Businesses all have a story and it should be told.
When you tell your story people will relate to your product or service.
We are breaking it down on what types of stories you should be sharing with your customers in this weeks episode of Moron Monday.
If you missed last weeks episode, you can find it here.
Hey guys. What’s up? Jace over here at Ydraw.
Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.
Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.
I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.
So let’s run through these real quick.
Very first thing, every company should be talking about their history. They should be telling the stories of how their company got started. And that does matter.
Think about the story of Apple, we all know it.
Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.
So it’s important that you go out there and tell them how you got started.
HOW YOUR PRODUCT/SERVICE WAS DISCOVERED
Next is how your product or service was discovered. What did you do to figure out your product or service?
Now, you can combine these a little bit, but people want to know….how did you discover your product or service?
And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.
I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.
And remember, what all of this does is it gets multiple touches so people want to do business with you.
People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.
Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.
So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.
But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.
That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.
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 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:
What prior marketing campaigns have been the most successful and what tone did they take?
What type of tone will your target consumer be most responsive to?
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:
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!
So, you have this spiffy new Ydraw video ready to download and share with the world.
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.
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:
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!
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:
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:
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:
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:
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.