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Five Tips for Case-Study Videos That Get Results
July 9, 2012
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So how do you make a crowd-pleaser video that gets real results? Rae Ann Fera joined FastCo.Create to produce a list of tips from veterans of the Cannes Lions Festival of Creativity.
Here are five tips that are right on the money:
Keep it short. Chris Baylis, ECD Tribal DDB Amsterdam, uses the elevator-pitch model: "No more than 30 seconds of film, where you have to present your case clearly and succinctly." According to Baylis, that's all the time needed for your viewer to decide whether you're a fit or not.
Let the work shine through. A case study is "a creative production," so "get the idea across quickly, be attractive, original, clear, and don't be boring," says founder/ECD Rémi Babinet of BETC.
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I humbly disagree with the 30 sec suggestion. As marketers we believe that people no longer read, no longer listen to adverts and now you're telling me that consumers won't watch more than a 30 sec video. Really? We sit in movie theaters for hours -- as marketers we tell clients that video is more interesting, more attention grabbing more sensory than other media. Is that not true? Is video no more effective than print? This must be the case if 30 seconds are all consumers can bear. I cannot conceive of a future for marketing if our 'best' most attractive media is only good for 30 secs.
Excellent tips! While the 30-second rule may not be the right time element for every company, the point is that you should always keep your videos short and to the point. Consumers certainly have short attention spans, so it’s important to reel them in with a video that’s both entertaining and informative from the get-go. Charisma and creativity are two key elements to keep in mind if you truly want to achieve success in your case study video.