For PR and communications practitioners, one of the core functions of the job is to update an ever-widening portfolio of channels with relevant, engaging content – and then monitor the impact of that content on its intended target audience.
Although the creative assets we generate can range from text to image to graphics to animation, our analysis tells us time and time again that the most effective way to catch the eye (literally) is via the medium of video.
Relevant Insights
Whether you’re launching a new product, delivering an important brand message or showcasing your company culture, video remains one of the most powerful storytelling tools in the comms toolkit. Look no further than Dublin Bus’s unforgettable ‘Long Road to Pride’ video or Airbnb’s ingenious ‘Host Stories’ campaign for examples of great video storytelling.
In my own role with Cullen Communications, I see this brought to life all the time – there really is nothing quite like a cleverly crafted video to cut through the noise. Within our own diverse client roster, we’re lucky enough to have had many opportunities to create some powerful, memorable video content that not only connects with our audience but that drives tangible results.
As an agency with 40+ years of storytelling experience, what can we tell you about creating an impactful video? Here’s our top five tips!
1. Know what you need to say
Across all media, the most impactful storytelling begins with clarity. Before the first storyboard is sketched out – never mind cameras rolling – we sit down with clients to clarify core messages. What’s the purpose of the video? Who is it aimed at? What do we want our audience to feel (or do) after watching?
Then, we craft a clear, consistent narrative that also reflects the organisation’s brand values. This applies to all forms of video messaging, from spotlighting a new tech platform to crafting a company foundation story to launching a report highlighting important workplace issues.
2. Get your story(board) straight
A great video doesn’t happen by accident; it needs to be meticulously planned and mapped out from the beginning. Storyboarding helps to structure the narrative visually and emotionally, ensuring that pace, tone and visual flow all align with the overall message.
Our team works with clients to plot every single scene, incorporating visual moments that matter and identifying opportunities to get key messages across. We work hard to establish a coherent beginning, middle and end that make the most of every second of screen time.
3. Make sure your production team knows what it’s doing
Choosing the right production partner is critical to the ultimate success of your video content. Here, it’s often a case of horses for courses. Not every production outfit is right for every video, so you must make sure you’re working with a company that has the understanding and track record for your particular video assignment.
The phrase ‘working with’ has never been so apt. Video production is a collaborative process and our team always stays close to the direction, filming and editing to ensure every second of footage is bang on-brand. Ultimately, this end-to-end management means the final edit supports the client’s wider communications goals.
4. Pick your video platform
As seasoned PR pros will know, not every platform is right for every video. A slick, three-minute brand film might be perfect for a company website or new-biz presentation but it won’t work as well on, say, LinkedIn or other social channels. Each platform has its own format, pace and audience expectations.
This puts the spotlight on platform planning, which should be part of the process from the outset. The more you incorporate technical specs, audience attention spans and tone-per-channel in your strategy, the more money you’ll save in post-production.
5. Remember, you will be repurposing
Maximising ROI means thinking beyond a single version of your video. That’s the beauty of multiple channels and platforms – multiple opportunities to amplify your content. We often produce numerous edits from the same shoot, e.g. a 30-second teaser for socials, a 15-second vertical cut for Meta stories, or animated captions for silent playback.
Considering additional edits of shortened and sharpened cuts can actually help you to reach your audience on their terms, keeping your story fresh and front-of-mind across multiple touchpoints.
Harness the power of video for your brand
Creating truly impactful video content takes time, planning and experience. Here at Cullen Communications, we have many years of experience in the art of visual storytelling, guiding the process from messaging and production to editing and channel planning to ensure our videos resonate with their audiences, whoever and wherever they are.
If you’re interested in creating powerful, engaging video content on behalf of your brand, we’d love to help. Contact us today and let’s get those cameras rolling!
About the author
Aoife McDonald is an Associate Director with Cullen Communications, working with clients in branding, lifestyle, sports and sponsorship
