48 . Glasgow Business April 2015
BIG TALKS Campbell Hart, Account Director, The BIG Partnership’s Video Production Team
The wonders of the moving picture
» Video can be very powerful, if your brand has a good story to tell
W
ith so much competition to get noticed, the question is: how do you stand out in an age where everyone wants to
be unique? With press releases being reused as news items, blogs, Linkedin, and Twiter posts, there’s now far more content jostling to grab your atention, so what can video do for you? Te stats speak for themselves. With an
average of 30 million people in the UK watching online content every month it’s estimated that by 2018 around 80 per cent of consumer traffic online will be for video. Right now, around 28 per cent of Google searches are for YouTube videos, while six billion hours of video are watched on YouTube every month. Te ways in which stories are being told are
changing too, with branding taking a backseat to broader messages about how brands exist in the real world. Shredded Wheat’s latest advert is a great example. Te story focuses on a father reliving his youth as a Northern Soul dancer aſter adopting a more active lifestyle and a healthier diet. Te advert barely mentions the product but the message is clear: eat healthy, live healthy – we’re part of your life. It’s a clever advert which takes a step back, telling an unusual story using the brand in the same way as Alfred Hitchcock’s approach to what he described as the MacGuffin – which is to say that the whole story is about the product, but the product’s incidental to the story being told, which is something the viewer already knows (and appreciates having been spared the hard sell). Elsewhere, Sport England’s ‘Tis Girl Can’
”You’ve got to take a step back and ask yourself what’s the story and why would I watch?”
campaign to get more women into physical exercise is unashamedly in your face, with its central message aimed at challenging stereotypes. Te images are strong and the message is clear: do it for yourself and don’t listen to the body fascists. Writing this I asked myself if I’d remember the campaign if the message had been delivered through a leaflet? I don’t think so. While these examples are both adverts, an
important part of the new use of video is that the content’s available to share, allowing films to be spread quickly by interested audiences. So if you’re looking into video production and your first thought is that ‘we need to make a film’ then you’ve got to take a step back and ask yourself ‘what’s the story and why would I watch?’
Te key to success is telling compelling
stories based around real people. For your brand to live online you need to show why you mater and demonstrate how your product or service is used in a way which interests the viewer. Video can be used for a variety of purposes, from online marketing through to customer presentations. With a far greater amount of content being produced, it’s plain that you need to stand out to be seen. So let’s end with a question and ask: “How would you tell your story?”
FIND OUT MORE...
For more information on The BIG Partnership, visit
www.bigpartnership.co.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52