We believe that video is an important element of future of communication. In the last couple of years, we have seen social media sites begin to embrace the video more than ever before. We saw WhatsApp come and with it came WhatsApp videos (which were the thing of the day). The later WhatsApp brought to us WhatsApp status – which is really a platform where you can not only send photos and written content, but also videos and live videos. Then Facebook and IG joined the wagon. Later on, Facebook started Facebook live and Twitter brought twitter live. IG then came with IG tv. Even Youtube started a ‘live’ functionality. Most social apps nowadays also have video calls. Video is everywhere. Note that I did not even mention apps like Skype, Hangouts, Snapchat, Behance, Musically, Reddit, Tumbler etc.
We have seen nowadays that even buildings are being used to communicate. A quick example is the launch of the Note 9 on Burj Khalifa. Schools have also started embracing the use of videos in learning. Most people nowadays don’t do presentations without a short clip included. NGO’s use videos to highlight the impacts of the projects that donors have funded. When you see something that interests you, the 1st instinct that comes is for your to pull out your phone and start recording. Video is encoded in our DNA, and people are mass producing them.
But in a world where 5 Billion videos are uploaded onto Youtube every day and over 300 hours of videos uploaded every minute, how do you make your video content stand out? How do you make your videos be among the ones that people will want to watch again and to re-share? Videos that stick in the memories of your audience? Well we were thinking about it and here are few tips that we found would help you achieve ‘stickiness‘.
a. Keep it Simple – Less is more. An example of a simple video is this ad. Apple compared its Mac Book Air to an envelop in a video 30 seconds long. The take home point in this video is that a Mac Book Air is a portable computer. So thin that it fits in an envelop. A different version of the same video would have mentioned things like inches, octa-core, chipsets, memory and all those things that just confuse someone. Keep it simple. Keep it real. Be wary of information overload otherwise you loose your viewer. A famous quote goes like ‘Tell people 10 things and they remember none. Tell them one thing and they will remember it.”
One of the methods which one may use to keep it simple while still maintaining interest is using analogies (a comparison between one thing and another for the purpose of explanation or clarification). Analogies don’t tell everything about a thing but they get you to as close as you can get to the thing. It is essentially comparing something you know with what you don’t – like using X to find Y. In the case of that ad they compared an envelop to laptop. So one is left with a desire to find out more about this laptop that can fit in an envelop.
b. Introduce the Unexpected/Unknown – Make your messages unique. People usually have a predefined sequence of events in their minds. It is a sequence that forms because they have been exposed to similar pattern before, until now they are able to predict how it follows. Breaking this pattern by introducing an element of surprise is a sure way of capturing attention. But to get videos to stick you need more than that; you need to create surprise and maintain it. By violating expectations and breaking the pattern, you open a curiosity gap that keeps people hooked because they want to find out the answer. In this commercial, they couldn’t have validated this point better. It is also important to ensure that you are not too repetitive because repetition bores people.
c. Show, don’t tell. – If you want your audience to hear (not just listen) to your content, use concrete words and definitions. For example, read the following sentences: (i). Climate change (ii). Global warming. Which of the two forms a visual in your mind? Which one can you see? Things that can be visualised last longer in memory. So if you create videos, try and make them as visual as possible, by being deliberate even with the words that you use. If people can’t see what you are saying, they are not getting it.
d. Tell Emotional Stories – Anything that touches our emotions tends to last longer in our memories. Emotions get people to care about a thing. Our CEO always says that “you can never be on the wrong side of people’s emotions and win.” Create and tell stories that relate with people’s daily lives. Decide on an emotion that you want to inspire then build your story around it.
You can arrive at emotion by asking ‘why, why and why again’. Why do people buy expensive watches while there are cheaper ones? Because they want to look a certain way. Why do they want to look a certain way? Because it makes them feel better and makes them confident. Why do they care about confidence? Because without confidence they would not be able to behave a certain way, say certain things and be in certain places. Why does that matter? Because they probably would not make money to live the life they live? Why does this matter? Because they would be poor. Why are they afraid of being poor? and the questions go on and on.
The ability of videos to be more personalised than any other means of communication gives them the advantage. People love to see things and they love to feel that personal touch to things. It is time that organisations begin to appreciate that video is where the world is headed.
We are a strategic design consultancy, working with social organizations to create and implement innovative marketing & communications solutions.
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