So what does work best? Research indicates that one-way video communications benefits come closest to face-to-face, while at the same being suitable for mass distribution:
- Video creates trust: What makes video interesting is that nearly everyone pays more attention to a message when they are able to see the person giving it 3. In addition to the higher attention span, a vast majority enjoy observing non-verbal communications, i.e. body language, to determine the level of trust. The recent quest for authenticity finds its expression here, since body language cannot be 'faked'. Consequently video accelerates changes in corporate cultures, according to research on the subject.
- Video transports information well: The visual information inherent in video obviously helps to explain complicated matters more comprehensively than verbal information alone. Abstract corporate information can be transported easier. Content is easier to remember and better suited for the communication of a single persuasive message.
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 | A new business practice can be illustrated by 'seeing it happen' and so becomes more viable. Additionally, things that don't exist physically, such as a new corporate identity, can be brought to life. Like a text message video offers - other than a live presentation - the advantage of evaluating (e.g. peer review) and improving its contents before it is distributed. |
- Video has uncomplicated logistics (today): Video has largely benefited from it's transition to digital storage and distribution. It can be saved, protected and mass-distributed much easier than in the past where bulky physical cassettes in different video standards had to be sent via parcel services through the world. Today a piece of streaming software on a website makes a video visible to a worldwide audience and streaming services are ready to take on production, storage, security and delivery of video messages, whether in-house or externally. Even the number of competing standards and viewers is limited and can be managed.
Detlef Rochow, Vice President Internal Communications at |
