Video: people are starting to expect it

Few engineering or scientific companies are using anything like as much video in their marketing as they ought to be. Video is now widely accepted online, and even though there might be instances of “customers not having the sound turned up on their computers”, if you subtitle your presentations that won’t be an issue. Indeed, if it’s a promotional video and you wanted to use it at a trade exhibition, a visual-only production might be essential.

The most basic videos are “slideshow” presentations. We’ve made over 100 of these for clients in the last couple of years, and they’ve proven to be a decent, low-cost investment. Several clients have gone on to start making their own, which we thoroughly approve of. I’ve seen them liven up product pages on websites, act as introductions at seminars and be shown on big screens at exhibitions. It’s so easy to do nowadays – just copy some to a USB stick and play them directly on any TV screen.

Once you get into video, however, you start to realise just how many possibilities there are. The key is to stop thinking of video as a massive corporate exercise costing thousands of pounds. Everyone’s making videos nowadays, and people are quite prepared to exchange artistic quality for usefulness (or entertainment!).

More importantly, every day millions of people type “how do I…” into Google, and it’s quite obvious that “how do I…” videos get a disproportionate share of the clicks. And why not? If you want to know how to do something, a video has got to be a likely candidate to give you the clearest and quickest answer.

So start thinking about what video demonstrations you could create inexpensively, either to demonstrate what your products can do, or what users might need to do with them. People are starting to expect it.

Discussion

  1. Eoin Ó Riain

    Yes that is all very well but….
    Many of us who have the joy of living in rural areas are also misfortunate enough to have less than optimum internet services. For instance here in Conamara, West of Ireland I have measured speeds as low as 0.11Mbs and much rejoicing when 0.82Mbs is achieved while twenty miles east of me speeds of 10Mbs and on one memorable occasion in Dublin a speed of 70Mbs was reached. Businesses and individuals in these areas find videos frustrating, unhelpful and usually left untried. (In Ireland we are told that the Broadband roll-out “should be” completed by 2021. This correspondent is wondering if connection to the local graveyard will be included!)
    Of course a lot of industries are situated in places where there is an adequate service but by no means all and indeed those who can afford it have installed, at great expense, their own private system.

  2. Chris Rand Post author

    Hmm, having just got this at home, I do feel suitably guilty, especially as I have a colleague who’s right down at your rural end of the spectrum, Eoin. But we are building for the future with our marketing, and there’s no doubt things will improve. A non-video alternative to any video presentation is still important though – even a transcript is highly recommended.

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