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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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.
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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.

You can access our portfolio here and subscribe to our channel on Youtube.

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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.

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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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Essential Reading for Entrepreneurs: “The Tipping Point” by Malcolm Gladwell

Book 1 at RECIPROCITY Book Club. CEO Aditya Singh is an integral part of the business network and an enthusiastic member of the new initiative.

5 Key Learnings/Action items:

  1. Recognize Connectors, Mavens and Salesmen in life and the opportunities it presents.
  2. Airwalk Case study
  3. The broken window theory, recognizing the broken windows and fixing them.
  4. Character is a function of context; The power of context.
  5. Properties of ideas that stick and ideas that don’t.

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Have you read this book? Tell us about your key understanding. And please suggests us more essential readings for entrepreneurs.

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Step 1 of Our Work Process

The 5 Step Process
Step 1: ReSEARCH

We understand your product and business thoroughly through intensive research of your business and product, based on our project questionnaire filled by you. Your feedback will be taken. From there our team will re-MODEL your vision into a workable STORY.

Learn more about the PROCESS at http://brainpanstudio.com/process/

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Decongest Delhi: Uber Solution (2D Animation)

There are over ONE CRORE registered vehicles in DELHI. And 1335 vehicles are added everyday. The CONGESTION keeps increasing.

How did UBER simplify this complexity? 👉 Shared Mobility (UberMoto and UberPool)

Discover how Uber communicates this to its target audience by using innovative multimedia.

 

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What is ENGAGEMENT?

The Advertising Research Foundation​ defines ENGAGEMENT as “turning on a prospect to a brand idea enhanced by the surrounding context”.

While we simply define ENGAGEMENT as an interactive relationship between the brand and the audience that thrives in an environment of trust, credibility and transparency.

Baba Toon, our holy mascot has some pointers to share. Watch him SIMPLIFY COMPLEXITY for Johnny who is on the verge of a major breakthrough: https://youtu.be/nxowt5OrOmY

 

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