Seeing is believing - the multi-faceted power of video in communications

You have an idea about what can be achieved with video. Now it’s time to think about the type of film you want to create and refine the details.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

Raw and uncut – the quest for authenticity

The quality of video recording equipment continues to improve and even smartphones have the capability to record high quality 4K images. Everyone has a camera which makes it easy to capture real-time experiences. Authenticity can be reflected in informal recordings that show your brand in a more relaxed mode, speaking to your customers or targets directly. McDonalds used this approach to lift the lid on the ingredients contained in its burgers behind the scenes at a photoshoot.

Sketch out your ideas – using cartoons and animation

You don’t need live action to create a compelling video. The use of infographics, cartoons and animations can bring messages to life in a simple but effective way. Spotify launched with an animated explainer using music to capture the essence of its brand. Ask a creative studio to design original artwork for you, or you can use a range of tools to create your own moving graphics.

Talking heads – the power of the spoken word

Videos are not all about images – they also allow you to embrace the power of sound. We’ll touch on music later but hearing someone talking about your brand could be the quickest and most impactful way to get your message across. Find an ambassador like the Prince’s Trust when they called on David Haye, or a good communicator who can translate their enthusiasm for your business on the small screen.

Show and tell – unwrap your product or service

Video does not need a narrative thread to engage your customers. You can use it to focus on your product, to show it in close-up detail, and to demonstrate how it works. This could be accompanied by a voiceover or music or may show a sequence of actions that make using the product self-explanatory. Without speech, it becomes more accessible across international boundaries, like the video Apple produced to highlight the new technical features of its iPhone X.

Sounds terrific

Never underestimate the power of sound. It has a significant effect on the impact of video. It can be easy to focus too much on imagery in film-making, for obvious reasons, and that can mean that the soundtrack becomes an afterthought. Guard against this by considering music or a sound piece as early as possible in the project. Some agencies will even help you to get easy access to bespoke music via a record label or composer.

Music to my ears – the emotional power of entertainment

Music television began in earnest in 1981 when US video channel MTV first aired with ‘Video Killed the Radio Star’ by The Buggles as its inaugural broadcast. The power of music video has grown exponentially with major recording artists harnessing the power of combining music with the moving image. In its iconic TV ad for its Polo, Volkswagen combined humour with a powerful track by the Spencer Davis Group to generate a memorable visual representation of its brand aspirations.

Word in motion

Embedding motion graphics into your website increases front-page Google results by a factor of 53. Creating the right graphics is a highly-specialised skill and demand is only set to grow. After effects including typography adds a huge amount of impact to moving images.

Laugh a minute – the role of humour and comedy

Humour is highly subjective and should be used with caution. Big brands with well-established values can push the boundaries as with this classic example from Budweiser. If your brand incorporates an element of fun, using humour in videos can help with the viral reach of your video.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

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