Video Engagement Techniques: Pt 2 Limitations and Aesthetics
Creative Limitations And Visual Aesthetics – Engagement Techniques For Video:
Continuing our series on video engagement techniques, this week we’re looking at creative limitations and the importance and relevance of visual aesthetics. When it comes to creative work, whether it be advertising, video production, or any other form of content creation, there will always be limitations and challenges to contend with. These limitations can come in many forms, such as budget constraints, tight deadlines, or even client preferences. It’s very rare to have complete creative freedom, but that doesn’t mean that you can’t create something great within those limitations.
One key factor in creating engaging video content is understanding the audience demographics. The context around the consumption of the content can directly affect engagement and response. Understanding the context of your viewer is crucial in creating content that resonates with them. This applies to any audience, whether it’s seasoned professionals or young students. You don’t have to be part of their demographic to communicate with them effectively; you just need to be able to recognise and address their concerns. For example, when it comes to communicating with pre-applicant students, addressing their concerns about fitting in, being supported, and making an impact can be highly effective.
Creative limitations are an inevitable part of the creative process. By understanding and working within those limitations, you can create content that resonates with your audience and achieves the objectives of the brief. By recognising the context of your viewer and addressing their concerns, you can create content that is not only engaging but also highly effective.
Aesthetics and visual appeal are critical factors in building engagement in today’s advertising world. With so many different platforms available, it’s essential to understand how to design a creative campaign that can fit comfortably across multiple platforms while still being visually appealing and engaging. However, what’s become apparent in recent years is that aesthetics don’t necessarily have the same overall impact on audience engagement that they previously had. While flashy visuals, typography, and fast-paced editing have been staples of advertising for a long time, this commercial-style approach can sometimes result in lower response rates and engagement, especially among today’s more marketing-savvy audience.
That’s not to say that visuals and styling aren’t important. They’re still crucial in creating engagement, but it’s becoming increasingly clear that authenticity, honesty, and relatability are the biggest factors in creating engaging content. User-generated content (UGC) has become increasingly popular in recent years as it’s created by individual users rather than a professional video production company. UGC can be highly diverse in terms of visual style, and the viewer “fills in the blanks” subconsciously, making them less likely to disengage.
One of the defining characteristics of UGC is its authenticity. What’s more authentic than a video shot by your peers? It’s no wonder marketers have jumped on the UGC bandwagon. However, it’s important not to discount great-looking, high-end contemporary visualisation. Viewers will have some expectations of production value from a well-established brand, so while aesthetics may not be the most critical factor for younger audiences, there is still a place for it. It’s all about choosing the right channel and platform and ensuring that it reflects the brand values and ethos.
What we’re seeing more and more of, particularly in video marketing content aimed at a younger market, is a combination of UGC-supported and accompanied by professional video assets, graphics, and aerial content produced by production specialists. This combination still has the authenticity that a younger audience is looking for but is combined with the engagement values that a professional production brings.
In conclusion, aesthetics and visual appeal are still essential factors in building engagement in advertising campaigns, but authenticity, honesty, and relatability are becoming increasingly crucial in today’s world. It’s all about finding the right balance and ensuring that the visuals and aesthetics used in a creative campaign fit the brand voice, choosing the right channel and platform, and reflecting the brand values and ethos.
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