Improving Online Videos – 5 Tips for Sustainability Communications
More than ever before, companies are turning to web video to tell their sustainability stories. Video is a great medium for CSR communications that can be used to entertain, educate and engage stakeholders.
Variety, quality, distribution, engagement and consistency are five elements key to online video success. They will help your brand build a solid foundation for sustainable video communication - and may even launch you to viral fame!
1. Video Variety for Multiple Audiences
If you have multiple targets for your marketing, consider multiple types of videos as well. Media, investors, employees, prospects and clients are all looking for different information, so don’t expect one type of video to work for them all. You’ll need variety of content - from how-tos and news reports to promotional videos and interviews - to appeal to all of these different audiences.
2. Quality Matters
In some ways, online video has become synonymous with low production values. But any video that represents your brand needs to achieve a basic level of quality. This isn't to say that you need to buy a lot of equipment or spend a lot of money to make effective online videos.
Depending on the content and audience of your videos, you'll need to adjust the amount of work that goes into the production. Hand-held camera phone videos can work for man-on-the-street testimonials, but executive interviews require a more professional setup.