Question 1: Is video really the killer content for our own website too?

Aloha! Well, summer vacation season is almost here. I'd love to get out and soak up the sun instead of holing up writing manuscripts, but if I get too tan, people will think, "Oh, this guy's out playing again!" So these days, even when I go to the beach, I take full sun protection measures to avoid getting too dark.

Amidst all this, a new series has begun! Titled "#AskIguchi-san!" We'll be answering all sorts of questions you have about everyday life! Send in your questions, we're waiting! By the way, we'll be answering them as they come in, but rest assured, it's still a monthly feature.

Now, here's the brave first question! "Videos are all the rage, but won't our company website's content just flop if we don't put videos on it?" Let's answer this question from Mr. N, who lives in Itabashi Ward.

Don't get hung up on the method—think about your goal first!

First, I want to ask: "What is your goal?" As we often hear in dramas, "Is it my money? Or my body?" Only when you understand your goal can you figure out how to achieve it. The currently popular web videos might not necessarily align with your specific objectives. Web videos are indeed a strategy well-suited for spreading content online. Videos that tug at the heartstrings—like "This is hilarious! (laughs)" "I was moved to tears (tears)" or "This is amazing! (surprised)"—make you want to share them with friends on social media, right? It's precisely because these videos strike a chord that they can resonate with a wide range of people, transcending demographics.

But I dare ask: "So, did your message actually get across?" Enjoyed, shared, delighted, shared... but what ultimately stuck with the audience? That's what matters, right? Among the videos everyone happily shared, some might have been promotional pieces orchestrated by companies. But did watching them trigger any change in you—like "I want to buy this," "I want to learn more," or "I'm now a fan"? If change occurred, then the video achieved its purpose. If not, it was simply money down the drain. Pure, unconditional love. It's like having a fun chat with a hostess at a nightclub, leaving without any tangible outcome, and then reflecting, "What was I even doing?"

Do consumers truly seek "videos"?

Simply put, the answer is "NO." It's just one form of expression. Here's some interesting data researched by our " Corporate PR Strategy Institute." When asked about current initiatives on their company websites (owned media), "posting video content" topped the list by over 10 points. However, when consumers were asked, "What elements make you want to explore a company's website in detail?" the top answer was "story-driven content like development secrets or background stories," followed by "objective information like survey data." Incidentally, "video content" ranked sixth, a significant 24 points behind the top choice.

This suggests that when companies disseminate information, consumers are seeking more in-depth content. Companies themselves, as the primary information providers, should offer this depth—not just relying on mass media or social media. While utilizing video as a delivery method is certainly valid, it's crucial for strategies not to become confined to this single approach.

However, the dissemination power of video content and its effectiveness for SEO should be acknowledged. Mastering these tools will be essential for future marketing professionals.

Ensuring Fact Reliability and Corporate Storytelling Are Urgent Priorities

Meanwhile, it has become clear what companies should urgently prioritize in developing their own website content. Comparing the various content types companies are currently developing with what consumers actually want revealed significant gaps: an 18-point gap for "objective information like survey data" and an 11-point gap for "story-driven content like development anecdotes and background." While companies deserve credit for proactively preparing diverse content to anticipate consumer wants, failing to meet current needs remains problematic. Addressing these gaps must be prioritized.

The demand for "objective information such as survey data" stems from a need for criteria to judge whether information is trustworthy. In other words, I believe it represents a demand for companies themselves to clearly demonstrate the reliability of their information. It is the earnest wish of consumers for companies to take responsibility for the information they disseminate. When consumers themselves come directly seeking information—such as detailed product specifications, nutritional information for food, or lists of additives—they want detailed, objective data that meets their needs.

Furthermore, the desire for "content with a narrative element, such as development stories or background information" – once termed "storytelling" – stems from a need to enhance understanding by conveying the context surrounding a product or service's creation, including its origins and social value. This approach also allows companies to foster deeper empathy among consumers. In Europe and America, content development still heavily relies on this philosophy today, using it as a foundation to build deeper relationships. In other words, it's not about "how much you communicate," but rather "how well it resonates." No matter how much you talk, if it just goes in one ear and out the other—like the old song "Right comes, left goes~♪" (Ah, nostalgia~) —it's meaningless. Let's revisit this point: we should strive to create true content that encompasses not just the subject matter itself, but the entire communication process.

Well, this time I tried answering your concerns using "objective data," but did I manage to tell a compelling "story"? Huh? Not enough story? Hmm, well, adding that would make it too long, so I'll work on it in the future, if the opportunity arises. Hehe. Anyway, I look forward to your concerns (Note: Love advice is excluded due to the respondent's low experience level).