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When to use video for your company

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Revolutionize Business with Video, Part 1

Video is a proven way of engaging your audience, but it may not always be clear when to use it. While sometimes traditional written material is appropriate, there are many cases where video is a better option. The key is knowing when to use which.

Traditional Written Material

0028164cImagine your copy of Blue Ocean Strategy being turned into a film or video. It probably wouldn’t translate the same way as when you read it. The book had great examples that you could apply to your own situations that may not appeal to a large video audience.

Written material is great for leadership training, situational training, open-ended scripts, and other such materials. It allows the reader to apply the text to a specific situation.

While you are reading the material, your mind is busy filling in all of the blanks with your imagination. Your mind takes the abstract words from the page and you create your own understanding. Though it’s the same manual, no two people will have the exact same “imaginative experience.” It’s your own unique experience.

Interactive Video

Video Analytics WebinarOn the flip side, when you watch a video, you are seeing exact details with less room for imagination. The viewer is engaged in a full audio and video experience. While video may not be the best option for your favorite business book, it is a useful tactic if you need someone to know exactly what you mean.

Video is a better option for training manuals, best or common business practices, and specific tasks. Visual and auditory experiences are not abstract, and therefore every person watching that video has the same common experience.

What does this mean for your business?

When you are explaining to your audience what you offer, you do not want them to fill in the blanks with unhelpful or distracting thoughts. You want them to have an exact understanding of what you do—preferably in a way that is appealing and long-lasting. For an exact understanding, video can be your most effective tool for communicating your specific message to an audience.

So which one should I choose?

Knowing the purpose of the content will guide your answer. Is your content meant to simply explain an easy to understand or concrete subject? Then it may be best to use text for a quick and easily understood answer. However, if you’re explaining a more abstract subject or looking to show every detail of the concept, give the audience an unmistakable view so they can see each nook and cranny. This approach gives them an exact, uncompromised look at the material. For the latter, the better medium is always video.

Image Credit: University of Edinburgh

Revolutionize Business with Video | Part 1 | Part 2 | Part 3 | Part 4 | Part 5 | Part 6


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