The evolution of video production and consumption and the technology behind it have left a lot of communicators unsure of what that means for their campaigns. It shouldn’t be a secret that digital video consumption has skyrocketed in recent years, and even more so in recent months since the COVID crisis began.
But this is a trend that has been happening for years. According to a recent article, since 2015, video streaming has risen 13 percent year-over-year. And it makes sense when you think about it – how much time do we spend Facetiming friends and family or streaming videos on our devices?
Technology is making it easier for us to consume this content. As technology expands, so does the amount of time we spend with that technology. And since we are all drawn in by video, that’s what we engage with as consumers and as people.
As we look at where we are today and where we’re going, video will continue to be the foundation of how we engage with emerging technology. And some of the things we’re seeing as a result of the pandemic won’t go away.
Virtual doctor appointments, virtual happy hours, virtual workouts, virtual conferences and virtual shopping. A lot of this will stick around once we get back to “life as normal.” And while we’ve been forced into a virtual world, we’ve been heading there for a long time. The COVID-19 pandemic simply expedited that journey.
So, the natural question is where does that leave us and what should we do?
It shouldn’t be a surprise that the answer is we need to focus on video. Whether that’s primarily on video campaigns or video as supplementing content, it’s the only way we can keep a consumer’s attention.
Attention spans continue to decrease, which again is probably not a surprise to most of you. A study conducted by Microsoft indicates that people now generally start to lose concentration after about eight seconds, which is down 33% from 2000, and yes, officially less than a goldfish.
There’s simply too much information out there, and too much demand for consumer attention. Consumers want video because it’s dynamic (and fun). And brands should create video because it’s easier to keep consumer attention.
So, here are a couple of key takeaways to consider. There is a ton of advice out there, but here are some considerations I keep in mind, in addition to the technical stuff:
First, prioritize video when you can. It shouldn’t be an afterthought. It should be an integrated part of your communications and done with intention.
Next, it doesn’t need to be overly produced or fancy. Of course, this depends on the platform, but there are inexpensive ways to create really compelling video. The video doesn’t need to be fancy, it just needs to resonate with your audience.
Consider the platform – there are the usual platforms, like Facebook, YouTube, etc., that everyone is familiar with. But there are new and emerging technologies out there to investigate and capitalize on, from gaming options to streaming services, so consider all of them.
Plan your messaging – yes, it’s video, but words will always matter, and context matters just as much. If you’re using text, think through what you’re saying. For your video, think about the context and what it could mean to your audience.
We’re still deep in the COVID-19 crisis, so don’t forget about the RADD plan to success: Recognize, Adapt, Develop, and Deploy. Check out our previous posts:
– Get RADD And Plan For Success Following Coronavirus Crisis
– Prepare for Success and Get RADD, Part 1: Recognize
– Finding Success By Getting RADD, Part 2: Adapt
– Get RADD, Part 3: Develop Plans For Success
– Deploying Your RADD Communications Plan
Here are some additional resources for your crisis planning efforts:
– There’s Still Time To Communicate During the Coronavirus Crisis
– Is Pitching Media A Good Idea During COVID-19?
– Internal Communications During A Crisis
– A Meaningful Message, Or Pandering Without Purpose
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