Since the first company newsletter was created, companies have been relying on written messages to communicate with their clients and staff. While this worked wonders ten years ago, the communications game is changing and more companies are switching to videos to relay information to their clients and staff.
In many ways, video is more effective than written communications. It grabs peoples’ attention, conveys important information quickly and is usually memorable. It’s also practical.
Consider that when someone needs help with troubleshooting, it’s often easier to watch a video than it is to email someone with a question or read a document online while trying to fix the problem. Alternatively, if you were to look for a recipe – gone are the days of taking out grandma’s hand written notes, you would probably google a tutorial on how to create your dish.
Video also offers a more personal connection than emails or newsletters do and can be more engaging.
Here are some tips to creating effective videos for your communications.
1. Keep it short
Your customers are busy, and so are you. They don’t have time to watch long videos and likely won’t stay engaged for an extended period. You, meanwhile, don’t have the time to put into creating a long video script and then filming it. So keep your videos short. Don’t be tempted to be long winded or include a lot of extraneous information.
Any more than 60 – 90 seconds runs the risk that they will not watch the whole thing or will lose focus and miss the important message.
2. Make sure the message is important
Speaking of important messages, make sure what you’re saying is important.
Create videos that have information that is relevant to your audience and make sure the content is focused on that vital message. Remove anything unnecessary from your script. If your video is about a new product, don’t speak about your whole line of products. Keep your message focused.
This will help keep your video short and will further ensure your audience watch and retain the information included.
3. Be engaging
Your audience will be more invested in your core message if you are an engaging and personable speaker. Use stories and anecdotes to convey your core ideas. Give examples of the issues or solutions you’re talking about.
If you’re nervous, self-conscious or camera shy, ask another senior leader at your company to do the talking.
4. Platforms you can use
Even if you’re hesitant to give up written communications, videos can be a great way to enhance your emails and newsletters. They can say in a short time what long paragraphs take forever to read. So, while you might want to stick with your written communications, consider adding videos to your content. CAAA Commercial Concierge have a dedicated Marketing department that can assist you with your client communication strategy. For advice on building your communications strategy speak to your concierge.