The power of connection in a new landscape | New Zealand business magazine


Accessible, flexible and engaging, video is an incredible way to connect and communicate in times of change, writes Webflicks founder / producer Lou Harness.

The past year has seen an exponential increase in the consumption of videos in all its forms. The seismic changes in our personal and professional lives caused by a global pandemic continue to create challenges and changes. With remote working standardized and the isolation imposed by progressive blocks, video has played a vital role in the way we do business and connect to each other. Accessible, flexible and engaging – video is an incredible way to connect and communicate in times of change.

Video has been a starring player in the marketing world for the past decade. The stats say it all – according to HubSpot, 86% of businesses use video as a marketing tool (an increase from last year and a massive 41% increase since 2016). Similarly, 72% of consumers say they would rather find out more about a product or service by watching a video.

Video: more and everywhere

The pandemic has shown how vital video is as a means of connection. The digital video landscape is changing with the pace of our new ways of living and working. The way we create and watch videos is changing; Consider the popularity of shorthand content (TikTok, YouTube Shorts), other social media platforms pushing towards video (Instagram Reels, Facebook, Instagram and Snap Stories, IGTV), and the rise and fall of the virtual event. Digital meeting applications are our daily bread. Brilliant video technology is literally in the palms of our hands for filming, editing and sharing.

Businesses who want their messages to resonate with consumers will need to create more videos than ever. As HubSpot sums it up, “Consumers continue to use video as part of their journey with brands and are excited to see even more video content in the coming year. There are many ways to create video content right now, making it the best time to embrace change and stay relevant. But while there are many options for creating, hosting, sharing, and viewing video content, the reasons for using video remain the same.

Building a loyal following to the brand requires developing a relationship based on trust, reliability and reliability. A specialty of many leaders and marketing teams, the brand’s history has a special relationship with video. Across layered audiences and platforms, across all levels and types of video production, storytelling has the power to delight, engage and connect.

There is the video, and then there is the video

In-house video production for social media has never been more feasible. The new iteration smartphone cameras are amazing in quality with optional formats and features. Teams can instantly film, edit and share from mobile. Some take it to the next level and invest in select professional lighting and camera equipment. The social media video created here is perfect for capturing the energy of relaxed and candid moments like milestone celebrations, events, in-game teams, and community outreach. If you’re going to be creating a video in-house, the key is to keep it authentic. Share the secret sauce, be open, and create intimacy with your business, team and process.

Of course, it will always be necessary to communicate in a longer way or with more thought and investment. Explanatory video is a space where video can provide an intelligent distillation of complex ideas. Video is also a perfect way to express the brand’s story. Branding video is ditching CTA and instead aims to break the noise and share values, gain attention and loyalty. It works by taking complex business goals and ideas and developing them into stories that are watchable, shareable, and memorable.

Whether or not you have in-house production capacity, sometimes you will need to bring in the professionals. Video storytelling is a skilled trade. And when expertise in brand history, script and video production is combined with great communication and trust, it’s a powerful thing. Video can be any narrative alchemy of beautifully shot images, compelling interviews, voiceovers, performances, animations, graphics, sound and music. And behind every polished product? Always, history. For the video to resonate, it needs to look more than just good looks. However simple it may be, the story is at the heart of a good video – engaging in a subtle and transparent way and creating a meaningful connection.

Some outings

  • The global pandemic is only accelerating the demand for video in all its forms. The statistics speak for themselves – video is universally popular among marketers and the public. Almost nine in ten people say they want to see more brand videos in 2021, making video a great tool for lead generation and brand awareness (Hubspot).
  • Remote working and isolation have created a proliferation of virtual events and digital meeting platforms serving the need for flexibility, community and collaboration.
  • What people want now is honesty and transparency. Now is a great time to share your true brand story – the successes and challenges. Now more than ever, promoting a brand’s values ​​will have more impact and success than promoting a product.
  • Historically and even more so in the pandemic landscape, video storytelling is an incredible tool that has the power to create engagement and deepen connection.

Louise Harness can be contacted at [email protected] or visit


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