Target audience, channel and storytelling

The concept comes first. Who is the intended audience? The target audience determines, for example, the precise tone of the video. Where should the content be shown? Every channel has different requirements regarding resolution, image size and format. What should the video show? A concept is essential for the production. This covers what the film is intended to achieve, what content it covers and which protagonists appear. The purpose and content also provide insight into how the video will be produced: hands-on or high-end, static or dynamic, big or low budget.

Here are 7 tips and tricks for using moving images effectively in corporate communications:

1. Clear message: When it comes to the message, it is essential that it is easy to understand. The message should be as short as possible and as long as necessary. This means avoiding the superfluous and focusing on the essentials.  
2. Emotional appeal: Moving images are ideal for conveying emotions. Colours, music and visuals resonate with the target audience.
3. Setting: What should the frame show? The background, spokespersons and location are important for conveying the right message.
4. Short and snappy: The length of the video depends on the requirements of the target platform. As a general rule, however, it should be as short and concise as possible.
5. Use of visual effects: Zoom-ins, transitions and text animations can convey the message even more powerfully. Framing elements: Depending on the channel and format of the video, intros and outros offer the opportunity to introduce and conclude the video, whilst transition slides can convey further content or separate situations from one another.
6. Optimising for social media: A wide range of channels offer various options. The different requirements and formats of the platforms must be taken into account.

7. Use a call to action: With a call to action, communicators can direct their target audience to further interesting information.  

    

Moving images are a powerful tool in corporate communications – communicators can harness these strengths to convey the message in a unique and emotional way.