Building a brand with video

Video is becoming an increasingly important means of communication, largely because it makes connecting with others easy and efficient.

Kevin Lee, Creative Director at JG Communication says: “If there is a video on a website, eight out of ten visitors open it. This means videos have a significant impact on the brand of a business and on strengthening the commitment of customers.”

Lee says the emergence of social media means people now want to share not only facts, but also entertainment. Increasingly, this entertainment comes in the form of a video.

“It is still a rather immature market,” Lee says. “Some customers are experienced video users, others are not. The ones who have less experience think of videos as substitutes for written reports and want to overload them with facts. For others, videos are a way of inspiring others and even getting them to read the reports.”

There is plenty of video material on offer. For example, 57,000 new videos are uploaded onto YouTube every minute. There’s likely to be significant continued growth in the area of self-made videos, featuring material that has been made quickly, such as video blogs or footage shot at conferences.

“We don’t participate much in those kinds of productions,” Lee says. “Our services are of most help for projects with more added-value and a longer life, projects that tell a story, build a brand and inspire.”

Lee says JG’s objective is to help organizations produce video content that users will engage with and want to share with others through social media.

“Just think about how much a brand would be impacted by video content if everyone wanted to share it,” he says.

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Business areas 2012

Marketing Services

Strongly present in the Nordic region

Marketing Services comprises Citat Oy and Klikkicom Oy in Finland, Citat AB, Klikki AB, Mods Graphic Studio AB and an associate company Brand Systems International AB in Sweden, Citat Ukraine LLC in Ukraine and Klikki ApS in Denmark.

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Editorial Communication

Content worth sharing

The business area comprises JG Communication AB in Sweden.

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Publishing

Content, editing and distribution

The business area comprises Edita Publishing Oy and the National Centre of Professional Development in Education Educode Oy in Finland.

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Print & Distribution

Versatile and efficient production services in print-related communication

The business area comprices Edita Prima Oy in Finland, Edita Västra Aros AB, Sandvikens Tryckeri AB and an associate company Edita Bobergs AB in Sweden.

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