Why you should be using short-form video in your online communication

I’ve been a close witness to some of the impact short-form video has had on campaigns I was involved in. Small campaigns like the launch of IKKI.be (which most of you will be unfamiliar with) where the video was responsible for creating so much buzz within the target audience that we had reached the platform sign-up target within days instead of months. Or campaigns where the video travelled the world such as we experienced with “Bikers” for Carlsberg or “Push to add drama” for TNT.

All of these (and other) cases made me get a firm believe in short-form video used within online communication strategies. Fast Company believes the same – read “Why Short-Form Video is the Future of Marketing” – where they highlight some key reasons why that is the case:

  1. More and more users are consuming their video entertainment online
  2. Marketers are using video to engage with social media audiences
  3. Barriers to entry are low
  4. Quality is expanding quickly
  5. There are plenty of avenues for dissemination

All true, but apart from the 3rd point, all of these are mostly observations of what is happening and not really reasons of why it is happening. So I agree, but I think they are missing the point a bit.

Video is a very rich audiovisual experience but it allows brands as well to keep control of the story in a time there’s no more control. You can craft a message in such a way (editing, music, …) that you get the maximum effect and when people share it they share it generally for the full 100%. So basically if you’re doing a good job, people will share your video content adding comments etc so taking over control – but not over the message, because when it is consumed again, it will be again exactly how you as a producer crafted it in the first place. That is what makes it very powerful for online communication, the combination of this fact with the knowledge that more and more people consume online video entertainment.

This doesn’t mean video should always be the center piece of your communication online, but try to get video in that communication in some form as much as you can. It’s pretty powerful.

My 2 cents

The problem of the internal story

Yesterday Edelman organized a breakfast event together with The Centre for which they had Steve Rubel as guest speaker as well as Patrick Bosteels and Ramon Suarez as specialists at the table for further discussion. Steve’s presentation was interesting (as usual), there’s a good write up about it on Steve’s Posterous.

What struck me most however during the discussion afterwards is how all businesses are struggling with social media, in particular how they were struggling to make it work on an organizational level. A recurring problem that I’ve also noticed plenty of times with some of our own clients. What happens today is that many in the communications department have discovered social media and wish to make use of it. Be it thanks to agency advice, because of their own interest, due to pressure from above, … whatever the reason you see there’s an ask for building solid presence on social media.

In many cases this presence will include telling real stories from real people inside the company, no better way to show authenticity right? And that’s where lies the problem in my opinion. The communication department sees the opportunity of becoming more social, realizes that it cannot do it by themselves for 2 reasons:

  1. It involves the whole company, or at least most departments in the company. Make social media 1% of 100 people’s job instead of 100% of 1 man’s job – dixit Steve.
  2. The real stories are not with the communication department, they are with the people building the products, selling the services, meeting the clients, …

And although they are interlinked, I believe that most of what we’re trying to do today is trying to fix the first problem. I do believe the challenge with the second problem is bigger though, it’s more difficult to tackle.

Steve talked about the necessity to look at what motivates people in the organization to get them involved. Is it money, internal recognition, reviews, … Which button to push to get people to participate. I think that’s very true, but wonder if it can help with that second challenge. I’ve experienced with some small to very large enterprises that and the gap between the comms department who recognized the opportunity and realizes there’s plenty of content within company to be used to actually surfacing that content in a way that is sustainable is too big to overcome.

So how do you overcome that gap? How do you surface the internal stories that matter to your company? What’s your take?

Moving on…

… to a new role at Microsoft. During my 4 years at Microsoft, first as the Belgian Consumer Marketing Manager for MSN and later as the Marcom Lead for MSN and Windows Live in EMEA, I’ve been experimenting with social media. Remember the Windows Live Sessions we did all over Europe (e.g. Brussels, London, …), inviting bloggers to events such as MIX, sponsoring and attending Barcamps or Girl Geek Dinners and bigger events such as Le Web for instance, the adventures with Steve and Hugh around the Blue Monster, speaking at events, getting the word out on ‘Bring The Love Back‘, engaging on blogs and twitter, etc… Although it was only a small part of my job (the main part was setting up online marketing campaigns), I’ve always been very passionate about it.

Since October 1st that has all changed. Since then I’ve started working in a new role as Digital Media Communications Manager for all Windows Consumer brands – PC, mobile and online – as well as MSN and Live Search in EMEA. I got to say, it’s like getting paid to do your hobby just like Steve seems to think about his job as well. And it’s also the reason why this blog has gone silent for a bit, as I’m still transitioning stuff from my old job to other people. Also our fiscal year started on July 1st so I got to get my new plans ready asap, expect more about that here soon.

Anyway, I’ve been waiting for the moment I could tell you all this, wish me luck and if ever you have ideas on how you think I should run this… let me know in the comments.