The true power of video

Videos are commissioned for all sorts of reasons.To disseminate information. To tell a story. To sell a product. To persuade. To motivate. To educate. To titillate. When done correctly, video can be a very powerful medium. After all, video, unlike print, is best at conveying emotion.

But to harness that power, you need to ensure that you’re focused on connecting with the audience. To do that effectively, you have to first understand your audience. Know who you are speaking to. Find out what moves them. What makes them tick. What will get their attention and hold it for the amount of time you’re asking them to invest. And it doesn’t have to be a fancy video with break–the-bank production values to accomplish this. You don’t need elaborate special effects. Or flashy graphics. Or killer animation. Or silly sock puppets. It can be as simple as having people talking directly to the camera. As long as the content being discussed is true, real, and relevant, the audience will pay attention. They will be engaged.

We’ve  proven this theory time and again both in and out of the corporate arena. Most recently, we produced an incredibly simple video for our daughter’s high school. The goal was to raise money for the school’s Tuition Assistance Program.

As for the production value, well, there wasn’t any. It was shot on a shoestring budget and the talent was comprised of the school’s students. They spoke directly into the camera, in an honest, heartfelt, emotional manner. They presented personal stories about how much the school means to them, about the fantastic teachers who have taught them, and about the wonderful education they have received that would have been impossible without the Tuition Assistance Program. The video was a smash hit and contributed greatly to the school, which ended up upwards of $70,000.

Feels good putting our skills to use for a worthy cause.

And that’s the true power of video.