It’s a simple question, but one that is worth considering.
When you are planning a communication piece, it is important to choose the most effective medium.
There are many to choose from: a .pdf, a newsletter, an audio file, image, and video, amongst others.
Choosing the right medium will help you to more effectively communicate the message.
For example, a very detailed or technical explanation may be communicated best through a document with diagrams.
So when should you choose video production to communicate your message?:
When you want to communicate something visually
Being a visual medium, video production is ideally suited to showing how something works, or what it looks like, for people who are not able to physically be there.
When you want to cause an emotional reaction
Through combining music, images, and text, as well as working with the pace of a video, it can affect the audience on an emotional level e.g. provoke excitement, curiosity, happiness. This type of approach helps to retain viewer interest, and may be used for a corporate or web video.
When you want to communicate something in a short period of time
Corporate video production is well suited to communicating short 2-3 minute messages. By using a visual shorthand, something that may take a reader 10 minutes to read in a document can be condensed to 2-3 minutes by visual communication.
When you want to show your personality and communicate personally
By creating a short web video in which you address your potential customers direct to camera in an authentic and engaging way, people can get a sense of your personality, and how it will be to work with you.
By matching the right communication medium to your communication message, you will connect with your audience more effectively.