Why video is an effective communication tool during a crisis - The Guide Liverpool

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Why video is an effective communication tool during a crisis

09/04/2020

We’ve all had to adapt to changes in the way our businesses operate amidst the COVID-19 pandemic.

Whether these changes have been wholesale or more subtle, the hope is that we can all get back to normal as soon as possible.

One thing we can be sure of is that we’ll all need our customers to return once we’re through this crisis.

Keeping open channels of communication is vital to ensuring that we stay in the minds of our customer base, especially online where social media engagement has increased by more than 60% over the last few weeks.

Recently, Kantar carried out a survey of over 25,000 people and made some interesting discoveries about the kind of communication consumers expect to hear from their favourite businesses and brands during the pandemic.

It found that 77% of respondents want brands to talk about how they’re helpful in everyday life.

Across Merseyside alone, we’ve seen some remarkable examples of businesses adapting to help their customers. From cafes, restaurants and bars adapting their operations to offer home delivery services to hoteliers and sports clubs refocusing their efforts to serve the local community; ingenuity and flexibility has not been in short supply. This will no doubt serve these businesses well in the future – especially if they shout about it loud and proud online.

Video is an exceptionally effective way of doing just this. Studies suggest that viewers retain 95% of a message when they watch it a video – compared to 10% when reading it in text – whilst 92% of users watching videos online will share it with others. This means that not only will your feel-good message is more likely to be retained, it’s much more likely to reach potential new customers too.

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Of course, not every business is able to restructure their services in the vein mentioned above. But that doesn’t mean there’s not still opportunity for reminding people what your business is all about.

75% of consumers want to hear brands talk about their efforts to face the current situation, whilst 70% want brands to offer a reassuring tone.

Even if the changes your business has made are more focused on internal matters, the chances are that your customers still want to hear about them. Doing a daily video call with your team? Record a short video update and share it online with your Linked In audience – video campaigns on the platform have 50% view rates, so your message will not go unheard.

Got a positive message about how you’re planning to to come back better than ever before? Have a short promo video created for your website to give people insight into what’s up your sleeve. Customers want to know that you intend to be there when they need you and video increases organic search traffic on a website by 157%.

Whatever you do, our advice is to not ‘go dark’ during this time of upheaval. Keep your communication open, honest and engaging and your customers are much more likely to be there for you in the long run.

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