It’s a fine line. Most businesses trying to use video production as part of their marketing strategy usually choose one side or the other.
It’s not necessarily a mistake. Videos have become the best way to reach audiences online, whether you’re educating or going for a purely emotional effect, and most companies feel one approach is more appropriate than the other.
But the best videos, the videos that make people rush to be the one’s to share it with their friends, are the videos that find a perfect balance between those two worlds.
When you can offer something to your audience in the way of logic, solve a problem or answer a question, while at the same appeal to their emotions, your video won’t be soon forgotten.
Build more than your brand, build a bond.
Video, as a medium, naturally lends itself to the kind of strong imagery and emotional effects that bond your brand with viewers, but that doesn’t mean you can force those elements into just any video.
The emotional effect of your video must suit the material. Don’t jam emotion into a story, let it find its way in organically. Ask yourself, what level of emotion does the story warrant?
The point is, when you try too hard to evoke a strong emotional effect simply for the sake of building up your brand, you risk coming across to your audience as excessively dramatic or, worse, cheesy.
With any type of content you create, your goal should be to give something useful and relevant to potential customers, in the hopes of building a bond between them and your brand.
In order to do that, you need to be honest with them. Yes, you want to design emotional video productions, but allow it to come to the material naturally. It’ll help build some trust.
Remember, though, it’s not just about the emotional effect. Your information and brand message must be clear and concise. It’ll be hard for your target audience to experience any emotion if they can’t follow the story.
Try sandwiching your information with emotion.
So, fundamentally, you want to only infuse the appropriate emotions into your video. But let’s say you’ve determined what those emotions are. Now how do you balance them with the educational or informative side of things?
The easiest way: Make a sandwich. It sounds silly, but the simplicity of it is what makes the method a perfect fit for online video production.
People feel first and think second. That’s why you need to design a video production with a catchy opening that has an immediate emotional effect. Then, go into your educational content portion before driving it all home with an emotional kicker.
You see it all the time. The viewer first sees a subject experiencing an emotion, often frustration, as a result of a problem.
Then, the video presents a logical explanation or demonstration of how the product or service solves the problem before returning to the subject in their emotional state. Many times, the subject’s frustration will be visibly relieved.
There are a lot of possible approaches to any video production, but this sandwich logic fits almost any video production, for brands from any industry. You hook people in, let them know what you do, and leave them with something to remember besides a boring product rundown.
If you get it right, your video will be hard to forget.
The bottom line is, when people associate a certain emotion, especially a positive one, with a brand long after they’ve watched their video, that brand has attained new levels of recognition.
Forget a slogan or a catchy jingle. Nothing connects brands with their audience and potential buyers like a video that evokes a strong enough emotion to remain in the viewer’s hearts and heads long after they’ve watched it.
There are countless other marketing tools and practices that can help you build your brand identity and recognition, but none of them allow you to build a genuine bond with your target audience like video.
The trick is to build that kind of relationship while still sending a crystal clear message about the logistics of what you do and what your core values are all about.
It’s not easy, but it would be truly impossible to accomplish with any other medium.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video production, or a commercial video production, KVibe offers the total package of video production services from development through distribution.