Last week I saw Steve Crescenzo speak about how to create compelling content in the digital era. Steve is a funny, no-holds-barred kind of guy who also has some real insight into how we read and consume media. He had lots of great tips for writers, but one thing stuck out to me above the rest.

He said, “If a picture is worth a thousand words, a video can be worth fifty million.”

It’s a great quote, but the context is even better. Steve had written a very personal blog about taking his disabled brother on a boat ride. The next morning he awoke to find that blog had received thousands of hits and gone viral amongst the community of his readers. Later that day his eleven year old son showed Steve a video that he had put together of the day out on the boat, which Steve then posted as a followup to his popular post. By the next morning, the views of and comments on the video had far outstripped the written piece.

So, what can we infer from Steve’s experience with video?

1)   Video connects – Video is a medium that can communicate things that the written word just can’t.

2)   Video is easy – The video that Steve posted was made all on an iPhone by his young son.

3)   Video extends – Many of the viewers who were liking, sharing and commenting on the video had already liked, shared and commented on the written piece the day before.

4)   Video expands – The video added a new dimension to an existing piece and brought new and valuable information to the viewers.

Using video in your business can act the same way. Adding a video to any number of internal communications can extend and supplement existing content and connect employees with ideas easier and faster than ever before.