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.