Take the University of Southern California. The school is a frequent source of examples here. One, because I went there. Two, because the school’s leaders have a clear video strategy and they just flat-out bring it.
So… perception. USC is a private university filled with spoiled students and arrogant football players. You know what… there’s a little bit of that, but there’s so much more to the school and the football team. That’s one of the reasons for the videos they’re producing.
The latest documents a trip several football players made to Haiti. I challenge you to watch this video and walk away with the typical “perception” of USC.
This isn’t a group of a few unheard of players. Matt Barkley, Robert Woods, T.J. McDonald… these are guys who’ll be first round picks in next year’s NFL draft. This mission was clearly a priority for them, their teammates, and it comes through in the video.
If it weren’t for this production, we wouldn’t know that. Sure, we could read an article about what they did, but it’s not the same. Not even close. You can see it in their eyes and hear it in their voices. That’s what makes video unique.
Your business might not be sending anyone to Haiti, but you’re doing something. It doesn’t even have to be a charity effort. It might be a video about how you’re improving your customer’s lives in some way.
The point is to look for things you’re doing that will shake-up perception about your company. Video can do that.