The recent Jollibee Valentine’s Day ad titled “Vow” was its most viral yet—with over a million views and likes, and endless discussions on social media and around office coolers two months ago.
The most striking aspect though is how they were able to circumvent traditional media (it appeared online first), and still attain maximum impact.
This example highlights how imperative it has become for companies and brands to come up with their own short videos to engage today’s audience.
We asked John Labasug, Broadcast and Production Head of Inquirer.net, to give us some tips on how brands can use videos to inform and entertain, while still imparting their key message.
1. Invest in learning the basics of creative and technical video production
As we have seen, businesses get better response through visual communication and audiences are more receptive to creative concepts.
Video content is also considered an audience amplifier— expanding the business’ reach and motivating a call to action.
Hence, it has become essential to learn video production as part of the strategic approach to reach a target audience.
It need not be expensive— there are several online video platforms that are made available at no cost. And everyone nowadays has a smart phone.
2. Originality, uniqueness and relevance are key
Having fancy and expensive production equipment helps, but it is not a differentiating factor of the output.
Learning the creative aspects first will help anyone build engaging video content. And if coming up with your own ideas is too difficult, partnership and collaboration with content providers is another way.
Many are open to producing for “exchange deals” and at minimal cost.
3. Find your niche
Steer away from the conventional overselling techniques. Monitor current trends. Tell a story through your videos and establish an interesting lead. Video is really about exposing emotions through motion. Learning how to do this helps ensure that you have impactful, and possibly viral, videos.
John Labasug will conduct a module under the “Digital Media Management Series” entitled “Principles of Creative Video Production” on May 15-16.
The workshop will help companies produce their own videos to strengthen their online presence in a cost-effective way.
The Inquirer Academy is at 4168 Don Chino Roces Ave. corner Ponte St., Makati City.
For more information about the workshop or if you would like to add your input on the article, you may email ask@inquireracademy.com, call (632) 834-1557 or 800-8110 and look for Jerald Miguel, or visit the website at www.inquireracademy.com.