By Serene Goh
Getting a video to act as your brand representative in the wide world of the Inter-webs can be delightful. There is no end to the visual storytelling palette or its potential to convey an idea. Just as there is no end to entertainment value of cat antics.
So what does that mean for your brand? Chief of the many considerations — other than, let’s face it, budget — when incorporating video into a content strategy, is an objective.
Else, telling creatives you want video in a campaign is like going to a restaurant and saying you want food. Yes, you’re in the right place, but um, exactly what are you hungry for?
That tension between wanting video and finding it the right master formed the basis of discussions at the C3 Series workshop on July 5 at the SPH News Centre Auditorium. The event had a turnout of 60 participants from media agencies and nine different industry sectors, all keen to explore fresh ideas.
Mobile technology has enabled more conversations than in human history to occur using visuals. Yet it strikes me that what ultimately, deepens the engagement and brand association a video achieves is still rooted in key fundamentals of compelling storytelling. What moves someone to share, or even click on a “like”, still rests on making a connection.
Me, I still get inspired by people, first and always. It’s the pride they take in their work, the lengths they go to get something done, their resilience, the ones who live out the courage of their convictions. In fact, most times, a narrative shaped from a life experience is merely the output of a storyteller trying to process universal truths, and experiences that everyone can relate to.
An understanding of treatment, mood, as well as the function of video within a campaign, can greatly enhance its effectiveness. But most critical to its power is finding it a purpose in the life of your target audience. What does it say about their beliefs if they share a video from you? How might it add to their understanding or discovery of a subject matter? Is it, in the end, useful to them.
And that’s when an idea becomes a content solution. Heads of SPH units involved in visual storytelling offered their expertise and insights, suggesting their takes on what makes a piece of video sizzle. Here are their takes.
Serene is the Head of Editorial Content at Sweet. She believes in the power of stories and their tellers.