Level the playing field with targeted video
Competing with the big brands? Video is the great equalizer. Find out how to push your message to the right audience.
Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.
Done right, video is the great equalizer, turning upstart organizations into Davids that slay their Goliath competitors.
Done poorly, says Justin Allen, head of production and video strategy for Ragan Consulting Group, video is the ultimate waste of time.
In his session, “Visual storytelling: The great brand equalizer,” Allen provides pointers on producing videos that audiences eagerly watch and share.
These days, few communicators doubt the importance of video. After all, 74 percent of online traffic is video, and 500 million viewers watch a video online every day, Allen says.
Still, too many brands approach video wrong. Here are a few ways to get it right:
Understand your viewer.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
