video” when of course there was no video to be seen!
You don’t need a Masters in Marketing to realize that “keeping up with the Jones'” is not itself a sufficient reason to implement any strategy. That being said it should not be ignored that your audience is becoming more educated in online media and as a result, have certain expectations.
Using video and using video well are two completely differently stories. Good online video requires both budget and time to produce and is therefore not always the right medium for communications. This begs the question or why and when should you use video?
Video can be a very powerful communications tool. In an earlier post on this blog, you read how we at the Streaming Network had Microsoft contemplating the idea of severing a multi-million dollar RFP by sending a video response rather than a written one. The passion and conviction for what we do and why we felt we were the ideal service provider to fulfill 20% of what they were asking for could not have been communicated as well using any other medium.
This is a matrix we use to help our clients define the right virtual communications tool for their needs.
Video should be used when there is a high level of emotion tied to what is being presented. As a result, a CEO Address or a Global Town Hall Meeting, which is generally used as a rally cry for internal staff, should almost always be done in person or in the virtual world by using video. Conversely, if you are trying to handle a difficult HR situation or need to calm down your market after a massive recall of your product, you will fare better to communicate how difficult the situation is for the Senior Leadership – a sentiment no email could accurately depict, regardless of how many drafts you go through!
Other common uses for video might be:
- The introduction of a new senior executive team member, i.e. new CEO
- A product launch
- An event that was once held in person but has been moved to a virtual setting
- To facilitate a speaker of high standing (internally or in your community), who is not easily accessible, the ability to visually reach your audience
Here are some examples of where you want to avoid the use of video:
- Longer format presentations that are deep on content, i.e. technical training session
- Stakeholder Sessions where your audience is likely to ask many questions which might be confrontational in nature
- Anytime you do not have the appropriate budget