Use Video With Reasons

Call me crazy, but I’m not a big fan of video. Don’t get me wrong – I watch my share of YouTube and send around ones that crack me up.  But if I see a story headline that catches my eye or an article that looks interesting, I hate that I have to get to the site, wait until their video loads, watch some lame commercial and then watch as the crap I would normally skip goes by until they get to the part I wanted to know about.  Makes me crazy!

As with all marketing tools, PLEASE make sure there is a reason to use one vehicle vs. another.  Microsoft’s website has multiple options for people who need help with various programs. They have everything from answers to specific questions all the way to and including detailed videos that walk you through every single step.  It is wonderful.  If I have the time and inclination, I’ll watch the video (most of the time – NOT).  But when I have a specific question, I’ve got my answer by skimming down the page.

So what reasons are there to use video? Do you have something to showcase that is short and really tells a story?  For instance, I have a client who is a rodeo show. They are called Buckin’ Ohio. One of the parts of the show is to put little kids on sheep and have them ride them. They call it mutton busting. I’m going next weekend to see this because it sounds too cute. I’m confident once we have our video up, people will love it! That is a great use of video because it gives a person an idea of what’s going on who maybe wouldn’t know what mutton busting could possibly be and may get them to come on out and have a blast. Another good use of video is in training videos. Do your customers need information on how to do something? It isn’t hard to have both a written page and an embedded video. That way your customer chooses how to receive the information.

But PLEASE don’t make a video because everyone says you should. You wouldn’t jump off a cliff with those people, right? So think about what is the best way to showcase your information and use that. And keep it short. We’re busy out here!