• Video on a roll online...

    Video on a roll online...

    When you open a newspaper and it’s full of videos, you need to take note.

    I subscribe to a Sunday newspaper’s iPad edition, and it has gone big on video. Video highlights of soccer matches in its sports section. Video to complement news and features. Video interviews in business. Video commentary from columnists.

    According to Cisco, the sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be approximately 86 per cent of global consumer internet traffic by 2016.

    At present, I can even use my smartphone to choose what video I want to watch via the internet on my (smart) TV.

    Online, video is becoming a more and more important means by which people get their information. And a very useful tool for many organisations.

    Here are some of the reasons why:

    • It’s brief: Let’s face it, no matter how beautiful your lengthy prose, some people just won’t have the time or patience to read it. Video can explain something complex in a short space of time. If a picture speaks a thousand words, how many does a video speak?

    • It adds a dimension: Product demonstrations. Visual illustration. Virtual tours. These are just some of the ways video can be used to complement the written word

    • It’s human: People like to deal with people. And if an organisation can present a human face online in the form of video, this is only going to help build a relationship

    • It’s affordable: Video used to be expensive. Not anymore. Good quality video can now be produced to meet the objectives of organisations on a small budget

    Online video consumption is only going to increase. Of course, the main driver online will remain the written word. But for organisations communicating online, video has an increasingly important part to play.