Lights, camera, reaction!
Photo: Jeremy Yap
Online content with a picture outperforms text-only content by 7x. And video outperforms images by 7x. Which means that – used properly – video is one of the strongest tools there is.
This is largely because humans are really smart about inferring meaning from a few small clues. After all, that’s how we get through our day. Consider waiting to make a left at an intersection: small changes in another driver’s head position tell us if they’re going to slow down or barrel on through – critical information to our survival in that moment. And we get it right almost all the time with barely a thought.
Unfortunately, far too many companies hire video crews, producers, and editors to tell their audience what to think… and audiences hate being told what to think.
On the other hand, they love inferring meaning from a few well-placed clues. And if that meaning happens to be your message, they’ll feel they came to the conclusion on their own – and treasure it accordingly.
The key to making this happen is to invest in pencils and paper before anyone touches a camera. As in Hollywood, spend time honing your story and script so they’re lean and efficient, and audiences will reward you with their attention.
If you’d like your corporate videos to win draw viewers near, email Rustle & Spark today.