Nowadays, there’s incredible marketing power at the fingertips of any business, in any industry. You just have to embrace the evolution.
We’ve been in NY / NJ video production for a while now, and we’ve watched the possibilities for businesses to announce their presence to gigantic audiences, and to expand it, grow and strengthen from the front row.
Now, the keyword there is possibilities. Just because there’s a possibility of getting your video in front of incredible amounts of people, that doesn’t mean it’s going to happen.
You need to design your corporate or commercial video production to be effective and highly shareable first, and to do that, it needs to be social, authentic, and captivating.
So, let’s see what it takes to make a video that will draw viewers in, give them the feeling that the content is real and relatable, and make them want to share it.
How to Captivate
With all the other video options online nowadays, you don’t have much time to draw the audience in before most of them get bored and head elsewhere. It’s the harsh truth of it.
So, how do you grab attention fast? First off, whatever content you start off with, whether it’s a talking head or the exterior of a building, you need to make the first shot of your video production a good one.
Think about the angle, the distance, the frame composition, etc. Think about the impression it will have on the audience, because it’s the first one they’ll get, and as longtime NJ / NY video production vets, trust us, you shouldn’t be afraid to experiment.
Try out new and different angles and movements. Try to frame the subject in an unusual way. Just remember, as always, to make sure these kinds of decisions are motivated and serve a purpose.
From there, you need to get to the point, fast. Yes, you will likely lose a good number of the visitors who, upon hearing what the point of the video will be, will bail out of lack of interest.
However, the ones who do stick around will do so because they’re interested, likely very interested, and will probably stick around through the entire video.
For more information on drawing viewers in quickly, check out this post: The 10 Second Rule: How to Design Your Video Production to Grab Attention Fast.
The point is, just as the headline to an article should be catchy and informative, the first shot of your commercial or corporate video should captivate and compel the viewer to continue watching.
How to Be Authentic
Now, we’ve been in NY / NJ video production long enough to know that even if you manage to draw the viewer in, that doesn’t mean they have to stick around until the end, and one sure way to lose them is to come across as false or untrustworthy.
These days, you can’t be afraid to be upfront with your audience when coming up with content for any type of commercial or corporate video production. They’re more sophisticated than they used to be, so act accordingly.
A great way to be authentic is to openly acknowledge the inauthenticity in your industry, whether it’s the way competitors market their products or how misunderstood certain aspects of the industry are. Take Dollar Shave Club, for example.
In their 2012 breakthrough video, the razor blade company joked about the ridiculous amount of accessories and blades other brands were claiming to be necessary, and in their recent television commercial, they mock how difficult some brands make it to get your hands on their razors in stores.
The point is, they come across as authentic because they’re not afraid to point out how inauthentic other companies in their industry are. They’re acknowledging what the viewers have caught on to a while ago, and the audience connects with them because of it.
Now, Dollar Shave Club is a perfect example because they came, seemingly, out of nowhere with that initial video and blew up, which just goes to show you how far authenticity and good timing can take you. And, of course, a great sense of humor doesn’t hurt either.
How to Be Social
Trust us, we’ve been in NJ / NY video production for years, and to give your video the best chance at success nowadays, you need try to make it as shareable as possible.
Now, you’re probably thinking that that’s always part of the mission, but that’s the point, it can’t just be part of the mission. It has to be the central focus.
Your first concern needs to be about the social side of things. You should be more concerned with evoking a general reaction than with actually selling a product or service or with being self-promotional about your business.
You need to think about infusing your video with some genuine humor or drama, some type of emotional element that viewers can latch onto. That needs to be the first concern.
Check out this commercial video KVibe did for Energy Sheets to get an idea of how to use humor as your primary weapon:
An emotional connection is the best way to get viewers to want to share your video. They won’t feel compelled to share a video that simply explains the basic details about a business or product unless an individual asks about that specific topic.
And the great news is, if you manage to get people to feel enough of a connection to your video that they want to share it, they can become your very own community of brand advocates.
The bottom line is, if you can captivate your audience, hold their attention by being authentic, and give them content worth sharing, you’ll give your video staying power, and when a video stays popular online, you know it’s a success.
That means that people are coming back to watch it again and again simply because they want to. With traditional television commercials, that’s not the case.
It’s a new frontier and there’s a lot of success to be had. You just have to know the terrain.
About Us: KVibe Productions, a NY / NJ video production company, offers the total package of film & video production services. Whether it’s a web promo video, a commercial, or a feature film, KVibe can take you every step of the way from development through distribution. At KVibe, we create to inspire.