Video Plays Role in Content Strategy

I’ve been watching videos and commercials more closely of late.

That’s because I recently heard Tod Plotkin, principal of Green Buzz Agency, speak about videos.


Source: Hubspot

He pointed out that most videos and commercials include text over the images. Why? Because so often we do our viewing in a public setting such as on a subway, in a waiting room or at a restaurant and we have the volume muted. Words superimposed over images ensures that even with the volume muted we will understand the message.

Videos should have a complete message even without sound, Plotkin said.

This is important to know because more video content is uploaded in 30 days than all three major U.S. TV networks combined have created in 30 years, according to Insivia.

Videos should play a role in your content strategy. Most likely you have videos on your website. Are you also using them on your social media platforms? Have you included a video link an email you send? Have you used video at a conference or sales presentation?

Plotkin encouraged individuals to not focus on having a video go viral with a random audience. “The goal of your video should be to engage your audience on an emotional level,” he said.

He also debunked the notion that a video needs to be of a certain length. The key, he said, is that whatever the length of the video, it must keep people engaged. If it doesn’t, then shorten the video.

The encouraging news is that advancements in video technology are bringing costs down and making corporate videos more competitive with content on TV and in film.

If you haven’t incorporated video into your content strategy, now may be the perfect time.

Video Stories Share Powerful Messages

Almost everyone today has the ability to tell a story visually. Smartphones come with built-in video as do most digital cameras. And if you want to get a bit more techie, you can purchase a flip-cam or digital video recorder for not much money but with great features.

Audiences today expect to view their stories. YouTube statistics bear this out.

  • More than 800 million unique users visit YouTube each month.
  • More than 4 billion hours of video are watched each month on YouTube.
  • 72 hours of video are uploaded to YouTube every minute.

Cisco predicts that 60 percent of the Web’s data will be video within four years.

Videos can be used to create awareness. They can be used to say thank you. They can be used to ask for money.

Before you create your video there are 3 things to consider

  1. Clear message: What is the main point you want to share with your audience, which leads to point 2.
  2. Audience: Aiming for the general public is not what you want to do. You need to identify a specific audience or demographic.
  3. Call to action: What do you want the person to do? It can be as simple as sharing the video with their friends to raise further awareness of the topic. Or it could be asking for a financial donation.

What story will you tell visually?