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Keys to innovate in communication

When we talk about video, regardless of the objective of it and the medium we use to get the information to the user, the most important thing is to have a story and a rhythm that engages the public.

Juan Pablo Morales S.*

Previously, organizations did not dare to innovate their habits, strategies and techniques because technology and communications did not support their needs or their operation. It was precisely the opposite of what happens today, when although technological evolution can practically do everything we imagine, culture and fear are the strongest barriers that prevent decision-making of change.

There is no doubt. Today customers, employees, audiences, the market, family and virtually everyone is connected on mobile or from their PC to YouTube, Facebook, Snapchat, Periscope or their preferred OTT. In many cases, even more than they do to your TV on open or paid signals.

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This is how the communication tools of organizations, at all levels -from the corporate field with its stekeholers; commercial with its sellers; marketing with your market; human management with employees; of training with their apprentices, among others- they must have an increasingly powerful and strategic digital component, to be able to transmit their messages as easily as a YouTuber does to our children every day.

The following seven considerations are some of the best clues and arguments to lose fear, turn around and dare in the world of cloud video.

1. The retention of information by human memory, using video as a medium, is nine times greater than that recorded with reading, since the message reaches directly to the central brain of the audience. This is how video becomes the best tool for corporate training, marketing and communications programs. By not implementing video communication strategies, perhaps the most important medium that exists today is being left out.

2. Implementing them, without planning, is even worse. It takes a significant investment to make a bad video.

Any communication plan must start from the following questions: What is the message I want to communicate?, Through what means do I want the community to receive the message? And what do I expect the audience to do once they know the message?

When we talk about video, regardless of the objective of it and the medium we use to get the information to the user (YouTube, Facebook, Website, TV, email etc.), the most important thing is to have a story and a rhythm that engages the public from the emotional.


Within planning, one of the fundamental steps is to test and rectify. Always, in any case, make a libretto, read it and submit it to the reading of several people. If they do not consider it entertaining, innovative or relevant, the most convenient thing is to refine it so that it involves a language that is. The better the script, the better your final product.

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If you don't have time to plan it carefully, you better not do it.

3. Measurement. The digital ecosystem allows one of the most relevant  tools to manage communications to come to life. The metrics offered by technology reveal the impact of a message from a perspective of coverage, engagement, relevance, identity and the interest aroused by its content.

Measuring doesn't just mean knowing how many people have viewed content or browsed a page. It means having tools that allow you to know the audience, understand their preferences, become familiar with their tastes, predict their habits and reach their circles.

Indicators such as the number of views or visits are important because they measure coverage and reach. By delving into this data, information such as the location, age and gender of the users are a clear light of the public that is consuming the content.

On the other hand, indicators such as the completion rate of videos or View-Through Rate VTR, provides an idea of the degree of user engagement with the message of the content.

One of the challenges in online video strategies is to amplify the messages in an organic way. And the magic of the internet offers interactivity as one of its great values. Indicators such as the times a video has been shared and the number of comments it has generated, are the most valuable treasures to look for and understand.

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4. This is how promoting interaction, through direct communication with mechanisms such as chats and hashtags, becomes one of the most effective tactics to achieve an amplification of the message within the target community.

5. Continuously review the online positioning of your digital assets. To achieve a good result it is essential to invest in SEO, and very convenient to do it in advertising on social networks and email campaigns. The use of video positions pages much better on Google, achieving greater visibility and probability of obtaining audiences.

6. The accuracy in the tags, keywords, descriptions and in general all the metadata that you can include in the video platforms you use, are the most appropriate mechanism to lead audiences to your content. The use of tools such as Google Kewword Planner is essential to understand what people and their target market are looking for and how they are looking for.

7. On the other hand, the simplification of workflows in video production processes during the last decade and the 'commoditization' of the technique, equipment and inputs necessary for audiovisual production, have made it possible to strengthen the content industry globally.

You have to take the step
Consult an expert to help you assess the feasibility of establishing an in-house video production structure and compare this to the alternative of hiring the services of a production company. Also remember that it's not just about teams, but about creative, communication and business skills; in production design and experience in making videos. This is where the content really gains relevance and its message, amplification and success.

*Juan Pablo Morales S. is a Content and Digital Video Producer. You can contact him through his Twitter account with the user @JuanPMoralesS

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Periodista de la Universidad de Antioquia (2010), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de TecnoTelevisión&Radio.

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