Today as I scrolled through my Instagram feed, I consciously thought about the backend of what’s making me hit like, pause scrolling or tempting me to research more about a product.
Users are moving fluidly across their devices as they assess what requires their attention and what does not. They’re rapidly absorbing a variety of information – which they feel is fun, engaging or useful for them or their loved ones. One big mastermind that is acting as a catalyst here is ‘creativity’.
This capsule of creativity basically holds three essential types of vitamin C.
- Calling out to the customer
- Connecting to the customer
- Communicating the call-to-action which is intended towards purchase.
Creativity is playing a bigger, more significant role now in generating engagement that can further lead to real conversions. At Twisted Frame, we sketched out a three-act structure to assess what has become of this creativity capsule in this new constantly-unfolding era.
ACT 1: Creativity that can make the user dwell more
Marketeers need to be reminded that beyond the targeting parameters followed (age, gender, location, ethnicity), there is a person with human emotions. Today, creativity needs to ensure that the user dwells more on the digital video.
How? The story in the digital video has to connect on a daily-level and not on a superficial-level. The story has to address the user’s daily problems and offer solutions. These can be solutions wherein one has to directly use the product. Or, solutions that can inspire or bring hope for the user.
If your user has been facing the problem of having to scrub doorknobs with great force, can your sanitisation spray make the scrubbing effortless? The storyline communicates that you care for your consumer and understand his pain-points.
If your user hasn’t met his loved ones since a very long time and is feeling low about it, a motivational video story can give him the hope needed to pull through the wait. Sometimes in life, all good things require a longer wait. The brand can offer positivity for the interim by making an energetic and vibrant video of how friends are catching up up through ‘online modes’. Right from clinking glasses to doing laundry together.
If your brand requires people to physically experience features of a product, AI video production help you achieve that and deliver the experience to your user in the comfort of their home.
Stories of value can play a vital role to ensure that the user ‘dwells more’ on the video, which leads to higher engagement and higher chances of purchase.
ACT 2: Creativity that understands the user’s changing behaviour during a pandemic
Assess yourself. You will notice that a lot of your plans, routines, thoughts have revised since the start of this year. Creativity is about adapting to the ever-changing consumer behaviour.
Marketeers needs to assess cardinal points before hiring agencies, studios and writers to work on video scripts.
- Changing idea of entertainment: The consumer has new ways to experience entertainment. It all takes place in the comfort (or lack of it in some cases) of his home. Assess this before writing your script’s set-ups.
- Changing routines of consumer: The consumer might have his work space set up at home now. He/she needs to manage work, home chores, kids and families: all from the same physical space. This could have changed certain daily routines. Assess these factors before writing your script’s characters.
- Changing patterns: As much as possible, users are trying to purchase through the screen. Close to 50% of online users search for product videos before they make a purchase. Assess patterns of your audience before finalising what type of video can work: explainer video, motion graphics video, green screen shot video or an interactive video.
ACT 3: Creativity suited for the platform
It can irk somebody if your ‘irrelevant’ video plays on Spotify right when they’ve entered the balcony to take a breather.
Get the context right. The person is finally in the process of immersing himself in the music of his choice. If anything is interrupting him- then it better be in synch to what his mind is looking for. A video in the genre of entertainment (say, a new show trailer from Netflix) may work receptively. However, an instructional video can just backfire.
Similarly, see what type of video ad can work while a person is swiping downwards on TikTok and enjoying diverse moves. 48% of consumers said they’ve made a purchase due to a brand’s video on Instagram. If it’s a learning platform, is the text too much to read? 72% of people prefer video over text when learning about a product or service.
Craft your creativity in tandem to the platform in order to deliver a more relevant and memorable experience for the user.
At Twisted frame, we’ve constantly been implementing and adapting to the new voice of video which can foster long-term brand awareness and advocacy.
Let’s have a chat as to how your business can leverage from the video psychographics through our Toronto video production and motion graphic services. Reach out for a free chat at (416) 619-1116.