I get a lot of requests for videos. People seem to think it’s a silver bullet for their communication challenges. Video is hip. It's eye-catching. It shows you’re cutting-edge and trendy. So we fill our websites with 3 minute videos that are all the same—talking heads, b-roll showing environment and action, an inspirational song that swells around the 2 minute mark. It’s true that video can be a great way to show your audience what you’re all about and create an emotional experience, which can lead to stronger connections and tangible actions.
But a lot of times, video isn’t the answer. I really started thinking about this when I was asked to work on a video for a higher education financial aid website. They wanted a video that could walk enrolling students through the financial aid process. The process included a lot of information and detailed steps that needed to be completed in a specific order. Imagine trying to complete a long complex process with a video as your guide, backtracking and trying to find the right spot every time you miss a step, stopping the video so you can click to another screen to fill out a form. Sounds painful.
Sometimes video is helpful for processes. If you’re taking apart a lawnmower engine, a video can show you what each step looks like. But there’s nothing visual about financial aid paperwork.
What’s wrong with a good old-fashioned numbered list?
The strength of video is that it can create emotional experiences, trigger strong reactions, and give your audience a true sense of the heart and personality of your organization.
But videos aren’t a great tool for conveying a lot of information. They’re time consuming and expensive to create. They have a short shelf life. So the next time someone asks you to work on a video, ask a few questions to make sure it’s what they really need.