Who should use web-video and why?

The short and silly answer is - anyone who wants to communicate with a constituency over the web in a compelling way and/or anyone who wants to reach millennials (in case you don't know, anyone born after 1980).

The slightly more sensible answer is as follows.

Video can do a great deal to solve two problems that have begun to plague conventional marketing methods.

Over-communication

I suspect the next stage of human development is already underway. The new homo-sapien will be known as homo-connectus and is a multi-tasking, smart phone toting, over achiever with an attention span of less than 2 minutes. That's probably you!

This modern version of man and woman is subjected to a bombardment of information, advertising and even self-inflicted media (websites, YouTube, Facebook, Twitter, et al) that gets worse everyday. It takes something very special to reach through all that white noise and get even a few seconds of quality time with homo-connectus.

Attention Span

We're all busy and life does not get any slower or quieter. Partly because of over-communication and partly because of the Internet we are all reading less, watching less tv and general reducing time spent in any activity that requires us to pay attention. The teenager who plays a video game while texting a friend and watching tv is not a stereotype, they are becoming the norm. Studies show that even with video you only have a few seconds to "hook" your audience and then a period of around 90 seconds before they get bored or move onto the next thing.

Video can do some really good things for you and your marketing

1. Make you stand out from the crowd. If you accept the two issues above then looking for ways to break through is the next step. Web-video is an effective form of differentiation for almost any business. Faced with reading 3 pages of type or watching a short, interesting video - what would you do?

2. Tell your story in a succinct and compelling way. People love the movies. They love the human connection. A web-video may not be Citizen Kane, but it is a movie nevertheless. You can show real people doing real things and communicate much of the stuff that people use to make buying decisions. We buy with our hearts not our heads. A video lets your organization and it's staff reach out and connect with your customers.

3. Pass the Millennial truth test. Millennials are not interested in the hyperbole you write on your web-site. The fact that you claim to be the best in the world at what you do and have dozens of made up testimonials from that prolific customer "anon" does not impress them one bit. They believe in themselves, are cynical and think that if they see and hear you they can tell if you are on the level. You can connect with them via video and tell them your story.

Real Cool TV specializes in helping companies realize the potential of web-video with our three step communication process and the use of inference marketing.