Jamie Baikie

Jamie Baikie

We think that’s a very good idea (of course we do). Video is a powerful and persuasive weapon in your communications armoury. And with great power comes great responsibility. That’s why we always work backwards, starting with the most important people in this decision – your audience. So, before you start spending money (or allocating budget) there are a few things to consider. Here’s our handy checklist:

Who are your audience?

  • What’s the gender and age mix?
  • What are their expectations?
  • Are they entrenched in their opinions or behaviour, or are they receptive to new messages?
  • Do you need to teach them or persuade them?
  • Do they need a morale boost, or a reality check?

All these things will influence the way the video ‘speaks’ to them.

How are they watching?

Internet, social media, email – the lines between work and recreation have blurred.

These days, most screen content is consumed by viewers on small handheld devices. You only have a couple of minutes to make an impression. So try to break your messages up into easy-to-consume chunks.

Facebook research suggests that the most successful videos are under 2 minutes long. We believe audiences will pay attention for as longer as we keep them interested. That’s why the next point is so important…

What do you want them to know, or feel, or do?

Video is perhaps the most persuasive medium, capable of creating and provoking emotional responses.

There may be more efficient ways to convey detailed statistical information but there is NO better way to change the way we feel or behave.

We are not (necessarily) recommending that your film should set out to make your audience cry, but it is certainly worth taking time to consider whether your objective is best met by simply explaining the facts to your audience or by influencing their attitudes.

Tell stories

Stories are easy to remember. Data is not. Humans have told stories since they could talk. Stories are remembered and shared. We all do it. We tell them to our colleagues, friends and families to educate and entertain. Stories explain strategies, illustrate actions, define behaviours, and predict futures.

Think about that next time you go to the pub. Okay, at first glance perhaps it’s difficult to build a story around the launch of a new widget or a company policy, but even inanimate objects and policies have an origin, and a destiny.

Be brave

Remember, most people are already sophisticated viewers. They see more variety, wit and creativity in a single commercial break than they do in a career of work-based communications. Why would they be any less sophisticated when they spare a moment to watch your corporate film?

How much information do you REALLY need to get across?

We’ll say it again: stories are easy to remember. Data is not.

Tempting as it may be, video is not the place to dump a shedload of information and expect your audience to remember it all. There are probably better ways to share that data, but your film can persuade people to look at it. Think of the big picture, and paint with broad brushstrokes. It’s better they remember one simple clear message than forget a lot of detail.

Let’s talk

A chat won’t cost anything. We take the time to absorb your messages and really understand your audience. We make it our mission to find the stories and recommend the best ways to tell them.

What’s your story?

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