Why you should include video in your comms strategy

No, I’ll re-word that title.

Why video should be CENTRAL to your communications thinking!

Because video is increasingly at the centre of all communications, especially online.

According to recent research, more consumers want to see videos from brands they support than all other sorts of media combined (HubSpot).

The research also found that video content was by far the most memorable (43%) in comparison to text (18%) and images (36%).

Whether you do external or internal comms, training or crisis management, marketing or ‘stakeholder engagement’, video ought to be your first thought, not an optional add-on.

Here are 10 reasons to become video literate: 

Video search results have 41% higher click-through rate than plain text

If you see two internet search results side by side, one clearly features what looks like it could be interesting video and the other one is text, which one are you going to click or tap on?

Including video in a landing page can increase conversion by 80%

If your click-through to a website reveals 500 words of text, are you going to hang around?  Probably not. You’re going to go somewhere more interesting.  But video’s likely to keep you there and make you want more.

One minute of video can convey as much information as 1.8 million words

Video carries information on so many levels: what’s said, how it’s said, nonverbal communication, appearance, what’s in the background, emotion and conviction all add to the story and aren’t easy to put in words.

4x as many customers would rather watch a video about a product than read about it

When we’re considering a purchase or adoption of something, a well-produced explainer video is more likely to be persuasive than a boring old block of text.

 65% of the population are visual learners and another 30% are auditory learners

People learn in different ways, but an awful lot of us, well over half, prefer to see something demonstrated and half again as many listen to our ears – the essential ingredients in a video.

Over 50% of people view news on mobile devices and video works better than text on the small screen

Over half of us, young people and silver surfers, go to their phones and tablets for news. Screeds of text don’t work well on the small screen, video does.

People stay two minutes longer on websites with video

The optimum length for a video is between 30 seconds and 2 minutes. So if your video is short, punchy, interesting and visually appealing people will stick around to watch

People share emotions not facts and emotions are easier to share with video

If you want people to follow a call to action, video is a more compelling vehicle than text.  That’s why charities spend so much on video production, it tugs the heart strings and persuades people to care.

Video is more accessible to those with reading or learning issues

One in ten of us are dyslexic or have issues with the written word.  Video is a great way of communicating key messages to people you might not otherwise reach.

Smartphone video is easy and cheap to make

Creating video used to mean buying in an expensive professional.  Or an extended learning curve with the office camcorder. You now have a full video studio in your pocket – your phone. Low-cost smartphone video can look and sound great, if you know how!

Going on a video production course will save you time and effort and give you the essentials of how to shoot and edit video that looks professional.

The CIPR is running three video skills courses in 2018. There’s a two-day comprehensive introduction to both conventional and smartphone video. 

The CIPR also hosts one day practical basic and advanced courses throughout the year for those wanting to focus on phone video. If you’re completely new to video the basic course is probably your best bet.  The advanced masterclass is intended for graduates of the basic course or others with experience.

Contact the training department for more details or to book a place.

Photo by Mitch Nielsen on Unsplash


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