How to Make Brand Videos That Move Audiences

If you aren’t taking advantage of the power of brand video, then you’re ceding an important edge to your competitors. Here’s what you need to get started.

Let’s say you’ve got an exciting new product and you want to introduce it to consumers in the most impactful way possible. How would you go about it? If you’re not immediately thinking “brand videos,” then we urge you to keep reading.

Why Brand Videos Have Become an Indispensable Marketing Tool

Right now, you’re reading a blog — and there’s nothing wrong with that. Blogs are a tried-and-true medium for short, informational content. Yet the blog should be merely a single arrow in your quiver. Audiences don’t always have the time or inclination to read, yet they can almost always find time to watch a short video — provided it reaches out and wrests their attention away from the other dozen things competing for it.

That’s one reason you’ve likely been deluged lately with explainer videos and all other sorts of branded video content. Videos simply work. People engage with them at higher levels than seen with ads or written content.

There’s another factor motivating the brand video proliferation: The learning curve and production costs associated with professional video creation have declined radically in recent years. This means that brands have no reason to avoid joining the revolution.

So How Do I Tell My Brand Story Through Video?

Here’s the good news: Connecting with audiences via video is relatively simple, provided you can follow a few smart practices. When creating brand videos, here are some key things on which to focus:

Story is paramount — and so are people. Creating brand videos simply because “everyone says people prefer video” won’t accomplish much. You still need a compelling narrative that audiences will relate to. Think about a simple yet effective way you can frame your brand story around human characters. Any newspaper editor or photographer will tell you that images of static buildings or landscapes don’t reach people or move copy. As humans, we are naturally drawn to each other, and this extends to our engagement with photos and video. Forego the facts, figures, and product features (or at least consign them to secondary status) and put people front and center in your videos. By focusing on one person, brands can make larger and more complex issues more relatable.

Forge an emotional connection. Savvy brands have long known that a true emotional connection with audiences is the gold standard in advertising and marketing. Nothing converts and builds long-term loyalty like sparking a visceral, emotional reaction. Fortunately, brand videos are a fantastic format for forging these kinds of connections. By using images, dialogue and music to full effect, a great brand video can tell an emotionally resonant story in as little as 30 seconds.

Reach for the original. Remember how we mentioned that proliferation of video? That’s why it’s essential that you take creative risks and push for something original. Audiences today are extremely savvy and cynical about brand messaging. Yet you can penetrate their defenses by delivering something that delights or inspires. Here’s one great example. It’s important, however, to understand your limitations — nobody is looking for an avant-garde HVAC brand video.

Maintain your messaging. Your brand videos are ultimately an extension of your overall brand messaging. They should speak with your voice, project your values, and be calibrated to appeal to your specific audience. While it’s important for your content to reach for creativity and originality, this must still occur within the larger context of your brand messaging.

Don’t skimp on video production. This one is easy — there’s no excuse for a cheesy (unintentionally, at least) or cheap-looking brand video. The cost and skill needed to produce respectable content has plummeted.

The Benefits of Working With the Right Brand Story Agency

At BIGEYE, we’re experts at both brand story and video production, and we can help you take your brand videos to the next creative level. Contact us today for more information. 

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Next-Gen TV Trends and How They Can Impact Your Brand.

Next gen TV, also known as ATSC 3.0, is redefining traditional broadcast TV by breathing new life into the aging medium.

So now we answer the first question, what is ATSC 3.0? It’s the update that broadcast TV has been severely lacking. This new system will leverage current technologies to enhance picture, sound, framerate, and overall range of the medium without losing a moment of your favorite shows. ATSC 3.0 technology enhances everything about broadcast to bring it into the digital age. This will reinvigorate traditional TV, and dramatically increase its value as an advertising medium.

What will Change

The short answer? Everything. But let’s start with picture. The current—let’s call it classic, broadcast system caps out at 1080p. Next gen TV will span all the way to 4K! Making the new ATSC standard an HDTV over the air experience. Raising the quality of the experience without adding cost, the ATSC 3.0 system will drive conversion like never before.

Furthermore, next gen TV is designed to be an ever-evolving technology. Building on the concept of technological adaption, ATSC 3.0 is designed for easy integration as new technologies develop. This way, broadcast television will not fall behind as time passes. Allowing room for future growth is an incredible capability for any technology in this day and age. This system will entice users who want to get the best service over time without paying to switch hardware or service providers as technologies evolve.

This broadcast method will also have a stronger, wider range. Meaning that every user will receive more channels in higher quality without the need for a large antenna. The system will even allow mobile devices to access broadcast shows. By building in capabilities across devices, broadcast TV is broadening its scope and making itself a far more advantageous advertising tool.

The Impact

Next gen TV enables stronger geo-targeting capabilities than cable or satellite TV. As over-the-air TV is intrinsically contained in a specific geographic area, it is a medium that lends itself to area-specific messaging. This makes next gen TV the perfect platform for local businesses such as community banks, mom-and-pop shops, and more to reach their target market without breaking the bank.

How it Works

This system is able to achieve its unique capabilities by connecting on more than one front. The classic broadcast system is accessed simply by an antenna while the next gen TV system uses both an antenna and a wi-fi connection to strengthen the quality and broaden the service range; This is also what allows it to be accessed across devices.

Not only is ATSC 3.0 perfect for geo-targeting, but by enabling tracking as well as use across devices it presents as both a traditional and digital media. With next gen TV, experienced advertisers can reach their audience on a whole new level.

The Takeaway

Broadcast TV is getting a much-needed facelift that will skyrocket its importance both as a service and as an advertising medium. Paying attention to this change now will open up avenues for effective, low-cost campaign strategies that will reach the right people, at the right time, for the right price.

When you’re ready to enhance your advertising strategy reach out to our innovative channel experts today!

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How Pier 1 Increased Consumer Response Through Data Strategy

It’s time for a more data-driven approach, so let display advertising services take the wheel of your marketing strategy.

Here’s an astonishing statistic: CMOs spend 20% of their budgets on creative, yet 71% of them don’t believe creative actually drives results. It’s a statistic that points to a much larger crisis of confidence within the marketing realm.
So how are brands that are unwilling to accept this state of affairs responding? By taking a more numbers-based, scientific approach to marketing through display advertising services.

How Pier 1 automated its marketing messaging

The creative process in marketing is largely unchanged from its early history. People use a mélange of assumptions, guesswork and qualitative data to inform their creative approach. It’s art and science – a mix of intuition and information. Sometimes this approach works, but more often it results in work that’s too broad or somewhat misaligned with the audience.

In recent years, however, new data tools have been developed that allow for the creative process to be guided by fact rather than supposition. Today’s machines can analyze robust data sets with extreme precision, uncovering actionable insights and learning as they go.

Pier 1 offers an interesting example of this trend toward data-driven marketing. The company partnered with Persado to optimize the language used across customer marketing content. The technology involved in the campaign has the ability to alter the language seen in display ads in accordance with an individual consumer’s preferences.

Using the Persado platform & display advertising services, Pier 1 was able to compare customer engagement and response levels for various sponsored ads, each with different photos, captions, hashtags and headlines. The impact of each ad and its constituent elements is measured in real time to see how well or how poorly they resonate with customers.

In essence, the technology is a sophisticated form of A/B testing that includes a machine-learning component that composes new marketing messages guided by real-time feedback. All of it is based on linguistic science. The underlying technology analyzes millions of language variations to create an optimal message. The natural language processing algorithm used by Persado is designed to understand a brand’s specific voice and replicate it across all channels.

Why a data-guided approach is smarter

Consumers are bombarded with marketing messages. If they deign to give you their attention, you can be certain that concession will be almost instantly revoked if the message they are experiencing isn’t immediately compelling. Because of this, presentation is critical.

Data-focused tools such as the algorithm deployed by Persado & proper display advertising services can play a critical role in helping brands quantify audience response to messages. These tools play an equally important role in helping brands optimize their messages by incorporating this feedback and making informed adjustments in real time.

That doesn’t mean that marketing is now purely a science. As far as machine learning has come, it remains limited in many key respects. The optimal approach for most brands involves working with an agency that integrates data-based tools and human insight into one holistic marketing framework.

Partnering with the right consumer insight agency

Our display advertising team believes a data-forward marketing agency is your best bet for understanding and connecting with the right audiences. Don’t hesitate to contact us today to learn how we create modern campaigns that are rooted in human insight and executed with advanced digital tools.

How Can Small Banks Compete Against Large Banks? Supercharged SEO

Supercharge your SEO services and launch your community bank into the future with these key digital marketing strategies and concepts.

The banking industry has been consolidating for 30 years, dropping from 14,000 banks in 1985 to fewer than 5,000 today. With smaller players being swallowed by industry heavyweights, it’s natural for community banks to wonder how well they can compete against national lenders. Fortunately, there’s one simple tactic that can help even the playing field: Well-executed SEO services grounded in a deep understanding of local buyers.

How community banks can gain an SEO edge

Community banks are, at their core, local businesses. While they might not be capitalized at the level of the big banks, they can instead compete on responsiveness and understanding of the local market.

A local SEO strategy also pays dividends. Banks should give each of their local branches a dedicated web page rather than having each branch listed through a simple location finder. These pages should include information about each branch and its neighborhood and should be optimized for SEO. This means taking commonly searched phrases relating to banking in that area and incorporating them into the body and metadata of branch pages.

The power of the public’s endorsement

Adding customer reviews for each local branch to individual pages is also a smart tactic. Reviews play a critical role in establishing credibility and are a key cog in the conversion process.

This also extends to external entities such as Yelp! and other directories. Establishing a presence on these outside sites does more than allowing you to bump your online review count. Sites such as Yelp! validate your bank’s address, phone number, and name with Google’s search algorithm, giving your site a rankings boost. Linking with high authority publishers is also key. Inbound links coming from high authority publishers is perhaps the most consistently effective tactic in the SEO playbook.

Staying on top of local search terms

It’s also critical to give extensive thought to the kind of questions prospective customers are searching for in your region — everything from “how to open a checking account” to “nearest bank to me.”

These are the kind of questions for which community banks want to rank, so it’s important that they are addressed somewhere within your online presence. You can address them both on your sites and within the content you publish.

Stressing your competitive advantages

Community banks should play to their strengths when marketing. Larger banks tend to be viewed as faceless monoliths who treat their customers like a number on a spreadsheet. Community banks, on the other hand, are in a position to establish personal relationships by properly utilizing SEO services.

This may not affect whether a customer qualifies for a loan, but it does impact how customers feel about their experience. Community banks should underline the closer, more responsive nature of their relationships with customers in their marketing messages.

The takeaway

Small banks can neutralize the advantages of larger competitors by highlighting the benefits of a more personal approach and pursuing a smart SEO strategy. If you’d like to hear more about the impact of high-level SEO services, reach out to our banking experts today.

How to Build Trust Through Community Bank Marketing

Leverage the unique opportunities of a small bank to drive effective community bank marketing strategies that will turn your small branch into big business.

Many agencies and marketers like to think that finance is a big mystery—an animal all its own with completely different rules. In some ways it is, but in most ways, it isn’t. Effective branding gains attention and keeps it; just like it does in every other industry. Community bank marketing is very similar to small business marketing, it just calls for a more sophisticated twist.
Here are 3 key concepts for building trust in small banks:

1. Get personal, to an extent

Small banks have the unique opportunity to build strong interpersonal relationships. To not just become a brand or company name, but to become Sammy, the helpful man at the front desk, who can help you get what you need. He knows your name and asks about your son’s baseball games.

Let empathy drive your services so that your consumers feel valued. Show them directly how your customer relations can brighten their day while your services exceed every expectation. Leveraging expertise and friendly service, you can turn your brand into a mentor for each and every customer.

Find an agency that understands the delicate differentiators’ in voice and branding to craft the perfect balance for your community. Drive real results with community bank marketing that cares just the right amount.

2. Leverage digital effectively

Digital is invaluable to community bank marketing because it’s a great way to establish one-on-one interaction and build strong relationships. Digital marketing for banks works a lot like digital marketing for anyone else but should be held to a higher standard. For example, a clothing company or salon should have Facebook, Twitter, and Instagram accounts; while banks should be on LinkedIn, Twitter, and Facebook, but never Instagram. It’s just too casual.

The right digital strategy in banking is all about finding your line of sophistication and building that ever-important trust. Use digital in conjunction with strong branding to build effective consumer relationships. Post community views and common local phrases to evoke nostalgia and build understanding. Using effective bank marketing strategies, your brand can become a community pillar.

Represent your brand as a member of the community and follow through. Post photos and short videos of the front office team to build a connection before a customer even sets foot through your doors. Show the management team doing community service and attending local events, embody your brand through human interaction. Demonstrate a neighborly connection to develop a real personality.

3. Embrace ever-evolving technology

Maneuverability is a great advantage that small banks have over large institutions. Every day enhanced technology is being developed in all aspects of every industry—including banking. Due to the security necessary throughout the banking process, it can take years to implement any one new process across an entire large bank. For a community bank, that same process can take just a few months.

Incorporate cutting edge technologies into your services to provide convenience as well as modernity for your customers. Leverage your agility and technological know-how in your brand’s bank marketing ideas. This will draw in young consumers looking for a better way to the bank as well as the older markets that simply enjoy the advantages offered by new technologies.

More than a novelty, technology can cut your company’s operational costs while allowing for more personal service. Incorporating a one-on-one, on-demand experience for consumers to interact with your brand without having to walk in. Utilize effective customer service in combination with technology to add value to your services. Remember, it’s nice to like your bankers but your bottom-line is built on trust, experience, and results.

The takeaway

Small banks have a lot more going for them than meets the eye. Make sure your brand’s target audience understands all that your company brings to the table through genuine connection built the right way, digital that effectively reaches consumers and furthers that connection, and unique offerings that only smaller institutions can accomplish.

It can be a lot to manage yourself. Don’t hesitate to reach out to an advertising agency that understands the demands, opportunities, and limitations that your company faces. When you’re ready to market your bank on the next level, get in touch with our community bank marketing professionals.

What a Creative Advertising Agency Can Learn from Geico

Studying Geico ads, your creative advertising agency can learn invaluable tools for your brand campaigns—making them more effective, memorable, and fun.

Everyone knows Geico Insurance. Whether you’re a fan of the gecko, caveman, or another one of their mascots, we’ve all got to hand it to Geico for their incredibly well-done ads. We fully recognize it’s no accident either, they consistently make brilliant, strategic decisions ultimately getting them to where they are today.

Our curiosity peaks when we ask the question: What drives those ever-changing concepts? Here’s what we’ve learned.

1. Don’t let the product be the only focus

Let’s be real, insurance is not the most engaging subject. Consumers don’t pay attention to ads centered on jargon and driven by industry best practices; they want to be entertained. Geico’s creative advertising agency does an amazing job of having fun with their product with a purpose. For example, the caveman ads. A campaign that revolved around the concept that cavemen exist today and the slogan, “so easy a caveman could do it” deeply offends them.

This has absolutely nothing to do with insurance, any industry has a convenient pull and this could have resonated in any of them. It’s simply that Geico coined it. You can see this idea in most of their ads. However, the product isn’t just tacked on either. It’s a big plot point. Who is saying their product is, “so easy a caveman could do it?” Geico.

They are central to the plot but not the only focus. Your campaign strategy should do the same thing. Get a creative ad agency with strategies that will weave your brand into the content in interesting, innovative ways.

2. Put in the resources

Amazing ads can’t be crafted in 2 hours on $10. Giving your creative ad agency the time and resources they need to truly capture your voice and vision is a huge step towards long-term campaign success. According to Forbes, Geico invested $5 million in ad creation for 2017 alone. That’s an astronomical number, but for the breadth of ads, quality content, varied target markets the results show it all. That year, Geico’s brand awareness hit 53%. For context, Progressive’s high-point that year was 43%.

Now it’s not all about spending, Progressive had spent $4.5 million and got significantly lower results. The talent must also be there, as well as avid and clear communication on vision and goals. Look at the top creative agencies in your industry, target markets, and locations before you decide which creative advertising agency should get that big investment. Money can only take you so far, you need the right people.

3. Don’t keep repeating the same ad

Even the most energizing and unique concepts can get monotonous and bothersome over time. Don’t make your audience watch the same thing over and over. Whether it’s through one concept with multiple executions or multiple different campaigns running at once, give your audience varied the content. Geico is a great example of both practices. Their creative advertising agency ran many spots featuring their acoustic musicians in ads such as Hump Day and Christopher Columbus. Then ran separate campaigns at the same time by keeping their Gecko ads running while ads featuring fun facts in realistic situations were also on air.

More than varied content, you need to also use multiple channels. Geico ads can be found in print, on TV, and YouTube Pre-roll too. Get a creative digital agency that works across platforms. This way, your content will be seen and won’t get stale.

The takeaway

Memorable advertising is a complex order, and every brand is different. You can achieve high brand awareness and drive profits with a few key concepts. So, what are the takeaways? Have more than one ad, keeping your consumers engaged demands innovative, plentiful content. Let the story drive the ad, your brand should be a key plot driver but not the only focus. Tell a complete narrative that lets your products shine without being the only concept at hand. Finally, give your agency the time, information, and funding they need to reach your goals effectively.

As a creative advertising agency, we understand how vital engaging, varied advertising is to a thriving business. We’re strategy first in all aspects, tailoring our services to your industry, target market, and needs to optimize your ad spend and drive effective results. Reach out to learn about what we can do for you.

Creative and Media Under One Roof: The Agency Model of the Future

The decision to work with full creative brand consulting and media provider under one agency roof or many? It’s your choice…but make sure you chose wisely.

Creative and media went their separate ways more than 30 years ago, when big New York agencies determined they could charge clients more money for distinct services. Today, however, we’re seeing a reversal of that trend: Large industry holding companies (Publicis Groupe, WPP, etc.) are organizing media and creative under one roof — a development that bears very close scrutiny for anyone in creative brand consulting.

Why an integrated service model makes sense

Synergy may be a buzzword, but it describes a very real advantage that can be seized when the individual parts of an organization work together to achieve more than they could in isolation.

The recent “IHOb” ad campaign on behalf of the International House of Pancakes is a nice recent example of this process in motion. The campaign, which cleverly stoked social media buzz about a potential name change for the legacy pancake purveyor, was the combined creation of Initiative and Droga5, media and creative agencies working under the umbrella of IPG. The campaign, which earned industry praise, allowed IHOP to develop impactful creative work, and then increase the impact and reach of its distribution.

This encompasses the overarching concept of consolidation within the space, in which ad clients are increasingly folding all of their needs into a single agency or holding company. Many observers contend that this model — which theoretically allows creative, media, and data analytics to work synergistically — is better suited for modern advertising.

By rolling services together, campaigns can be adjusted in real time to account for the reaction of audiences. Campaigns can also leverage data to shape the direction creative takes, allowing for more refined messages and better audience targeting.

Why is this shift occurring now?  

Delivering ad services in a piecemeal fashion has been a revenue driver for the last few decades, as companies could shift away from a flat commission model taken by separate on media and creative initiatives. Many of the ad industry’s new leaders, however, no longer believe this model is optimal, according to Madwell CEO David Eisenman.

Eisenman told Adweek that 90% of the RFPs his agency received in the last year included creative and media elements. This change, he said, has been driven by Millennials, who are stepping into the advertising C-suite and bringing a fresh perspective.

Publicis Groupe, one of the industry’s key players, has been pursuing an integrated model since restructuring its organization in 2015. The company streamlined all operations into four so-called “solutions hubs” that comprise all corporate business.

Under this model, the holding company acts as chief business delegator, helping coordinate client services with its constituent agencies underneath. Ultimately, the talent spread across various agencies can be tapped to service a single client, allowing for the most efficient spread of resources. This, of course, benefits clients — why only have access to creative brand consulting in one talent housed agency when you can access teams spread across an entire holding company?

Concerns and drawbacks

While an integrated model seems to be a winner for clients, some observers have cautioned that excessive integration may lead to problems. Creatives may not always appreciate being spread across an organization, mercenary-style, to work on seemingly random projects.

Additionally, if integration is handled poorly, quality may suffer. Firms that pursue widespread integration need to be certain that it is implemented carefully and methodically, given its potential for organizational disruption.

The takeaway

We take pride in our ability to provide clients with a sophisticated, engaging, end-to-end solution for their marketing and advertising needs. If you’d like to hear more about how our team of experts can best serve you through creative brand consulting, please don’t hesitate to contact us today.

Struggling for Good Content? Consider the UGC Technique

UGC is an underappreciated technique used by creative brand consulting firms, yet provides overly successful content creation for your brand.

It’s a fact of life that creative brand consulting firms are always in need of fresh and compelling content. Unfortunately, they often struggle to meet these demands. That’s because it typically requires time, talent and money to generate high-quality marketing content.
Here’s the good news: Agencies and brands are solving this problem with content generation strategies that ensure access to a consistent pipeline of high-value material.

One of the most overlooked of these strategies is the use of UGC — or “user-generated content.”

Who’s down with UGC?

UGC is simply defined as any content created and shared by consumers, fans or any unpaid contributor. This content often takes the form of videos, photos, testimonials, social media posts, and stories.

One recent example: Coca-Cola’s wildly successful personalized Coke bottle campaign. The beverage giant replaced its iconic logo with 250 popular first names and sold hundreds of millions of bottles of cola as a result.

As part of its product rollout, Coca-Cola asked consumers to upload photos and videos of themselves drinking from their personalized bottles. Thousands did, giving Coca-Cola free content and advertising — and providing a great example of the power of UGC in action.

Coca-Cola isn’t the only beverage company to use UGC to great effect. Pepsi’s “Max It Now” campaign was built around legendary NASCAR driver Jeff Gordon, who famously raced under the number 24.

Pepsi asked fans to complete 24 social media challenges (such as Tweeting why Pepsi Max is better than Coke Zero in 24 words, or Instagraming a photo of themselves with Pepsi Max) in order to win prizes.

This UGC campaign was hailed for the way it engaged with a dedicated cohort of so-called “superfans” a.k.a people with deep loyalty to Jeff Gordon, NASCAR — and now, very possibly, Pepsi Max.

Tips for your next UGC campaign

We’ve discussed one benefit of UGC — providing access to a stream of valuable content, an eternal need for brands. Yet there’s another important advantage: UGC resonates with audiences.

Why? People perceive non-commercial content generated by people like themselves to be more authentic. Similar to word of mouth advertising, they also perceive UGC to be more trustworthy than conventional marketing or advertising. In today’s ad-soaked environment, more consumers than ever simply tune out anything with an overtly commercial feel. UGC cuts through this barrier.

Additionally, a UGC campaign allows brands to place consumers front and center. Rather than dictate the story through a creative brand consulting firm, UGC campaigns allow consumers to play a key role in telling the brands journey themselves. When this occurs, brands create campaigns that connect on a more personal level, while also encouraging consumers to feel like they are invested in the campaign — and by extension the brand itself.

So now that we’ve established why UGC works, let’s review a few tips for your next campaign:

1.Create excitement and anticipation

This is one of the best ways to ensure that you receive strong user participation. Set a content submission date and spend the days and weeks ahead of that date building anticipation across all relevant marketing channels.

2.Offer creative awards for participation

This is the key to engaging with people who aren’t already dedicated fans of a brand. Public recognition, company swag or prizes help people feel like their work is worth it.

3.Ensure your campaign is legally compliant

Is your campaign a sweepstakes (random drawing) or a contest (with criteria to meet)? Depending on your jurisdiction, these may have differing legal requirements. Check with an attorney if you have any questions.

Finding the creative brand consulting Firm

Our team of creative renegades specialize in strategic UGC-based campaigns that move the needle. If you’d like to learn more about the power of UGC, please don’t hesitate to call us today.

Simple Yet Breathtakingly Beautiful Video Ads is All it Takes

Simplify your work efforts and partner with a video production company to bring your branded ads to the next level of sophistication.

At this point, we’ve all heard countless messages about the critical role video plays in a modern marketing strategy. Yet we’re still surrounded by video content that’s flat, un-engaging and uninspiring. Many brands understand the importance of video, but simply lack the expertise, capacity or creative ability to translate this into something tangible. By partnering with a top video production company, however, you can turn even the simplest of video concepts into something truly magnetic.

The blooming of a brilliant idea

In video marketing and advertising, the best ideas are often the simplest. This was made evident by a stunning video ad recently created by the advertising firm TBWA/Paris on behalf of the French railway firm SNCF. The goal was to create an ad that thanked riders for reducing their carbon footprint by choosing to ride the train.

The ensuing idea was elegantly simple: Plants blooming set to a score of fireworks popping. Now, if you were to throw that pitch out at a creative meeting, you’d likely get a positive response — something along the lines of “Oh, that’s nice — very clever.” Flowers blooming resemble fireworks exploding, and both are colorful.

Once that seed of an idea blooms onscreen, however, the response becomes very different. The TBWA/Paris ad is breathtakingly beautiful, featuring gorgeous high definition video of exotic flowers in bloom. Yet because TBWA/Paris synchronized each movement of the blooming flowers to the sound of exploding fireworks, the experience goes beyond beauty — the viewer marvels at the interpolation. They are very different, yet somehow the same.

That’s the power of truly creative video production in action.

Tips for creating memorable video content

In order to create video content that connects, it’s important, to begin with, a strong concept. However, there are also a variety of other smart practices you can follow to help ensure that your message is a memorable one. These include:

Shorter videos

Thanks to the five-second skip, consumers often exercise little patience with videos. Multi-minute videos are generally best left to master directors and storytellers, or high-profile brands that can afford to cast well-known actors. For everyone else, it’s better to aim for maximum impact in the briefest possible time. Data from Facebook and Instagram shows that 15 seconds or less is ideal for businesses creating a mobile video.

Keep it simple

If you’re going to create shorter videos, you need to work from simple concepts. Cut out the filler and focus on the core message.

Emphasize the beginning 

Great videos seize the viewer’s attention immediately. Today’s consumers won’t sit still for too long of a buildup or exposition — you need to grab their focus in the first few seconds and refuse to let go.

Make it emotionally resonant

Nothing builds connections and increases engagement like an emotional investment. It doesn’t have to be sappy or cloying, either; the TBWA/Paris flower ad creates a connection by emphasizing the wonder and beauty of nature.

Tailor it to your audience

A great video is one that is tailored to your specific audience but can still be universally appreciated.

The TBWA/Paris ad shows us how a simple yet clever idea can be elevated dramatically through video. Not every business, of course, has the skill, capacity or resources to develop this kind of video.

That doesn’t mean that a great video is out of reach — a talented video production company can help make this a reality.

Choosing the Right Video Production Company

Our requisite creative skills, technical abilities, and industry experiences allow us to create deeply memorable, creatively inspiring video ads that are exponential. If you’d like to learn more about how we help businesses connect with customers through video, please reach out today.

Hey Alexa, Why is NLP Revolutionizing Marketing?

Utilize natural language processing (NLP) to increase your overall ROI by partnering with a digital marketing agency ASAP.

Remember the first iteration of Siri on the iPhone 4s? She was charming but clunky – and ended up being more of a curiosity rather than a real voice assistant. Today, however, Amazon Alexa and Google Assistant are both powerful and deeply integrated into our daily lives, thanks to advances in natural language processing (NLP). If you’re a brand or a digital marketing agency, these advances in NLP can also be used to help create more effective and engaging campaigns.

The evolution of NLP

Natural language processing draws on computer science, linguistics, machine learning, sophisticated language modeling, and analysis to allow computers to generate and understand human language. In essence, it’s the technology that allows computers to finally interact with us in an intuitive, seamless — and human sounding — fashion.

The introduction of smartphones and other mobile devices made communicating, working and performing basic life tasks easier and more efficient. Smart speakers and other NLP-equipped devices are taking things a step further. Instead of mediating interactions through a keyboard, we can navigate with simple voice commands to a sophisticated AI-based voice assistant.

As you might expect, this is not an easy endeavor, as language is deeply complex; until the last few years, NLP-equipped devices were limited in functionality and were largely unable to have advanced, human-like conversations. Humans pick up complex language because we are naturally hardwired to understand it; machines, however, have no such innate advantage.

Today, NLP technology has taken a quantum leap forward and is now being used in smart speakers, chatbots, and predictive text suggestions — the kind you see in search engines, email, and smartphones. It also has an important role to play in another human endeavor with digital marketing agencies.

How NLP is transforming the way we live, work and sell

The business of marketing has become incredibly data-driven in recent years. In order to effectively market and sell products and services, businesses need to target the right audiences. In order to do that, they need a way to identify who they mean to target — and that’s where data analysis enters the equation.

There’s still one significant challenge, however: More than 90% of the data that’s generated online falls into the category of “unstructured data.” This includes emails, reviews, social media posts, etc. Because this information is not classified or structured — and because enormous amounts exist and are being continually generated — it’s difficult for marketers or anyone else to make sense of it, let alone derive actionable insights. Which is where a digital marketing agency & NLP come together.

NLP offers one solution to this problem. One recent example: EssayPro, an online service that helps students become better writers, uses NLP to analyze unstructured data in an effort to better understand the problems students have when composing their papers. It then applies these insights to its marketing strategies, targeting students with specific solutions to the precise problems with which they are dealing with.

Businesses can also use NLP to conduct sentiment analysis and identify propensity signals on social media. By analyzing this data, brands can learn — almost in real time — how audiences are responding to goods, services, and marketing messages.

NLP can also be used to help businesses that gather high volumes of customer feedback through chats, emails, voicemails, and social media posts. By applying NLP to this data, businesses can unlock deeper insights into customer experience, and make any necessary adjustments to their marketing strategies.

The takeaway

We believe great campaigns require more than compelling creative work — they also need to be supported by a sophisticated understanding of the latest technological tools. If you’d like to learn more about how NLP can help you improve your marketing efforts, please contact us today.