Video is everywhere. On our social media feeds, online streaming accounts, conference rooms and billboards. Arguably, video is the most prevalent form of content. One media agency’s research shows that the average global consumer will spend 84 minutes a day watching online videos by 2020. While marketing budgets are still heavily skewed towards TV advertising, online video ad spend is catching up – predicted to reach 23% of the current TV ad market by 2020.

It seems obvious that video is important. It’s changing our lives and it’s changing business. But with so much video content out there, how can you use this medium to achieve your organisation’s objectives? Below are six things you should consider:

Learn to speak in video

Video is a powerful medium. It blends visual, audio and written elements to tell a compelling story. When using video, it’s important to get the most out of the combination of visual, audio and written elements. To avoid disappointment, make sure that your messages are translated specifically for video. There are different genres and forms of video to consider too – here, at Presentation Studio, we create everything from animated explainer videos to live action mini-documentaries for our clients. It’s worth doing your research to establish the perfect medium for your message.

Count the cost

Another thing to consider as you consider video production is cost. Technology has made it easier than ever to create video content, our smartphones make it an almost daily practice. However, it has also meant that high-quality video content requires resourcing and training or partnering externally. Partnering with a video production company is a great way to find out if video content is something your organisation will benefit from. However, if video is part of your long-term game plan, then training your in-house staff is more efficient.

Viral doesn’t mean successful

We’ve all seen a ‘viral’ video. It spreads and spreads … and then dies. Viral should not be your only measure of success. When it comes to video, longevity, click-rate, engagement and quality are just as important as the number of shares. Understand the message you want to send to your audience and work out ways of measuring the impact your message has had on their behaviour.

Platform specifications

The channel through which you publish your video is an extremely important thing to consider early in the process. Different social media platforms have different specifications. What’s more, these specifications change constantly. Be sure to triple check the specifications of your chosen platform before you begin the content creation process.

Video = The future of presentations?

Video isn’t just changing the way we advertise – it’s changing the whole of business communication. As leaders in presentations, we have seen a dramatic increase in the use of video as part of internal and external presentations. Embedding video into your presentation – or animating a presentation to create a video-like effect is an excellent way to engage your audience. Next time you have a presentation to make, whether it’s an annual financial report or a pitch deck, think about video. Can you replace your slides with a video or start your presentation with some film content?

Video is here to stay. It is a medium that is becoming more and more important for businesses to engage with. For your messages to be heard, consider how to implement video content in a way that engages your audience. Invest in high-quality content and watch the results roll in.

Emma Bannister is passionate about presenting big, bold and beautiful ideas. She is the founder and CEO of Presentation Studio, APAC’s largest presentation communication agency, and author of Visual Thinking: How to transform the way you think, communicate and influence with presentations.