Video is a medium. Just as text or photos can be used for any business purpose, so can video. If a photo is worth a thousand words, then what do you imagine the value of video could be? The power of video lies in the fact that the audience can hear words and music, see images and text, and most importantly they can feel the combined emotional and intelectual impact of all these mediums at the same time. Sounds great, right? The only trouble is, most people don’t know how to effectively communicate with video…but that is changing…
There are a few barriers to using video effectively, it’s hard! It’s challenging because there are technical aspects, creative aspects, control aspects (like light, sound, performance) and I would argue that the single most difficult thing in creating effective video content typically is the message. I’m going to make that easier for you right now, but first, I want to tell you about Simon Sinek.
Simon Sinek is an author and speaker. He gave an amazing TED talk a few years ago which essentially summarized his life’s work, and a very powerful insight that you can use, starting today, that will help all your messaging. The key point is this: All the powerful leaders in history have used the same formula to inspire action: they start with “Why”. Most people & organizations tend to start with the ‘what we do’ and ‘how we do it’ rather than ‘the why’. It’s a simple but very important distinction. By flipping that model on it’s head and starting with WHY, your video will likely have far more impact. The video of Simon’s TED talk is below, I’d skip ahead to about 1:43 to get to the key point.
The key take-aways:
I’ve been using this knowledge for several months now and I see this issue everywhere now. Look at most technology companies websites, videos and marketing materials. Far too many of these organizations seek to tell you all about their product and process, but little about why they are in business at all. Obviously to make money, but what else?
I believe by putting your mission out there, sharing your vision, your big idea, your why, you can have a better shot at creating video content that communicates that effectively and engage with your audience on a level that inspires action.
I hope this gives you some insight on how to communicate more effectively. If you want some more helpful perspective, check out our complimentary downloadable guide outlining 5 ways you can use video to help your organization grow, complete with case studies and examples!