When you make a video for your business to promote or sell something or use any type of visual marketing, it’s important to include elements that will make your viewers want to take action. There are nine essential elements that you can include to help make a viewer take action when watching your videos. These essential elements are so powerful that they can even be effective for still pictures, as these elements will make ALL your visuals more likely to get your viewer up and taking action.
Are These Key Elements in Your Visual Marketing?
1. Emotion – When you set up any shoot, whether video or not, you need to think in advance of what type of emotion you want your viewer to feel. And, knowing who the audience is will tell you which types of images you can use to evoke those particular emotions. Have a plan in place before you start shooting or searching for the image.
2. Appeal – Some types of images are just simply boring, so you have to consider how you can make the image more appealing. As an example, think about how car commercials advance their appeal by showing people either driving though the country or city, depending on the type of buyer they want to attract.
3. Movement – Even a still image can denote some type of movement, and this will can help make an image more interesting. When you are taking shots of a process, ensure that you are showing the entire process. Still images can hint at motion by adjusting the focus or lines of the image, but video is obviously the best choice for really depicting motion.
4. Sound – Although sound doesn’t really come into play when it comes to a still shot, you can still make people imagine sounds with the composition of the image. For example, if you’re showing a picture of something that makes sound, your audience may imaging that sound. If you are making a video for your visual marketing, you need to consider what sounds you’ll add in addition to the talking. Consider how the background music makes your audience feel when you add it, and make sure not to make it so loud that they can’t hear the talking.
5. Moments – When you think of your images as moments, it makes it easier to capture the exact experience that you want your audience to feel. You’re telling a story. Even if the story is about why this stapler is a better stapler than the one at the other store, it is a story that you need to explain to the viewer using moments and events to advance it.
6. Characters – Most people want to see pictures of people. One image of someone’s face can tell more than 1000 words, because you can elicit all the emotion you need with that one facial image. But, in some cases, images of nature, animals, and other characters can also work together to tell the whole story.
7. Relevance – You’ve probably realized through your research how important it is to stay relevant to your audience, and using the right images is no exception to that. Visual marketing is completely dependent on you ensuring that you stay relevant in the eyes of your audience. Make sure that you share targeted information with them with a particular reaction in mind.
8. Location – You can transport your audience to new locations with the right images. This can even include taking them right out of their comfort zone! Think about what you’re trying to get them to do and feel, and how the setting of the image can advance those ideas for your audience.
9. Motivation – When you start using visual elements to attract, inform, educate, and interact with your audience, you need to be clear on where your focus lies and what your motivation is. What is the entire point of the message? If you don’t know that, it will be hard to choose the right visual elements.
If you want your viewers and readers to take action, using strong visual elements is a good way to ensure that they not only stay interested in what they’re consuming, but also feel the pull to take action on what they’re consuming.