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Use Video to Communicate

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  • Some time ago I was working on a project for a global communications & technology corporation, taking an audit of their existing video assets I identified 9 types/styles of video. A conversation leading up to design week had me revisit my notes from that work and I believe any of these could be used for any brand where video effectiveness is optimized through contextual relevance. TYPES OF VIDEO YOU CAN USE TO COMMUNICATE WITH YOUR AUDIENCE AND TAP IN TO THE INCREASINGLY SOCIAL NATURE OF VIDEO. VIDEO ASSET AUDIT OF GLOBAL TECHNOLOGY CORPORATION http://www.socialmediaexaminer.com/5-ways-to-make-video-a-social-experience/
  • CONTEXTUAL CASE USES AND tap into the increasingly social nature of video
  • Limited funds= low production cost
  • [Psychological] / Nuerological, Semantic, Emotional, Behavioral Communication: Social Dialogue, a la the Old Spice Response Campaign

Use Video to Communicate Use Video to Communicate Presentation Transcript

  • HOW TO: USE VIDEO TO COMMUNICATE brainstore.tumblr.com • @yohoy • quora.com/eric-mixon
    • D-I-Y
    • DOCUMENTARY
    • EDITORIAL
    • PRODUCT PLACEMENT
    • PRODUCT PETTING
    • ANIMATION & MOTION GRAPHICS
    • EXECUTIVE PRESENTATIONS
    • CREATIVE NARRATIVE
    • TESTIMONIAL
    VIDEO STYLES BRANDS CAN USE TO COMMUNICATE WITH THEIR AUDIENCES & TAP INTO THE INCREASINGLY SOCIAL NATURE OF VIDEO.
  • D-I-Y
    • Characteristic(s):
      • Authentic
      • Exclusive
    • Contextual Use: A video camera brand can utilize D-I-Y to demonstrate ease of product use and capabilities of product features.
  • DOCUMENTARY
    • Characteristic(s):
      • Authentic
      • Objective
    • Contextual Use: Document events your brand is a part of as they happen in real-time and/or capture the drama of more significant storylines.
  • EDITORIAL
    • Characteristic(s):
      • Official
    • Contextual Use: Editorialize content for case studies of product excellence; detailing innovation and impact.
  • PRODUCT PLACEMENT
    • Characteristic(s):
      • Suggestive
      • Demonstrative
      • ‘ Realistic’
    • Contextual Use: Harness cultural ‘cool’ and persuasiveness of celebrity endorsement to validate product use and/or win over fans on the fence.
  • PRODUCT PETTING
    • Characteristic(s):
      • Humble
      • Intimate
    • Contextual Use: Personal account of the product’s process, purpose and inspiration.
  • ANIMATION & MOTION GRAPHICS
    • Characteristic(s):
      • Informative
      • Fun
    • Contextual Use: Creatively convey your product/service benefits &/or message, as well as the complexities that surround them, with limited funds.
  • EXECUTIVE PRESENTATIONS
    • Characteristic(s):
      • Reputable *
      • Earnest
    • Contextual Use: Offer assurance of your product/service’s promise and put on your best pitch to win over skeptics.
    *not representative of the qualities possessed by the individual in this image
  • CREATIVE NARRATIVE
    • Characteristic(s):
      • Interpretative
      • Multidimensional
    • Contextual Use: It’s about communication & culture. Using multiple layers to achieve a total semantic response.
  • TESTIMONIAL
    • Characteristic(s):
      • Personal
    • Contextual Use: Often times emotional accounts of how product/service affected the user’s life.