What is the secret of this viral video, from which it is impossible to break away? We share with you the ideas of designer Matthew Pierce.
Matthew Pierce - entrepreneur, game designer, lecturer at the Anderson School of Management. Representative of TechSmith Corporation (a company that creates software for visual communications) on training and video production singapore.
So how do you create a viral marketing video?
1. Tell viewers a story.
Make from your video a mini-movie with a full story. Matthew highlights such elements of history as the scene, opposition and resolution of the conflict. You can call them simpler: the start, the climax, the denouement. Or quite simply - the beginning, middle and end.
Thinking through the video production singapore script, do not forget to add to it some ambiguous situation that will make the plot not vain. What could this situation be? For example, you can put the main character in front of a difficult choice or make him give up something important - everything is limited only by your imagination.
Here is an example video from Camtasia Studio:
The video, albeit a short one, but with a plot: there is a plot, a climax, and a denouement.
2. Awaken emotions (by all legal means)
Almost all the best video production singapore brands have an emotional appeal. Recall, for example, the Budweiser ad for the Super Bowl 2014. Video creators use a well-known way to evoke emotions in humans: they show cute animals that experience human feelings.
You can awaken emotions in different ways: show something very nice (as in the previous example) or tell about the difficult path of the main character to the goal. For example, for the Super Bowl 2017 commercial, the Budweiser commercial was based on the biography of its creator Adolphus Bush, an American entrepreneur from Germany.
The audience sympathizes with the protagonist of the video - a stranger who is in an unfriendly country, but clearly sees his goal and boldly goes to it.
Matthew advises to adhere to the recommendation of content marketing strategy consultant Jody Harris: "The video should convey the desired emotional tone that the text cannot convey ."
Understand what emotions your brand should broadcast, and act according to them. For example , at TechSmith, where I work, I do not need people to scream at the mention of our products. I need them to feel inspired and satisfied with the work done and could say: “Oh, look what I invented. I can conquer the whole world. ”
3. Use humor (only carefully)
Humor is hard. Jokes "go" is not always. For this you need to know your audience. If you ever told a joke, over which no one laughed, you understand what I mean.
Sometimes brands joke very badly, and sometimes their humor is perceived with delight. An example of the latter is the Kmart brand. In 2013, their Ship my pants ad gained 13 million views on YouTube in a week .
Another brand that traditionally uses humor in commercials is Snickers. In their video, there are memes, unusual comparisons, and sudden transformations.
For marketers of the brand, humor was a great way to increase profits: funny videos helped increase sales by almost 16%.
4. Do not forget the voice acting (even though many people watch without sound)
Of course, many users prefer to turn off the sound in the video (especially if they look from the phone). However, you should take care of what they hear if they decide to turn it on. Bad voice acting can kill the whole impression of your video.
Matthew Pierce gives three basic recommendations that you should definitely follow:
sign in silence;
use a good microphone;
add good music (if there is no good, do not add music at all).
Since music is a very powerful instrument, choose it very carefully. As Matthew says, music has consequences. Here is an example from the Internet show Film Riot, which tells about the creation of films. In the episode “How to manipulate people with the help of music”, two times in a row, there is a short scene where one man pulls a box to another. There are no differences in the visual range, only the music is different. At the same time, the mood of the scene changes: at first, frightening, with other music it becomes playful.
5. Use color (as filmmakers do)
The main color in the video directly affects the impression it makes. Matthew cites the example of the film “Oh, where are you, brother?”. He starred in the summer in Mississippi, among greenery and flowering plants. In this case, the plot takes place in arid areas during the Great Depression. The director of the film decided to change the green color to brown in order to create the desired atmosphere in the film.
Want more examples? In the 13-minute video, “10 examples of better use of color in films,” not only the details about the film “Oh, where are you, brother?” mood.
What can be concluded? When you create a video, give color no less attention than the plot and music (even if you do not claim to be an Oscar).
Posted on October 29, 2018 at 01:26 PM