Humans have always been obsessed with preserving memories. Ancient humans etched on wood and stones to draw what they saw, heard and even possibly felt. Hieroglyphics and other writing styles were used to describe the events with accompanying drawings. The painters were fascinated with sceneries and portraits that they preserved them in stones and canvasses. Even in the arrival of photography, people were still fascinated at how these painters can use colors to etch a memory or an imagination. However, the moving images were one of the cornerstones of a large industry today: show business. It fascinated people on how others can preserve pictures and movement through reels of film and eventually to disk.
During the earlier period, video-making was just reserved for people in cinema making or for the rich. As cameras were expensive during that time, only the most important memories were captured through film. Stories were told on cinema, on television, and on the printed world with little influence from the audience. It was even quite difficult to man the machine itself: have you seen how big and how complicated those machines were? Only professionals can use them, and even then they need the utmost care and precision to produce the most wondrous images.
Today, camera work is open to everyone. Almost every cellular phone in existence has some sort of camera in it, with a video making application as well. Along with the advancement of social media, people can use this now whenever they want. They can post it on social media and share what is happening in their lives in real time. Gone were the days of snail mail and fading pictures, this is the real (or should I say reel) deal. Movies these days need to be more flashy and colorful to garner an audience, along with a superstar to carry the movie itself. People nowadays are picky when it comes to what they watch, and it also shows what really interests them. Therefore, these videos reflect what they want and what entices them in their everyday life.
This has gotten marketing minds to think about these videos. Ever since the battle between the greyscale and colorful, the vibrant are the most eye-catching. Between moving and still images, the more dynamic was the one the audience got hooked into. So why not try it in an advertisement? After all, commercials were proven to be far more effective than the printed media. With the creative freedom that video-making boasts, it is one of the most effective means to advertise anything today. Why does it so?
Engaging the Senses
In the world of social media, the still and unmoving do not last. The world is so fast-paced today that people don’t even have the time to read actual paragraphs in ads. Recent studies also show that millennials have generally low attention span and therefore were not usually interested in images alone. Videos, on the other hand, are very active and can easily attract attention. Especially with the right use of color and words, people are more likely to view the advertisement. Videos were more likely to be viewed than just simple text. The more text a post has, the fewer the view count tends to be. This has led to many advertisers in using video as a means to market their products and even ideas.
Interaction Matters More
The mainstream population tends to consider wordy posts or adverts as lifeless and uninteresting. Even if the most flowery words were used, people would still tend to stay away from it because it lacks interaction. Due to the prevailing trend of personalization, videos were considered the more powerful tool in sending a message. The sounds and images in the video provide an experience wherein the viewer thinks that he or she is in the advertisement. It also provides an instant recall by associating words with images and can lead to people remembering the most of what the video was all about.
Evoking Emotion
As the old adage says, action speaks louder than words. As videos tend to be more interactive and engaging, it can lead to people into having an emotional response to the advertisement. They say that if the video is funny or tear-jerking, it is more likely for the viewers to remember the advert or the product. Usual suspects of this tactic are those Thai commercials that you see getting reacted to in YouTube. Also, there are advertisements that rely on shock-value and controversies, however, this usually backfires to the company and can ruin their reputation. Nevertheless, these videos became a tool in evoking an emotional response from viewers and providing a recall for their product or service. It has proven to be so effective that you can see all of these now on your choice of social media platform!