Wednesday, April 2, 2014

Journalists & wordsmiths need to learn video or perish

Remember when the world wide web was an amazing opportunity for businesses to connect with customers directly. The web promised to cut out the media outlets and business directories by beating a direct path to your customers' hearts, via their wallets and credit cards. Them were heady days. Of course reality was a little more complex than the promise. The web subsequently flourished with enough text to fill a battle ship. Wordsmithing become a seriously important part of creating quality online content. It still is.
Today's communication world is full of online content; images, memes, audio and increasingly video footage.
The growth in video delivered to mobile devices 
People are now overwhelmingly looking to video for their information, entertainment and education needs. The graph below compiled by BI Intelligence illustrates the real and projected growth of mobile global video traffic.
Quiet apart from the infrastructure needed to carry all this data traffic we need to be thinking of ways to quickly produce quality audio and video content that is fit for purpose. 
To be effective, video needs to be put in context and narrowcast to the intended audience quickly and with little fuss. Easily said, difficult to execute. 

The skills required to produce a quality short video are quiet different to those of creating quality written content. Quality written content has a long history, it's taught at schools all over the world in all languages. Arguably most established cultures are founded on the written word. It is the thoughtful producers that build the respect of their readers. Those wordsmiths now need to turn their insightful training to producing video if they are to maintain their relevance. 

Creating video will be a challenge to many. Lighting, audio and articulation skills are all part of the equation. Though more importantly the quality of the story is what will help you get noticed in an increasingly noisy media landscape.

NB: Our research shows that inserting a short video into a blog such as this greatly increases the views that a blog receives. Grab your phone, make a YouTube video and give it a test yourself. 
Dave Abrahams, Principal Consultant OI, Organise Internet 

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