Resonance
by Walt Carvalho
Impressions made in the early life of a piece of video content, such as apple’s depiction of the 1984 commercial takeoff, having a girl rush the audience in defiance throwing a hammer at a hypnotic dictatorial speaker within a black and white screen image. The impact left by such depictions has had ongoing effects. Thirty seconds of visual content can last for decades.
A finely crafted video resonates long after it’s initial launch.
The public craves video content. Whether it’s dramatic, magical, funny or the latest beats of their favorite band. They enjoy viewing and sharing. The impressions left in viewer’s minds can continue on, long after the video was originally watched.
Comments have been made regarding the Beatles first appearance in the United States. They appeared on the Ed Sullivan show, as television audiences sat in silence marveling at their totally new sound and bushy hair look. It was however after the performance and for days and weeks following that the news spread, as people began to realize what they had actually seen on that trend changing Sunday night.
Today’s audiences can be very critical in the resource of new material. Common footage seen on local cable television ads, rarely if ever get a second look. Although initially it may seem to be a good option, the lack of viral potential and the lukewarm numbing effect it leaves on the viewer, can actually do more harm than good.
What we find in contemporary video audiences is a very large and ravenous viewer base in search of very creative and stimulating content. Although professional athletes, entertainers and famous actors may be brought in as brand identifiers, the key for success is the impact made by two or three minutes of creative content directed and produced with the viewers experience as the primary concern. The brand message presented verbally or visually in that environment spells success.
Get Creative. Get Social.
Photo: Tom Kulbowski
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