How to Maximise the Power of Video
Videos can be quite a challenge if you don't have any idea where to start. Many companies have little or no experience when it comes to producing video content for their brand and can often find the process quite intimidating. Fortunately, the best learning can often come from watching others who have done it successfully, such as Chanel in their Chapters of Chanel campaign. In this blog post, we break down what we believe you should consider when making your brand video, and then point out how successfully Chanel executed it, focussing specifically on their awe inspiring Chapter 11 video.
It is very important to present the best of your brand and product every time you market it. The better you are able to create a visual oasis of your brand, the more your viewers will be inclined to constantly watch your videos every time they come out.
Having a chapter concept to your video suggests to your viewers that your brand or product has several elements to it. Different elements might include various ingredients, products, colours...almost anything. But overall, viewers will generally come to the consensus that there is more to come, after seeing a ''part one'' of a chaptered series. If you are able to create a beginning chapter which successfully markets your brand, while simultaneously attracting viewers, you have completed the first step in creating a continual viewing base.
Chanel has several aspects of its brand that they can choose to highlight at any given time, including: fashion, cosmetics, fragrance, and jewellery. The more you can pick out unique aspects of your brand, the more you will have to talk about. Within its chapter series, Chanel chooses to highlight all of these elements, all in very different ways. Each chapter gives its viewers just a small look into the masterpiece that is Chanel.
Highlight the elements of your brand:
Elements are a huge part of your video; essentially they are what makes your brand unique. They can highlight the best part of your product and campaign while drawing your audience to want to find out more online through your website or social media. Elements can vary from the immediate and lasting benefits, the exciting colours and textures, to their unique shape - basically anything that differentiates your product from the rest.
In Chapter 11, Chanel delivers a combination of glamour, elegance, and high fashion all in one and that's what their brand is all about. The Chapter 11 video has many elements to it, but arguably the most obvious are the five colour aspects; black, white, beige, gold and red. Each colour is highlighted in the beginning scenes of the film, introducing the audience to just one of the many themes that will be elaborated on throughout the entirety of the video.
Black is represented visually in the form of the traditional Chanel logo. White is represented as a colour that captures light while illuminating. Beige, because it's the colour of her famous Chanel No 5 perfume. Gold, is the colour of relics which reminded her of her childhood and was the colour source for her inspiration. Red is the 'colour of life', Chanel said, and is highlighted throughout the brand, and video because of its bold hue.
History and Heritage:
If your brand has been in the industry for a while, you might want to seriously consider using that to your advantage. Including titbits about how long you've been an established brand; how you started and beliefs the brand represents can all be very interesting pieces to include in your video. Customers want to see that the brand is not only cool, but that it can be trusted above all else. Your customers and business partners need something they know that can rely on, and you need to establish your credibility as a brand. If you can highlight these things through your proof of expertise, you'll have a very interested audience.
This Chanel video talks quite a bit about the history of the brand, and the growth that they've made over the years. It's a great tactic to remind your audience that you are the expert, and that you can be trusted to provide a service or product that no one else can. Chanel speaks of their founder, Coco Chanel, and some of the childhood memories which led her to create the brand that Chanel is today. The video describes Coco and her vision in a way that is very humanistic and innocent. The video mentions elements of her past, and explains how it has given way to the future by moulding her brand through her inspirations. The visuals show viewers what inspired her, in addition to just hearing about it.
Music is one of the most important things you should consider when creating a video that highlights both your brand, and its products. The music you choose to include in your video sets the mood and the pace of what you are showing your viewers. Your music choice can say a lot about you and your brand. When you make a video for your brand and/or product, think about the message you're trying to convey, and then about what music genre would help complement those themes and ideas.
In the Chanel Chapter 11 video, the music is very fast paced, which helps to keeps its viewers engaged all the way through it. The music ingeniously matches the pace of the featured video and picture stills, allowing both the audio and visuals to come together seamlessly. As a result of the music and visuals matching, the video creates a sense of unity and cohesiveness that makes it easier for the viewer to follow along with the video, and in turn, understand, and relate to it.
Voice Over and Narrative:
While music sets the tone of your video, there sometimes needs to be a narrative too. At times (but not always), music alone is not enough to give your viewers everything they need to know from your video. When choosing what type of voice you would like on your video, you should think about which elements of your product you want to emphasise. Are you marketing to women? If so, you might consider having a woman's voice featured, and vice versa. Is it targeted towards children? Is it for teenagers, or parents? Think about who your audience is, and tailor your video to them. Think carefully about both tone, and inflection. What you say is one thing, but how you say it can be equally as important.
In this video, Chanel chooses a women's voice for their narration. From this, viewers could come to the conclusion that the video is geared more towards the attitudes and luxuries that women may desire. The woman's voice is very soft, but is also very clear. Every word is clearly spoken, and there are quite a few breaks of breath between sentences, which allow viewers to follow along and not get lost in an abundance of noise. Remember, every choice you make in creating your film should be deliberate. Again, Chanel masters this beautifully in making sure that both the pace and volume of the narration blend with the music effortlessly.
Combining Imagery and Text:
When story boarding, or deciding which images and text you would like to include in your video, think about what would be most beneficial to include. Every decision that you make has to be very carefully chosen, and deliberate. You don't want to spend time, or money, filming and editing anything that you're not going to use. Fully utilise your time and resources! Planning out which key words or phrases that you want associated with your brand, and making them a main part of your video is the fastest way to create a relationship between the two.
Chanel beautifully masters this, by including words in huge font all throughout their video. The constant fast pace of these images helps to keep the attention of the viewer, as discussed before. The text that is shown on screen is always in the same font, so it doesn't distract the viewers too much by forcing them to make out the words on the screen. However, the video does provide some variety by colouring the text to correspond with whichever colour is being highlighted in the video at that time.
Graphics FX: Mix of Stills and Video
Imagery is incredibly important to your brand. People want to know what the product looks like, especially with beauty. Visualisation is everything because it's what will initially draw people to you. What it looks like, and how it's presented will be the first thing your clients and consumers see when making their first impression, and you'll want it to be a good one. This can all be enhanced in the editing process by using the right mix of techniques when adding additional graphics and animation fx.
Chanel's use of both still images and video footage is quite genius. In time with the music, the images are shown at a very fast pace; always complementing whatever colour the video is showcasing at that time. There are also a few instances where an image is shown multiple times across the screen for added impact. This allows the viewers to see one image several times, all within the same second. The use of different lighting also creates different effects on the aesthetics of both the video and stills that are shown. Some video clips have more lighting and exposure added to them to create a lighter, shinier look, while others have low lighting and include smoother textured shots which creates a darker intense impression.
Make your video a source of aspiration:
Regardless of what your brand is, or who it is for, your video should be well thought out with a clear structure or alternatively tell its viewers a unique and enticing story. Don't be scared to make your video different, and exciting! Don't copy what your competitors are doing or blend in with the rest. With so many videos out there from other brands and online vloggers it's important to make your video stand out and to do this in style. That is how you successfully maximise the power of video!