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Post Covid marketing.

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3 lessons learnt the hard way in digital video marketing – COVID Times Centric

It certainly is a new dawn. Digital agencies are not only developing upon their existing strategies to turn more effective, but are also keeping the learning ongoing – at a pace like never before. It can seem appalling to even participate in this new world order with day-to-day changing scenarios, quickly changing technologies and shifting modalities to pull through the pandemic. However, it’s more about holding a willing attitude to learn – daily.

Some of the important lessons are learnt from trial and error. And for this very reason, we thought of saving up some time of our friends in Toronto and share gathered insights with regard to digital video marketing.

“Focus on the message in your video, rather than the platform it will be published on.”

Over 500 million hours and counting of video are watched on YouTube every day. And yet, 64% of marketers see video as the most difficult content to create. Now here’s a small chat to have with-your-thoughts. Introspect and review on the below lines.

You must have already spent years making campaigns and deciding which one platform to promote more than the other. Do we go 16:9 or 1:1? Do we allocate more for Instagram or Facebook sponsored posts?

Think deeply. The overall learning has taken place on the engagement strategies front – again and again. You must have masterd the platform-play by now. Kudos!

But, think deeply again. Laser-focussing on platform is not even the strategy. That’s more of the medium. Your content and ultimate message to communicate is the real deal of the strategy. The message ranks higher than medium.

What should your message be in trying times?

Can your video story communicate as to how you can address their essential needs at such a time?

And no, you don’t have to be an essential brand for that. Your décor items can help better the home-design, and contribute to the new work-from home atmosphere. Your lollipops can uplift low moods arising from being restricted to head to the parks.

Show that you care about your consumers’ problems. Try to solve their problems.

For instance, if your brand is a dish-washing liquid. Your brand understands the difficulties involved in multitasking amongst home-chores, work duties, kids and families. Your dishwashing liquid understands this very multitasking pain point. As a result, the technology used within helps remove stains faster. This can help one getting done with the dishes quicker and leave sometime for oneself to relax. Identify what features of your brand truly care for your customer.

As far as laser-focussing your major efforts are concerned, glitz and glam are bygones. Your message matters majorly.

“You don’t know what exactly will convince your audience to make a purchase.”

83% of marketers think video is becoming more and more important.

But get this ingrained – you cannot predict what can convince your audience to make the purchase. You never could, and never can – unless you decide to put someone on gunpoint. The billions of changing, evolving and existing thoughts within each individual can only influence him/her to buy the product.

Now, that you’ve understood this. You will not be afraid to focus more on the digital video making process more than the marketing aim. The aim is always to ‘sell’. Done.

Be fearless to focus more on the digital video making process. Here are a few questions which you can ask yourself.

Is interactive video production required to connect remotely?

Will a portion of the audiences watch this video on mute? If yes, explore working with animators and graphic artist in order to use motion graphics/ text play to highlight your Call-To-Action.

Do we need to choreograph a catchy step to communicate the message of washing hands for 20 seconds? Loop in experienced music composer to compose the track and lyrical message.

Discover the ‘power of design’

A successful campaign puts its audience before its own brand. So, ‘hacks’ aren’t striking human chords. Hiring ‘good’ design is crucial.

Akin to how a billboard or pamphlet with good design can easily convey the message and connect to its audience, the same logic works for video as well. The sincerity of the script needs to remain intact. It cannot be overdone to come across as gaudy or tacky. The end communication/ CTA needs to be easy to navigate and click. Ditching half-baked pitches and scripts is necessary to connect with your audiences. Production studios and talent who know their craft will not only ‘make’ your video, but also retain audiences.

As an ever-evolving digital marketeer in the COVID-era, you’ll definitely strike a chord with your ‘newly transformed’ consumer with new needs and roles.

Let’s highlight a few key points before the wrap-up:

Think of your audience first.

Ensure your digital video story holds value for your audience.

Sell how ‘you can help’ to solve their worries, instead of simply selling your brand upfront.

Invest time, creativity and the right talent pool to create any digital video.

At Twisted frame, we’ve constantly been implementing and adapting to the new voice of video. Let’s have a chat as to how your business can communicate with your target audience through our Toronto video production and motion graphic services.

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Top #3 healthcare video production options in the COVID era

Globally, one sector that undoubtedly needs great attention is healthcare. The policy makers have already enlisted roadmaps – right from policies and investment geared to ensure healthcare coverage to marginalised sections, health-related sustainable development goals by WHO, increasing occupancy within hospitals, to heightened technology and training facilities for healthcare professionals.

One of the backbones that requires equal attention is – digital healthcare. With consumers flocking to seek online consultations, medical departments communicating via online means, pharmacy orders being taken via apps, chiropractors putting out videos on healthy seating patterns within homes; video is one of the backbones to support objectives of the healthcare industry in the coming quarter.

And while most will wonder as to how does corporate video production occur with social distancing guidelines?

Let’s have a look at the top #3 healthcare corporate video production options (all being safe and sound) in the COVID era.

Creative Virtual Production for Pharma Companies/ Clinics

Augmenting a storyline is seamlessly possible by putting together a series of technique so that our physical world can meet the digital world.

What we exactly do is that we create virtual sets. Using pre-rooted VFX techniques of pre-visualisation, LED walls, lighting, real time compositing; we film things that are almost impractical to film nowadays.

Say, you need to make a video to showcase your upcoming medical lab/ test facility in Ottawa. Or, you’re a pharmaceutical company and want to make a medical video with a storyline about how a vitamin can help boost immunity. And our animator and VFX team is based in Toronto. It’s absolutely doable. We will obtain clean plates (essentially clean photos). Now, these will be composited to create stories. We can showcase people walking inside a clinic to get themselves tested, by obtaining clean plates of the clinic. We can showcase how a girl’s immunity improves by placing her against a green screen in her home. Later on, embed graphics to showcase how the vitamins work on her body. The mundane can be turned into activity, objects can be inserted in/ edited out – all from the animator’s home.

Motion Graphics & Animations for Biomedical Communications

Motion graphics and animation can take a myriad of styles and pace. Using visualisation, illustrations, icons, textual topics made to work at the right pace – crispness and content value can be delivered. Through motion graphics and video animation, life can be breathed into the video from the safety of homes.

Motion graphics and animation can prove valuable for the below 3 segments

Citizens

Doctors

Healthcare staff / pharmacies

We need to understand that in trying times, doctors have to rush when needed. We need to respect their time. Video is the quickest way to show them recent developments in their field –  be it a nutritionist, surgeon, GP or a dentist. The important point to note is that the video must not sway in a sing-song fashion. Keep it to the point! For instance, a supplier is introducing a new equipment to ease problems of dentists. State the current problem statement in hand. State how the equipment is solving the problem. State required features, terms and costs.

With a digitally-driven capsule being injected into almost each department, the healthcare staff too needs to learn new digital ways in a short period of time – right from managing backend, patient histories, online consultations, tracking treatment plans to acquiring medicines – all via online modalities.

And for citizens like us, it’s valid as to why a lot of people are feeling hesitant using self-triaging tools. We are very new to using chatboxes to address mental health, especially in uncertain times. Crisp communication and visually engaging explainer motion graphic video can work wonders to ease hesitations and doubts about the digital medium.

Medical Training Videos for Medical Students/ Healthcare Staff

Medical institutes are investing heavily in 360 degree videos and VR to support their students’ medical education. Literature alone, in the absence of practicals, can fall short to communicate modules. Giving a deeper understanding of human anatomy (say, how tissues repair), how to go about incisions, root canals; this technology is bringing great value until students wait to work on practicals. Studies have shown as to how such medical training videos enhance learning by better grades and higher interest in learning.

The J and K Virtual Reality Centre at Western University of Health Sciences in California and at the University of Nebraska have already opted for imparting these video-inclined learning modes.

It’s good to know that the supply of visually appealing video that is high on crisp communication isn’t affected. In fact, it’s necessary now more than ever before. At Twisted Frame Toronto, we’ve been executing ample of videos for the healthcare sector. Check them out here.

We’d be glad to contribute to any healthcare video or motion graphic video requirements that you may have to implement any of the above objectives.

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Vitamin Video: Corporate Video Production shaping up in healthcare

As I was working out a match-cut edit on footage from past years, my reminder buzzed ‘Time for Vitamin-K’. I popped my vitamin and went onto wonder how are videos shaping the healthcare industry.

As healthcare clinics invest in softwares to promote telehealth visits and reduce the pressures of people piling up, an immense layout is being chalked out. Healthcare technology and broadband connections are being heightened. Acoustics of rooms are getting soundboarded to negate echoes so that patients can hear their doctor clearly over video conferencing. And, the role of video is taking new shape. By filling in for the absence of human touch, and providing qualities to see, hear and feel; video is modelling into a new vitamin itself.

‘Vitamin-V’, as we call it at Twisted Frame Toronto. Let’s delve into the corporate video routes emerging from this vitamin in healthcare utility, marketing and training.

Health is Personal: Patient Adaptability Videos

Attempts are being made to decrease the pressure of people piling up in clinic facilities so as to treat the ones who cannot be treated online. This will also help reduce any contagious spread to the frontline staff. So how does video come in?

Now, with online consultations for conditions that can be treated over the web, health does require a human element.  We need to hear from people who have already received treatment for health conditions others may be looking to address – be it physical or mental health. These aren’t ‘testimonial videos’ by clinics to generate business, but ‘adaptability to the new’ videos to implant new adaptability skills. We all are very new to telehealth checkups. We are all equally anxious and equally open to adapt.

Videos about real-life people talking about how a certain treatment plan has worked for them. People sharing their honest experiences as to how are their online consultations different/similar to personal visits. This can help people adapt to the newer means when the condition can be treated online.

VR for medical students

360 degree videos and VR have moved from simply delivering ‘experiential entertainment’. They’re holding something crucial for medical students to impart active learning. A lot of modules cannot be communicated via literature only, and in the absence of practicals. How would one display incisions? How would one explain root canals?

A lot of medical schools are investing in creation, curation and sharing of crucial video content for students to acquaint themselves and not lose out on time due to lockdowns.

Injecting A New E-Workflow: Healthcare Training Videos

The medical network is truly an infinite galaxy: doctor-nurse, doctor-patient, patient-receptionist, clinic-pharmacy and so on. With a digitally-driven capsule being injected into almost each department, this healthcare network is quick to learn the new skillsets and bridge gaps. Right from managing backend, patient histories, online consultations, tracking treatment plans to acquiring medicines – all via online modalities.

Healthcare explainer videos are using motion graphics to explain this virtual care capsule launch, depicting step-by-step features of the new soft wares in use. Right from basics of how to log-in to accessing records, measuring samples, reporting histories, tracking treatment plans and placing new medical equipment orders.

Gaining Mental health with leadership: Videos for the Mind

It’s valid as to why a lot of people are feeling hesitant using self-triaging tools. We are very new to using chatboxes to address mental health, especially in uncertain times. Needless to statistically mention, anxiety is the rise.

It’s crucial for medical leaders across healthcare to connect with the public who can be experiencing depression, or getting anxious by a sneeze. The videos aren’t aimed with a hard-sell motive to accrue services of the said counsellor. It’s more to lend their credibility to treatment plans, conduct clinical e-trails, share symptomology and ultimately help people gain mental stability.

It’s good to know that Vitamin-V isn’t short on supply or demand. We’d be glad to contribute to any healthcare video or motion graphic video requirements that you may have to implement any of the above objectives. Reach out for a free chat at [phone number].

PS: Here’s Twisted Frame’s standing ovation from Toronto to all the healthcare workers in this globe. The goal of the healthcare industry stays to serve the health of the society; and they need a standing applause for all their efforts during a pandemic!

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