In the arsenal of web-based communications, online video is a powerful weapon. The right combination of compelling visual elements and persuasive messaging can create a visceral response that leads to an intended action.
Two recent surveys demonstrate that online video watching continues to grow in popularity, which has strategic communicators, and those in need of their services, tuning in.
According to a survey conducted by TVGuide.com, 15 percent of respondents said they watch six or more hours of online video every week, up from four percent last year. Frequently, users watch online videos while they concurrently watch television. Call it multimedia-tasking. A Burst Media survey calculates that figure up 30 percent. These surveys are available by visiting www.gigaom.com.
The trend, which started out as curiosity visits to YouTube and other video-rich sites, has become a preferred way to send and receive information. And, this has value to marketers, communicators and those who want to avoid the news filter and take their message directly to targeted audiences.
Earlier this year, Corning Place Communications worked with the Independent Oil & Gas Association of New York, to develop several short, information videos highlighting the economic and energy benefits associated with natural gas development. The “Fuel For Thought” series considers the public’s right to know, a growing desire for online video content, and delivers it in ready to serve format.
If you’d like to learn more about harnessing the power and efficiency of a multilayered communications strategy, contact our team today.
Jim Smith is a vice president at Corning Place Communications, an Albany-based firm specializing in media relations, strategic communications, public affairs and social media and emerging digital opportunities.