On Video, Creativity > Science. Every Time.

On Video, Creativity > Science. Every Time.

Video isn’t supposed to be boring. It definitely shouldn’t be boring if you’re trying to sell someone something. This is one of millions of other truths that really should be self-evident but somehow aren’t, it seems. If a memo ever went out that said that really, social media and web marketing videos ought to be interesting, surprising, engaging, informative and fun, it seems that a lot of people have missed it. Scroll through your own feed and see for yourself. There might be a couple of good ones, but chances are you’ll encounter: Tedious how-to explainers featuring talking heads with “bro” beards Saccharine-sweet, brightly-lit “wholesome” ads with lots of sunlight intended to convey the “natural” or “pure” nature of foods, cosmetics, supplements, or diapers (why not all four?) Blaring big-font ads proclaiming “Five reasons why…” something The word “FREE” Ads with laundry lists of keywords jam-packed into the video and the narration (why?) Hyperkinetic “edgy” motion graphics that go nowhere Maybe one of those leftover moving hand whiteboard videos that just refuse to completely die despite being six years past their sell-by date …and not an ounce of interest in any of them. So why are they there? Or, in the case of the most tired of these formulas, still there? Three related reasons: They once “tested well”; Prevailing wisdom in some quarters holding that things that “test well” need not be imaginative, innovative, entertaining, or original; Companies that can’t afford to test their ads or concepts themselves piggyback on other peoples’ testing by copying what the other guys are doing. Marketing costs money, and accounting departments don’t like...
Why Video Content Matters

Why Video Content Matters

In our recent posts, we’ve talked a lot about content. We’ve discussed its importance, how to use it to your advantage, and how to create content that will draw audiences to your brand. Today, we’re going to focus our attention on one of the most critical forms of content for today’s marketer: video. There’s no question that video production and demand is on the rise: Last year, Google announced that more than 500 hours of video are uploaded to YouTube per minute. That’s a staggering statistic, so we’re going to take a minute to tie that into your marketing strategy. Video is a powerful tool to catch people’s attention. Have you ever been in a room with a TV and found yourself absent-mindedly watching whatever was on? Even if it was just a silly commercial, or you were supposed to be doing something else? It’s a simple example, but it speaks to the power of video. Humans are visual creatures, and movement, images, and color will always draw our attention. In a world that’s completely overflowing with advertising, video content is your silver bullet for catching someone’s attention. It’s your way of getting someone to take the time out of their day to learn about your product, service, or business. Social media has made it easier than ever to put video in front of your audience. Smartphones are dramatically faster than they were ten years ago, or even a few years ago. It takes almost no time for a brief video to buffer and load on a person’s phone as they scroll through Facebook, Instagram, or Twitter. Heck, Instagram...