As the saying goes, a picture is worth a thousand words. For companies trying to convey information in a way that “sticks” for their audiences – whether clients or team members – this adage will prove instructive.
Throughout our lives, information taken in from the eyes, including photography, film or animation, digital and printed images, proves “stickier” to many learners – leaving a lasting impression that makes an impact.
Visual media should form a core part of a company’s communication “culture.” Consider the research compiled by PricewaterhouseCoopers in 2021. By a large margin, company leadership said they considered culture a bigger driver of success and worker performance than strategy or operational initiatives. But while 80% of management felt connected to their company’s essential purpose, only about half of everyone else felt the same.
Crucially, technology and tools – plus the ability to sense “visible signals from leaders” – were seen by researchers as two “enablers” of culture that can help close this gap.
Seeing tends to have more of an impact than saying. Both internal teams and customers typically favor evidence they can see and feel, over verbal statements made by leadership. In fact, the ability to judge something for one’s self has the power to close trust deficits, and boost confidence in the veracity and reliability of the information provided.
The question is: What does this look like in practice? How can visual media like video presentations be harnessed to make learning experiences “stickier” and more powerful?
Decide “the vision thing”
Politicians have long grappled with “the vision thing” as part of their leadership identities – and maybe with good reason. If you don’t know what you’re communicating and why, it can be hard to do so effectively.
Visual media has the power to bridge this gap in a few key ways – at least, depending on how well it’s harnessed. By being able to see a story in motion, with an on-screen depiction of the “what,” “when” and “why” of a subject, even complex matters can be made simpler to understand.
For example, one of our healthcare clients uses an engaging video presentation to unfold and explain an innovative, proprietary surgical technique to handle a particularly challenging orthopedic condition. Through this practice, it takes just a few minutes to explain the procedure without jargon, minimize patient anxiety and educate peers.
Here’s how you can achieve a similar outcome within your organization. First, lay a foundation and determine what it is that needs to be effectively communicated. It is important to start with the vision. Which messages are the most important? Which ones, conversely, seem to be greeted with skepticism or poor buy-in, as opposed to enthusiasm? Could visual media tell a more effective story?
Emphasize cut-through
Visual approaches to messaging can sometimes appear overwhelming at first, particularly for smaller companies that do not have extensive IT or design budgets. The goal is to maximize the resources you do have, and tailor them to the way your teams and customers prefer to receive their messaging.
Smartphone or tablet-friendly video designs, as well as social media, will all be ideal for enterprises whose work is primarily out in the field, and where visual and technological engagement primarily takes place during lunch or on breaks. A good video production partner can take advantage of one video session and turn it into a series of files that are fit for a number of different uses and platforms.
For corporate organizations who want to engage office-based workers, leverage screens placed in common spaces as a solid way to ensure broad access to visual storytelling and messaging.
Determine where visual media belongs
Identify exactly where visuals will play a role – and then choose your partners wisely. Creating customized training videos for employees, for example, means you will accordingly search for a creative partner who is particularly skilled at crafting visual messaging for the particular area you are targeting.
While reliability and price will always be high on your selection list for audiovisual companies, success will come from finding someone who not only understands your exact vision, but is a step ahead of you conceptually. They will be able to leverage the latest tools to create a cost-effective solution that maximizes your return on investment.
V2 Media creates clear, concise, creative content for businesses, organizations, and professionals across many fields and specialties. Each story is different because each client is unique. To get in touch about your project, fill out the form on our Contact page.