This blog was written by StudioNow Creative Network Intern, Alina Tichacek
When juggling a lot of projects at once, it is easy to throw creativity out the window, and follow a template for all your videos. Here are a few helpful hints to approaching each marketing video with a fresh point of view.
We all know filmmaking is an art form, but sometimes we forget that when working on marketing videos. It’s easy to fall into a routine, relying on the same style and shortcuts for each video you create.
While the tried and true is a good starting point, especially when trying to maintain consistency across a series of videos for the same company, relying too much on past success can cause the video to lose its appeal for the viewer. Once the viewer is bored, all the time, money, and effort put into that marketing video is for naught.
The key to a viewer’s attention is artistry. You could have the most technically stunning video in history, but it will never attract or maintain viewer attention without artistry.
There are many ways to add artistry to your videos, but one of the most vital is artistically framing shots. When framing shots, it’s important to think of each frame as a series of photographs, or moving photography.
Each individual shot should be able to stand alone as a work of art. This means that not only do you need to capture the action in front of your camera lens, but you also need to capture the atmosphere. A slightly different viewing angle can do wonders to increase a viewer’s emotional connection to the video.
Remember, the overarching purpose of artistic framing is to tell a story in the most expressive way possible. Don’t be afraid to take some risks. Whatever adjustments you need to make in order to give your marketing video that extra edge, do it.
Nonetheless, there can be too much of a good thing when it comes to artistry. A video that is so creative and groundbreaking that it alienates the target audience is useless to a marketer.
A marketing video is not the time or place to break all the rules, but it is crucial to break some of them. The key is to find a balance between the traditional and the revolutionary.
But what is this balance? You’ll find that it varies for each target audience and even from project to project for the same audience.
One helpful way to gauge the correct balance is to stay up-to-date on the latest video developments around you. This will help you decide what degree of innovation the marketplace is ready to consume.
Most important of all, trust your gut. If you want to engage the viewer, never leave your artistry at the door when creating a marketing video.