Claire,

I couldn’t agree more. Personally I think a lot of brands are not willing to take the risk, video is harder to do than writing an article. Video takes being creative and engaging visually and with content.

Using cost as an argument does not hold water today, as we know and you pointed out with other solutions, video production costs have dropped significantly. Web video does not require the high production quality of a movie production. The ability to create compelling content that engages the consumer with an emotional connection in a visual format is a lot harder than writing content. This alone does and will force many brands and other outside of their comfort zone.

Stretching outside ones comfort zone is where growth originates. The ability to manage through the fear and open up to new ideas is what will separate the strong from the weak and will benefits consumers day in and day out.