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Watch This Space – The Power of Video

It’s no longer a debate, video is an unparalleled medium for communicating messages.

So much so, that the average viewer remembers 95% of a message when it’s watched, compared to just 10% when it’s read. (Medium.com)

So, if you remember one tenth of what you read here, remember this:

If you want to get something done, video how to do it.

 The Power of Video 1

Because with those kinds of stats, video tutorials and screen walk throughs are diamond mentors.

As managers, we might be tempted to worry about the cost, time and faff involved with producing video content.

The truth is, these niggles should be minimal. And video is astronomically worth the investments.

Here’s 6 reasons why video is the one…

1. Show not Tell

Think back to school. Did you prefer the practical pizza demos in food tech, or the textbook exercises in history? Exactly. Interactive stuff wins.

Part of the reason video is so effective, is because it’s so direct. A video has the audio and visual capacity to demonstrate things to its viewers, rather than describe them.

These demonstrations could involve getting a customer to fill out a form correctly, or training customer service teams.

This means we can wave goodbye to convoluted chunks of text, telling people where to click in a customer journey. Instead, we just film the click. Video offers lively simulation, which is simpler and more interesting for viewers.

2. Popularity

This absolutely is a popularity contest, and video is storming it.

It’s thought that over 80% of all web traffic will consist of video by 2021 (Cisco)

Rather than feel intimidated by this big player on the content scene, let’s think about it like this:

Video gives any message a head-start to being heard, heeded and shared.

Particularly as 90% of customers say video helps them make buying decisions (Hubspot.com)

This means customers respond to video, it has the power to influence them. Hence video is such an effective teacher, and screen walkthroughs often solve issues successfully.

For example, a video tutorial which guides customers how to set up an online bank account will help them self-serve to multiple ends. Making payments, setting up direct debits, processing their statements…they become more independent bankers.

However, the power of video doesn’t mean we should churn out any old version. It’s important to ensure quality, and there are a few considerations to be taken here. Which brings us on to point number 3…

3. Professionalism

Videos can look super slick.

They can add status, creativity, uniformity and professionalism to a brand.

But they can also look super naff. A risk which could become realised if we just let Barbara loose on Windows Movie Maker.

There are two ways to ensure your video is quality:

  • Think big

Videos should last only seconds. But the strategy behind them, should be long term.

For instance, making one all-singing all-dancing video is less valuable than coming up with a sustainable strategy for multiple videos. Who knows what messages we’ll need to communicate later this year?

Think of it like the News at 10. It has the same, iconic intro and format every night. But every day the content changes. As contact centres, our content shouldn’t need to change so often. But we still want a solid and recognisable framework, ready to hold new tutorials and solutions.

  • Do it well

No one is expecting anyone to become an Oscar-winning director overnight.

Outsourcing is a great way to ensure consistency in video content. Having videos professionally made dodges the need for new software, training, and in-house maintenance. It also makes sure they work, as well as look good.

Video tutorials should never be creative stabs in the dark, but practical problem solvers. We need videos to resolve specific issues.

4. Convenience

Video is so popular, largely because it is ultra-convenient. In a world of wifi, we can distribute videos immediately and they can be watched from almost anywhere. Often for free.

Video can also be viewed in all sorts of theatres. A popular one is the smartphone.

Text has had a harder time transitioning from the big screen to a pocket-sized screen. But space works differently in the world of video. It’s possible to watch the same content, on a smaller screen, without losing half of it. A smaller image can still say all the same things. Such is the joy of an audio-visual medium. Video stretches and contracts beautifully in a world of diverse devices.

5. Versatility

Videos can deliver efficiency and remove workloads across our business. This applies both internally and externally. There are staff tutorials, meet the team videos, customer journey videos and FAQ solutions. There’s rarely, if ever, a message which another medium can handle that a video can’t.

6. Measurable

And if none of this is convincing, the numbers should be. It’s easy to measure how effective a video is.

For instance, a video might show a customer how to change their personal details on their online account. By monitoring video engagement against how many customers self-serve after watching, it’s easy to see whether the video works. The medium is trackable and transparent.

Which is why it’s important to get it right. We’d be delighted to discuss video strategies for your business and the returns and savings they’ll deliver. For you, making an effective video needn’t be any more technical than making a phone call.

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About the Author
Helen Thain
Author: Helen Thain
Senior Account Manager

Helen works closely with clients to improve their content performance and customer experiences. With excellent organisational skills, analytical thinking, and technical abilities, she cuts through the waffle to give users what they need – real results and tangible benefits.

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Adexchange Media Limited
Company number: 04344957

The Old Garage, Great Milton, Oxfordshire, OX44 7NP