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!
We’re coming up on the end of the year, folks! It’s time to look back on your company’s marketing expenditures, evaluate your results and begin planning for the year to come.
But wait, not so fast!
Though it’s always important to look ahead don’t forget to follow through with 2018’s marketing campaigns and finish the year out with a video-marketing bang!
Most companies slow their marketing efforts as the year-end approaches. By consciously doing the opposite of this common trend, you can gain a competitive edge to break away from the pack by keeping your marketing push strong right up until the 2019 ball drops.
Top 3 reasons to for beefed-up fourth quarter marketing:
- Spending Deadlines:It ain’t over, till it’s over.
As the year comes to a close, some departments may locate excess budget floating around. With the “use it or lose it” policy found in most organizations, department managers are looking for opportunities to spend these additional dollars.
Don’t let your department get passed up. Be vocal and visible with your video campaign ideas just in case these other departments are looking for ways to spend their dollars.
Stay on top of your marketing efforts. This includes value-based bullet points that highlight achievable results in the current year and extending into the next year. Being organized and keeping your campaigns rolling forward can help justify last minute marketing purchases.
- 2019’s Budget:Spend More Now= Get More Later.
Now is the time when many companies start kicking off their budgeting efforts and mapping out spend for next year.
During this time, department heads are looking for ways to get the biggest bang for their budgeting buck.
This also makes now a good time to use the current year’s budget to get a head start on next year’s campaigns… think ahead by producing next year’s content NOW!
- Marketing Momentum:Stay Visible To Your Audience.
Don’t let preparations for a busy first quarter make you invisible to your customers during the Holidays.
This is the most wonderful time of the year, where they are programmed to spend some serious $$$. Keep your products and services in view with some fresh videos.
Ongoing communications is key to creating leads and keeping your target prospective customers engaged.
Video and Marketing Are A Match Made In Heaven
If you want your message to find it’s way in front of a set of eyeballs and a pair of ears, the proof of video’s prowess is in the statistical pudding:
- 75 Million people in the U.S. watch online videos everyday.
- Merely mentioning the word ‘video’ in an email subject line, the click-through rate increased by 13%.
- Nearly 50% of all video is watched on a mobile device.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic
- Videos up to 2 minutes long get the most engagement.
Create Videos Now
These forgotten fourth quarter months can be the prime time to wrap up 2018 with a video that will create a buzz leading into the new year while also increasing your spend that may lead to more funding for the future!
Creating new content can ensure ongoing communication with your audience while building and maintaining brand recognition. This constant buzz breathes life into your value proposition, year round.
2018 Budget: Use It Or Lose It… Create With Ydraw And Market Strong All Year Long
Let’s talk about style…
The style of your video sends a subconscious message to your viewers and lets them know that your company is professional, modern, playful, organized, credible, genuine or any other positive brand qualifier.
If you haven’t already noticed, here at Ydraw we produce many different video styles. Some clients come to us knowing what type of video style they want and others not knowing their options let alone the differences between them.
Rather than shoving you into a box you don’t fit in, we are here to help guide you in the right direction and determine what video style best fits your unique brand, message, audience and budget.
Here is just a quick glimpse of a few of our video styles:
Purpose: These videos are hand drawn with marker on the paper of your choice. The purpose is to create simple, relatable and easy to understand stories/concepts to explain your product or service. By lining up powerful narration and simple artwork we hit both sides of the brain to keep your audience interested and wanting to know more. These videos are our favorite for teaching.
Budget: Range from $ – $$
- Traditional artwork
- See the artists hand draw while narration is happening
- Small digital effects added in to bring on artwork or pose change a character’s expression etc.
- Hand drawn
- Funny and relatable
Purpose: This video style uses Pattern Interruption to change the viewers thoughts or perception and redirect their attention to what you want to show them. We use the artists hand to slide/snap/wipe/point artwork on/off screen to keep the video upbeat and lower the viewers defenses.
Budget: Range from $-$$$
- Traditional or digital artwork.
- Upbeat and fast moving
- Uses Pattern Interruption
- Artists hand slides/snaps/wipes/points artwork on screen.
Purpose: Ypaint videos use full watercolor or pencil sketches and have a more realistic art style. Instead of seeing the artists hand, we digitally reveal the images as if they are being digitally painted or dropped on screen like a water droplet. These videos use slow movements and soft pastel colors to evoke emotion in the viewer. If you want your video to be inspirational, motivational and classy, this may just be the style for you.
- Slower pace
- Soft Pastel Colors
- No hand involved
- Realistic artwork
Purpose: This video style uses simple digital artwork and kinetic typography to explain complex topics in a literal or abstract manner. Motion Graphic videos are fast moving and can allow a boring topic to be upbeat and easy to understand without telling a story or condensing information. Most of the time they are used to explain a complex product or show a result.
- Pattern Interruption
- Lots of movement
- Simple digital artwork
- Exact brand colors
- More sophisticated
- Fast moving
- Can be literal or abstract
- Moveable characters and objects
Purpose: This style overlays digital artwork on top of live video to make them more interactive and fun. Although we love using real people to evoke real emotion, sometimes it can get boring. If you want to show that your company is trustworthy by using live video as well as relatable and unique by using digital artwork, this style is for you!
Budget: $$-$$$$$ (Depending on price of live video). We are happy to do the live for you, or you can send us the live video and we can animate on top!
- Can be endorsed by celebrity in live video
- Allows viewers to go back and find a specific spot to rewatch.
- Combine real people and digital artwork
Purpose: This video style uses engaging narration and compelling characters and backgrounds to tell a story. Characters can range from simple stick figures to more complex and detailed characters. 2D animation allows the characters to move and talk more than you will see in a motion graphic video. Think cartoons like Tom and Jerry or Phineas and Ferb.
- Characters that talk and move more realistically
- Unique artwork that range from simple to complex
- Interactive and fun
Purpose: These videos use beautiful and complex three-dimensional characters and backgrounds to tell your story without using real people and places. The bigger the budget, the more complex artwork and movement. Think Toy Story or Tangled. The downfall to 3D Animation is that you are competing with companies like Pixar and Disney who have enormous budgets and endless amounts of time.
- More bells and whistles than other video styles
- More sophisticated and complex
- Lots of movement
- Time consuming
- Characters can talk and move
- Digitally drawn artwork
So now that you know the basics, what video style is right for you?
What may have worked for one company may not work for yours. Depending on your purpose, audience, brand and budget there is a perfect style for your company and we are here to help you find it.
Here at Ydraw, we work with amazing people every day, from all over the world, to create awesome videos.
Our completely custom videos are perfect for companies, because we can create EXACTLY what they need. From the scripting, to the choice of art style, to your voiceover selection, to our custom music composer, everything is tailored to our customer’s needs.
Since each video is entirely unique, it requires both parties to be equally invested and provide timely feedback. COLLABORATION IS KEY! This can be both a blessing and a curse.
One of the biggest challenges we run into when creating videos is understanding each parties’ roles in the project. We rely on the client to provide the information needed for us to understand their product or service, and in return, ask our clients to trust us when it comes to creating the best content for them.
Sometimes clients will focus in on one minor detail that has little or no impact on the overall messaging of the video, and can eventually lead to an experience or end product that isn’t so spectacular.
For instance, have you ever looked at a word so many times that you convince yourself it’s spelled wrong? The more your stare at it, the weirder it looks… even though it was right from the beginning. This can happen when creating content.
When creating videos, we notice this problem in the artwork phase. For example, a client will get so hung up on the color of “Mary’s shirt”, and before you know it, they’ve convinced themselves that their ENTIRE video is a failure, because absolutely NO ONE is going to understand or even watch the video, if her shirt is red, and NOT blue…
Sounds dramatic… but we see examples like this happen with our clients often.
We completely understand that these projects, these videos, are as important as your first born child! You have a lot of pressure to produce an amazing product, but it’s imperative to remember to step back and focus on the overall message of your video.
So if the color of Mary’s shirt isn’t the most important part to creating a successful video… then what is?
First, you want to establish your message. Keep it clear and concise! Second, ensure that your content helps to portray that message.
Don’t know where to start? The good news is that Ydraw can do it all for you!
(and don’t worry.. if you want Mary’s shirt to be blue, we’ll make sure it’s the prettiest blue you’ve ever seen.)
If you fail to plan, you plan to fail. Take any man-made wonder for example. The Great Pyramids, Eiffel Tower, Empire State Building, Sistine Chapel etc… all of these remarkable accomplishments had to be mentally and visually created before being accomplished. In other words, someone had to think these things up before they were made. I believe any artist, whether they be sketching or preemptively visualizing, goes through a conceptual creative process. The world literally looks the way it does today because of this process being successfully actualized through creators minds over the course of thousands of years.
Not in all cases, but in most, the success of any art form is derived heavily from the conceptual creative process. This is why this process is so critical when trying to create an effective end result, whether that be constructing a building or styling someone’s hair. Whenever I start a new visual project, I like to do several things. First I like to sit down and brainstorm ideas, often times with the client. This helps me gain a better understanding of what needs to be included in the final product. Sometimes clients aren’t sure what they want so be prepared with visual ideas and be sure to ask lots of questions. Second I like to add fuel to the “creative fire” by gathering and absorbing materials that inspire me. For example, listening to music and gathering ideas from other types of media. Everyone is inspired by different things so this may be different for everyone. And third, I usually create a rough storyboard containing visuals and descriptions of what I plan to create.
These three things are in no way an exhaustive list, every creator is different. However, at Ydraw we have found this process to work really well for our videos. As you start the creative process you may discover that some steps work better for you than others so make sure to experiment and find what works best for you. However you may decide to carry out your own conceptual creative process, do it! By taking the time to plan out your next creation beforehand, you will increase the effectiveness of the final product.
Written by Brenden Nelson -Ydraw Video Animator
“Hello, my name is Mr. Important the CEO of Important Products… but the true important person is you!”
Uh wrong… Can you believe this guy?
He has officially lost us within the first line.
Code #282: If you want your audience to believe your product is important… focus on them and their needs, not on yourself.
This code is very important when creating successful content.
Don’t be Mr. Important.