The Concept: Is Video Worth It? Issue #000015
Q: Is video really going to make a difference in my advertising strategy?
A: Video is the perfect way to keep your audience interested in your brand and entertained on a personal level (aka authentic content).
We are all aware of current consumers' abbreviated attention spans. We live in an age of instant gratification and in order to cater to that audience, we need to make sure we're engaging our audience with authentic content that will hold their interest, while meeting them where they are (on their devices).
Here's why:
Improves Audience Engagement / Promotes Social Sharing
An authentic video is going to resonate with your target audience. And when your audience enjoys watching your video content, that's when they are willing to engage with it (share it, react to it, comment on it, etc.)
Allows for Explanation
With a video, you have an increased amount of time in front of your engaged audience, to provide further explanation on your marketing message. This allows you to get more information across to your audience, which increases the amount they can share and/or take away about your brand.
Appeals to all, Meets them where they are
People love video. Full Stop. It's evident in the amount of streaming channels and services we consume on a daily basis (see: TikTok). Using video allows your brand to meet your audience where they are, which is likely their mobile devices.
Builds Brand Credibility
While iPhone technology has its place, there is something more engaging about a cinematic video piece that evokes a deeper sense of emotion, tone, and feeling. Knowing that a brand put careful time and consideration into creating a high-quality video piece, means the audience is much more likely to lend that brand authentic credibility in their message.
At Trampoline, one of our services is conducting a brand audit to assess brand consistency across all platforms. During the process, we encourage our clients to ensure that typography is consistent, in addition to logo usage, language, voice, style, and colors, among other things.
With social media, we take the same stance, encouraging our clients to think about the grid as an extension of their marketing, as a way to stand out and draw people in—it’s the little pictures that create the big picture.
Why is video expensive to produce?
The short answer is, because of the three T's (time, team, and talent) that are required to produce an authentic piece of video content.
For each 30 seconds of final video content produced, there are weeks of pre, pro, and post production work that has gone into creating that edit. The size of the production team will vary significantly depending on the scope of your project, but will always include our Producer, and a Director of Photography, then multiple specialists depending on the needs (Director, Motion Graphics or Digital Imaging technician, etc.) In addition to the video team, we include one of our Art Directors or Creative Directors, from the start of the concept stage to ensure each and every single aspect of that video is curated perfectly.
The thing is, when you work with us to create a video, you also gain access to B roll footage that can be used in other areas of your marketing strategy (think social content, digital campaigns, etc.) and a full team at your disposal to ensure your message gets across.
Below are just a handful of the stages that a video team must go through, to deliver a final, edited :30sec piece of content:
Pre-Production
Concepting
Scripting & Storyboarding
Scouting
Scheduling Production
Production
Video Shooting
Voiceover Recording
Post-Production
Organizing & Cutting
Video Editing
Color Grading & Correction
Sound Mixing & Editing
Sourcing Music
Visual Effects & Animation (when applicable)
Revisions
So when you are pulling together budgets for your brand, remember to consider putting aside a line item for video content. It will boost your brand's message performance, authenticity, engagement conversions, and above all...the way you are perceived.
– TRAMPOLINE DESIGN • 9/23/2024
