Getting the content right for your video – a point of view
Last month, we heard from Scott Rendall at Print Data Solutions about the company’s innovative new product, vue tv, that has been creating a buzz amongst local businesses. Feedback has been very positive since the launch of this new product which enables businesses to combine video with print in a choice of high quality items. The team at Print Data Solutions has been discussing some really interesting ideas for how vue tv could be used to achieve great results.
Everyone is talking about using video but what type of content works in this format, and how do you decide on the best content for your brand?
In this second article in the series, we are taking an in-depth look at ideas to help you create the perfect content for your video to ensure that you achieve the best results from your campaign. Many of the examples are based on classic campaigns from high profile brands, although the principles remain the same for everyone.
Raw and uncut - the quest for authenticity
The quality of video recording equipment continues to improve and even smartphones have the capability to record high quality 4K images. Everyone has a camera which makes it easy to capture real-time experiences. Authenticity can be reflected in informal recordings that show your brand in a more relaxed mode, speaking to your customers or targets directly. McDonalds calmed scepticism about the enhanced appearance of its food in marketing materials by going behind the scenes at a live photoshoot.
Talking heads – the power of the spoken word
Videos are not all about images – they also allow you to embrace the power of sound. We’ll touch on music later but hearing someone talking about your brand could be the quickest and most impactful way to get your message across. Find an ambassador like professional boxer David Haye who was called on by the Prince’s Trust to voice their message of inspiration for young people. You could simply interview your founder or CEO. Identify a good communicator who can translate their passion for your business on the small screen.
Show and tell – unwrap your product or service
Video does not need a narrative thread to engage your customers. You can use it to focus on your product, to show it in close-up detail, and to demonstrate how it works. This could be accompanied by a voiceover or music, or may show a sequence of actions that make using the product self-explanatory. Without speech, it becomes more accessible across international boundaries.
Apple produced a product video to highlight the new technical features of its iPhone X and made sure that the production values of the video dovetailed with its passion for usable simplicity and high quality.
Teach me a lesson – what else is new?
Explainer videos can be used very effectively with graphics and voiceovers introducing new ideas via step by step instructions. Social media scheduling platform Hootsuite added value by helping customers to understand something new, creating a video that showed them how to use Facebook Live. These can be relatively low budget productions and can help perceptions of your brand as being helpful and supportive, solving problems that you might encounter.
Music to my ears – emotional power and entertainment value
Music television began in earnest in 1981 when US video channel first aired, with ‘Video Killed the Radio Star’ by The Buggles as its inaugural broadcast. Over the ensuing 30 plus years, the power of music video has grown exponentially with major recording artists harnessing the power of combining music with the moving image. In its iconic TV ad for its Polo, VW combined the humour of the ‘trembling dog’ with a powerful track by the Spencer Davis Group to generate a memorable visual representation of its brand aspirations.
Sketch out your ideas – using cartoons and animation
You don’t need live action to create a compelling video. The use of infographics, cartoons and animations can bring messages to life in a simple but effective way. Spotify launched with an animated explainer using music to capture the essence of its brand. Ask a creative studio to design original artwork for you, or you can use a range of tools to create your own moving graphics, depending on your budget. Print Data Solutions has a creative team on hand that can advise on this.
Live and kicking – be your own broadcaster
We are getting used to being publishers, posting blogs and social media updates online. Vloggers have shown us that now, everyone can now also be a broadcaster, with a minimal investment in technology. There are multiple platforms for broadcasting live video including Twitter Live, Facebook Live and Instagram Live plus live channels such as Bambuser, Livestream and Twitch.
At vue tv, we can advise you on the right type of video and show you how to combine it with print and personalise it for your target customer. The product features are continually evolving and now include options such as a touch screen function.
Next month, we will bring you a report from Marketing Week Live at Olympia West in London (7-8 March 2018), where vue tv will be showcased on this prestigious national stage for the very first time.
Visit the blog page to see this article online with links to all the videos mentioned.
For more information on vue tv, contact us on 01933 672150 and speak to a member of the team or: