To film or not to film?
Creation of your visual brand is a powerful marketing step. That’s a given. But what if you are trying to reach executives? Don’t they prefer charts, figures, whitepaper and written statistics to video?
Truth is, executives are just like the rest of us. A recent study by Forbes (Forbes Insights) shows that while it is true that younger execs have a higher preference for video, even their senior counterparts are turning to visual medium more often.
75% of executives surveyed said they watch work-related videos on business-related websites at least weekly; and 52% watch work-related videos on YouTube at least weekly.
So they are watching, but are they reacting to video? Yes. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
Video has a social appeal that written word is lacking. The same sense of connection that we get from a conversation with someone in the same room is duplicated when they are looking at us through a camera lens. We have a sense of knowing that person, and being connected with them. That’s why I say that nothing builds recognition and credibility faster than visual media.
Executives may love their facts and figures, but they react with the same primitive instincts that we all have when it comes to preferring a face and movement with a message as compare to written word. Facts and figures can accompany your video pitch, or communication either embedded in the video or alongside.
It’s good to know that executives are among the masses that prefer more and more to have their information delivered in a visual format. Whether you are pitching an idea, product, charitable opportunity or looking for investors, video formatting your message may be the most effective way to get your message across.
Sandra Dee Robinson is an actor (including major roles on Another World, Sunset Beach, Bold and the Beautiful, General Hospital, Days of Our Lives, guest star on Two and a Half Men, Criminal Minds, Secret Life of an American Teenager and TV movies), TV host and product spokesperson. She founded Charisma on Camera media training studio and currently assists authors, life coaches, politicians, actors, and business professionals who want to build their star qualities and confidence in the telling of their message or they are preparing to establish themselves as an expert guest, or even host their own show.