According to Kantar Media, just 24% of brands use online video to market to consumers. Now compare that to this statistic from Marketing Profs: 70% of marketing professionals believe video converts better than any other medium. Kinda makes you think, huh?
Video is visual, obviously. But your words can play a pivotal role as well. When we step back and consider the larger realm of the spoken word in not only videos but webcasts, presentations, speeches, and even radio ads, the same fundamental questions emerge: What's the purpose? What are you trying to make happen? Now consider crucial questions about your identity: How do you want to be seen (or heard)? What tone are you going for (and why)? You'll want a message that's true to who you are, but also one that creates results.
One final thought: Move beyond generalities. Poignancy, humor, wit, persuasion or any other intention in your online videos, presentations, or speeches – these all have their greatest effect with powerful anecdotes and examples.