When you plan a video campaign, it often helps to work backwards. If you seek out and identify your end goal, you can better determine the video type best suited to accomplish the task.
In most cases, video types can be simplified into two categories, emotional or informational. The two are aren’t mutually exclusive, but certain profiles will lend themselves to one or the other.
The emotional approach has long been backed by psychologists who have found that our attitudes, aspirations, morals, hopes, and fears are all influenced by stories. This means, more often than not, our purchase decisions are emotional decisions. If you want your audience to watch your video and remember your message, connect with them on an emotional level.
Example: Recently, we completed a project that fully embraces the art of emotion and storytelling. Our cybersecurity client (@Risk Technologies) asked us to produce a video to elicit a strong reaction from IT Pros who might be unaware of the devastating effects of ransomware and the importance of reliable cybersecurity. The difficulty being while most of us understand the importance of cybersecurity, we may not realize the full impact malicious attacks can have on our personal lives.
After much research and discovery, we went into pre-production and developed a concept which would offer a glimpse into the dramatic moments after a computer network is comprised, highlighting the destructive ripple effect that ensues. It is not always easy to create emotional content in technology based industries, but with our client’s participation and the collective effort of our production team, we found an emotional angle to explore and develop. Also, an interesting side note, we shot the whole video with a shutter speed of 120 (slow motion) and edited it in reverse. Check it out: https://youtu.be/jOCmdkZajys
Video content is by far the fastest growing marketing tactic in use today because it informs and persuades better than other media types. Well produced informational videos typically convey vast amounts of relevant data in digestible chunks, and when properly optimized for effective delivery, provide what your audience needs to clearly understand how your product solves a problem.
Example: Not long ago, we completed an informational video for another cybersecurity company (SecureLogix) who wanted to provide historical context relative to the industry at large, while identifying the unique challenges associated with TDOS attacks, as well as providing a glimpse as to how their latest software will detect and deter these attacks. Finally, our client asked us to create an engaging 2D logo animation to kick off the video and help better distinguish their brand. We tracked down the historical footage, created the motion graphics, recorded the voiceover, edited the video, and delivered in record time. Give a look: https://www.bluelogicllc.com/securelogix
Through our successes and failures, we have learned that if you spend a bit of time identifying clear communication objectives, the best video form will reveal itself and typically align with the orientation of your message. Effective, emotionally charged, and informative video campaigns can create real miracles of advertising at minimal cost.
If you focus on what makes sense for your company’s larger brand archetype, then produce a video campaign best suited for your needs, you will boost sales, build trust, and encourage a wide variety of social shares.
If you need a corporate video, we would love to chat. Fill out the contact form, email us at firstname.lastname@example.org, or give us a call at 972.380.1467
Author: David L. Brehm is the Creative Director & CEO at Blue Logic Productions. When he is not writing, directing, animating, editing, or producing, he writes songs and plays guitar with The Brehms Band. David's two children say he makes the best pancakes, and his wife Stephanie continues to laugh at his jokes after 9 years together.