By The Power Of…Video!!
If you are reading this, then I am lucky to have attracted you by the power of the written word rather than by a video, a less common feat judging by an article I read recently in The Drum!
Whilst we’ve all known for a while that video has become an increasingly important part of all content plans, it’s no longer just a nice have, it’s a must have, … Video engages viewers, quickly conveying more information than any other communication tool, while tapping into what we feel and by evoking emotion. This is particularly relevant not only with millennials but even more so with Gen-Z, opening up the ongoing question of how companies can use video to reach this younger generation effectively.
Whilst it saddens me (as a non Gen Z being) a little that we are losing the appetite for engaging content, the craft of writing as I love words and the art of stirring emotions and captivating people alongside relevant images, but even I can’t fail to see it’s place. It has been reported that what worked with millennials won’t work with Gen Z, as this is the generation that grew up after the tech boom, and as the first digital generation, they are comfortable communicating on social media and sharing their lives with others like never before. As the first digital generation, video is the expectation.
There are some interesting factors for companies to consider as they formulate their video strategy…

It seems that Gen Z are very passionate and we have only about eight seconds to grab their attention; Gen Z don’t want to be sold to, they want to feel as though they are a part of something bigger; the more authentic and socially conscious recruitment company is, helps to increase it’s value to Gen Z because there is a connection formed over shared interests in the same issues.
A good example of this is approach has been Nike who has for some time at the forefront of developing videos targeted to their audience, most recently with the 30th anniversary ‘Just Do It’ campaign featuring athletes at the height of their careers, speaking about social topics that resonate with younger audiences. Authenticity seems to be the key, that and telling a story that hooks a viewer’s attention and establishes a connection.
We can see everyday how video is playing an increasingly important part of communicating; you’ve only got to look on LinkedIn to see how people are embracing it to captivate an audience – how many more clips can we see of people walking down the street or filming in their car? But it clearly works as we can’t help but watch it!
I am all for change, that is why I love this industry… I appreciate video allows for multiple formats to reach people at different times and on different devices. I appreciate it’s power and it’s potential to engage, but I hope we don’t forget the power of killer copy too! So I guess it’s time we started to practice what we preach here at Next Chapter…I’m off to do a quick video for the website

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