Knowledge bank

Video is critical in brand communications


Two billion. The number of hits that YouTube gets in a day, as not only a viewing platform but as a search tool too – making it the second largest search engine in the world (after Google).

But why has YouTube become such a popular platform? And why are we turning to it for information? Put simply, and to refer to that well known fruit’s phrase “there’s an app for that”, there now appears to be a video for it too - broadening the way we as individuals and brands are communicating.

Video in the social context

The popularity of YouTube however has derived from something far more highbrow - that being a shift in society and our behaviors.

If you think about the way we operate today we are constantly grappling with time and a need for more of it. We have inordinate social pressures – rushing from social engagement to social engagement; we are working longer than ever before (spending 5 hours more at work each week than our EU colleagues) and we have an increasing reliance on smartphones so that we are never really “switched off”. The result?

We have become a time poor generation that can’t afford to spend huge amounts of time on one thing or to search for information, an idea, a product or service.

It’s this very thinking that has driven the popularity of video: a media that seems to solve our desire to get information more quickly and concisely whilst on the move.

Video for brand communications

Whilst the idea of using video is by no means a new concept, it’s only recently that brands are embracing it and taking note of people’s desire to engage with them via a different communication channel. In BergHind Joseph’s 2012 Global Players study we highlighted a marked shift in brand communications (be it in a B2B or B2C environment). Those companies that were featured demonstrated an increasing willingness to invest in professionally-shot video footage as a realisation had been made:

...stakeholders want to quickly understand what a brands offer really is, what it stands for, and the position it takes when it comes to things such as social responsibility.

The need for this information once again demonstrates a shift in society. Ten to twenty years ago, few of us would have taken note of a brands communications on its CSR policies. Even if we did, they most certainly wouldn’t have influenced our purchasing decisions. This was primarily because of the way brands operated – they could get away with being translucent rather than transparent - giving people a glimpse of the truth but still maintaining a tight grip on how it wanted to be perceived.

Today however stakeholder demand has forced brand communications to become transparent - and it’s this idea that raises the efficacy of video. The likes of GE, Nokia and AXA are already tapping into this idea and using it to clearly and concisely communicate and engage with an audience, whilst also humanizing the brand.

Video in the smaller business

Today it’s not just larger corporations that are using video to communicate, and it’s important to realise that this communication tool no longer sits with companies that just have big marketing budgets.

The accessibility of video and demand for it now means it’s a viable communication platform for smaller brands too.

This is reflected by the markets support for video generation, assistance in developing stories for videos and even support for driving traffic to a video after the ‘final cut’. What’s more it’s now affordable – making accessibility to a professionally shot video that much easier.

Want to find out more about the power of video in business communication?

Watch our recent video on ‘Why use video for business communication?’ or see the other videos in the series: 'The secret ingredients to making a great video' and 'What returns can video offer a business?'.

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About the author

Sophie Hurrell-Smith is  Marketing Manager at BergHInd Joseph

Whilst Marketing Manager for BergHind Joseph, Sophie is responsible for far more than just building the company’s brand. With experience in market research and trend analysis, Sophie is always on the hunt for new and interesting ideas and trends in the world of business communication. Invariably her findings are shared through insight articles and events, so that others can be inspired and informed too.