What Is Tone and Mood and Why Do They Matter to Your Video?

What Is Tone and Mood and Why Do They Matter to Your Video?

By Erica Schmidt Jabali

According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.

This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act.  (read more here)

This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.

And, we are usually met with crickets on the other end of the line.

Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.

Don’t worry – we got you.

So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:

TONE:

Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.

Here are some examples of videos that use a different tone:

In this video, the client wanted a confident, inspirational, educational tone:

 

Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal

 

 

In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:

 

 

So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.

Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.

WHY THIS MATTERS:

You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.

So, how do you think this person wants to be talked to?

Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:

 

 

Do you want a fast-talking, witty, lightning speed commentary like this one?

 

 

The tone you choose for your video should be directly related to how your target consumer wants to be talked to.

 So, when deciding the tone for your video, consider the following questions:

  1. What prior marketing campaigns have been the most successful and what tone did they take?
  2. What type of tone will your target consumer be most responsive to?
  3. What tone will best represent your vision for your business and how you want to be perceived?

Try to think of three key words to describe this tone.

Excellent. Now that you have your tone figured out, let’s move on to mood:

MOOD:

 This is how the viewer will feel after watching your video.

For example, this client focuses on food kits for emergencies:

 

How did this video make you feel? That’s the mood of the video.

Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.

You need to think about the mood because you want to have that target in mind when writing your video.

For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.

Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.

Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.

WRAP IT UP:

  • The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
  • The tone creates the mood that your viewer will feel
  • With most purchasing decision made based on emotions – how you make your viewer feel is very important
  • Consider your target tone and mood carefully when preparing for your kick-off call!

There you have it. Everything you needed to know about tone and mood.

We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.

Please reach out with any questions. We can’t wait to work with you!

5 Ways Social Media Marketing Will Expand Your Video’s Reach

So, you have this spiffy new Ydraw video ready to download and share with the world.

Now what?

Don’t leave what happens next to chance. How you market your video will make a huge difference in how many of the RIGHT people actually WATCH it.

That’s where a social media marketing plan can help. If you’re thinking, “I already have a marketing plan.” Good for you. You’re already a few steps ahead.

But, if that plan doesn’t spell out exactly how you’ll take advantage of the amazingly effective, and mostly free, opportunities on social media marketing sites – then sit down and take some notes.

Your class on Social Media Marketing 101 just got started.

         

          1. GET NOTICED:

Basically, if your business isn’t active on the main social media sites, you may not exist yet to your target consumer.

To give you an idea of how many people are regularly using the most common social media sites, here’s a quick summary of the current numbers, according to Statista:

Facebook: 2.23 billion profiles, with 1.45 billion users visiting daily.

YouTube: Over 1 billion users, with over 500 million hours of videos watched daily.

Instagram: 800 million users and adding over 100 million in the last year alone.

LinkedIn: Over 562 million profiles in more than 200 countries worldwide.

Twitter: 335 million active users visit Twitter monthly.

Pinterest: 200 million monthly active users, predominantly female.

Can you really afford to pass up that kind of exposure?

Or, better question, why would you want to?

       

           2. PEOPLE WANT VIDEO:

Mike Henry said, “We’re operating in a world where ONE GOOD VIDEO can lead to a massive social following.”

Now you have that good video – so what do you do with it?

Not only does social media offer an incredible marketing opportunity, but posts that use video have a much higher conversion rate on all of the social media platforms. Check out just a few of the many powerful statistics on the impact of video in this infographic created by The E Word.

So, if your consumer is browsing Facebook, your video should be on Facebook. If they’re tweeting about their morning bagel, your video should be popping up on their Twitter feed. When they’re scrolling their LinkedIn at lunch, you want that video to smack them right in the face. YouTube? Instagram? Same story – different channel.

Social media allows you to deliver your video to your target consumer on a silver platter.

         

          3. START A CONVERSATION:

You don’t want your marketing plan to be a monologue. Your target consumer really only cares about themselves. If you’re doing all the talking – that doesn’t mean that they’re doing all the listening.

Instead, put your video out there and start a dialogue. Use your video as a springboard into building a community. This will also make your brand relatable and that will attract even more followers.

       

           4. MARKET MORE; SPEND LESS:

Did I mention that social media marketing is …. FREE? That’s right. It costs ZERO dollars to set up business profiles on social media sites and begin posting.

Now, you may eventually choose to pay for ad campaigns that will further your reach, and many companies find it very effective, but you certainly do not have to do that to get started and get your video out there.

Plus, since we already discussed how much more effective video is as a marketing tool on social media, you’ll get pretty good reach without paying another buck.

           

          5. FREE FOCUS GROUPS:

You know the value of focus groups when branding your business or making business decisions.

Well, with social media marketing, you have access to a focus group – 24/7, 365 days a year, that never sleeps, never slows down, and is actively engaging in dialogue on what they like and don’t like.

There has never before been a greater opportunity to talk directly with your target consumer whenever you want than today – on social media.

So, gather information by reading and following their conversations. Or, utilize free tools on platforms like Sprout Social and Hootsuite, where you can access trending conversations pertaining to your target market.

Take it a step further and download apps like Instagram Insights, WhenToPost and Crowdfire to learn more about what is really engaging your target audience and when they’re online looking for it.

You can even learn about your competitor’s performance and connect with Instagram influencers on apps like Iconosquare.

And – yep, you guessed it – it’s all free.

 

The bottom line is – we live in unique technological times that can sometimes present challenges, but in other cases, offer you an incredibly insightful, effective, and affordable opportunity to connect with your target consumer like never before.

Leverage whatever you can to promote your video and your brand!

And, if you have any questions on how Ydraw can support you in developing your own social media marketing plan, please reach out. We can’t wait to hear from you.

The Power of Motion Graphics

So what are Motion Graphics and why should you use them? “Motion Graphics” is just a fancy term used to describe a mix between graphic design and animation. Most motion graphic videos you will see these days are purpose driven with the goal of presenting information to the viewer.

There are many reasons why you should choose to advertise or explain with Motion Graphics, the biggest reason being emotional response. Video creates an emotional connection with the person watching far quicker than any other content platform. Did you know that using video on your landing page could increase conversion rates by as much as 80%? Animated marketing videos in particular are a very useful tool to deliver your business idea in just a couple of seconds.

Another reason why Motion Graphics are the way to go is because it is perfect to explain a complex or abstract idea in a very simple, fast and compelling way. With an Internet attention span continuously decreasing this is a very valuable point to mention.

There are literally no limits when it comes to the creative aspect of Motion Graphics. You want a flying monkey in your video? Here’s a flying monkey. You want a man scuba diving off the coast of Bermuda with Great White Sharks? No problem the video can be created quickly and on a budget without the hassle of creating expensive sets and hiring film crews/actors.

Motion Graphics are extremely effective because we are all visual learners. People learn and understand much more efficiently when they are taught with the help of drawings, diagrams, charts and different designs.

If you are trying to determine how to create your next marketing video just remember, Motion Graphics is the way to go. There are literally no limits to what you can show with Motion Graphics. But more importantly, your audience will connect with the information or product you are presenting quickly and effectively.

Check out one our latest and greatest Motion Graphic videos below:

How To Keep Your Audience Interested Through HUMOR!

What makes things funny? Our own sense of humor isn’t always funny to the guy sitting next to us. So, let’s look at a few simple principles used in Improv to make your video funny to all of your audience!

First and foremost, there is TRUTH in COMEDY! The funny comes from the experiences we have all had in our lives. Think about sitcoms, why do they work? They take something so simple, like everyday life and exploit it. The ups and downs of dating and heartbreak or fighting for that perfect job, only to find out that it isn’t so perfect. But where does the comedy come from?

The funny comes from the unexpected. The moments of truth. It comes from showing not telling. We have all been there…the time in the grocery store when two people are having a conversation in public and you can’t help but listen, even though you know the topic should have probably been left at home…yeah that stuff.

So let’s take a look at this funny scenario….

We see two shadowy figures digging holes in a graveyard. It’s dark, but we can see that there’s a body behind them. It appears that they are covering up a murder! The scene is quite grim and creepy… so how is this funny? The car lights flicker on and we get a better look of the situation… only to reveal…two clowns? Okay, now this is way more terrifying, but their must be more to the story… so as we get closer, we overhear…

Clown 1:“Look Stan, all I’m saying is I’m sorry she left you. You deserve better!”

Clown 2:“You know Joe I just don’t understand, I did everything I could to make her happy.”

Clown 1:“Hey, you know,  it’s okay if you want to cry. It’s just us brother.”

Clown 2: (in tears) “Life is just so unfair! But hey how’s the wife and kids?”

Clown 1: “They’re real good. Sally just started walking…”

The conversation continues as they are digging a shallow grave wearing their clown costumes. So, we know they are clowns, we know they are friends, and we know what happened…but they don’t have to tell us that they murdered this guy. We just know! If we focused on the body, or what happened the scene would drag on, the audience would get board with details and information that they don’t need.

This scenario leads us to the truth of comedy…Relatability!

Think about how you feel when you pop bubble wrap.  Did that put a smile on your face just thinking about it?  How about when you scoop peanut butter from a freshly open jar, yeah there’s that satisfaction face. See how easy it is to relate? All you have to do is capture a moment when someone has used your product in such a way that it brings a clear feeling to your audience.

Just remember that comedy is subjective, but so is being bored out of your seat.  By using these tried and true principles of Improv Comedy, you can help your audience laugh at the unexpected, learn about your great product/service and keep them interested and wanting more.

So, let’s get out there and take a fresh approach to comedy, and whatever you do, if you see two clowns walking your way…RUN!

3 TIPS FOR CHOOSING YOUR ART STYLE: To Take Your Video from Vapid to Viral

 

Everyone wants a viral video. In fact, that’s what most of our clients ask for when they come to us. But, when it’s time to look at our Art Styles page – many clients panic and think,

 “What if I choose the wrong one?”

That’s why we are going to talk about the difference that art choice can make to your video and a few things to think about when choosing yours. Because although we pride ourselves on working with the most talented artists in the industry – that doesn’t mean that every one of them is the best choice for your project.

Let me tell you a short story.

Once upon a time, a client named Booz Allen came to us for their first whiteboard animation video. They are a serious, respected firm with very serious, important clients. Even though this video was internal, they wanted it to be serious, professional, and aspirational.

But, there was just one thing.

Their Scriptwriter had a gut instinct – what if we juxtaposed the informational tone of the script with a fun, unexpected art style like Calvin & Hobbes to create a surprise effect?

Well, Booz Allen decided to go with Semi-Realistic instead. Here’s the first scene from the first set of images delivered by their choice of artist:

 

This works. It gets the job done. However, Booz Allen isn’t in the business of just getting the job done. So, they made the command decision to switch artists (for a small fee).

Here’s the first scene again – with the exact same script – rendered in the Calvin & Hobbes style:

Now THAT’s memorable!

Just using a different art style brings the script to life in a completely new way.

In fact, this style was such a huge hit –they have made dozens of videos since in this style.

This is a perfect example of how the right art style can truly elevate a project.

So, what should you consider when choosing the art style for your project?

Here are 3 things to consider:

  1. TONE/MOOD:

What is the tone of your script – what feelings does the voiceover evoke? And, what do you want the mood to be of your video? Some examples might by light-hearted and humorous. Other scripts are heavy, covering more serious subject matter. Or, maybe you just want an approachable, informational tone. For example, this video we made for Volunteers of America was designed to be beautiful, moving and inspiring. Using our YPaint style, the images are digitally revealed and we incorporated an animated fine line connecting them to support this vision:

 

  1. ELEMENT OF SURPRISE:

Now, just because your tone and mood are serious – doesn’t mean your art style has to be! By using an unexpected pairing, you create the element of surprise! Examples of this could be the Booz Allen video – which pairs a fun, youthful art style with serious internal subject matter. Or, take a look at this video for the marketing company, Ribyt. They used color to create an element of surprise, by staying all B&W except for their brands green.

 

 

Another way to create an element of surprise is to use a mixed-media approach, by combining different types of video footage. In this case, Vital Smarts used a mixture of live video and whiteboard animation:

 

  1. AUDIENCE:

Sometimes the right art style is the one that will appeal most to your audience.

Ask yourself, “What would my target consumer want to see?”

After all, you’re making this video for them, right?

That’s exactly what our client, Wilson Electronics, had in mind when we created this short, one-scene video in our Cartoony style to capture the feeling that people have when they realize their cell phone signal hasn’t been working:

 

BOTTOM LINE:

Be willing to think outside the box when choosing an artist!

The right art style will pair perfectly with your script and grab the attention of your audience.

We love working with our clients to discuss options, send samples, and help guide you to choosing the perfect art style for your project.

Why Whiteboard Offers the Best Value

Why Whiteboard Offers the Best Value

You ever wonder what it costs to produce an advertisement? At Ydraw we turn down a mountain of clients each and every week because they feel our prices are just too much. But how do our prices stack up against other companies? And just how cost effective is a whiteboard animation compared to other forms of advertising on the market?

Let’s do this thing.

I’m going to start with whiteboard animation, since that’s what Ydraw is primarily known for — though our library is quite diverse in terms of the types of products we offer.

A whiteboard animation running sixty seconds costs $7,500. This includes the customer’s choice of voice over artist, visual artist, a screenplay, and music/SFX.

Here’s an example:

Now, check out these prices for various forms of advertising, per Adage.com:

$400,000
The average outlay for a commercial during the fifth season of AMC‘s “The Walking Dead,” making it the costliest scripted series on TV. The Oct. 12, 2014, season premiere drew 17.3 million viewers; the March 29 season finale, 15.8 million.
According to averages from media buyers compiled by Ad Age during the upfronts; ratings according to Nielsen.

$750,000
The amount Snapchat demands per “Brand Story” ad, a branded post (or “snap”) that appears within the app’s “Stories” feed. Snapchat doesn’t disclose user numbers.
According to media buyers interviewed by Ad Age, January 2015.

$35
The cost for a thousand impressions on Hulu for standard run-of-site in-stream video ads, with a minimum requirement of two ads per campaign.
According to Hulu’s rate card, March 2015.

$1.55 million
The cost of 30 seconds of ad time in the championship game of the 2015 NCAA Men’s Division I Basketball Tournament on CBS, when Duke will take on Wisconsin. That’s up from $1.49 million in 2014. Last year the championship game averaged 21.2 million viewers, down from 23.4 million in 2013.
According to Kantar Media, Nielsen and media buyers interviewed by Ad Age.

$112,000
The average cost for 30 seconds of commercial time in prime time broadcast TV last year. That’s up from $110,00 in 2013.
According to Nielsen

$344,827
The average cost of a 30-second commercial during “The Big Bang Theory” on CBS, the most expensive comedy on TV. “Big Bang” averaged 16.7 million viewers this season through March 12.
According to Ad Age interviews with media buyers during the 2014 upfronts; audience according to Nielsen

$50,000
The cost of one full-color ad on the front page of The New York Times. To appear on the Times’ front page, though, marketers must commit to a certain frequency, such as front-page ads every Tuesday for six months; the total cost of running frequent page-one ads would likely top $1 million.
According to current and former Times executives interviewed by Ad Age, March 2015.

$24.76
The average cost of a thousand impressions for a 30-second commercial in broadcast prime time in 2014, down from $25.06 in 2013.
According to Nielsen

$20
The cost of a thousand impressions for a sponsored photo on Instagram, down from $40 in 2013 when Instagram first rolled out ads. Instagram says more than 300 million people around the world check out the photo-sharing app each month. Instagram’s minimum ad spend is $200,000.
According to rate cards provided to media buyers by Instagram in spring 2015, before any discounts; minimum spend is according to a media buyer interviewed by Ad Age, March 2015.

$30
The cost of a thousand impressions for a sponsored video on Instagram.
According to rate cards provided to media buyers by Instagram in spring 2015, before any discounts.

$2.5 million
The cost of four weeks on Times Square’s biggest billboard, Clear Channel’s eight-story sign on Broadway from West 45th Street to West 46th Street.
According to sources familiar with the sign’s cost as of March 2015.

Can you imagine paying over a million dollars for an ad that runs less than one minute?

Obviously, these are extreme examples. Here are some you might be more familiar with, according to this website:

National TV Advertising
Setup Cost — $63,000 to $8 million
Cost of Media — Approx. $342,000 per 30 second ad

National Magazine Advertising
Setup Cost — $500 to $397,800
Cost of Media — Approx. $250,000 per ad

National Newspaper Advertising
Setup Cost — $11 to $1.4 million
Cost of Media — Approx. $113,000 per ad

Direct Mail Marketing
Setup Cost — $50 to $7,200
Cost of Media — Approx. $51.40 per order

Telemarketing
Setup Cost — $1,000 to $5,200
Cost of Media — $7-$70 per hour, or $35 – $60 per lead

National Search Engine Optimization
Setup Cost — $4,000 to $10,000
Cost of Media — Free, though it’s roughly $500 per month for an internet marketer

National Pay Per Click Marketing
Setup Cost — $4,000 to $10,000
Cost of Media — $0.05-$3 per qualified visitor, plus $500 per month to internet marketer

National Email Marketing
Setup Cost — $4,000 to $10,000
Cost of Media — $0.05 – $3 per qualified visitor, plus $500 per month to internet marketer

Web Content Marketing Campaign
Setup Cost — $6,000 to $12,000
Cost of Media — Free

A Whiteboard video falls in line with the final choice: Web Content Marketing Campaign. So, while the upfront cost of $7,500 for a sixty-second ad might throw you off, consider it a lifetime investment in terms of how you can promote your business.

Other campaigns, such as magazine or newspaper ads require constant updates and monthly fees. And while you’re certainly guaranteed to get a lot of impressions, chances are only a small percent of them are catering to your audience.

You have a little more leeway in this regard with a television or radio ad since you can choose which time of day, or programs to run it; therefore, guaranteeing the audience is at least fit for your product.

But, again, the fees. Lots and lots of fees. Plus, such ads quickly become dated. Or, they may not even be seen at all!

According to an article written in The Guardian in 2010 (!), it was reported that nearly 90% of audiences skipped through TV advertising. Such is common practice in today’s high-tech world of streaming services, and DVR satellite systems that let you fast forward through advertisements.

Ask yourself: when was the last time you truly paid attention to the commercials during a TV show, sporting event (outside of the Super Bowl), or movie you were watching?

In my house, we have our smart TV connected with our Google Movies account. Between that and Netflix, Hulu, and HBO Go, our exposure to TV advertising is quite limited.

Same with radio, where most ads go unheard because there are so many more convenient streaming options for music these days.

Now, the thing about a Whiteboard video, specifically, is that it features eye-catching visuals that are designed to attract an audience’s attention. And there are so many inexpensive ways to market them.

Yeah, Facebook charges a fee to advertise on their site, as does YouTube, and Instagram. According to FitSmallBusiness.com:

The short answer is $0.65 per click in the US. In other words, every $65 you put into Facebook gives you around 100 clicks on your ad, according to the Salesforce Advertising Index Q3 2015.

You can put your Whiteboard video on Facebook, and then, using the site’s unique features, ensure it gets seen by your target audience. You can customize the features to allow only specific states or regions to see your content, and you only pay when a potential client clicks your ad. That cuts out a lot of needless excess cost.

No, I’m not here to advertise for Facebook, but merely to demonstrate the myriad of ways you can use a Whiteboard video. You can post them on YouTube, or simply post them on your website. You can share them with clients, potential clients; use them at shows, and even put them on TV if you’ve got the budget.

And you can do all of this for $7,500!

There’s no worrying about OCD directors, stuck up actors, shooting schedules, or the myriad of problems that exist with a live-action commercial production. Check out this quote from JLB Media Productions:

The DGA (Director’s Guild of America), of which I am a member, considers low budget commercial work to be $75,000 per day, up to $225,000 for a three-day production. Most national commercials are several hundred thousand dollars up to a few million dollars. Directors are typically paid anywhere from $10,000 to $50,000 per day of shooting, but many times that means $25,000 for a one-day shoot that also involves two weeks of prep and another week bidding on the job against other directors.

And that doesn’t factor in the aforementioned cost to advertise your product. Smaller production companies will charge less, but the result more often than not looks like this:

Yikes! Does that ad reflect the company it’s promoting well?

Now, check out this Whiteboard video, which cost less to produce:

See the difference? Which business looks more professional? Which one required the least amount of time and headaches to produce?

So, before you dish out a gazillion dollars on a thirty-second TV, radio, or newspaper ad, give Ydraw a call. Our process is simple and guaranteed to produce the results you’re looking for.

Call us today!