Should You Be Using More Video In Your Firm’s Communication Strategy? PART 1


Should You Be Using More Video
In Your Firm’s Communication Strategy?



Video is the most powerful way to communicate your message today. And according to Wyzowl’s 2021 State of Video Marketing Report, the pandemic has led us to consume more video than ever before. Here are a few other statistics from that study:

  1. When consumers were asked about how they’d most like to learn about a product or service:

    69% said they’d want to watch a short video
    18% said they’d like to read an article
    • The rest were happy to download an eBook or guide, attend a webinar or have an actual sales call

  2. People are twice as likely to share video content with their friends compared to any other kind of content

  3. 84% of people say that they’ve been convinced to buy a product or service by watching a [brand’s] video.


OK. Perhaps you already guessed most of that. 

But where does that leave you, as a busy accounting professional who wants to use video to promote your business? Traditionally, being skilled in speaking to the camera, giving engaging presentations or creating cool graphics for a video has not really been critical to building a vibrant accounting practice. 

There are also the questions of:

  • What kind of equipment and software do I need?
  • Who is actually going to present the video content (voice or on camera)?
  • Who is going to put the video itself together (graphics, editing, intros/outros, etc.)?

The challenge is to find a balance between spending hours (and cash) on creating amazing professional video content…and putting out a video that doesn’t really do your brand justice – i.e., doesn’t effectively represent your firm to the world.

And this is tricky, because all video is definitely NOT good video☺ 

Just because you have great content to present, doesn’t mean the final product will be excellent. And you know this because… well, how many videos have you’ve stopped watching after a few seconds when you’ve lost interest?

So, what to do? Creating in-house videos for your firm is a process that requires planning, creating evaluating and iterating. We’ll go into more detail next time regarding types of videos and approaches to production - but as a first foray into this world, let’s keep it simple.

  1. Decide WHY you want to make a video. Is it to inform your clients about a new service? Is it promotional to generate new leads? Is it to educate viewers about a general topic and get your firms’ name out there? OR is it a fun project that you want to do? This will determine the type of video that will be most appropriate for you to create. For example, if you are addressing current clients – a relaxed, personal video speaking to the camera with few, if any, additional graphics may be best. But if you are “selling”, you might want to include visuals to explain or support what you are proposing. These graphics could be in the form of a jazzed-up PowerPoint presentation or more slick graphics created with one of the many video-creation software platforms available now.

  2. Work with your current resources and equipment. Start simple. You have a smartphone with a camera, right? Or a camera on your computer for when you have meetings via Zoom, Teams, etc.? It may be tempting to go out and purchase a lot of equipment, but it’s better to get started with what you have FIRST, so you can evaluate what you really need and where you’ll get the biggest benefit for your investment.There are, however, three things that are critical:

    • Lighting – people need to be able to see your face if you are on camera
    • Sound – gotta be able to hear you speak
    • Tripod or stand for your phone if you are using it as a camera

    And indeed, depending on your home or office set-up, you might need to purchase a light (ring lights are very effective) and/or microphone in order to create a relatively good video the first time around. But experiment with what you have on-hand first.

  3. Start by creating SOMETHING. Evaluate where your video can be improved and then make a plan and iterate. Show your video to your family, your friends, a trusted client, to the team at Panalitix, and get their honest feedback. You'd be amazed at the pointers you can get from teenagers!

It is very possible to create quality, engaging video in-house that doesn't take hours of your time. But there will be an initial investment in getting set up - planning the best format and getting your equipment and technology together. Once that’s done however, you might just might find yourself looking forward video production more than your usual work!  


Kim Forsythe

Kimberly Forsythe has been working in all aspects of communications for over 25 years. Whether it's writing content, or presenting content behind a microphone or in front of a camera, her passion for effective communication has led her to work with large international corporations, small businesses, media organizations and not-for-profits.

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