Two simple reasons it pays to think about film as a cornerstone of modern communications for customers.
WHY FILM MATTERS
MORE THAN EVER.
Online film will continue to grow in importance for customer communications for two very different reasons.
First, online video matters to search engine optimisation (SEO). Google upranks sites with strong user experience, and mobile-friendly content.
Well-optimised online film can tick those SEO boxes for you. And, of course, it doesn’t harm that Youtube is part of the Google ecosystem.
Second, and more important, video matters to customers, especially in B2B.
After pricing and competitive data, what’s the next most important thing prospective customers want?
They want to hear from the company’s experts. Not sales blurb, not case studies, not product sheets, not ‘think-pieces’ – they want to hear from you.
Uniquely, online film can deliver engaging information and convey a sense of the company culture in a way that no other medium can.
THE GIFT OF SOUND
When customers are browsing for information, they’re often using devices which are not really designed for reading. So video content has an immediate advantage at times and in situations where mobile technology is prevalent.
The verb ‘to browse’. These days, we usually think about browsing as an online behaviour. But, in the days of shopping in real shops, it used to mean ‘just looking’.
It signalled an early phase of a buying journey – after ‘window shopping’ but before ‘trying things on’ or actually purchasing.
It’s a lazy, mildly motivated kind of shopping. So, the experience has to be easy, and pleasant.
Uniquely, of course, film communicates more powerfully than any other medium.
It takes the emotion of music, and adds in the power of moving image and spoken word.
THE 21ST CENTURY
Film used to be prohibitively expensive to make. The medium also required millions to reach a mass audience through TV advertising. Today, changes in production technology and the advent of social video mean that every business can be in the movie business.
Naturally, there’s great value in making films which put a human face to the expertise you have in-house, or which simply add life (and animation) to a technical product demonstration.
But film also has a unique power to tell human stories. Moving images and music capture attention and engage customers emotionally, often sidestepping their rational responses. So it’s surprising that so many businesses still miss the opportunity to use film to create differentiation and relevance in sustainable ways.