It is clear that the importance of visual content, particularly videos , is constantly growing within integrated communication strategies. This is because video emphasizes the emotional element and offers a more engaging and immersive narrative.
Social platforms continue to evolve rapidly, increasingly promoting this type of content. Constructing a video may require more effort than a static image, but it better responds to the growing demand for entertainment and reaches a wider audience.
Audiences, especially on social media, are looking for authenticity, and it seems that video is able to offer it, generating not only awareness but also higher conversion rates. The video creates a deeper connection with the user, who feels involved and empathetic towards the brand.
Characteristics of performance videos: spontaneity and authenticity
Precisely in the name of greater communicative authenticity of the brand with its public, we have moved from the classic vision of the video, as a somewhat rigid institutional product, to a more authentic and informal tool (at least apparently) which presents the brand in a less artificial.
This requires those who create a video to work on designing it in a structured way, starting from the construction of a creative concept and a script that guarantee a good result also in terms of perceived quality.
While eliminating all the frills that risk creating a lacquered image far from the collective imagination of what a brand should be like today, there must be a solid and coherent narrative structure at the base.
Authenticity does not mean the absence of an objective, a clear and precise starting point on which to move in the construction of the story. We therefore need a script that allows us to develop the project by optimizing time and resources in order to generate a product consistent with the brand’s vision.
We shouldn’t think of social media as places where only spontaneous content reigns. Here too, specific codes and rules apply and a healthy rigor in the processing of products is necessary if an effective result is to be obtained.
The budget for an effective video
It is then necessary to keep the budget under control: you do not necessarily have to produce at a high cost to arrive at an effective product. Even with limited resources, it is possible to create impactful content.
If there is no recipe for a perfect video, there are still elements to absolutely take into consideration, regardless of the use that will be made of it and the channels in which it will be distributed.
Tips for an effective video
Regarding the objectives of a video strategy, it should certainly be highlighted that, through these tools, the public can be loyal. To do this, a constant link with the target must be maintained. To this end, the short videos that are so successful today can help us.
When designing a video campaign, it is advisable to adopt a serial approach, maintaining a recognizable narrative structure but adaptable to different situations. This allows you to maintain a constant message while varying the elements of the story.
We therefore tell a formalized story through a recurring narrative that builds user loyalty to the brand: the message remains and is reconstructed in new and unprecedented forms. The problem changes, but the brand remains the solution and, at the same time, the added value.
We also need to generate a repeated consistency to create a real relationship with our target. The public must see us again and again in quality stories and perceive continuity and coherence in our communication.
