Post on 16-Apr-2017
HOW TO: USE VIDEO TO COMMUNICATE
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• 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.