FEED Autumn 2022 Web

Amy Burnett Visible Impact Founder/director

What are some of the best ways for businesses to use video? There are so many these days, the options are endless. ‘Corporate video’ has become such a broad spectrum and one size does not fit all. The best option for a business would depend on what they are trying to achieve. There is a desire for companies to be more human, partly down to the last couple of years, so video for internal and external comms is essential. I’m a huge advocate for getting people on camera and allowing your audience to make that human connection. LinkedIn is a great platform to achieve that, and we’ve recently seen them make changes to encourage people to use video. It’s the perfect place to use video as a tool for representation within DE&I. You can’t be what you can’t see, so there’s a huge opportunity to inspire the younger generations of women and minority groups. Give us your best corporate video success story. I’m going to run with a version that may be different to other interpretations. And it’s not just one story, but many. It’s all those people who are absolutely terrified of being on camera, but manage to overcome that fear and see their confidence grow from the experience. Cameras are strange things. You can take the most confident of public speakers, who have talked in

front of hundreds of people, put them in front of a camera and they go to pieces. I’m sure there’s a whole mountain of psychology behind it, but that tiny piece of glass can really knock our self belief, especially for a lot of women. So going on that journey with someone can be really rewarding – and sometimes emotional. I’ve had people literally cry with joy when they see the end result. What’s even more rewarding is watching them continue to embrace video and get to a point where cameras don’t bother them any more. To me, that is success. video creation workflow? What a great question! I’m loving Riverside.fm at the moment; the recent boom in remote filming has been a game changer. As much as I love creating high-quality content, there’s no denying remotely filmed footage has become completely acceptable, particularly on social media or for internal comms. I mean, if it’s good enough for the Which is your current favourite tool in your

BBC, right? It opens up so much opportunity for creating interviews across the globe at very short notice and on a budget. It’s definitely one of the positives to come out of the past two years. Second place on the list is Rev.com. I love auto-captioning, but you can’t beat humans when it comes to captions – and we all know posting a video on socials without subtitles is an unforgivable sin! What warning would you give to a business hoping to expand its video offering? Think about attention spans. People are busy, and the time they’re prepared to devote to your video doesn’t necessarily match expectations. Put yourself in the position of the audience, figure out how long they might give you, then probably halve it! This goes for any video: social, website, onboarding, case studies, whatever. Make it as concise as you can. If you’ve got a lot to share, create bite-size chunks. You don’t want to spend budget on creating something nobody has time to watch.



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