when to use video If I have to sit through another vendor video full of bouncy music, cute special effects and a happy-talk narrator when I’m trying to learn something I’m going to scream.

And I’m not (just) speaking selfishly as someone that still gets most of their assignments producing old-fashioned word documents rather than video. I’m speaking as an information consumer that, just like one of your prospects, needs to quickly learn about new technology, rather than be “entertained.”

Almost everyone uses video in B2B sales these days. But here are six ways it gets in the way of educating these busy customers and steers them to your competitors.

  1. They have to wait for the video to load and buffer.
  2. They have to sit through the afore-mentioned theme song, graphics, cute jokes or happy talk before they hear anything worthwhile.
  3. Once the voice-over starts they need to toggle between the video and their word processor to take notes. (No way to easily cut and paste information as they can with text.)
  4. If the customer misses an important point, or the speaker mumbles or speaks too quickly, they have to rewind the video to listen again. This usually takes two or three tries to get to the right place in the video, forcing them to sit through the same video again and again.
  5. There’s no way to quickly scroll through the content to find what they need. With video, you force the customer to sit through the whole conversation before finding if their question was answered.
  6. The content is often presented out of sequence or full of vague jargon such as “solution,” “optimize,” “transform” and “digital.” The reason: The vendor didn’t properly script the interview and prepare the presenter, meaning they had to choose from whatever good video they got. With text, there’s more opportunity to push for more detail and reorder the content to focus on the most important points.

When Video Works

Having gotten that off my chest, here is where video is as good as, or even better than plain old text.

  1. When you have emotionally or visually engaging images to help tell your story. Think of showing patients helped by your Big Data diagnostic software, the factory equipment that stays running thanks to your Internet of Things sensors, or customers responding to real-time offers from your marketing software on their smartphones.
  2. When a moving image helps explain the process improvements you delivered or the unique benefits of your technology. Think of before and after flow charts showing agile application development, how Big Data analysis finds security breaches and how your advanced algorithms improve route planning.
  3. And when you have that rare articulate, passionate speaker whose presentation and presence adds to, rather than harms, your ability to tell a good story.

Being an old fuddy-duddy, I’m probably missed other areas where video trumps the written word. But for someone (like a customer) that needs to find very specific information very quickly, I beg you to at least offer them a transcript of the video so they can scan it quickly rather than sit through your entire spiel.

Anyone else out there agree that video can be incredibly annoying, or do I need to lighten up and enjoy the show?

 

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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