Video An Opportunity

Video : An Opportunity

People are Watching : Demand for Video Grows

Close to 70% of internet users are watching video. Forty-four percent of online video is viewed in the workplace and 26% of small businesses have video on their home or landing page. Look over your shoulder the next time you find yourself in a public place and count how many people are using mobile devices. Watching film and TV is already the culture of our global age, and video is naturally pacing alongside our technology and the way we communicate.

Videos : An Opportunity

Technology and the internet make producing and distributing video affordable. We are watching more content from the internet, reading fewer papers, and watching less TV. The demand for video in conjunction with growing supply presents an opportunity. Somewhere in your organization you are striving to engage people: customers, staff, training participants, people at meetings and conferences. Video is a package for content, use it to generate more interest, garner more attention and influence your internal and external audiences. People are watching anyway. Do you have an engaging message to deliver?

Pay Attention : Video creates Engagement

Video engages more of our senses than simply text. Telling a story in video fits our shrinking attention spans and so a picture is worth a thousand words is also worth money. Moving pictures and film has always had a powerful capacity to illicit change, persuade and inform. As well as its obvious use in advertising, the versatility of moving pictures enlivens and adds impact to internal communications, training, and events. Video helps shake things up, promotes employee engagement, and presents information in attention-grabbing ways.


If video helps to engage people, then it helps people learn and change: the underlying goal of high training ROI and successfully meetings.  One of our clients creates a short film for their sales conferences and year-end messages. Their industry is a traditionally conservative one, but they have found videos, especially ones infused with some humour, are successful in conveying the messages they want heard. Videos also cast the CEO and executive team in an approachable and friendly way, lessen the silo effect between people and make information readily available to wider parts of an organization.

Video: Keep it Short

Context, goals and the targeted viewer will play a big role in the length of your picture. Generally speaking, keep your video short: under two minutes is best.  Think twice before you rush to hire a person with a camera. Although younger people are more likely to be comfortable watching shaky, unpolished work, most professionals and corporate viewers seem to be more engaged with a professional and creative approach. Below a certain price range, you get what you pay for is true when it comes to video. Consider a production company that can add some humour. Humour prevents people from tuning out early: You lose 20% of watchers after 10 seconds, and close to 50% after one minute into your video.

Get Good Footage

There is no going back to get more footage after you shoot without incurring more costs. Plan well in advance to get the footage you need and get more footage than you need. The footage should be telling a story, the sound has to be good (bad audio is the first reason people tune-out) and editing are all aspects of production that require people with technical and professional skills. Save yourself some time and money by asking: Who do you want to engage? What is your intention? What is your audience to think, to feel, to take action on? As well as grabbing our attention, successful videos impel us to ‘do’ something or ‘feel’ a certain way.

Andrew Burnham produces video content for organizations and business