English: Mark Schulze, Videographer and Direct...

A typical corporate production

Why make a video?

Video and television demand attention. People actually prefer watching video to watching the real thing. If you videotape a speaker and a place a video monitor nearby, eyes will gravitate to the monitor. The medium is the message.

Why do videotapes and film work? Most of us are visually oriented; that is, we rely on sight more than any other sense for at least 80% of our understanding of the world outside us. We keep photo albums, watch dozens of hours of television each week, typically remember what we see in our dreams rather than what we hear or smell or taste. We also enjoy a good story—a package with a beginning, middle, and end.

Video is versatile. Unlike with printed materials, you can change a video, reuse footage, and repurpose it for different uses.

In our Video 101 series, you’ll learn how to produce a video the right way—meeting your needs within budget and on schedule.

Here are some good reasons to use video:

Control over your message. Videos have a distinct advantage over printed pieces such as brochures. Clients or sales prospects can skim a brochure or other document, not having gotten the message you’d like to impart, and very likely not in the order of importance you envisioned. Video or film increases your leverage.

Cost. A well-done video saves costs on travel and training. You don’t even have to pay duplication fees — videos can be easily uploaded to your web site or to a service such as YouTube or Ooyala.

Consistency. Even the best public relations and sales reps can forget key points and introduce concepts out of order. Video offers exactly the same presentation every time.

Simplicity. Videos require only a computer or a DVD player with screen.

Excitement. Video can imbue enthusiasm, excitement, and a storyline with the emotional impact of “really being there.”

Focus. You can turn your audience’s attention to a product or aspect of your company that they may not otherwise notice.

Public expectation. Today’s high visual literacy and appetite makes it increasingly challenging to attract the public’s attention without video or interactivity.

Morale. Video can involve employees by putting them on camera, showing them complicated techniques in an entertaining manner, or merely keeping them informed of company news.

Availability. Employees can view videos at their own pace or as part of e-learning courses.

There’s hardly a topic that video can’t help illuminate in the business world.

And now a secret: your video will have the same high production value as video created for broadcast commercials and television shows. Business videos are often produced, shot, and edited by people who work in broadcast.

All you need to do now is to learn how to be smart about purchasing video production services.

Next in our Video 101 series: how to get started with video.

Video 101: Why make a video?

by susan time to read: 2 min

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