Video is a Disruptive Force


Video has been an important advertising content format for business since the dawn of television.  While remarkably powerful, the reach of video as a business communication tool was limited however to broadcast advertising, infomercials and internal training until the mid 1990’s.

Like the impact to the music industry, news and other business models, the Internet is a disruptive force that will forever change how we use and consume video, including  “traditional” broadcast television.

YouTube, while the most visible example of the shift in video creation and distribution, is also an important illustration of the shift in the content itself.  Like most other content forms delivered via the Internet, it reflects the extreme ADD (attention deficit disorder) of the audience.  Do you glance to the timeline once you click to see how long the video is, thus making a decision to watch or close?  It is also an important barometer of the growing micro-segmentation of content.

Why this observation is important is because most B2B video content creators don’t really understand how to adapt to this shift.  They have the tools and the desire to leverage it, and every marketing VP wishes they could produce a “viral hit”, but they see video creation with an “old school” perspective.  Create a script, read and record the script, edit and publish.  But like your website, just because you build it does not mean your audience will find it or even consume it.

This is the foundation of what I will write about in the video section of The-Content-Strategist. Video is a business tool that is far more powerful than anyone realizes and not just in the role of advertising, training or marketing.  Video will change how we perceive, create, define and manage “content”. It will become a positive yet disruptive force within the business world.

The shift that we are about to witness in video creation and consumption models, including traditional broadcast television will be as dramatic as iTunes and the mp3 format was to the music industry.

5 thoughts on “Video is a Disruptive Force

  1. It’s ironic that business is suddenly “discovering” video anew as affordable, easy to use tools have become available for streaming video on corporate Websites or distributing via email, etc.

    In a rush to utilize video as a way to communicate, I agree with you that corporations have held to “old school” principals. I believe this is true for several reasons:

    1. Executives have too often relied on internal marketing resources to develop and deliver video content and these resources may be lacking the skills to optimize video (both in terms of content and distribution strategy)

    2. Executives are defaulting to a conservative approach when using video, essentially creating video versions of brochures or standard email communications that aren’t capturing the imagination of the viewer. In other words, they aren’t entertaining their audience while informing/educating

    As with viral YouTube videos or successful Super Bowl TV advertisements that are talked about at the water cooler the Monday after, corporate videos need a hook. It is essential that B2B videos, whether they are for advertising, marketing or training, tell a good story and maintain the attention of viewer.

    What businesses will challenge themselves and create videos that viewers pass along to co-workers and colleagues with a note that says, “you have to see this!”? Those companies will have succeeded in not only getting their message to the intended target, but more importantly in breaking through the clutter. They will be the models that others will follow, but they will already have a huge head start.

    • Thank you John. I believe that the C-suite and marketing needs to first recognize the value of creative and develop it in order to be memorable.

      I’m not sure that the conservative approach you describe is not better stated as lack of appreciation and perceived value on creativity and dedication to delivering a truly compelling message that does in fact capture the attention of the audience.

      That said, there is value in the “talking head” but the video strategy needs to consider more in order to be memorable.

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