Every business and marketer should have some idea of the power of video in this day and age. People are far more likely to make a purchase after watching a video and the search engines are bumping sites that have video content up the rankings.
So, what’s holding the brands that aren’t yet using corporate or commercial video production back isn’t doubt about the potential of video but the time, energy, and resources needed to create high-quality video content. After all, it’s not easy, and there’s more competition than ever, no matter what industry you’re in. So, how can you make videos that rise above the rest? You can produce videos with style, that’s how.
However, finding a style that fits your identity and connects with your viewers isn’t easy either. So, as longtime NY and NJ video production pros who know the importance of determining the right style for any video, we thought we’d pass on a few tips for doing just that.
First off, consider your primary objectives.
Yes, your target audience and their distinct interests and preferences should factor into your choice, however, the first thing you need to consider when trying to find your video style is your main goals. Why are you creating the video in the first place?
The reason you need to do that is to avoid putting the cart before the horse. Think about it, if your intention is to explain a product or service, you’d want to strive to achieve a far different style than if your primary objective was to connect with other businesses or industry professionals.
Each approach would require an entirely different production process, from the amount of time it would take to shoot and edit to the budget required to achieve each style, so the sooner you can determine your primary goals and then a suitable style, the better.
And if you don’t produce video content in house, you need to find a video production company that either specializes in your intended style or is fully capable of creating high-quality video content in the style of your choosing.
The Live-Action Option
A live-action production may feature an actor playing out a scenario or in a spokesperson capacity, live testimonials and reviews from previous customers, live product or service demonstrations, interviews with employees, executives, and/or industry experts, etc.
So, as you can see, the live-action style allows you to let your products, services, customers, and/or your workforce itself do the talking. It allows you to show them off to viewers as well as clear up any confusion as far as how what you’re offering is used or helpful to the viewer.
And if your main goals have to do with humanizing your brand or web presence, then the live-action video production style may be your best bet. By featuring your employees, the people behind the scenes, you’ll be giving your audience a face, or faces, to go with your brand or web presence.
The bottom line is, this style allows you to be open and transparent, which will help you earn trust and credibility and build a stronger connection with your audience. By seeing your products and services and your workforce, viewers will form a deeper connection with your videos and, ultimately, with your brand.
To get a feel for how a live-action video can help you build a deeper connection with viewers, check out this video that the NY /NJ video production pros at KVibe created for Dunyah Clothing:
The Animated Option
Now, if you’re looking to clear up how a certain product works or explain how a service is so helpful, an animated style may be a good idea. This style is perfect for younger audiences, but if done well, it can be a great way to illuminate some of the more complicated aspects of your company for audiences of all ages.
An animated video production allows you to simplify your message in a compelling, visual way. You can streamline what would take a lot of written content to explain, and chances are that most audiences will go for the shorter, condensed version.
So, whether you go the whiteboard route, stop motion, 2D, or 3D, an animated approach allows you to present the more complex content about your business, products, and services to your audience in a relatable, engaging, succinct fashion.
To check out some of this past year’s best animated explainers, check out this post from SwitchVideo, Best Animated Explainer Videos of 2015 (So Far), and then there are motion graphic videos which are, in some way, the result of a combination of video production styles. They typically feature both live-action and animated elements, whether they’re illustrations, animated text, etc., to give viewers a sense of motion.
The style tends to result in a somewhat high-tech look, making it more suitable for mature professionals than other animated videos, and like any form of animated video, it allows you to communicate complicated concepts and messages in a succinct, highly visual fashion.
Your video production style and mission must align.
So, if you want to showcase a new product or humanize your brand or web presence for your audience, a live-action style may be the best bet, and if you’re looking to clear up some of the more complicated aspects of your brand for your audience, animation can be a huge help.
And if you’re a little concerned with how the older, more mature parts of your audience will respond to cartoony videos, the motion graphic style allows you to streamline your communication while maintaining a more professional appearance and tone.
The bottom line is, no matter which style you decide makes the most sense for your audience, it needs to match up with your primary mission and message or it won’t land with kind of impact you’re hoping for.
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, or a feature film, at KVibe, we create to inspire.