Design in the built environment
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Design blog about the built environment

8 elements to consider for your video content

A lot has been written about the increase of video content over the last couple of years. We are all witnessing the emergence across our online marketing, social and communication channels. 

The Proof

If you don’t take our word for it, look at the numerous research reports and statistics to support this.

The Opportunity

Now that you can see the evidence you can also now see the opportunity to integrate video content into your marketing and communication program. It may also surprise you how cost effective an animation or video clip can be to get produced. 

While there are a range of entry level tools that you can use to create your own basic clips, they do take an investment of time to learn and grasp the use. Do you really have time for that? The reality is most of you are incredibly time poor and getting someone else to create the animation will generally be faster, cost effective and look infinitely better. Get the experts to do it from the outset.  

Getting started

By this stage you’ve hopefully decided that video should be part of your marketing but you may not be sure where to start. To help get you thinking, we’ve put together eight key elements to consider when putting a brief together for your animation. 

 1. What is the primary message/purpose? As with all marketing and visual media, knowing what the primary message for the video deliverable is an important starting point. Video content is an incredibly flexible option and can be used to deliver content types including but not limited to:

  • educational and “how to” video
  • an advert or explanation of product or service
  • a showreel
  • a case study
  • interview or testimonial

2. What’s the content? A good designer and animator will help you with the storyboard for the video. Your role will be to have an idea of the overall story you would like to tell and key content that must be incorporated.

3.  How long should it be? Pay attention to length. Our attention spans are shorter. Instead of putting too much content into one video that goes for several minutes, think about breaking up the content into a couple of bite size pieces making it easier for the audience to enjoy and consume.

4. Across what channels will the video be used? It is good to determine at an early stage if the animation is to be used across only online channels (E.g. YouTube, Vimeo, Instagram, etc) or if it may be used on other platforms, for example a Conference.

5. Who is the audience? Knowing the characteristics for the audience are key to determining the approach for the storytelling of the project. The tone and creative direction will be vastly different for millennial, creative consumers as opposed to CEO’s and C-suite decision makers in organisations.  

6. What is the budget and time constraints? It is imperative to have at least a ballpark budget in mind when considering this type of project. The budget along with acknowledging any time considerations creates a roadmap for achieving a successful project and managing expectations.

7. Additional items to consider - music, stock images, people, studio, location - all these things will add to the cost of the production.

8.  Voice-over - getting the right voice to narrate a clip is incredibly important to make sure the tone and voice is on brand.

Get in touch with JSD

We hope this helps you when thinking about your video content. Get in touch if you have a project in mind or want to discuss some ideas further. Email Joel or call 9331 4258

Check out some of our recent clips here -