How to Use Video to Tell Professional and Compelling Stories
By Corey Eldridge, account manager, Nadel Phelan, Inc.
In case there was any doubt, the pandemic validates that people love video content. Nielsen found that home-bound consumers are responsible for a 60% increase in the amount of video content watched globally. When used correctly, video content is a powerful mode of storytelling for brands across all industries. With the limitations brought on by COVID-19, B2B companies are learning to master remote video production services in order to reap the benefits of video storytelling.
Professionals are Essential
The ubiquity of the high–definition camera in every smartphone worldwide makes it easy to think anyone can record professional video anywhere, any time. But there’s a lot more nuance involved than simply having an idea and pressing “Record.” An equivalent analogy would be tweeting about a baseball game you watched and then thinking that tweet qualifies you to play in the major leagues. You can try it, but you might embarrass yourself. In a single word, the reason for hiring a professional is quality.
Video professionals have high-level skills that are often overlooked. The professional knows key pitfalls and traps to avoid that the average smartphone video creator is unaware of. For instance, lighting, proper outfitting, audio delivery or even who will host said video are problems a professional already knows how to solve before you get started working together. Videographers know these details can take a project from beginner level to broadcast quality. A professional has accommodated many different situations throughout his or her career, and you can benefit from those lessons learned rather than make these mistakes on your own, spending extra time and money in the process.
Common Video Gaffes and How to Avoid Them
The most common problem with content creation lies in holding a narrow view of the market’s perception of your content. In a rush to produce content, brands can get tunnel vision when it comes to messaging and commit to an idea without thinking about the prevailing cultural mood or current events. Considering content from a broad perspective can help you avoid creating a negative perception with the audience you are trying to engage.
There are countless examples of national campaigns hitting air or print to general uproar because a brand didn’t take into consideration events that were transpiring. Remember Ford’s print ad of imprisoned women in the time of the #MeToo movement or Airbnb’s “floating world” campaign, sent the same week hurricane Harvey was bludgeoning Houston?
Hiring a professional is a key component to avoiding such catastrophes. Those who are well versed in the market they represent know how to deliver the quality messaging your company is looking for while avoiding these pitfalls.
Effective Integration of Video Content
Don’t create video content to check a box; make sure you have a real message to share. You should have something unique to say and/or value to deliver before setting out to make a video. And if you’re not sure, consult an expert – including your own.
For instance, webinars and group panels are excellent ways to make your subject matter experts shine. Product demos can replace in–person meetings and be an asset to your sales team. Gathering B-roll footage of your product or even events – once they resume – can help you accumulate assets for future videos. And animated videos require little to no in–person production. There are many options available to companies looking to branch out into this medium, whether on a large scale or just to test the waters. People are more engaged with video than ever before, and you have the opportunity to provide value to them in new ways. But remember that professional videographers are essential for effective delivery. You want to put your best foot forward as you step into the world of video content.
Looking to create compelling video content for your B2B organization? We can help. Learn how.