Making an impact through visual media is one of the trickiest things to get right, and so many people get it wrong. Here at Production Attic we aim to make your video production process not only easy but effective for your business. Highly polished videos with beautiful models are nice, but do they really work? The most important thing you can do in engage your viewer to ensure they watch your presentation with intent. Here’s how…
Evoke emotion
Research carried out by Thinkbox found that the type of video ad which achieved the best results in terms of audience engagement were those which elicited humour, excitement or nostalgia. This is made clear by the fact that the most shared videos online are often animals doing cute things, people displaying acts of heroism or leaked footage of things we’re not supposed to see. Evoking emotions like excitement, fear, pride and pleasure to name a few are going to grab the viewer’s attention and draw them into what’s happening on screen more than a shot of someone talking down the lens about your company’s recent awards or sales figures.
Tell a story
Your product is great. It has groundbreaking technology, costs next to nothing and is going to save lives (or something equally as exhilarating) but hearing those points listed off one after the other is a little boring. However, tell the story of the everyday man who was struggling with a problem and finds this marvellous new product which solves them and I might just understand its benefits. Allowing the consumer to visualise themselves with using the product and seeing results is more poetic and simply more effective.
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Know your viewer
Most businesses claim to know their customer, but be confident that the picture you have of yours is accurate and well researched. Lots of products are pitched as ‘ethical’ and ‘eco friendly’ as their best selling point, but in a recent study released by Marketing Week only 15% of buyers considered themselves ‘eco shoppers’ opposed to the 45% who called themselves ‘cost conscious’ above all else. What you think the customer wants isn’t always accurate, so make sure you are crystal clear on their wants and motivations before creating content based on that information.
Think about the viewing platform
How your customer views your video is going to impact greatly on its effectiveness. If you’re planning on sharing your new ad via Twitter then it better be easy to watch on a mobile device, because 60% of their users log in using their phone or tablet. Longer adverts are less likely to be watched fully because Twitter users are often logged in during a commute or at school or work where viewing time is brief or easily interrupted.
Use music
Research shows that consumer engagement is significantly higher when the right music is used in video advertising. How do we know? Well the viewers are drawn to the sudden burst of sound, and respond visually by clapping along, dancing and often singing along to the lyrics played on screen. If that isn’t proof of engagement then we don’t know what is. Their study showed the songs “I see you baby” (featured by Renault Megane) and ASDA’s “Hey good looking” were both particularly popular with kids. Take from that what you will.
Production Attic bring everything that makes video engaging together in our video production services. Get in touch today and find out what Scotland’s best creative video agency can do to help you communicate with the world.
