Admittedly, I was cranky with sick kids and snow days when I started this post (OK, rant), but even though spring and health are upon us my feelings haven’t changed:
Just because you can doesn’t mean you should.
This, of course, can apply to many things, but this year I have read too many blog posts that tell brands that they should jump into video, audio, and infographics. They regale readers with stats that say, “Everyone is doing it, so you should too,” or “Comprehension jumps when you use video.”
Can these be effective formats? Absolutely. Yet, in all CMI’s 2015 research, at least 40% of brands using at least one of these formats say it’s not effective.
