There are hundreds, or even thousands, of articles available online that explain the importance of video in content marketing. However, I haven’t found any that explain what a good video actually is. Yes, it’s vital to understand how explainer videos, vlogs, tutorials and testimonials can be used in a customer journey. Similarly, it’s key to learn and understand where and how your content is consumed. But what makes a video successful? Here at Film Division HQ, we combine Design Thinking and expert Cinematography and aim to change behaviour. And that, to us, is when a video is truly successful.
Successful Video means to Change Behaviour
Any video you produce, or any other form of content for that matter, has a purpose. For us, the purpose of a video can captured by one of three statements:
Your content has the purpose to
- Inspire a change of Minds or
- Inspire a change of Attitude or
- Inspire a change of Behaviour.
Let’s take a small step back and explain this a bit better. Whatever the topic, narrative structure or position in the customer journey is, in the end, you’re looking for a change in your audience. Or to put it differently, before watching the video, your audience has mental status “A” and, once the video is finished, their mental status has changed to “B”. This change from “A” to “B” is either a change of the mind, a change in attitude or a change in behaviour. Either way, the audience is inspired to think or do something different. Please note how we used the word “inspire” in this context. Video can’t coerce a change in behaviour. It does hold the power to inspire that change! A great example of the power film and video holds is the iTV series on the post office scandal. A humble TV series inspired new legislation!
Change Behaviour through imagery
As said, to us, a successful video will always have a purpose. The better you define the purpose, e.g. the change of the mind, attitude or behaviour you look to inspire, the better you can design your content. In a previous blog I introduced the Kuleshov Effect. This editing technique explains how you can change the way the audience thinks about the content on screen. Successful video marketing uses this approach strategically to change behaviour in line with the video purpose.
Kuleshov Effect. Image by www.nofilmschool.com
Design Thinking in Videomarketing
Once you understand the power of the Kuleshov Effect. You can use it to change behaviour. However, It’s not that simple. To truly inspire change, you need to match the imagery with a visual language that fits your audience. And that’s when Design Thinking is most useful. Design Thinking is an iterative, user-centred approach to product development. With a good understanding of your audience, you learn what inspires them and in turn, you can apply this knowledge to the Kuhleshov Effect.
The power to change behaviour
Once you acknowledge that film and video have the power to change behaviour, it is vital to have a conversation about ethics. Knowing how to wield the camera makes it a weapon that can be used for good or evil. Here at Film Division, we vow to always use it as a force of good!
Other considerations
For us here at FDHQ, it is obvious to dive deep in understanding your audience. However, there are many other factors that influence how successful a video is. So whether you’re looking to create powerful recruitment content, vibrant social media videos or an internal video content strategy, we’ll be at your side every step of the way.
Our next blog will focus on reasons why some will click play. A rather important topic because your video will be completely useless if your audience doesn’t watch it!
