This need to connect is intrinsic in every person. Why do people follow celebrities or CEOs on Twitter? For that matter, why does social media or even the Internet exist? Why are we obsessed with the idea of cool? Why is peer pressure a problem? Why do we join sports teams or Chambers of Commerce or societies? Why do we have friends? We do these things because on a subconscious and often conscious level we want to connect with something.
Digital video facilitates that connection easier than most other methods. There are stats all over the Internet about how much more engaging a video is as opposed to plain text or an image. People seem to remember videos easier. Period.
Video uses testimonies, statistics, instruction and other methods to connect people to companies, groups, each other, a cause, religion, events, and anything else you can think of.
Do you remember connect the dot drawings from when you were a kid? Maybe you still do those, I don’t know. Think of the dots as all of the involved parties and you as the artist. Your job is to connect the dots. The question is what picture are you going to draw? Will it be a web of connected employees? Will you draw something never before seen like a new product? How will you connect the dots?
In addition, understanding this can help you determine the effectiveness of a particular video. Did the desired connection occur? Too often the answer is no, for there are a lot of low quality videos out there. Sometimes an unexpected connection takes place, which is better than what you imagined. Hopefully your video inspires a connection that your audience has never experienced before. You know you have done well when your audience is willing to share their newfound connection with others on social media and in other environments.
When you are thinking about having a video produced for your brand, think about whom you are trying to connect. What connection does your audience yearn for? When you can answer that question you can then figure out how to connect them, i.e. the specifics of the video.
When you start to think of video as connecting people instead of as a salesman or means to an end, you will begin to impact your audience and build trust.
How are you connecting your audience? Doing something different? Let us know about it in the comments.