The idea is the kernel of your production and root of your web video strategy. The idea is very often confused with the concept. They are separate elements with specific meanings in media creation. The idea is what you want to communicate. The concept is the structure on which the idea can be developed..
All filmmaking – documentary, movies, TV commercials, online profiles begin with “The Idea”. If everything goes perfectly you will end up with the same idea you started with, but in form that is compelling. The idea should be simple and easily expressed. You can also develop a concept without having a clear idea but… don’t do that.
One idea can inspire many concepts
The idea is expressed through a concept. A number of different concepts might work to express the same idea. However, the concept isn’t just about getting people to understand an idea it is about eliciting an emotional response. You want people to believe in your idea.
“Think Different” was the idea and the title of Apple’s advertising campaign from 1997 to 2002. The idea behind their campaign underlies much of Apple’s advertising even today.
The two films here “Think Different” (1997) and “Designed by Apple” (2012) are very different concepts but the idea remains the same. “Think Different” in 1997 is asking people to think about buying an apple rather than a PC. The presentation is inspiring. It is inspiring because of how it makes us feel not what it makes us think. When we are inspired we believe – the idea.
The first clip is from 1997 the second from 2013.
Concept One
A short documentary eulugy to great genius using stock footage and the VOGVO (voice of god voice over).
Concept Two
An short film using animated graphics and text to illustrate the process of thinking differently.
The “Think Differently” Campaign ran between 1997 and 2002 but, here ten years later, its still the underlying idea. Apples place in the market has altered completely and much of their original technology has been copied – however, their design is unrivalled. A good idea is a good idea. It can parent many concepts.
Amulet Studios is about moving people with cinematic stories . We’ve been doing this since That’s All Right, our first film, opened the Cork Film festival 1988. Our brand evolved through dramas, commercials, documentaries always with a sharp focus on visual narrative. We are excited about fusing our flavour of filmmaking with Irish produced food. We want to work with visionally Irish food producers to fuse great food and compelling stories. Great food video transcends language and goes right to the heart of food lovers everywhere.
Crowdsourced Video Content Is A Win/Win Web Video Strategy
Crowdsourced Video Contenttaps into the smart phone craze as part of their webvideo strategy. 247inktoner have derived great value by allowing customers to express product or service satisfaction through Crowdsourced Video Content . 247inktoner reward their customers with free product when they submit how-to-videos. This is an inexpensive way to involve happy customers in promoting your products and services.
Improve SEO And Customer Service
The use of crowdsourced video content has increased search engine visibility because video is rich content. Customers are best placed to identify the needs of other customers and address customer services issues. The security of an active user community entices new customers.
Crowdsourced video content will improve search engine visibility for targeted keywords. Targeting the range of keywords spreads the net wider thus improving authority. The ability to source inexpensive content has helped 247intoner to get higher page rankings in a very compeitive ink cartridge business.
Most of their crowdsourced video content is how-to videos. Having an active user community has lightened the load on their customer service staff. Instead of trying to explain a process over the phone customer services agents can now send a video link thus saving time and improving service.
247inktoner discovered that allowing non customers to access their crowdsourced video content has brought in new business.
Sugru’s shoestring Web Video Strategy is an inspirational model for Irish Company Startups.
Irish Company Startups are looking to web video as a major part of their marketing strategy. Web video is the buzz in inbound marketing because it is content rich. That means it can communicate a great deal in a short time. It can connect emotionally with the target viewer. It motivates subscribing, enquiries and online purchases.
Web Video comes in all shapes and sizes from the “bot bait “optimisation video and DIY virals to web video commercials and marketing short films. They cost anything from a one hundred euros for a DIY viral to hundreds of thousands for a cinema quality production. Most web videos will cost much less than twenty thousand euros. For Irish Company Startups, a compelling web video can be the most persuasive element in their armoury. For Irish Company Startups the very popular explainer video is great place to start. The ability to tell their story is a asset most Irish Company Startups possess, for this, a company profile is an inexpensive way inject personality and create a scaleable pitch.
A web video strategy is the key to a sustainable campaign.
It is vital for Irish Company Startups to cultivate a strong visual style. Irish Company Startups with happy customers need to use those testimonials as part of any pitch or promotion.
Sugru, the Formorol manufacturing company startup, was founded by Irish inventor, Jane Ni Dhulchaointighan. Sugru’s web video marketing strategy is an example of a brand with an original and very affordable online video campaign. The company create their own in-house how-to videos and also encourage their loyal user base to post video. Sugru has used web video and social media to create a online community around the silicone rubber product and their compelling slogan, ” The future needs fixing”.
Shiny Happy People Holding Hands
The user videos provide a constant stream of testimonial videos in the form of how-tos. This is ad man’s dream. The testimonial component of the message is buried within a how-to web video. This amplifies the power of the testimonial while creating a community of happy sharing consumers, all extolling the virtues of the product. The quirky uploads, enthusiastically demonstrate a range of creative applications of the product. The Sugru website is a hub for alternative thinking about “stuff” – household and personal possessions.
Sugru’s web video concept springs from core values. The Sugru website is choc full amateur photographs and web video uploaded by users. Sugru challenges disposable culture and the connivence of throwing things away. Sugru’s website promotes a funky attitude to repair, update and the customisation of household objects using their very innovative silicone-rubber product. The site has become a hub for amateur web video, social media and alternative thinking around the sticky fix-it product. This has created, a very strong brand identity around DIY and customisation which amateur photography and web video are an organic complement. Sugru has recently become available at B&Q on a trial basis.
Web Video Strategy On A Shoe String
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