For years, video was an entertainment-only medium – a plop down on the couch, feet up, relax after a hard day activity.  Workers caught watching videos at their desks were seen as slackers.  But nowadays, video is no longer a novelty.  It’s a marketing necessity because of how powerfully it can tell brand stories.
72 hours of video is uploaded to YouTube every minute. The site boasts 4 billion views per day and the demand keeps growing.  In fact, Cisco predicts that by 2013, 90% of all Internet traffic will be video.

So what makes it such a powerful and versatile tool?

Video – more than any other tool at a brand’s disposal – can establish a personality for your company.   It can put a face to your brand, bring your products to life and connect the company with customers in ways that print and web collateral simply cannot.  But that is not to say that traditional media should be ignored.

Check out MC10’s two-pronged approach.  A winner of the Wall Street Journal Technology Innovation Award, Massachusetts-based MC10 is on the brink of revolutionizing the medical industry with its conformable electronics.  This recent article in Time details the medical benefits the company offers while the video below brings to life how the technology integrates with the body.

MC10 Demo:  Making Stretchable Electronics

MC10 Demo: Making Stretchable Electronics

By combining company-created visual storytelling with more conventional storytelling, companies like MC10 are building a greater connection with their audiences and more rapidly moving from awareness to affinity and, ultimately, customer action.  So what role does video play in your communication and marketing strategy?  How can video increase your brand affinity or loyalty?  If your brand has yet to embrace visual storytelling and video, then it’s missing out on a huge opportunity.

Christine Williamson is a senior consultant at Greenough. Follow her on Twitter @ChristineDBW