- Recently, CEO video clips have become a new fad it seems for some CEOs. Not all video clips featuring c-level executives are must see fare on YouTube.
For me the issue is: Does a video fail versus text when it comes to a CEO trying to explain to investors the corporation’s financial performance for last Quarter?
We could provide you with links to give you a chance what we mean. We decided to just point out a few basic facts instead. Please leave a comment below, we appreciate those very much indeed.
Video reports or internet-based video is a useful tool for reaching small, influential audiences. Naturally, if the video becomes viral it will reach a large audience with the help of such a service as YouTube.
Nevertheless, one disadvantage is that you have to download a video before you can play it properly on your computer. Worst is that videos are a slow medium. For instance,
- – a video lasting a couple of minutes may contain just 200 spoken words, however,
– you can read 1,000 words of text in one 1 minute
Hence, reading a report empowers you to acquire much more information in the same amount of time than if you were to watch a corporate video on the web.
Sure, the video can show you what sort of person the chief executive is. Nonetheless, for assessing what he or she has done, you need the full financial report and accounts, as well as press cuttings.
So while in the beginning of mass communications was the printed word, it appears that it will remain crucial for a few more years. Explaining more complex matters, such as how calculus works, or the firm’s balance sheet, is best explained with
- – figures,- tables that both tell you more than 1,000 words, AND
– well written text.
All the above gives investors, readers or journalists a chance to comprehend complex issues.
Bottom Line
The challenge between video versus text is not so much that one method is better or more effective than the other is. Instead, the truth is that some users including public relations folks and CEOs do not know:
1) how to use each tool effectively,
2) some of us are just not that good in front of a camera, AND
2) when to move between the mediums – sometimes a video is better other times a blog entry might serve the brand best
So before you give your okay for another video, just think, when have you watched the last video report via FT.com, Bloomberg or the Wall Street Journal? Let us know – leave a comment.