A video has to be a video. What does that mean? Sounds a bit redundant right?
Well, it’s an important rule here at Life Media UK.
To understand this rule, I need to tell you a story…
We’re sat in a big boardroom at the office of a large engineering firm. It’s me, Marketing Melissa (not her real name) and 3 other chaps from various departments. Melissa is the only person in their marketing department – which is actually crazy when you think about how much work she has to do and the amount of expectation laid on her, but that’s a story for another day!
I’m going through our normal process of planning the client’s video strategy; What’s the purpose of the video? What are the essentials that we must include? What’s the overall message?
One of the chaps, let’s call him Detail Derek, has no marketing qualifications or experience. But he is an exceptionally bright engineer.
Derek says to me, in all seriousness “Sunjay, I want our video to be like our roller banner”.
I’m perplexed. A video like a roller banner? If I sent a video to a client, and their response was “it’s like our roller banner” I’d be terrified that we had somehow royally messed up!
But Derek was excited.
“Roller banner?” I questioned
“Yes! Our roller banner.”
I absolutely have to see this incredible roller banner, I thought. I mean, I’ve never seen a roller banner that could convey the emotion of a video. A roller banner that would captivate and engage audiences. A roller banner that would be the benchmark for all video marketing activities.
Now I’m the one who’s excited.
“May I see the roller banner please?” I asked sheepishly.
Derek walks over to the side of the room.
Now, before I go further; understand that this is a TRUE story. Not just something I made up for a blog. It’s a 100% real story.
Anyway.
He unfurls the roller banner, pops the stick into the catch, and stands back proudly as we all take in the magnificent roller banner.
This banner contains no images, maybe one graphic, and a long (and I mean long) list of services. Every nut-and-bolt service this engineering company had to offer.
No benefits. No header. No CTA.
Just services. In one long list.
I adjust my seat a bit. I’m physically uncomfortable. I’m about to either come across as sage, or rude – only one way to find out.
‘‘Ok, I’m going to say it. I don’t think that’s a great roller banner. It would make an even worse video. I appreciate that’s where the bar is. But honestly, by working togethe, we can achieve something far superior.’’
Derek doesn’t react.
“Sure”, he responds.
And our meeting continues.
It was then, in that moment, that the rule a video must be a video was born!
Videos achieve 3 things better than any other form of communication:
- Emotion
- Education
- Evidence
Emotional storytelling is key with video. The reason it does it so well is because it’s multi-sensory. Emotion will capture audiences, and ultimately, emotion will convert them to the next step.
Video is perfect for educating, because we can deliver a huge amount of information quickly, in an easily digestible way. This increases memorability, impact and resonance.
Finally, evidence. Video is perfect for ‘showing not telling’. Show how great your product is, or show your customer’s happy face.
If we’re not doing 1 or more of those 3 key tenets, then maybe that idea would be better as a roller banner. Or a graphic. Or an image. Or a whitepaper.
Creating an infographic on Canva is much cheaper and far more efficient than hiring my team for a day. So why make a video that should have been an infographic?
If you’re planning video content, just keep that rule in mind. Consider what type of messaging and content is going to work amazingly as video – it will help you create more engaging videos.
And to all the Dereks out there: trust your Marketing Melissas. And to all my Melissa’s: know you are not alone. We see you fighting the good fight. Don’t give up! And throw that roller banner in the bin.
Need help making taking your marketing up a notch? We’ll show you how – just get in touch to get started.
