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What I’m about to write is probably going to contradict the fact that I’m even writing this.

Let me explain.

If you are reading this, kudos to you! You still appreciate a good stream of written verbiage. But you have to admit, reading this takes up time – valuable time. Not to mention, obtaining, processing, and cataloging written information takes even more effort.

Or, maybe it’s just me.

Perhaps that’s why I chose video production as my vocation. I enjoy sitting back and being told or shown information with fun or interesting music, a unique voice or accent, intriguing imagery, flashy graphics, and a clear and concise message. If I’m entertained – if my attention is captured – I have a much better chance of retaining and even acting on the information I’ve just soaked up.

Take a look at the internet as a whole, or even as dialed-down as your own social media. It’s chock-full of all kinds of video content! Some are great for passing time while waiting at the airport. Others are excellent for sharing with friends while building a shared appreciation for sports, baking, kittens, Snapchat filters, and so on – the list is endless.

We’re all accustomed to television commercials, and some are better than others. I remember the days of my grandfather recording New York Jets games to VHS just so he could fast-forward through the commercials. If he had no choice but to watch the game live, he’d simply mute the TV.

While swiping through social media you see the same thing and it’s become even more selective and in the user’s control as to what content they are exposed to.

Video is a wonderful tool for brands and marketers to utilize. But there has to be a context and a balance to its use. The whole Goldie Locks thing – not too much, not too little…just right. Not too flashy, not too cheap. Not too convoluted, but not basic. It is a challenge – some can say a gamble. But, if a video is produced well and shared on the proper channels and with a solid message, it can help your brand gain traction. It can generate conversation and drive leads. It can help snag the attention of potential employees or tell the story of your company and share your culture.

Okay, time is valuable here…