We like to leverage constant as much as possible, and part of that is localization. One big variable on that is how much more (or less) time it takes to get through your script in other languages. We thought we share a few results.
| Arabic | 20% |
| French | 15% |
| German | 20% |
| Hebrew | -20% |
| Hindi | 20% |
| Italian | 15% |
| Japanese | -20% |
| Korean | -10% |
| Portuguese | 20% |
| Russian | 15% |
| Spanish | 20% |
Emotions are a factor in every decision we make – even for decisions that we wouldn’t consider to be “emotional.” Have you ever said I feel like having a salad for lunch? That’s emotion.
Video is a great opportunity to communicate through the subtleties of these emotions, but how do you tell that’s working?
While there is certainly evidence in analytics for broadcast and online, there’s now a more sophisticated way to find out if your message is hitting its emotional mark – the science of micro expressions.
Pioneered by Paul Ekman, the Facial Action Coding System (FACS) can be used to read these subtle, internal emotions that you may not even realize you’re experiencing.
An entire industry has been built around FACS. Companies like Emotient Inc., Affectiva Inc. and Eyeris that can actually provide you with data you can use to tweak your messaging to get the desired outcome.
No matter what your product or service is, you need to consider the emotional element of your message. Effective marketing is about far more than relaying facts. It’s about eliciting an emotional response.
This emotional response is what impacts buying decisions.
How are you measuring the emotional response to your message?
In marketing, your messaging is important, but the way you deliver that message is just as, if not more important.
With video advertising, the visual element of the message can communicate far more than the words of the voiceover or the text on the screen. Video goes beyond words.
It probably wouldn’t take long for you to think of recent examples in your own life where the visual elements of a video had an impact on you. It’s not just you either. There are numerous psychological studies that show how visuals effect the message that we actually receive.
How then do you decide on how to present the visual elements of your message? Is motion graphics or live action video best? Both formats can be equally effective, but the best choice will depend three factors – your brand, messaging and trust.
What style fits your brand best? Certain styles play well to live action and other are better portrayed through motion graphics.
Motion graphics is about creating a video with a visual style that leverages your brand and style guide, including colors, fonts and overall look and feel.
Brand for live action is not as easily identifiable, thought it can be captured in personality and tone. Think of how you would describe your brand if it was a friend of yours. What would their personality be like? How would they act?
The actual message you’re trying to communicate will also help determine the best format. Facts and figures can be relayed more easily through motion graphics. Live action is better to portray emotion.
The non-verbal cues in live action lend themselves well to building trust. Trust can be built through animation, but, you’re much more limited.
Every situation is unique. Some products and brands lend themselves to to motion graphics. Products like ToutApp are a great example of this while testimonials and product stories, such as Livingsocial and Box, work well through live action video.
Now look at the brand, messaging and trust element for your own campaign. Which video format is the best fit for you?
Many businesses today are realizing that we live in a trust economy. For reasons still being debated by experts, we simply don’t trust people or companies as willingly as we used to. A generic marketing campaign or testimonials from unknown people accomplish little in today’s marketplace.
Consumers today are far more likely to use a product or service that was recommended to them by someone they know and trust. This is where the power of storytelling through video really shines through.
Through storytelling, rapport can be built and information can be delivered in way that builds trust in your brand. These stories provide you with trust currency that can be exchanged to directly market your brand.
Stories told by well-known customers are a great way to build trust. These are some of the best corporate videos that can be produced since consumers know that well-known brands are unlikely to willingly associate themselves with subpar products.
A recent example of this is the video we produced for Box, where one of their customers, Livingsocial, spoke about how they were using the product within their own company. This is how you build trust within your marketplace.
We are all visual learners. Most of us want to be able to remember more of what we learn. Solution? Enter the Method of Loci, the key memory retention with visual cues.
The success of your brand is directly proportional to the amount of trust and goodwill that you have in the marketplace. Trust and goodwill has a significant impact on your market position and your brand and a company’s market position and brand is one of its greatest assets. Trust and goodwill can be built in a number of ways including the effectiveness of your product, overall value that you provide relative to the cost, or the messaging that you use to position yourself in your marketplace.
When you can create messaging that both promotes your product and builds your goodwill, it’s incredibly effective. Storytelling through video is a powerful way to accomplish this. Stories of the impact that you have had on the community or heartfelt testimonials from your customers engage and inspire your audience.
We love to do this type of commercial video production and it’s exactly what we did for Sunpower’s holiday spot. The simple message in this video showed the massive environmental impact that the company has had on the world. While the video promotes the company, the message is about the goodwill that they have created through their work.
An oft quoted statistic is that 93% of our communication is non-verbal. This number is based on research performed through multiple studies. It’s also anecdotally true for most. Nearly everyone can remember a time where there was a disagreement over a misunderstood text message or email. These digital messages can’t convey body language or tone of voice.
Researchers estimate that 55% of our communication is through visual cues such as facial expressions or posture and 38% is through vocal elements such as tone of voice. The remainder, just 7%, is the actual words that we use.
That’s why it’s so important to us as a professional marketing video production house to create effective non-verbal elements in the video that we produce. These non-verbal elements are the largest part of the messaging by far.
This message doesn’t have to be complex. See the spot we created for The Inner City Scholarship Fund. We used stop motion animation to create a fun picture of the work that the organization is performing. Not a word of dialog is spoken, yet the message is crystal clear.
