It’s your first day at work and you are eager to know more on the new job. What would you prefer, a video to take you through basic onboarding process or have someone stand in front of you to tell you everything?
If I were to objectively explore the question again, I think a video-based format that helps induct me into the new system would be ideal. I could take my time going through it and then pose relevant questions to someone later, if needed. Furthermore, I can keep going back to it if I forget something as opposed to asking someone repeated questions.
Video has emerged as a powerful tool for businesses and brands to communicate with their audience. According to Content Marketing Institute B2B survey, 62% of marketers said use of videos was an effective tactic for their organization in 2016. So, why wait for your audience to read through the last word, capture their attention with a quick video.
Nowadays, the primary objective of business communications is to enhance end-user experience for fruitful engagement. Enterprises today, need to showcase key information across business verticals on new digital formats that are proving success for personalized interactions as clicks and views. Cut away from passive text-heavy downloads to more of interactive visuals in your communications strategy.
Text losing out to video
Text-heavy content has been around for a long time. But to read this long format of text has become boring. Don’t you think so? The average working professional today has short attention span and the behavior is more to scroll and browse content than read them word-by-word. If I asked you to memorize an entire product brochure, would you do it happily and remember every key fact later on? If you’d have watched a video, you’d have probably retained more information, for longer!
In order to have a greater impact on how professionals within an organization and corporate customers retain information, there has been a gradual shift towards more interactive modules, video formats being key.
How do businesses benefit from interactive video content?
- Engagement & conversion: I have read about your product, but would like to see how it really works? Are queries like these keeping your prospects undecided on your product? Sales enablement technologies that use multiple points of engagement, especially videos; help teams to showcase their company’s core product or service offering in a quick, easy-to-grasp manner. A product video or company video speaks more than what words could ever convey to a customer or prospect. Recreate your sales pitch in a product video that has company info, product data, features, customer stories and much more all packed in a quick 2-minute video.
- Mobility for easy access: Today, content has to be responsive to media-on-the-move and has to be shared within minutes, despite location. The ubiquitous presence of devices like smartphones, tablets among most working professionals makes video a much more powerful content that takes care of many logistical issues that may arise in case of print collateral. Easily customized to your target audience, mobile-ready visuals help enterprise showcase relevant content as per each requirement in just few clicks.
- Convenient & time-saving: You can compress all your brochures, case studies, customer stories into a crisp, short and engaging video. A 5-minute video that describes core features of a product will cut down the time a sales person takes to talk about or promote the same product. These videos can be created and stored on easily accessible devices and platforms for anyone to quickly go through the information a lot faster and at their own pace. Furthermore, should anyone need to have a certain part repeated, it is a thousand times easier to do.
Why is video-based interaction the future?
It was said that video content would account for a majority of all consumer internet traffic by 2017, current user behavior definitely seems to complement this. Video-based methods will be the go-to choice for most premium learning institutes and corporate entities in the coming years. Given the impact, the extensive reach and feasibility options associated with video-learning, the future will see smarter, more capable methods supported by lots of different kinds of interactivity; thereby giving students and professionals a more independent classroom-like approach no matter where they are.
I’ll end by asking you a question. Have you read the Vedas? If you haven’t, do you think you’d be more inclined to going through all of them if they were presented to you in an interactive video format?
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- Is Interactive Video Content the Future of Business Communications? - March 23, 2017