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:
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.
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