When someone says ‘you should make a video’ what do you think of? Are you worried or nervous about how you or your business might look on camera?
The video stigma
Over the last ten years I have found that the video has a certain stigma to it. Even statistics that prove the power of video cannot overcome it.
“Marketers who use video grow revenue 49% faster than non-video users.” RenderForest
The stigma comes from a dated attitude towards the word video. Traditionally, in the corporate world, video would refer to something expensive and time consuming that would either end up on TV or be shown to staff at a meeting or event featuring the CEO.
I know this is an old attitude towards video but I have found that companies often think of it like this. They see it as an expensive luxury rather than a valuable necessity.
It’s not video it’s moving image
Video now covers a huge range of different types of content:
- Brand videos
- Case studies
- Animated explainers
- How-to videos
- Meet the team videos
- Recruitment videos
- Animated infographic
- Animated gifs
- Christmas cards
- Holiday videos
- Event openers
- Event recaps
This is a far cry from how corporate video used to perceived but the continued use of the term video has some ‘baggage’.
There is a trend to start calling it ‘moving image’ that I entirely understand. Everything on this list, live action, animated, motion graphics are all encompassed by this new term. Plus it has the added advantage of not having any negative connotations for companies.
By now businesses know that video is an important ingredient in their marketing strategy and using moving image as a term focusses attention away from traditional boring video and towards a whole world of possibilities.
Why I still call it video
The term moving image is used within the creator community but is not yet widely understood by the people that are likely to become clients. To call something moving image tends to require explanation.
The time needed to explain this is something that could be better used exploring different types of video and strategy.
The stigma with the term ‘video’, although still there, is beginning to fade and whether for my SEO (nobody searches for moving image producer) or for tradition I still stick with the term video.
Why does this matter?
Video for business has changed over the years and is continuing to do so. The key is not to rename it but to be responsible within your own business for keeping up to date.
As changes in style and approach come about your competition will take them on board. If you are not changing with them or leading the pack you will be left behind.
The word video may have a stigma in some minds but if you are not using it creatively to create a full range of content you will find the stigma is on you.
For more information about Smarter Video take a look here.
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