Video storytelling is taking a new and important role in FX

By Sidsel Rytter Løschenkohl, FX industry PR specialist

Although I am not directly involved with video production at within the FX industry, instead specializing in public relations, I think what we are experiencing right now is very interesting and importance to take notice of.

As you might already know, the growth of online video is staggering and in order to be on the forefront of online communications, including social media and marketing, being able to communicate visually through video is key. The potential is huge; it is estimated that video will account for almost 70% of all online data traffic within a few years(!)

Online communication has been disrupted by some of the same disruptive forces in banking: customer demands are changing, technological innovations allow for a larger degree of mobility and social interactions and competition is fueled by the ever-growing stream of content.

In the age of aesthetics, companies like Google, Facebook, Amazon and Apple have driven the standards of user experience to new levels. Simultaneously, users are increasingly accessing video content wherever they are, no matter the device.

Almost 100 hours of video is uploaded to YouTube alone every minute, and online streaming services such as periscope and most recently Facebook life stream have changed the habits of users and we are now expecting, or even demanding, visually pleasing content faster than ever.

In the crowded online sphere, being able to deliver an engaging story is more important than ever, as the good story is more likely to be shared, liked and commented upon. A great story is more likely to stand out, go viral and be remembered.

Smartphone storytelling is cheap, agile and effective. The camera in your iPhone can record in HD and with the right knowledge, and possible a few accessories, everyone can learn to record, produce and publish professional video content on the go.

Alongside my career in public relations for FX firms, I have been instructing for Danish Media/ Smartphonevideo.dk since August 2015. During workshops or one or two days duration we dress you to produce and publish professional online video content. We believe the best way to learn is from experience, so the workshops are mostly hands-on: through exercises, you gain insight into the basic rules of visual storytelling and learn to shoot, edit and upload small video feature for websites and social media.

The millennial distruption of the banking sector is inevitable and to tap into that power it has become increasingly important for brands to build their marketing strategy around what millennials respond to – and that is video (6 out of 10 prefer to watch a company video over reading a newsletter).

Saxo Bank is making quite a few videos featured on TradingFloor.com and have been for some time – however, the potential for video is huge and I think it will play an even more important part in the future to come.