One might think that laying out a company directive in black and white would be the clearest and most straightforward means of communicating.
Yet video has taken off as a means of communication for the very reason that it conveys the subtleties of messaging so well.
“Video offers multiple dimensions,” says Becky Graebe director of communications at the business analytics company SAS. “If you’re just reading the written word, it’s a little harder to interpret, but if you’re watching someone, and their words are combined with their gestures and their body movements and their expressions, it’s just a richer experience.”
Besides, different forms of content reach people in different ways. At times it can be easy to glance over a pithy email, but the visuals of video make it a great way to shake things up and make a greater impact.
“There’s a lot of value in switching the format that people receive content in,” says Cheryl Sansonetti, marketing director at Merkle Inc. “I receive 200 emails a day and I am reading through a lot of text, and the opportunity to change that up gets people’s attention.”
Here are some tips for successful video:
1. Capture their hearts and minds.