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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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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Brainpan Studio(The mothership) | Facebook (Polls and videos) | Twitter (News and Industry titbits)  | Youtube (Awesome videos) | Instagram (The animated team stories)

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)

Shared Mobility Pledge by Uber: A Case Study

A brand gains long term relevancy for its audience only when it not just answers the present queries but also designs a solution for the future. The audience knows what it requires today but is largely unaware of the future challenges. Unlike what we would want to believe, the audience mostly do not take ‘informed’ decisions.

Surprise

Most often than not, it is the wave of emotions that guide them towards choices rather than well calculated decisions. Therefore the job of a brand is not just to echo back but rather to discover the next stepping stone and guide the audience towards the bridge to future.

babatoon_final_29

Uber is a global taxi aggregator. It aspires to make “transportation as reliable as running water, everywhere and for everyone”. But it realises than logistics is not just its big worry. It is to enable a viable city ecosystem that can keep such a mechanism running and pertinent. 

Uber joined 14 other transport and technology companies to sign ‘Shared Mobility Principles for Livable Cities’.


In their statement they state, “The Shared Mobility Principles provide a clear vision for the future of cities and create alignment between the city governments, private companies and NGOs working to make them more livable”.

  • Prioritise people over vehicles
  • Support the shared and efficient use of vehicles, lanes, curbs, and land
  • Autonomous vehicles in dense urban areas should be operated only in shared fleets



Challenge:
How does Uber convey this message in a memorable and engaging way to its audience?
Solution: Using the golden unicorn of the digital age: VIDEO.

 

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 about Shared Mobility or to talk about our client Uber in general. Cut the congestion out.


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Don’t Mess with Nature

Since 1970 HUMAN population has DOUBLED, while EARTH has LOST 52% of its BIODIVERSITY.
SO WHAT?

Client: 100 Pipers India | Social Campaign: The Good You Can