Traditional Video is Medieval

With video being one of the most used communication platforms today, traditional video production just doesn’t cut it. It’s no longer just about creating content that primarily focuses on looking and sounding good. Now, there needs to be strategic analysis before you say “lights, camera, action” to make sure your video meets your creative and business goals. Long story short, video as we know it is medieval.

Chances are you are not seeing the return on investment you want from your video after investing time, money, and energy to produce it. The problem? It probably didn’t resonate with your audience the way you wanted it to. We need to stop looking at video as merely media, but as a tool. A tool that helps you communicate and gives you the opportunity to personally connect with your audience.

The rise of the music video

Take music videos for example. Since their launch with MTV in the early 1980s, music videos have seen exponential growth across all genres of music. They allow artists to creatively demonstrate their song lyrics and showcase who they are as a musician. Anymore, music videos are less of a video and more of a theatrical production. Everything is carefully planned out, from the location, to the theme, to the actors.

In the creative process, the artist and director can collaborate to figure out the best story to tell. Maybe the song has a hidden meaning the artist wants to show in the video. Maybe it’s a more literal interpretation. This is the artist’s chance to bring their vision to life, sharing the most intimate story details. By doing so, they can create something that is emotionally resonating that will personally connect with fans on a deeper level than the song lyrics do.

By starting with a personal connection analysis before filming, artists and their business partners can determine how the music video is going to fit into the artist’s brand and creative vision to make sure it is on par with their return on investment goals. The result? Videos that go viral and win MTV Video Music Awards.

YouTube-mania

Ever since the start of YouTube, people from all over the world use video to communicate with their audience. This has given rise to YouTube influencers who find their voice in a variety of areas including fashion, beauty, gaming, and more. Everyone is has able to showcase a niche hobby or interest through video. You want a review on an electronic? There is a community for it. You want to learn how to do makeup? There is a community for that. You want to learn hacks to your favorite video games? There is a community for that.  YouTube has grown from just a place for videos to a place to search and communicate with others who have similar interests.

People like PewDiePie, Jenna Marbles, Michelle Phan, among many others, have been able to use YouTube as a monetization platform. They have not only been able to make money from their own success on YouTube, but expanding to create their own branded items, such as stickers, makeup, and clothing.

However, over the last several years, both audiences and influencers alike demand quality over quantity. Both these groups don’t want to just be making a video for the sake of making a video. There is an increased focus on the quality of the content by influencers. They want to give their audience the best content possible instead of worrying about meeting a certain quota. This puts more emphasis on the creativity of the content, really letting influencers’ brands come through.

More YouTubers are finding themselves building a personal connection brand around their videos. They are approached by sponsors who align with the topics they cover and the products they use on their channels, giving way to sponsored content. Anymore, being on YouTube has become a business. YouTubers double as social media influencers, paying attention to tools like Instagram and a blog to boost their brand awareness. The trick for influencers is finding the balance between running a profitable business while maintaining their creative vision.

Return on investment for YouTubers can be the number of views, likes, or subscriptions to their channel. It can also mean likes on their social media pages or clicks on their blog. In many cases, for influencers, their creative vision is what drives their return on investment by staying true to themselves and creating personal connection with their brand.

The Do It Yourself (DIY) approach

Before they were YouTubers, influencers were regular people who used one of the many forms of technology to create a video. Today, making a video is as simple as pulling out your smartphone and pressing record. But just making a video isn’t good enough anymore; it has to have a purpose.

You need to create something that is going to differentiate yourself. A good quality set up is what is going to make you a trusted and credible filmmaker, but the rest comes from storytelling and emotion. Ultimately, you want your video to resonate with anyone who views it, so you need a compelling story to do so. And a compelling story will lead to a natural embrace of emotions. All three of these principles create a personal connection between you and your audience. By establishing personal connection, you will in turn establish brand loyalty.

Instead of recording on a whim, take some time to come up with an action plan for the story you want to tell. Inject some of yourself and your creativity into your video to tell the world who you really are. By doing so, your return on investment will speak for itself. You will get the results you want by just being vulnerable. Your content will speak to your audience in a way you couldn’t imagine. By building trust, sharing story details, and embracing emotion, you will build a personal connection with your audience.

The new way to create video

Nowadays, there is a lot more that goes into creating a video. It’s no longer just the filming, but the pre-planning and strategic approach. By building a strategic approach ahead of time, you will be able to achieve the ROI you want, bridging the gap between creativity and business. This will allow you to build trust, share story details, and embrace emotion in order to personally connect with your audience. If you take the time to incorporate all three pillars, you will get a truly successful video.

Featured Photo | Elliot Teo