In one of our recent interviews, Sarah Goodall, Tribal Impact CEO, spoke to Tyler Lessard, VP of Marketing at Vidyard about why businesses should embrace video marketing.
You can listen to the podcast below, or check out the summary of what they discussed in this blog.
Video Shows Empathy
Empathy for customers and prospects is a really important part of any role. This helps us to know what they want, what their preferences are, and what their expectations are. Those things have changed dramatically over the last decade, too.
Video Can Also Show Empathy For Other Team Members
‘Genuinely feeling connected to leadership and video is by far the most effective way to create that connection. To create that transparency, to create real empathy between audience and message deliverer,’ said Tyler. ‘More and more we want to encourage our employees to do this. Whether it's for internal or external communication.’
We Live In A Digital-First World
Video is bigger than ever because we live in a digital-first world. For some people, that may even mean digital-only if they work remotely.
A video on LinkedIn is 20x more likely to be shared than the same message published in a text-based post, which goes to show that it’s many people’s preferred method of communication in 2022.
Videos can be a much quicker and easier way to communicate, too. Writing a long email or post explaining something takes time, as do meetings. A video is a great way to communicate something quickly and easily, cutting meeting durations, and allowing people to listen at their own pace, whether that’s 0.5x or 2x speed.
To create a culture that embraces video, requires taking a top-down and bottom-up approach. Having leaders and executives use short videos to share ideas and communicate with others sets an example and tone within the business. It validates that video is how you communicate with others inside of, and outside of, the business.
When leaders share unedited videos where they think aloud, it encourages employees to do the same because they see that C-Suite isn’t perfectly polished all the time and they don’t need to be, either. This is a great way to humanise leaders and get employees to see that you don’t need a fancy setup to record a video.
Regular video updates, questions, and ideas from colleagues can help those who are less comfortable on video get used to the prospect, too. The more they receive videos from colleagues, the more likely they are to consider communicating that way.
Focusing on video communication could mean no more long emails, just an odd Slack or Teams message for a quick something.
Connecting As A Peer
Internal or external video isn’t about being completely polished and professional anymore.
‘Video is a great means to connect with people as a peer. As a real person, as a real human, taking the tie off right. Stop making your internal communication videos sitting in the boardroom in the big chair with the logo behind you. Forget about it, that's not what your people really need to see, nor does it really help you create that real connection with people that you're looking for,’ advised Tyler.
Instead, try recording a video somewhere you’re comfortable, making it more personal and relatable. Leave in the fillers and the pauses. Don’t edit it, just publish it. This will be much more real and authentic, something people are really craving nowadays.
The Basic Tools You Need
It’s never been easier to record a quick video, upload it, and send it. There are lots of free video tools out there, including Vidyard.
When it comes to recording the video itself, the most important things are good lighting and a clear microphone. Good lighting can make a bad webcam look better, and a clear microphone will ensure that viewers can hear and understand what you’re saying.
If you don’t have a ring light, sitting in front of a window will be naturally flattering. Don’t sit with your back to it, as it will put you in shadow and create a glow behind you.
Video is now a huge part of any business, whether that’s for internal or external communications. It’s not about spending hours putting together super polished marketing videos anymore. People crave authenticity, which comes from grabbing a camera and a microphone, sitting in front of a window, hitting record, and just talking like you would if you saw someone in person. It’s never been easier to get started with video, and there have never been more benefits to using it.
You can listen to the full interview with here.