Page 19 - AeM_June_2020

BEST
PRACTICES
Depending on the task, you can adjust the visuals “Marketers today need little convincing that video is a &
accordingly. Perhaps you are using an infographic on a powerful content form. By every measure —lead STRATEGIES
blog to explain a topic, but this graphic would be too creation, conversions, SERP ranking, time on page,
complicated as a Facebook post. Instead, select a likes, shares and any other form of engagement—
section (or even better create a video from the video’s power to inform and persuade is unmatched,”
infographic) to create a uniform appearance for the said Jeff Loeb, CMO at Vidyard.
consumer, which tells a coherent story at different
levels. The best thing to do when designing a visual is Considering his arguments and the fact that we are live
to think about how you can reuse it across different in an 'economy of attention”, which means attention is
channels. This saves time and money and helps you to becoming more and more valuable and can be
develop a consistent world of images. exchanged for money, this has noticeable
consequences for our daily work. Communicators must
3. Combine text and image come up with something new at shorter and shorter
intervals to stand out from the crowd. Videos currently
Text and Images are an unbeatable team: both have work particularly well because they match our urge for
individual strengths and work at different levels in the visuality and speed. Still, images and videos cannot
brain. The human brain captures texts rather analytical, replace texts, and it is more about a combination of the
while images more emotional and peripheral. To advantages of both. While texts explain and act more
convey a complex issue as simply as possible, you on an analytical level, pictures make content easier to
need both: texts that explain and images that make the grasp, experience and understand. Marketers just have
content easier to digest. Only together text and image to make sure that both complement each other and do
become strong and can optimally convey a message. not drift apart in their statements. ◊
To do this, they must of course be optimally
coordinated. In fact, a picture says no more than a By Daniela La Marca
thousand words, but it can make things simpler and
shorter, attract attention, arouse emotions, and thereby
help texts get started. In combination with pictures, you
need fewer words to convey more content.

19 June 2020: Video Marketing & Storrytelling