With the growth of smartphones, video’s use and importance is creeping to surpass text. Although for decades text has been the best way to pass information and to communicate, the global accessibility of smartphones is making video a more popular form of information. There are many reasons for this, however, these 4 reasons are making a large impact.
Brand Portrayal
Whether it is your organisation or your own personal brand, video provides a sense of credibility and allows the potential for interactions to develop. Video provides opportunities to demonstrate your expertise and creativity through an engaging form of communication. Video can also provide a more personal feel and can increase transparency for an organisation. Videos can also create an emotional link with consumers, influencing their purchasing behaviour towards the product/service.
Influence of Live Video
The ability to live stream through streaming sites, video applications and social media platforms has created a new, personal engagement level between consumer and brand. If live video is done correctly it can capture consumers attention and keep it, increasing loyalty. Consumers can feel more linked to the brand from viewing live videos as they can begin to feel invested in the brand, with users of these platforms preferring live videos to pre-recorded videos and blog posts.
Personal and Demographic Preferences
Personal and demographic preferences will dictate an individual or groups susceptibility to video content. Younger generations are more receptive to video content, having grown up around this, whereas older generations are less likely to acknowledge live videos. As everyone is different and responds to different triggers, there are a vast number of audience types for live and pre-recorded video content and can be targeted according to their demographic.
The End of Typing
A study in the Wall Street Journal, has identified technology newcomers, coined as “the next billion” who are changing the landscape for technology considerably. This new group are avoiding communicating through text or typed searches, preferring to search and converse using voice recognition, voice recording or image searches. The introduction of low-end smartphones with cheap data plans has increased the accessibility of communication to lower-educated demographic groups. This has created a surge of apps that make navigation and communication on smartphones easier for those that do not communicate through written means.
These reasons combined, identify the growing requirement for video in business, which can be seen to diverge into video CV profiles, interviews and job ads.
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