In this series of blog posts we will look at why video should be used to promote your business – by Daniel de Vries
Reason 1 – Video Offers User Engagement
Reading is an active experience. As you are reading this blog entry now, you are choosing the speed at which you take in the words, the moments where you pause to consider the statements and in which order you view the sections. Your journey through the content is very much self-determined and goes through the following cognitive process:
- Appraisal of meaning
- Evaluation of meaning
- Emotional response
This might look like…
- I am reading about online Video Marketing
- Video Marketing is the process of promoting an entity via web video
- This could be useful for my company
- I am excited to learn more
However, web video as a medium, allows a user very little freedom in terms of consumption — it’s easy for users to skim read text and decide which sections are most relevant to them. Web Video offers no ‘skim-read’ option — you either watch the web video in its entirety, or it fails to hold your attention and you stop watching.
Additionally, watching a web video is a somewhat passive experience. When users decide to press ‘play’, they are asking to be shown something — asking to be given the content in an integrated, multi-disciplinary form — rather than digging through the content and exploring the meaning for themselves.
Corporate web Video is therefore a different method of engaging audiences than still images and text. With video, the experience of comprehension is more immediate, driven by the story being told and the deterministic nature of the restricted timescale. The amount of information that can be displayed through one second of web video vastly outnumbers the amount of information that can be read.
This means the emotional response – the knee jerk reaction – often comes before the full appraisal of the content or the comprehension of the meaning, whereas with text the emotional response occurs much later.
Consequently, web video allows you to generate instant emotional connection with an audience, helping you to build influencers quickly and efficiently from an unengaged audience; but conversely can also earn you detractors just as quickly. As such, the corporate video you create must achieve that instant emotional engagement, otherwise you risk turning off potential influencers and customers.
“If a picture is worth a 1000 words, then a video is worth a 1000 words, 25 times a second.”
Until next time…