In the era of video dominance and social media focus on the format, it's essential to distinguish yourself. Feeling swamped? No need. We've compiled creative ways to connect with your audience using video and leave a lasting impression.
Incorporate Captivating Music and Dance
Scientists have long studied the psychological power of music. Research now shows that dance can emotionally move audiences. So, brands that expertly combine music and dance can heighten viewer engagement. But there are crucial points to consider when choosing music for your video, such as whether it fits your narrative and gives off the right mood.
A great example is Toyota, which made a splash with its 30-second commercial spot (already coined a “musical masterpiece.”) The ad features a dance crew loading their suitcases into the trunk and getting into a new Corolla Cross. The brand choreographed each dance move and camera movement to the upbeat tune of “I Got It” by Jung Youth and Jeremy Silver. The vibrancy of the music and dance immediately gets viewers in “the groove” and celebrates the joy of driving. In short, if you want to stand out, strategically make use of music and dance.
Take a Stand
Consumers are looking for more than simply purchasing a product or service: they want to align themselves with a brand, especially in our social media age. According to Sprout Social, 70 percent of consumers want brands to take a public stand on social and political issues. But the key is to take a stand on issues that reflect your core values and communicate this purpose authentically, which helps build brand loyalty.
Nike has historically taken a stand on issues, nearly always leading to a rise in sales. In 2018, the brand stirred controversy when it released its “Dream Crazy” ad starring NFL quarterback and social activist Colin Kaepernick. The ad’s slogan? “Believe in something. Even if it means sacrificing everything. Just do it.” (Kaepernick began to kneel for the pre-game national anthem in protest against racial injustice in the U.S., and he has been out of the NFL since then.) President Trump said Nike was sending a “terrible message” with the commercial. And the hashtag #NikeBoycott trended on Twitter with videos that showed people burning their Nike products. But, ultimately, the ad paid off: Nike’s stock rose by 5 percent in the weeks following the release, and it went on to win an Emmy.
Brands can run with their creativity to bring any concept to life using motion graphics — the possibilities are endless. You can use animation in explainer videos, and you can even turn a static infographic into a fun animated piece like here. This style can drive a video forward and strike an emotional chord when combined with solid storytelling. Plus, animation requires far fewer resources to produce and is often less expensive.
The meditation app Headspace created this simple yet effective animation that explains how its app works and the value for customers.
By Shivan Sarna, Head of Stories