We may be in lockdown, but creating branded video is just as important as ever
Stuart STubbs
FOUNDER | NAVIGATE VIDEO
First published on LinkedIn.
Last week, I spoke about how branded video is currently being used as a force for good. This week, I thought I would talk about how brands can get the most out of their video efforts (past, present and future).
It should come as no surprise that with everyone staying indoors, YouTube has become as popular as ever. Kantar even reported a couple of weeks ago that online video usage is on the rise, so much so that YouTube has reduced the default quality of videos globally for at least a month.
Video, therefore, has become a priority in our lives. People are looking to video platforms like YouTube and TikTok for information, entertainment and/or even reassurance. It is, now more so than ever, the time where marketing efforts should be spearheaded by digital video content.
But how can brands use video when filming footage in the real world is off-limits?
1. ANIMATION
Over a year ago, Amazon promoted their 'Wish Lists' function through an informative, concise and beautifully illustrated video. This is a great example of how brands can use animation to convey a message and create a dialogue with their audiences.
2. STOP MOTION
Overlaid with an audio track, Bose's ad from 2017 shows how brands can use stop motion to create a nice and compelling video.
3. 2.5D PARALLAX EFFECTS
A 2.5D parallax brings to life still imagery by using zooming and panning techniques to manipulate photographs and create a sense of movement. This is why during these unprecedented times, if you can't shoot, but are still looking to create movement within your social assets, this effect could be a cost effective, yet highly creative solution for your content efforts.
4. STOCK FOOTAGE
The World Economic Forum recently shared an interesting film using purely stock footage to talk about how people are helping each other during the coronavirus outbreak. Great example of how brands can use short and compelling social videos to still communicate with their audience.
5. USING HISTORIC FOOTAGE
NowThis News is a great model of inspiration for how brands can use historic footage to communicate a message. This particular video about Melania Trump uses existing footage gathered by other filmmakers to bring their point to life.
6. WEBCAM & USER-GENERATED CONTENT
Another option would be to follow in Virgin Media's footsteps and compile user-generated content, in this case customer videos posted on social media, into one single film.
7. TEXT & AUDIO
Or you could always go back to basics and follow in the footsteps of Apple's iPhone7 launch by using well-structured and quick moving text to create pace and communicate a huge amount of information in a short space of time. (Yeah, I know, it's old, but it's a classic and there’s some great quality footage in there too!)
Still not convinced?
A recent blog post from the production company, MediaMonks, showed how they have adapted to the COVID-19 regulations. Hosted in their Amsterdam office, they have set up an in-house production studio to comply with safety standards and keep team members the correct distance apart. Other members of the production team (such as the director or brand team) observe from another room or from a remote location via livestream.
However, most of us have a different video purpose in mind or perhaps more restricting self-isolation regulations that prevent us from adopting this filming method. So if you are still looking to acquire footage in the real world, you could look to big agency networks such as 90 Seconds, Genero and Wooshi who are still shooting from many locations around the globe (whilst maintaining lockdown and safety restrictions.)
During this time of crisis, of course, people want to see good quality content, but the core of your marketing efforts should be about one thing: communicating your purpose, a meaningful message that your audience can relate to. So, in other words, even if you can't get footage in the real world, that shouldn't prevent you from being creative, making an impactful film and finding a way to communicate to customers, communities and employees.
If you are interested in hearing our thoughts and take on how we think video will support brand communications now, during and after this crisis, as well as our ideas on how you can use video to support your customers, your community and your employees, then we'd be happy to offer a free 1-2-1 session with me over the phone or video call. Please drop me a line at stuart@navigatevideo.com and we can sort out a date.