Making the most of video in the comms mix

Earlier this year, the BBC came under scrutiny for publishing videos of the Queen allegedly performing a Nazi salute as a child, writes Tom Blake of Imagen.

Don't make video an afterthought, writes Tom Blake
Don't make video an afterthought, writes Tom Blake
This started the conversation about how much video corporations like the BBC, as well as businesses, actually own and how much is falling into a bottomless black hole. 

This is particularly pertinent for businesses, many of which have huge amounts of legacy video content whose value could be worth its weight in gold in terms of proprietary knowledge and expertise or educational value.  

This is particularly scary if you look at the value of video for enterprises.  

With the proliferation of social media where it takes seconds to make video on a smartphone, a staggering 100 million+ internet users watch a video every day, but more interestingly 75 per cent of executives watch work-related videos on business websites at least once a week. 

By not putting video at the forefront of their future comms strategy, companies are missing an open goal, and are likely to quickly fall behind peers who are embracing this fast-growing, popular medium that engages an audience in seconds.  

When it comes to video, there are two things to get right. Most businesses have large archives of video that are just lying there, unused. So, the first job is to make sure that all intellectual property and hidden gems of knowledge are located and used properly to reinforce your expertise.   

Second is preparing for the present and the future by using the fast access, interactive channels that audiences best relate to.  

This means treating video as second nature, rather than the last resort. Key to success is understanding your audience and tailoring content to them.  

Video has become ubiquitous – easy to produce and affordable to store in large volumes.  

Video is so versatile that content could be anything from being a corporate descriptor to demonstrating culture, marketing a product, or presenting a set of financial results.  

It has the added bonus of being suitable for internal and external stakeholders and can be highly controllable through secure access logins to avoid misuse of sensitive content. 

As the stats show, video is the comms channel of the future, which could open doors and be a game changer for any business.  However, it needs to be used in the right way and have a clear purpose.

Easy navigation and searchability are key.  

Video isn’t a big ticket luxury item reserved for the privileged few, but rather it should be the golden egg shared among the many that keeps giving – giving new marketing opportunities, giving internal and external stakeholder engagement and, most importantly, giving you access to the modern, video savvy audience, who no longer relate to the written word alone.  

Tom Blake is chief executive of Imagen

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