A video is worth 10,000 words
Digital Strategy + Execution
These days, using the internet requires filtering vast amounts of information. When we find what we’re interested in, we naturally prefer to absorb that information in the most pleasant and succinct way. Those of us who want to communicate online must constantly adapt and refine our approach. If a picture says a thousand words, a brief video clip says ten thousand. Fortunately, video creation tools on our smartphones are now broadly accessible.
While viral videos have the potential for global reach, I prefer ‘word of mouth’. Virality is usually algorithm-based and introduces the subject of the video to a mass audience of people. There are no personal recommendation about the quality of the work or whether the people involved are legitimate. Virality is fast, loud and often fleeting.
Word of mouth is when people recommend us to their family, friends and peers. It is a form of personal introduction based on first-hand experience of our work and of us. Word of mouth is slower, quieter, and lasts longer. In my opinion it is more powerful.
Rather than aiming for mass exposure, I prefer videos that viewers can discover privately, in their own time. When videos are created in bite size pieces, people can watch our work evolve. Watching someone improve or being part of that process is a meaningful experience for us all.
Forget trad’ formats where someone stands in front of something and explains it. This is not a satisfying virtual experience. Neither is a video walk-through of a room full of things.