VIDEO AND BUSINESS
Whilst the idea of using video is by no means a new concept, corporations have only recently embraced it and taken note of people’s desire to engage with a business via this channel.
This was proven in BergHind Joseph’s 2012 Global Players study, which highlighted a marked shift in the way brands (be it B2B or B2C) were communicating. Those companies featured a demonstrated an increasing willingness to invest in professionally-shot video footage as a realisation had been made: stakeholders want to quickly understand what an organisation’s offer really is, what it stands for and the position is takes when it comes to things such as social responsibility.
Ten to twenty years ago, few of us would have cared to understand these details and this was mainly due to the way that brands conducted themselves. They could get away with being translucent rather than transparent, only giving people a glimpse of the truth while maintaining a tight grip on what the reality was and how it wanted to be perceived.