The power of corporate video production in the areas of communications and marketing has proven time and time again just how powerful of a medium it is for companies and businesses to gain and retain customers and consumers. The stats do not lie and with the numbers of just how successful video is going up every year. With it become the most popular and the most normalised way for people to communicate on the internet, HubSpot reports that 85 per cent of consumers actually want businesses to communicate to them via video, it only makes sense that the efficiency of video should be harnessed and utilised not just to reach the everyday consumer, but as a communication and marketing tool in the corporate world as well.
Video and Information Retention
Whether you are creating material for internal communication or for corporate marketing, the purpose of creating this type of content is for the targeted audience to retain the information that they are being presented with. When you are putting together plans for communication and marketing, it is important to adapt to how people process and receive information. In today’s society where video is one of the most popular formats with how people get their information, it only makes sense to appeal to people using a format that people's brains have been conditioned to respond to. There is little wonder why video has become such a powerful marketing medium especially when you look at the statistics reported by marketing consulting company Insivia saying that viewers retain 95% of the information presented in video format rather than the 10% they do via text. This statistic along with 59% of executives reporting to Wordstream that they would rather watch a video than reading text presenting the same information- it really shows just how powerful utilising video to communicate in the corporate can be.
Not only is information presented in a video easier to retain, but it is also a more effective way to communicate. With most experts agreeing that up to 70-93 per cent of communication is non-verbal, video makes it easier to utilise this especially in comparison to text on a page or a phone call. Through these nonverbal cues and the use of imagery, audiences are able to understand exactly what the most important parts of the content they are viewing. It also leaves less room for misinterpretation that can happen with text, as information is being presented. Whether that is the body language and expressions of somebody in the video or the surroundings that are being shown. Unlike text that can make it hard to extrapolate the most important parts, an audience while being able to readily understand what they need to take away. No matter who the video is for, the intended audience has the opportunity to hear the voice, see the faces of the company and view firsthand the information that it is being presented to them. External audiences can get a strong impression of exactly what your company has to offer and if it is a video for internal use, there is a sense of familiarity. With video being a more personal and engaging approach for marketing and sharing, it is one way to really improve the efficacy of communication from your company.
Video Equals Engagement
The beauty of using video is that it can be used in a variety of ways to engage an audience. Being multi-sensory, it is an accessible way to prevent information; utilising sound and images. G2 Crowd reports that content with videos on social networks generates 12000 per cent more shares than other forms of content, like text posts and images, combined so if you want your corporate marketing to really get out there, current statistics and the trend shows that video is the most effective way to do so. Which shows that if you want your corporate marketing seen, then video is the most effective way to get it out there. The best part about video though? It is a great way to show the best side of your company. There are endless possibilities to create something that is engaging, informative and gets your audience excited about what you are showing them. Especially when compared to sending out dry memos or having people read text off a screen, accompanied maybe by a static image that may fail to register in their minds. Consumers are being bombarded with imagery all of the time and it can make it hard for people to register exactly what they need to retain or take in new information, so by harnessing the power of video, you can get your message out there for the people who need it most; whether it be customers, employees or business partners.