Q: How important is visual storytelling? Any tips for effective videos?

Posted by on Jan 7, 2016 in Advisors, Communications, from Q to A, Integrated Marcom Initiatives | Comments Off on Q: How important is visual storytelling? Any tips for effective videos?

Q: How important is visual storytelling? Any tips for effective videos?

A: Visual storytelling – including photos, graphics, video and other art forms – is stronger than ever in today’s “show me” world, where people want easy-to-digest, visually pleasing, shareable content accessible from their mobile device.

If pictures are worth a thousand words, then videos are worth tens of thousands. But longer videos are not necessarily better. It’s important that videos are succinct – many times one minute or less. In some cases, like events, a longer 5-7 minute video might makes sense.

If you have a product or a service that you are looking to inform others about, video is a great medium as it can easily inform your target audiences about your company and offerings in a quick and compelling way.

So you want your video to go viral? Sure, doesn’t everybody? While some viral videos were designed as such, many others gained traction from having content that is compelling, entertaining, interesting, cute, odd, scary and/or strange enough to view and share. There are numerous distribution channels – YouTube, Vimeo, Periscope, etc. – that allow users to subscribe to your feeds … and everything is measurable to gauge success and adjust accordingly. Embedding the video directly into your channels (website, blog, Facebook, Twitter, etc.) may be more effective than just adding a link.

Regardless if your intent is to inform or inspire, the camera holds great power. It has the ability to take others with you to new places or expose them to new experiences they wouldn’t have otherwise had. You can share a new product, give hope to the hopeless or learn about groundbreaking cures for a medical disease.

Orlando’s Rich Donley, APR, is senior vice president of PR/Marcom for Detroit-based integrated marketing firm MCCI (Mort Crim Communications, Inc.). Keep watching for more of his basic tips on making quality videos.


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