Using Video to Tell or Sell

We've been using moving images to tells stories for thousands of years. Once upon a time we told tales from the inside of caves using firelight and shadow play. Nowadays, we use digital media to inform and entertain our audiences. The US Commercial & Industrial Security Corporation (Cisco) Visual Networking Index: Forecast and Trends, 2017–2022 White Paper projects that global internet traffic from videos will make up 82% of all consumer internet traffic by 2021. But the truth is, when it comes to moving images many smaller organisations are still in the cave. That's a real shame, because videos are a great way to get a message across. Here are three practical and easy ways to step back into the frame.

Talking Heads

Use your smartphone or tablet to capture 15 second head shots of your team, clients or members talking. Persuade your CEO or a confident team communicator to spend 30 seconds introducing your company or organisation and its mission. All you need is a device to record onto, permission from your subjects, and a neutral visual backdrop for consistency and ease of viewing. The short videos you create can be embedded into presentations, posted on social media, or placed on your website. Feeling adventurous? Take a look at Giphy, a free web platform that enables you to turn your videos into GIFs.

Engaging Events

Consider filming industry, training or fundraising events to post on social media and boost shares and likes. Record in close-up from a single standpoint if you can and ensure audible dialogue. Don’t worry if your handiwork looks a little less than professional. ‘Homemade’ video clips can work in your favour in this context, presenting a friendly, personal take on an activity, product or campaign. Consider whether a training session, presentation or chat with a well-regarded influencer can be streamed live. Facebook claim to have an engagement rate of 4.3% for live videos compared to 2.2% for non-live. Increase engagement further by promising your audience a real-time Q&A at the end.

Involving Others

Marketeers aren’t the only ones who can tell stories. Encourage clients, service users and subscribers to submit their own photos and videos for you to share on your social media platforms or in your e-news. Promotional giveaways often act as good incentives to take part. When individuals speak enthusiastically about your products or the work that you do it becomes convincing in a way which adds additional value. Allow others to thank you for your products or achievements and thank them for their loyalty to you.

So, what are you waiting for? Create your first short video today. I’d love to see it!

Team members and clients make great brand or product ambassadors.