B-to-B marketers continue to follow their consumer marketing brethren into the world of video. While the fundamental rules of design and storytelling never change, designing for the small screen is a challenge. Elliot Blanchard, founder of Invisible Light Network (InvisibleLightNetwork.com), a producer of motion design, interactive work and short films, shared these tips for creating powerful work for the small screen on SmartBlog on Social Media (SmartBlogs.com/social-media):
Know your audience and know where to find them. Video for the small screen dovetails with a move away from mass communication to a more personalized conversation. The solution is often a mix of approachesfrom connecting with the right bloggers to making sure the message appears on the right feeds. Take the time to find focused online communities where your message will resonate.
Keep it short. In the words of Antoine de Saint-Exupery, “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” Exercise caution in going over a minute.
Video is the start of a conversation, not the end of it. This is why we can keep it short. Make sure to see a video for the small screen as the beginning of something greattailor unique content to offer to your audience that continues the message begun in the video.
If you’re selling something, make it easy to buy. Create a natural path from your video to a sales opportunity. This goes hand in hand with the idea that video is only the start of the conversation. Follow up a well-designed message with an easy way for viewers to take action.
