We Are in the Midst of an Evolution
We are witnessing a turning point in human evolution. The way we communicate has always been changing and adapting. Starting with verbal communication, moving to hieroglyphs then drawings, eventually leading to the invention of the printing press and cameras. As languages evolve, so do the devices that carry the communication. The latest improvement in our ability to share our ideas is video.
“If a picture is worth a thousand words and video is at least 24 photos per second, there is little you can’t express through video.”
With the advances of high-speed internet and mobile technology, video sharing sites like YouTube and Vimeo are empowering people and brands to use video to communicate on a conceptual and emotional level. It’s increasingly more evident VIDEO is the preferred language right now and in the immediate future.
What is Happening Now has Happened Before
So, what is language? Language, in its base form, is a structured way of communication. If we breakdown written language, for example, it is simply a mesh of designs (letters) representing sounds depicting meaning. Language is just a means to an end: communicating information.
All languages can be traced back to a handful of symbols. They were first drawn on cave walls, communicating basic concepts, but when society evolved, so did those symbols. Our thoughts were put down on animal hide and began to wander with us. Fiction stories, once only told by word of mouth, were documented, like the Epic of Gilgamesh or Homer’s Odyssey.
Written language brought a standardized way of communicating to many cultures around the ancient world. But it was still under the control of the elite. Religious leaders, scribes, and the few publishers that had the tools, manpower and knowledge to produce books are the ones that transcribed for the mere handful that could read them. It took many centuries for the democratization of written language. It was thanks to the invention of the printing press in the 1500s that many boutique shops gained the ability to mass produce communication, spreading entire new philosophies that literally changed the world.
Once language was widespread it didn’t take long for businesses to use print for advertising. Benjamin Franklin’s The Pennsylvania Gazette pioneered the use of images, headlines, and graphic design. The Gazette was so dynamic at conveying meaning, it helped spark nothing less than a revolution.
The same revolution that gave anyone the ability to communicate through written language in the 1500’s is happening today with video. Video, like film, is a medium that brings together written words, sounds, and photographs; but in the case of video it’s digital, not physical, and can be shared much easier. In its simplest form, it’s a medium to convey meaning.
“Video…in its simplest form, [is] a medium to convey meaning.”
If a picture is worth a thousand words, then video is priceless, at 24 photos per second. There is not much you cannot express through video. This language is so effective that it leaves little to interpretation. The use of this language today was pioneered by cinema and now by ad agencies and brands that have learned to use its power. Video is the best way to give a brand identity, voice, and character.
The goal is to always be on your customer’s mind. Attach your brand to content that entertains them through branded content. (More on that here: https://midnightbrunch.cafe/the-value-of-branded-content/)
You Communicate Beyond What’s Being Said
There are so many ways to communicate through video. The way your audience perceives your company through your content is the way they see the company as a whole. Though many argue there is no correct way to communicate through video; since as a language it is still in its infancy; there are absolutely wrong ways to communicate through video.
“There are absolutely wrong ways to communicate through video.”
Think about the customer. What do you want them to feel when they watch your ad? That you care? That you understand them? That your brand stands for fun? When a brand creates an ad showcasing its charity work, it’s communicating that they care. When building hype for an upcoming event, they show people cheering and enjoying their time.
It’s important not to try to tell too many stories in one video. When meeting with your video team, write down what the ONE main takeaway for your audience is and stick to it. Be exceptional at telling that one story.
Did you know you’re communicating even beyond what is actual said and shown in your video? Subconsciously, the viewer takes in much more. Be thoughtful about the budget, location, talent, lighting, production quality, because those can be interpreted wrongly if not done right. Just think of how your audience will perceive your company if your production quality is noticeably worse than that of your competitors? The method of production matters as much as the message itself. That’s why it’s important to have someone or a team that understands the language of video.
Experts Take It to the Next Level
In order to leave a lasting impression on your audience; have clear goals, understand your brand’s message, and work with experts to craft the way the story should be told to be as effective as possible on video. Experts in video production have worked with countless brands, stories, and projects and can very quickly identify the best way to communicate your message and key takeaway to your specific audience – lean on them!