Is Online Video Marketing Reliable and Effective?

We love watching moving pictures. Always have; from flipbooks to cat videos. No wonder television was called the opiate of the masses.

When I think of video marketing, I immediately recall advertisement jingles from my childhood.

Vicco turmeric, nahi cosmetic, yeh hai Vicco turmeric Ayurvedic cream…

I bet you just sang that in your head.

The Ad Revolution

These advertisements from the 90s were a revolution. From washing powder Nirma to Raymond’s ‘Perfect Man’. Every 90s child can recite the ad jingles word for word. I think this happens mainly because the human brain finds it easier to associate visuals with rhythm.

It is memorable.

Video marketing has experienced a huge boom in recent years. People have a platter of social media platforms at hand. They are exploring and sharing everything with the world.

Video has become a mainstream language for the millennial. With options such as live video, they are able to create more engaging content for their audience.

Two essential reasons why video marketing is effective

  1.   Videos have the human touch/ interaction which are extremely engaging for the audience. There is nothing more appealing in business than human to human approach to reach out to the consumers. People understand empathy and emotions. A business doesn’t have personal emotions but a video certainly can make the customers see the heart within.
  2.   People have a very low attention span. Studies show that an average person has the attention span of 8 seconds, which is even lower than the goldfish. (Read about it here)

The following video for International Society For Olympiads communicates to its audience in an engaging and entertaining way. The video creates a land called “ISFOland” and shows a students journey towards her goals.


An article by Prachi Singh Tomar. First published on Quora in reply to the question: Is online video marketing effective?


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7 Surprise Communication Growth Tips from “A Clockwork Orange”

You could say translation is a myth. Nothing that we want to convey is exactly translated. Our thoughts churn and we are only able to spew signifiers.

Gooba gobble

Or you could say that translation is the only reality. Everything is translated. Everything changes form. Everything becomes something else. We think of anything and it is translated into an image or being or existence.

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TRANSLATION is COMMUNICATION.

What do we learn from ‘A Clockwork Orange’ about digital communication?

  1. Create your own vocabulary: The world has its language and so should you. As a brand/organization/culture you need to develop your own system of language. Influence the audience and induct them within your special world of words/meaning. Invest in your own visual language.
  2. Establish context: Context generates meaning. With context comes perspective and with perspective comes perception. Communication is vastly about the context you establish.
  3. Take the audience on a journey: On a journey and not a guided tour. A journey is about wandering and discovery. It is not about sight-seeing. Communication should aim at self-discover.
  4. It is a process w/o a catalogue: Communication is a process but it may or may not be catalogued. Audience will not always have access to the library. Don’t take references for granted.
  5. Brainwashing doesn’t work: The human brain has evolved out of the grind. Forceful injection of ideas and repetitive assault on senses creates disassociation. Humans have become more susceptible to nuances and subtleties.
  6. Subversive culture is a system of its own: Mainstream has more ears but it has the noisy mob too. Investigate into the systems of subversive cultures. Involve and establish your niche.
  7. Translation is a continuous generation of meaning: Translation is not a transfer or a commute from A to B. It is a process of generation of meaning itself. Therefore digital communication is not a function of conveying your idea to the intended subject but rather it is an ability to generate meaning together. Communication is then the enabling of the audience to create something of value (meaningful) with its interaction with your language/message.

 

ASIDE: Alex, the protagonist of ‘A Clockwork Orange’ is a bad bad man. He is devoid of any humanity and is morally bankrupt. Yet with a change in context, we feel sad for him. Remember, we all empathise with a vulnerable man.

STEAMPUNKChaos-001

At Brainpan Studio we simplify complexity. We help brands bypass the language flaw of miscommunication and create impactful digital and visual communication.
We don’t offer answers, we design solutions.


Message in for more elaboration/clarification on the above points or to talk about ‘A Clockwork Orange’ in general. Viddy well, little brother. Viddy well.


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How to Establish Trust and Encourage Action Using Testimonials

“Your son has a lot of potential”; said my English teacher. My parents beamed. I bought it. But nothing ever came out of it. Sometimes I wondered if all the teachers in all the schools were coached in the same vocabulary. Their praised were as bland as their complaints. They refused to acknowledge us as individuals. We were just another brick in the wall.

What are testimonials?

Unlike our school teachers’ evaluation of our deemed merit, testimonials are the reflection of our genuine interaction with our audience. It is a vivid showcase of how we made a difference to their world. It is not a report but rather an endorsement of our credibility and resilience in creating a vivid experience.

Why do testimonials work?

  1. Testimonials are real words by real people. In a world of increasing automation and bot interactions, real human testament reflects genuine bond between people.
  2. Normal people talking in common parlance establishes authenticity and therefore credibility.
  3. Emotion bridges gaps between the digital and human world. Emotion drives real engagement.
  4. Testimonials are not final words of affirmation. There are a series of re-affirmation of trust.
  5. They answer specific aspects of a person/brand. They are focused on these elements. They are not generalised to check all boxes.
  6. Testimonials also helps us have a holistic understanding of the person/brand. It is not limited to just one aspect. They weave the story in its impact.
joanna-kosinska-44214-unsplash

Photograph by Joanna Kosinska

Therefore testimonials are the cornerstone of brands trying to create impact with newer audiences. It established trust and encourage action. Testimonials shows the real face of any brand.

If you audience is the anxious generation or suffer from the attention span of a goldfish, think of testimonials in video format. Video testimonials are fun, intuitive and engaging. To find out how we can help you, contact us here.

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3 Genuine Ways to Boost Vibrant Audience Interaction

As far as I remember, we always had fishes at home. My brother was obsessed with these aquatic creatures. But in spite of my friendly (nagging) ways, I could never develop an interactive  bond with them. I came. I gave food. They ate. They forgot me (happily) till I came again with food.

animationstudiogurgaon

Photograph by kazuend

Goldfishes are believed to have an attention span of just 9 seconds. But post 2000, a new ‘fish’ has beaten them in fickleness. We, humans now have an attention span of 8 seconds (a study by Microsoft).

Now that makes the task of creating and sustaining meaningful interaction problematic. Yet the study also states, “They’re better at identifying what they want/don’t want to engage with and need less to process and commit things to memory.”

Here are three effective ways to beat the human algorithm to create sustainable engagement:

  1. Create experience
    People love experiences. This in part makes us human. We feel. When content creates experience, it enjoins its audience as co-conspirators or co-creators. Content that drives engagement through experience creates a sustainable bond. For example, using metaphors in storytelling instigates the sensory cortex of the human brain. The more vivid the experience, more the engagement.
  1. Say more with less
    As Todd Brison states quite deftly in his article, “Focus less on more. Focus more on less”. Attend to the best flower in your garden. Create the brilliant 8 second spark and the fire will follow. Maximize the impact by minimizing the zone of contact.
  1. The Storyteller
    Active voice matters. Audience wants to be addressed directly. They want to be seen, to be remembered. They same goes with the storyteller. The audience wants to visualise the speaker. They want to know the persona. Mascots are unique and visualised form of the voice. Give a personality to the voice.


The Goldfish Takeaway

Going back to talking about goldfish, research at Keio University (Tokyo, Japan) found that goldfish are able to distinguish between classical music by two different great composers, Johann Sebastian Bach and Igor Stravinsky. Create a distinct voice for your  brand and even the human fishes will recognise.

Watch how Vigilbox engages with its audience using this simple animated video:

Find out how you can engage with the human fishes. Ask for a quote: http://www.brainpanstudio.com/quote

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Happy Women’s Day

The colours that define the true you. Blue defines love nurture kindness and vastness. Red defines strength expression and determination.

Happy Women’s Day from the fantastic four.
animation studio gurgaon

At Brainpan Studio we simplify complexity by using love, logic and learning to tell innovative stories for brands.
http://www.brainpanstudio.com/about

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7 Reasons Why Stories are Important

Many years ago when I was still a duckling and the day was my birthday. With a Britannia Marie Gold biscuit in my hand, I stood on the window still, staring outside on a hot afternoon of May. An old umbrella man, carrying dusty old umbrellas, stood bent over the dustbin. Fighting the pariah dogs, he found something. A bunch of chapattis, he pulled out. He carefully tucked the food in his bindle and walked away.

Years later and even today, when I recall the incident, images flash by. It is not the story of the umbrella man or the pariah dogs or the bunch of chapattis. It is the story of the stories I never saw. My mind wondered. Was he not hungry? Who did he save the chapattis for? Who is waiting for him? Does he have a son like me? Would he like a biscuit?

brainpan studio storytelling

Photograph by Jason Wong

I created a multitude of stories in my head. The world of the umbrella man became a reality. A lonely afternoon in an old house gave rise to monuments of stories.

Stories create memories

We recall life not as linear transactions. We remember life as a testimony to our lived realities. It is our ability to weave my experiences into stories that creates memories. These memories in form of stories connect us to our journey.

Stories bridge realities

There are various realities that we shift through in our lives. People live through their own unique realities. Our subjective observation gives us our own unique perspective towards things. It is stories that help us understand the varying realities.

Stories defies definition

We are obsessed with categories, berths and boxes. We are hardwired to seek for meaning via definitions. But often in our lives we are faced with experiences that are damn difficult to define. Here stories come into play. They defy strict boundaries and help us connect.

Stories change perspective

There are many sides to a picture. There are many observations to reality. There are numerous subjective interpretations of a ‘fact’. Stories help us understand that there are many doorways to neverland. Stories enable us to appreciate the different shifts in perspectives.

Stories transform people

The world depends upon the relationships that we nurture with our interactions. All our relationships should be transformational rather than transactional. Stories are the perfect vehicle to trigger transformation in the world around. Stories build people.

Stories germinate ideas

Stories are capsules that connect and convey the core understanding of life. They germinate ideas. Often ideas die because there are not supported by stories. They become dry, placid and wither away. Stories make ideas live perpetual lives.

Stories create stories

Stories are incubator of its own kind. Stories give rise to many more stories. It provokes and encourages lateral transgressions. It is often the images that stories trigger that help us create parallel stories. No story is an island.

Watch the following whiteboard animation that tells the story of Baba Toon’s adventure in Funky Town.

Stories are unique as well as universal. Do you have a story that you wish to say? Feel free to share it with us. Your insight into storytelling will guide us further. Comments are appreciated.

-Yours Truly,
Baba Toon

At Brainpan Studio we simplify complexity by using love, logic and learning to tell innovative stories for brands.
http://www.brainpanstudio.com/about

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Blink, Blink, Forget: How to Fight the Goldfish Syndrome

Goldfish are believed to have an attention span of only 9 seconds. But post 2000, a new ‘fish’ has beaten them in fickleness. We, humans now have an attention span of 8 seconds (a study by Microsoft).  What does that mean?

marius-masalar-132756-unsplash

Photo by Marius Masalar

Most people will not read through to the second paragraph. Most people will not stay for the next act. Most people will not wait for the main course.

But the study also states, “They’re better at identifying what they want/don’t want to engage with and need less to process and commit things to memory.”

Beating the human algorithm to create sustainable engagement

1. Create experience

People love experiences. This in part makes us human. We feel. When content creates experience, it enjoins its audience as co-conspirators or co-creators. Content that drives engagement through experience creates a sustainable bond. For example, using metaphors in storytelling instigates the sensory cortex of the human brain. The more vivid the experience, more the engagement.

2. Say more with less

As Todd Brison states quite deftly in his article, “Focus less on more. Focus more on less”. Attend to the best flower in your garden. Create the brilliant 8 second spark and the fire will follow. Maximize the impact by minimizing the zone of contact.

3. The Storyteller

Active voice matters. Audience wants to be addressed directly. They want to be seen, to be remembered. They same goes with the storyteller. The audience wants to visualise the speaker. They want to know the persona. Mascots are unique and visualised form of the voice. Give a personality to the voice.

The Goldfish Takeaway

Going back to talking about goldfish, research at Keio University (Tokyo, Japan) found that goldfish are able to distinguish between classical music by two different great composers, Johann Sebastian Bach and Igor Stravinsky. Create a distinct voice for your  brand and even the human fishes will recognise.

Watch how Vigilbox engages with its audience using this simple animated video:

Find out how you can engage the human fishes. Ask for a quote: http://www.brainpanstudio.com/quote

Say hello to us on other networks:
Brainpan Studio(The mothership) | Facebook (Polls and videos) | Twitter (News and Industry titbits)  | Youtube (Awesome videos) | Instagram (The animated team stories)