From Collector: Are You Camera Ready?

How mastering video can help your company connect with consumers.

6/4/2019 10:00 AM

NewsCollector Magazine
From Collector: Are You Camera Ready?

The debt collection process can be confusing for consumers, so like many accounts receivable management companies, Stoneleigh Recovery Associates LLC published written debt education content on its website, providing a description of the company, an explanation of how to make a payment and general debt collection facts.

But anecdotal evidence revealed that the information wasn’t really being read by its target audience. Instead, president Steven Fuernstahl said his company found a more effective way to educate consumers: YouTube.

With more than 1 billion users—that’s almost one-third of the internet—YouTube is the most popular video sharing platform out there. Explainer videos, which answer common questions and break down complicated topics, give consumers quick answers to their questions in a format they increasingly prefer.

“Videos are more fun and inclusive compared to the written material, which can often be seen by consumers as dry,” Fuernstahl told Collector magazine Managing Editor Anne Rosso May for a report on using video production to reach consumers in the June issue.

“We feel that videos can give clearer instructions to the consumers and are more entertaining," Fuernstahl said.

A 2017 HubSpot survey found that videos are consumers’ preferred form of content; respondents said they pay closer attention to videos than they do news articles, social media posts and research reports. Tapping into this desire can deliver wide-ranging benefits for your company, even beyond the straightforward customer service wins, Rosso May reports.

Read the June issue for tips on developing a video strategy from American Profit Recovery Inc. President Jeff DiMatteo and Fuernstahl, and how to pick video topics relevant to your company and consumer base.

Plus, ACA International’s Multimedia and Communication Specialist Amy Becker answers common questions on video production and the recording process.

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