Corporate Video's Extreme Makeover

Filed in archive Business Trends on November 10, 2006

Marco Greenberg asked a good question earlier this week: "with the explosion in Internet video ... has the time arrived for the much-maligned corporate video to get an 'extreme makeover'"? (I'd post a link but I don't have one!)

Steven Levy of Newsweek said "unlike blogs where anyone can sit around in their pajamas in a dimly lit room... vlogging involves a lot more elements--compelling content, production value and relevancy." If you carry that logic out a little more, this means that corporations could seize back some control over the messages conveyed on the Internet.

So, why aren't corporate communications folks embracing digital video to the degree that their marketing communications counterparts have?

While vlogging might be a bit too avant-garde for most corporate types, how about a walking and talking executive in the bio section of Web sites, or turning the standard "about us" section of a Web site from clichéd text into an "ultimate video elevator pitch" that enables key audiences (e.g. investors/media etc) to truly get your differentiators? How about viewing your company's executive online talking about the latest events?