Don't Worry, Video Content Won't Bite

by Dan Stefano, on Aug 24, 2018

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Pivot to video.

Those three words have led to hand-wringing and anxiety among communications professionals accustomed to the written word. But, as the digital age barrels onward, video will increasingly become the primary vehicle to deliver your message online.

Cisco estimates an overwhelming 82 percent of consumer internet traffic will be IP video traffic by 2021. More than anywhere in cyberspace, it’s in social media where video content is a must. Organizations are consistently discovering creative ways to deliver their stories, be it a Facebook Live of a seminar or a quickly created gif to get in on a trending Twitter topic.

As storytellers first, we understand the value of putting pen to paper – or fingers to keyboard, at least. But the human brain is wired for visuals, and your audience generally prefers to watch something than read about it. However, if you’ve ever encountered that popular statistic that people process visuals an astounding 60,000 times faster than text, take that number with a grain of salt.

Here are a few quick ways to get a start in producing strong video content:

  • You’ve got a studio in your pocket: Most smartphones have completely capable video cameras. You’re not Stephen Spielberg, and your audience isn’t asking you to be. For shorter videos or clips meant for a quickly digested social media post, you likely have all you need in your pocket. Bigger initiatives intended to really wow your audience, however, may require deeper planning, production values and the help of some professionals.
  • Invite people in: Something great happening in the office? Putting on a new product demonstration, or maybe you have an announcement about an exciting new hire? Getting video of moments like these are a great way to draw back the curtain and showcase your organization’s story. Humanizing your message creates a deeper connection with the viewer.
  • Experiment: You’ll want to brainstorm the different ways you can use video for your purposes. More informational stories may present better with narration or a text overlay. A rundown of highlights from press events could work well in a Snapchat story. Seemingly daily, there are innovations that change how video is used online. Look around and see what works for you. It’s definitely out there.

Ultimately, your videos will be what you make of them. Once you know your targeted audience, you’ll be able to craft videos to fit the purposes of your story – and, as always, it’s that authentic business story that matters most. Supplementing your message with dynamic visuals will only help your cause.

Just as important, know that video is nothing to be afraid of. Look at the sheer amount of content on the internet. Almost anyone can do it. Even if you’re just taking your first steps into the world of video content, you’ll be running in no time.

Topics:visual contentstrategycontent marketingvideocontent creationwritingcontent
Dan Stefano-wordwrite-headshot-1
Dan Stefano
Brand Journalist

Dan Stefano is brand journalist at WordWrite Communications. You can reach him at



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