Kinetic Typography: A Killer Web Video Marketing Technique

Sometimes business people make things more difficult than they should be, for example marketing. Marketing is pretty simple when it comes down to it: discover the emotional value inherent in what you’re selling and present it in a memorable way that sets you apart from the competition. What can be so difficult? Of course, we all know that the devil is in the details, and implementation is the sharp end of his pitchfork.

Those who know our work, or who have read our articles, know that we recommend video as the best strategy to achieve your main marketing objective: to deliver a memorable and differentiated message that highlights the emotional value of your brand. And if you’re following trends, you know that video is spreading across the Web like cream cheese on a freshly toasted bun, unfortunately a lot of that cheese comes in a bland-flavored homogenized package that makes little impression.

A while back we created a series of articles called Killer Campaigns that showcased great commercials and pointed out the methods used to make them effective. In this new series, Killer Video Techniques, we’ll show you some cutting-edge methods we use to create memorable and differentiating marketing messages.

start with words

The best place to start is at the beginning, and it all starts with WORDS. Let’s face it, we don’t live in the Golden Age of Articulation. The era of communication generated by the Internet and its social media craze has created a Babbling Tower. The eloquence, clarity, and emotional impact of Churchill, Roosevelt, Kennedy, and Martin Luther King have been replaced by instant messaging abbreviations, fifteen-second sound bites, and 140-character tweets, all reaching you at a mile a minute, everyone talking. at the same time, and for the most part empty of anything useful or relevant.

If you can’t articulate your message meaningfully, then you’re in trouble from the start. You may think this is old fashioned, but the words DO have meaning. The blurring and confusion of what makes marketing and sales different has led to a generation of business owners and executives unable to produce or deliver a finely crafted statement of who they are, what they do, and why customers should to worry.

The problem is often hidden because you can get away with it when you’re face-to-face, but take physical presence and human interaction out of the equation, like on your website, and you’ve got a whole new ball game. This is one reason. why we highly recommend a Video Web Host, but that’s a discussion for another time, now we want to focus on words, because words can either fulfill your marketing dreams or they can create your worst advertising nightmare.

You are looking at the wrong mentors

There are endless articles, reams of statistical analysis, and countless essays and white papers on how businesses should use the Web to their advantage. And like much business writing, it focuses on the top high-profile corporations as a source of expertise and savvy business strategy. Well let me let you in on a little secret, most of these big companies are poorly managed and creatively and intellectually bankrupt. Most are based on past successes from a bygone era and consumer inertia. In the end, great companies are about power and money, not experience and innovation. Are there exceptions of course; Am I being harsh, probably? but the bottom line here is that you need to take a closer look at what really works and why, unless you have endless amounts of money on hand to bury your competition and flood the airwaves with endless repetitive nonsense that seeps into the air. viewers’ consciousness like some mind-altering alien drug.

kinetic typography

Now some people are thinking, when the heck is it going to hit the art? Why don’t you give me the bullet points? Why? Because if you don’t understand why you’re doing something, you shouldn’t do it. And if you don’t know why things work, you won’t know how to fix them when they don’t.

People are busy and the pace of business is fast, but if you don’t take the time to understand how and why things work, you’ll be wasting a lot of time and money. This applies to your clients as well. They should be attracted and motivated enough by your video presentation to absorb your brand message. If customers don’t understand who you really are and what you really do, they will never be satisfied customers.

So here it is, Kinetic Typography, an exciting and innovative video technique that combines the power of sight and sound to deliver a meaningful and memorable message based on the power of words.

The technique has its origins with motion designers who took monologues from famous movies and animated the words of the script to provide visual emphasis. It’s a simple idea, but difficult to execute, and when done right, it’s a powerful method of getting a marketing message across. It’s a technique that will access the verbal and visual memory centers of your audience’s brain and create the brand recognition that is the goal of every marketing initiative.

Why Kinetic Typography Works

Kinetic typography penetrates consciousness because the dynamically presented spoken and written words act as mnemonic devices that reinforce each other. Don’t be fooled into thinking that the visuals alone will make up for any shortfalls in the script. Your words create a language framework that defines your brand; creates the context within which you can communicate with your audience; and allows you to take ownership of those words, limiting your competitors’ ability to fuel your marketing efforts. In short, words have meaning, words can excite you, motivate you to action, and isn’t that what marketing is all about?

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