Video is undoubtedly the most engaging form of media. It can be used to tell a story, a form of dialogue, to explain a service or product, or even used as an interactive test.
And while everyone understands its value, the biggest challenge is choosing the right style for your brand. 2D, live action, 3D or stop motion?
All of these have a place, but which one suits your message?
VideoSmart have created a wide variety of videos for its clients. Ranging from emotion-inducing live footage to simple 2D explainers, clients have chosen the style that keeps their audience’s attention span for the longest.
And with more than 90% of all our videos being watched till the end, we think it’s safe to say the chosen styles were well received.
To help get you thinking about your next video, here are a short list of things we think make them great:
With the number of videos people watch every day (more than 1.5 billion on YouTube every month), it is more important than ever to create a short, snappy video.
Studies have suggested clips between 35 seconds and 2 minutes are most effective. At VideoSmart, we agree that bitesize is best.
Do you have to explain a serious and detailed topic such as pensions or mortgages? If so, try out animation for an easy-to-understand style.
Are you trying to re-engage customers to book a safari? We suggest using new and existing footage to evoke a sense of nostalgia and spark a new wave of excitement with relatable visuals.
Choose just one CTA or behavioural change within the video. Creating different ways of communication or multiple links to different sites will most likely confuse the consumer.
One CTA at the end of the video provides a powerful message that can be supported by an enthusiastic voice-over artist and cheerful music, without crowding the customer with options.
Providing a clickable link or an in-video contact form to support the core message, works wonders.
We recommend a big button at the end or the option of branching in the middle to ensure they take the desired next step. Keep viewers engaged by involving them in the video’s journey.
While it’s important to work within brand guidelines, don’t be afraid to use artistic influences in transitions, stock footage for ‘wow’ shots in between scenes, or dynamic content to make you stand out.
The trick is to utilise different styles at different times and not to feel limited throughout all your communications.
At VideoSmart, we have a plethora of options for you to choose from and will always provide our expert advice during pre-production.
Whichever video style you choose, there are two rules of thumb: keep it on brand and keep it interesting.