fbpx

Tag - video production santa monica

The Science of Color in Video Advertising

Harnessing the Power of Psychology

In the dynamic realm of video advertising, the visual impact plays a pivotal role in capturing the audience's attention and driving engagement. Among the myriad elements that contribute to this visual appeal, the strategic use of color stands out as a powerful tool. The psychology of color is a fascinating area of study, and in this blog post, we will delve into how different colors in video marketing can evoke emotions and influence purchasing decisions.

  1. The Emotional Palette:

Colors have the extraordinary ability to evoke emotions and set the tone for a message. Understanding the emotional impact of each color is crucial for creating videos that resonate with the target audience.

  • Red: Often associated with passion, excitement, and urgency, red can create a sense of immediacy, making it a popular choice for limited-time offers or sales events.
  • Blue: Representing trust, tranquility, and reliability, blue is commonly used by brands to convey a sense of security and professionalism.
  • Green: Symbolizing nature, health, and wealth, green is often used in videos promoting eco-friendly products or financial services.
  • Yellow: The color of optimism and energy, yellow can grab attention and create a positive, uplifting vibe, making it suitable for promoting youthful and vibrant products.
  1. Cultural Connotations:

Colors carry different meanings and connotations across cultures. It's essential to consider the cultural context when creating video content for a global audience. What may be perceived positively in one culture might have a completely different meaning in another.

  1. The Power of Contrast:

The juxtaposition of colors in a video can create a powerful visual impact. Contrast helps in highlighting key elements, guiding the viewer's focus, and reinforcing the brand message. Thoughtful use of contrasting colors can make a video more visually appealing and memorable.

  1. Building Brand Identity:

Consistent use of colors across video campaigns helps in building a strong brand identity. When consumers consistently associate specific colors with a brand, it fosters recognition and strengthens brand loyalty.

  1. Call to Action (CTA):

The color of a call-to-action button in a video can significantly impact conversion rates. Choosing a color that contrasts with the overall color scheme and draws attention can encourage viewers to take the desired action, whether it's making a purchase or subscribing to a newsletter.

  1. Testing and Optimization:

The effectiveness of color in video advertising is not one-size-fits-all. It's essential for marketers to conduct A/B testing to understand how different colors resonate with their specific audience. Analyzing the performance of various color schemes allows for data-driven decision-making and continuous optimization.

Conclusion:

In the vibrant world of video advertising, the science of color is a potent force that can shape perceptions, evoke emotions, and drive consumer behavior. By strategically incorporating the psychology of color into video marketing campaigns, brands can create compelling visuals that leave a lasting impression and, ultimately, influence purchasing decisions. As marketers continue to explore the nuanced interplay between color and consumer psychology, the art and science of video advertising will undoubtedly reach new heights.

 

Read more...

Enhance Brand Authenticity Through Video

Building Trust with Your Audience

In today's digital age, where consumers are bombarded with an overwhelming amount of content, it has become increasingly challenging for brands to stand out and connect with their target audience. In this crowded landscape, authenticity has emerged as a key differentiator. Authenticity in video marketing is not just a buzzword; it's a powerful tool that can help your video production company create compelling content that builds trust and fosters lasting relationships with your clients' audiences.

The Power of Authenticity

Authenticity, in the context of video marketing, refers to the genuineness and sincerity of your brand's communication. It's about showcasing the real, human side of your brand and connecting with your audience on a personal level. Authentic videos allow viewers to see the people behind the brand, the values it stands for, and the passion that drives it. Here's why authenticity matters:

1. Builds Trust: Trust is the foundation of any successful brand-consumer relationship. When your audience senses authenticity in your videos, they are more likely to trust your brand. Authenticity assures viewers that you're not just trying to sell them something but genuinely care about their needs and concerns.

2. Creates Emotional Connections: Authentic videos evoke emotions. When viewers can relate to your brand's story or values, they become emotionally invested in your content. This emotional connection can turn casual viewers into loyal customers.

3. Differentiates Your Brand: In a saturated market, being authentic sets your brand apart. It makes you memorable and distinguishes you from competitors who may be using generic or sales-driven content.

Examples of Brands Nailing Authenticity Through Video

  1. Dove's Real Beauty Campaign: Dove's "Real Beauty" campaign is a shining example of how authenticity can transform a brand. Instead of using airbrushed models, Dove featured real women of all shapes and sizes, highlighting their natural beauty. The campaign resonated with audiences worldwide because it celebrated authenticity and self-acceptance.
  2. Patagonia's Commitment to the Environment: Outdoor clothing company Patagonia is renowned for its commitment to environmental sustainability. Their videos authentically showcase their environmental initiatives, including their "Worn Wear" program, where customers can trade in their used Patagonia gear for store credit. These videos not only highlight the brand's values but also demonstrate their dedication to a cause.
  3. Burt's Bees' Behind-the-Scenes Content: Burt's Bees creates behind-the-scenes videos that take viewers into their natural beauty product production process. These videos give viewers a glimpse of the brand's commitment to quality, transparency, and environmentally responsible practices. By pulling back the curtain, they create a deeper connection with their audience.
  4. TOMS' One for One Campaign: TOMS' "One for One" campaign is based on the authentic idea that for every pair of shoes purchased, they would give a pair to a child in need. Their videos tell the stories of the people who benefit from these donations, creating an emotional connection between the brand and its customers.

Tips for Conveying Authenticity in Your Videos

Now that you understand the importance of authenticity in video marketing, here are some tips to help your video production company create authentic content:

  1. Be Transparent: Share your brand's values, mission, and goals openly with your audience. Show them the people behind the scenes and the hard work that goes into what you do.
  2. Tell Stories: Narratives are powerful tools for conveying authenticity. Share stories of your brand's journey, customer experiences, or the impact your products or services have on people's lives.
  3. Engage with Your Audience: Encourage two-way communication with your audience. Respond to comments, ask for feedback, and involve them in your brand's journey.
  4. Stay True to Your Brand: Authenticity doesn't mean changing who you are to please your audience. Stay true to your brand's identity, and your authenticity will shine through.

In conclusion, authenticity in video marketing is not just a marketing strategy; it's a way to build meaningful connections with your audience. When done right, it can lead to increased trust, stronger brand loyalty, and ultimately, greater success for your clients. So, embrace authenticity in your video production efforts, and watch your clients' brands flourish in the hearts of their audience.

Read more...
Unmasked Voices Unmasked
Fresno County Department of Behavioral Health - Unmasked Voices

Unmasked Voices

Suicide is never an easy conversation.  With the lives of so many people being disrupted by Covid19, prolonged shelter-in-place ordinances, and other stressors including business shut-downs and financial struggles, suicide attempts have been on the rise.  For many, simply starting the conversation can be a life-saver.  That's where the Fresno County Department of Behavioral Health is ready to help.

Together with the Fresno County Suicide Prevention Collaborative, a group that unites a cross section of government agencies, community-based organizations, non-profits, and community members with a common goal of reducing suicide in our community, Fresno County launched its 2020 Suicide Prevention Awareness Month campaign in September.  For more information about suicide prevention, visit FresnoCares.Org.

The goal of the campaign was to portray what it would look like if people in masks could tell us how they really felt - with no shame, no stigma, and no fear. With their truth written on their masks, Fresno Cares amplifies the voices of those who are struggling, offers a message of hope and invites everyone in our community to start the conversation about mental health.

Fresno County Department of Behavioral Health - Unmasked VoicesCommissioned by JP Marketing, MantraHouse produced these 30-second mental health awareness TV spots, appropriately titled "Unmasked Voices".  Actors wore masks throughout the spot showing not only masked faces as a result of Covid19, but also a "masked" state-of-mind.  To depict this, alternating messages of the person's outward emotions and contrasting hidden thoughts were to be shown on the actors' masks.

MantraHouse was tasked with adding the mask messaging in post because the client wanted to allow for copy changes and the spot had to be produced in three languages - English, Spanish, and Hmong.  While this proved to be challenging, it was the best option, as it effectively reduced the number of shots during production while creating an efficient post workflow to accommodate the three languages.

The demanding part was adding text to the masks with the camera moving, the talent moving, and the fabric moving, as well as, flexing simultaneously - all while providing a 'natural looking' finished scene.  We were able to track each shot and add the English text.  Once we had the spot locked down, it was relatively simple to change out the text.  The finished spots were then delivered for broadcast and social media.

It is always satisfying to provide for our client’s needs and overcome new challenges all while promoting a much-needed service that helps our entire community.

Production Stills

Completed Spot

ENGLISH

SPANISH

HMONG

Credits

Copywriter: Katrina Riggs
Producer/Director: Paul Abajian
Cinematographer: Kyle Gentz
Grip/Gaffer: Cody Fletcher
Post: Paul Abajian
Audio Mix: Rafael Carmany
Music: Atomica Music

Fresno County Department of Behavioral Health

Central Valley Suicide Prevention Lifeline
(800) 273-8255
fresnocares.org

Read more...
Blog - Which Video Platform to Use

Which Video Platform Should I Use?

Choosing a video platform on which to host your video is critical to the success of any campaign.

The information below will help you choose wisely.

YouTube

YouTube logo As the most popular video platform, YouTube has over 1.5 billion active users every month. Some entrepreneurs have even used YouTube to create their own full-time vlogger career. Since YouTube is the second largest search engine next to Google, the potential SEO value of optimized videos makes this video platform extremely attractive.

Pros:

  • YouTube videos are shown at the top of Google search result pages for easy viewing.
  • You can easily embed YouTube videos into your website or landing pages.
  • Creating playlists of related videos you create helps your audience consume more of your content on repeat.
  • Easy video sharing on other social media platforms.
  • YouTube has a built-in community where people can subscribe to your channel for updates on when you post videos.
  • You can make extra money for your business through the Ads platform.

Cons:

  • Low security on YouTube videos so your videos can be ripped and stolen.
  • Some videos take time to buffer or load within the YouTube platform.
  • YouTube suggests related videos that aren’t always relevant.
  • Viewers can get annoyed if there are ads that pop up before they can watch a video.
  • You must be very wary of potential copyright infringement with images, music, etc.

Cost:

Free hosting for video creators and for viewers to watch

Vimeo

Vimeo logo If you’re looking for a more professional look to your video platform, Vimeo could be a great fit. While there are limits to how much video you can upload, it’s a contender because of its powerful analytics, customization, and community.

Pros:

  • Unlimited video length on paid accounts, making it a great fit for course creators or those hosting online conferences and summits.
  • Higher quality video display than YouTube and other video platforms, especially on full screen.
  • There are no advertisements or pop-ups on Vimeo.
  • Vimeo has become quite popular for short films and professional documentaries.
  • Advanced video analytics within the Vimeo dashboard tool.

Cons:

  • Lower searchability and exposure than YouTube.
  • To get the most out of Vimeo, you must invest in a paid account with a monthly fee.
  • No packages include unlimited video uploads so if you don’t want file size limits, Vimeo is not for you.

Cost:

Starts at $7/month for a Plus account with 5 GB/week

Wistia

Wistia logo Specifically built for business owners, Wistia has become a popular choice among online entrepreneurs and content creators. While this video platform is costly, it’s one of the most powerful options on the market.

Pros:

  • More detailed analytics than any other video platform including heat maps, video engagement metrics, and more.
  • You can adjust the display dimensions to better fit your website from any device since it’s also mobile responsive.
  • Videos can be password protected on Wistia for private viewing.
  • You can add call-to-action links and lead capture forms within the tool.
  • Wistia works great for SEO because you can include keywords in your video descriptions and titles.

Cons:

  • Wistia is the most expensive out of all the other video platforms.
  • Pricing is based on how many videos you upload so if you have many videos
  • even at shorter lengths, you’ll have to pay up.
  • You must have a paid account in order to customize the video player’s branding.

Cost:

Free account for up to 3 videos, $99/month for 10 videos

Brightcove

Brightcove logo Also created with businesses in mind, Brightcove is one of the leading video platform hosts since it is the top choice of many Fortune 500 companies. Its servers run at lightning speed (okay, maybe not that fast, but pretty quick) and it has advanced live-streaming capabilities.

Pros:

  • Trusted by some of the top companies in the world.
  • Brightcove supports plugins and allows for more customization options.
  • You can sign up for a free 30-day trial to test the tool for yourself.
  • Brightcove has global servers that run smoothly 24/7.
  • Positive reviews about their powerful customer support team.

Cons:

  • This tool is more robust than most small businesses will need.
  • Pricing is labeled on the website so you have to talk to their sales team.

Cost:

Must contact sales team after 30-day free trial

Social media video platforms for maximum shareability

You didn’t think we would leave out social media platforms, did you? While the video platforms above are great for longer live video events and studio quality pre-recorded videos, social media allows you to connect with your audience in a more casual way. With the rise in videos recorded with a selfie phone camera or a simple point-and-shoot, social media has made video creation accessible for all. And the expected production value of videos on social media is much lower, making it a great fit for beginners. To get started with filming and publishing videos on social media, here’s a deeper look into the most popular platforms.

Facebook Live

Facebook Live logo Within Facebook groups or Facebook Business pages, you can upload pre-recorded videos at any time for optimal shareability. If you want a more low-key yet still influential way to connect with your audience, Facebook Live can help. Through Facebook Live, you can hop on and talk to your followers live in a matter of seconds. You can also create a custom video description and drop a link, create a call-to-action, or give more information about what you’re talking about in the live stream. Since so many people are already active on Facebook, it makes for a great social media video platform. Experiment with video and keep an eye on your Facebook analytics to see how it performs.

Instagram Live and Stories

Instagram logo Like Facebook Live, Instagram Live is a great way to engage your Instagram followers within the platform. Since Instagram users are more interested in staying in the platform to get value than clicking outside links, Instagram Live has become a great complement to your Instagram feed. When Instagram Live was first launched, the video disappeared as soon as the live stream ended. Since many users didn’t like this feature, Instagram Live was updated so that live stream videos are available for 24 hours. It’s still in its infancy, but Instagram Live will continue to grow with new features and updates. I haven’t done much with Instagram Live, but I’ve become obsessed with Instagram Stories. They quickly became one of my top lead drivers for my copywriting business this year. I know, it surprised me too! Who knew that 10-second video clips could make such a big impact? Three of my favorite clients told me that my Instagram Stories were the determining factor behind why they hired me. They felt like they already knew me after watching the short video clips in my Stories, which made contacting me about working together that much easier. So what was I sharing? Trust me, it was nothing crazy or ultra-strategic. I simply started by posting videos that shared more of my day-to-day life as a solo entrepreneur. I also used it as a platform to start important conversations with others about what it was like to run a business your own way. To my surprise, other people enjoyed it too. Instagram Live and Instagram Stories are great places for innovative ideas, so start brainstorming how you can use these social media video platforms for your business.

Periscope

Periscope logo Periscope was around before Facebook Live and Instagram Live, making it one of the trailblazers of live video. I was an early adopter of Periscope and while I don’t use the platform as much now, I learned a lot about building a community through video because of it. Periscope is a Twitter product so when you go live, you have the option to share the link with your Twitter followers and invite your viewers to do the same. You can follow other live streamers and get notifications on your phone when they go live. When Periscope launched, all videos would disappear after 24 hours, much like Instagram Live. Now you can put “#save” in the title of your broadcast so it is available to view on your profile forever. You can also auto-download your live broadcasts to your phone for later repurposing or posting. Periscope has a fairly niche audience since its sole function is live streaming, unlike Instagram and Facebook that are used for other purposes. It might be worth experimenting with depending on where your audience lives.

Snapchat

Snapchat logo When you mention Snapchat in public, you’re bound to get a wide array of opinions and reactions. What was once used for its disappearing-photo feature has now transformed into a video consumption hotspot. So is this social media video platform right for your business? Sixty percent of Snapchat users are under 25 years old, making it a no-brainer for brands who want to engage with younger audiences. Snapchatters also watch more than 10 billion videos every day. It’s most well-known for its Stories feature, which was available before Instagram Stories, and hilarious photo filters. If your business caters to younger audiences and has a fun, snarky tone, Snapchat could be a good fit. If not, Instagram Stories or similar platforms may be a better option.
Read more...