Level the playing field with targeted video

Competing with the big brands? Video is the great equalizer. Find out how to push your message to the right audience.

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Done right, video is the great equalizer, turning upstart organizations into Davids that slay their Goliath competitors.

Done poorly, says Justin Allen, head of production and video strategy for Ragan Consulting Group, video is the ultimate waste of time.

In his session, “Visual storytelling: The great brand equalizer,” Allen provides pointers on producing videos that audiences eagerly watch and share.

These days, few communicators doubt the importance of video. After all, 74 percent of online traffic is video, and 500 million viewers watch a video online every day, Allen says.

Still, too many brands approach video wrong. Here are a few ways to get it right:

Understand your viewer.

Ask yourself, “Does your brand understand me as a person?” and “How do I understand my audience? How do I talk to them?” Allen says.

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