You’ve probably heard that you need to be doing video. If you’ve haven’t heard, or you’re not convinced, here are a few stats to munch on. The folks at Cisco predict that consumer internet video traffic will rise from 64 percent in 2014 to more than 80 percent by 2019. And are you aware that 59% of executives surveyed by Forbes prefer to watch a video over reading text? And let me throw one more at you…using the word “video” in email subject lines increases open rates by 19%, click-throughs by 65%, and reduces unsubscribes by 26%.
Video is the direction that marketing is going. Someone on your team should be learning how to do it.
I have been staying pretty busy lately either producing videos for chambers or training chambers and their members to produce their own using just a SmartPhone and inexpensive editing software. While I have a lot of tricks and tips up my sleeve from my past career as a television journalist, my number one tip is this – make sure every video you produce has a clearly defined purpose and make sure that purpose is tied to a larger plan.
Every Video Should Have A Purpose
Quality DIY Video is achievable. What will get you there faster and with less frustration is having a purpose and a plan. When you go out to shoot video with a purpose tied to a greater plan a number of things are going to happen.
- It’s going to be easier because you have a roadmap to work from, you’re not just winging it.
- You’ll spend less time shooting and editing.
- Your product will be better because when you have focus, your story will have focus.
- You’ll be more successful in delivering your message and achieving your overall communications goals.
Video is a valuable communications tool, so as you are developing your overall plan and identify the purpose of individual videos consider these questions.
- What communications problem can this tool help you solve?
- Who are you trying to reach with your message?
- What do you want them to remember after the see your video?
- What goal will your video help you achieve?
Determining the need and audience for each and every video you produce will help you deliver very targeted content and increase your chances of engagement with the people that matter most to you.
That doesn’t mean that you can’t have some fun with your videos. Keep this guideline in mind – every video should do at least one of the following: inform, engage or entertain. You can count yourself as highly successful when a video does all three.
I’ll leave you with a starter list of ways you can use video as part of your chamber’s communications and marketing mix.