Video replacing text... three examples
How much will video replace text in online communications?
Obviously, not completely. But in some cases, especially story telling, video just might be a better way to engage visitors. Here are three examples that are worth exploring as you ponder future directions for your web communications plan:
- Capella University has preplaced traditional text testimonials by students with three video segements on the front page of the website at http://www.capella.edu/ The videos explore an academic program, financial aid, and the online learning environment.
- The Kenan-Flagler Business School is using a variety of student videos to illustrate various marketing points. Why is an MBA a good "Return on Investment"? Listen to the answers at http://www.kenan-flagler.unc.edu/programs/emba/advance/roi.cfm and continue on to others that include balancing work and family obligations while studying part-time.
- Boston University uses faculty and student videos from the front page of the website to introduce academic and social life as well as the college experience in Boston at http://www.bu.edu/
The rapid increase in broadband household penetration over just the last year or two is responsible for the ability to easily watch video on a home computer. Comcast and Yahoo offer a plethora of opportunity from the sublime to the ridiculous. YouTube has exploded. Expectations for what's on college and university websites are changing as a result.
Keep one critical point front and center: video is "just" another form of content. And that content has to match what key audiences expect to learn and do on your website. Ask them what that is. Then start filming.