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!
You’ve produced new video content, created a buzz, promoted the living crud out of it and shared it on social media but even optimizing the title and description still didn’t get you the views that you were hoping for.
What went wrong?
One of the biggest challenges facing anyone in marketing is figuring out how to break through the noise to reach your customers.
While great video content is crucial, perhaps there’s something simple you may have missed:
Captioning your videos can have a HUGE effect on how successful they are. This is true for movies, TV shows, social media videos, training content, and any other kind of video you might record or share.
Why are subtitles so important?
1) Not everyone watching your video can hear it.
2) Subtitles improve comprehension
3) Some people actually prefer watching videos with subtitles even if they don’t have to. (My teenage daughter is like this; I have to turn off the captions on Netflix every time after she watches something. Every. Dang. Time.)
4) Viewers are more engaged. As more people are producing high-quality video content, social networks like Facebook have made it easier to post and share videos on their platforms.
But do you know what’s the most annoying thing about scrolling through your Facebook or Instagram feed? When the air of silence is violently stabbed by the blaring audio from the video you just scrolled over! This is why social platforms have made ‘mute’ the default volume setting for videos that auto-play. As a result, many users are likely to watch your video without actually turning on the audio.
Captioning videos can help guarantee your viewers get the message, even if they don’t actually listen to what you have to say.
Beyond making your videos more accessible, captions keep your content competitive within the social media landscape and can even boost your SEO!
Everything you’d ever want to know about subtitles and eye tracking software can be found here.
Did I read that entire article?… um… no (totally skimmed it) but what I CAN affirm is that if I’m awake in bed next to a sleepy spouse, eating lunch in a crowded restaurant, riding the bus, quietly not paying attention in church or a number of other moments where I’d choose silence; a video with subtitles will capture and keep my attention when a non-captioned video would just get lost in the upward scroll of oblivion.
Test it out for yourself.
Take a marketing video you’ve already produce and slap some captions on it. (If you don’t have caption-slapping abilities… Ydraw can do that for ya in a jiffy!)
Then launch that video into social media cyberspace and see what happens when your watchers become readers.
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:
At one point or another, each of us have had that gut feeling that defies the facts and numbers. When everything looks right on paper but for some reason it just doesn’t “feel” right.
So where does that feeling come from?
Contrary to what you may be thinking, it actually comes from the BRAIN!
Simon Sinek, a British-American author and motivational speaker, does a great job explaining this in his book called “Start with Why.”
He talks about the two parts of your brain
The Neocortex or “the what” and the Limbic or “the why”
The Neocortex being responsible for our rational and analytical thought and language and the Limbic being responsible for our feelings, behavior and decision making. He also talks about how our Limbic brain has no capacity for language.
What this means is the part of our brain that DRIVES BEHAVIOR, our Limbic Brain, doesn’t even understand the vast amounts of information you are throwing at it. It just hears BLA BLA BLA!
So how does knowing all this, help make better videos?
Studying the human brain helps us understand what motivates our audience leading to lifelong business.
Like Simon mentions, when we first communicate the “why” and get our viewer believing what we believe, we establish an emotional connection. After that connection is formed, it doesn’t really matter what we have to offer them or how we have it because “people don’t buy what you do they buy why you do it.”
You can explain to your viewer till your blue in the face what all of the facts, features, benefits and details are of your company but at the end of the day, if they don’t trust you, they aren’t going to click on your website or set up that free consultation or even think about contacting you.
So before smack your viewers in the face with 7 million reasons why your company is exponentially greater than your competitors….
Ask your self WHY you do what you do. Ask yourself if you actually need all that nitty gritty, technical jargon in your video. Ask yourself if you are selling a product or selling an idea.
Understanding the role of the emotional unconscious and how it plays a role in the decision-making process of your audience is critical in making your video successful.
Remember…. “People don’t buy what you do they buy why you do it.”
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:
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.
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.
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.
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.
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
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
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.
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
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.
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.
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
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.