The C-Word (it’s compelling)

“We want to create a viral, you know something which makes us a bit more interesting, engaging, maybe even funny…”

The comment trailed off into the distance as the reality of her statement struck home. Her company provides outsourced hosting and cloud computing services. A video featuring Brian from Customer Services playing the piano with his feet may not constitute the right compelling content. Their brand values revolve around trust, reliability, and professionalism.

With the rise and rise of business and brand films, is there a danger in creating ‘a corporate celebrity’ culture?

The CEO who has to be the face of the business, despite customers who never have any contact with them. The Marketing Director, who sees themselves as the Thought Leader of the age, the Chief Technical Officer who fancies themselves as the heir to Steve Jobs. It seems like the evidence of corporate video production is everywhere but is it any good?

Back in the Tracc production lab I sat questioning, what business and consumer audiences wanted to watch? Is the viral simply an expensive luxury in today’s climate of austerity, where everything has to be measured and counted in terms of ROI.

That evening in the name of research I sat in front of the TV. I decided there was nothing on and I submitted to the voyeuristic lure of Britain’s Got Talent, I know, it was a moment of madness. I sat watching an overweight middle age man projecting his eyes on stalks to the beat of Mr Boombastic, a hand bell ringing duo, and a bloke in a pig mask wearing a sailor’s outfit. In a mix of bewilderment and fear I applied firm pressure to the stand-by button. My conclusion, just because people can do stuff doesn’t mean they’re talented or interesting. Creating compelling content which can move audiences into action needs a high degree of honesty and a strong connection with your intended viewers. Don’t guess at what your audience wants…find out what they want.

So what makes content compelling? Well here’s a list to start with:

• Find out what others are saying about your subject, work out what you bring to the party, be creative, be different and most of all…have something to say.
• If the content is really important to your brand, ascribe decent values to the production process. Being able to search on Google doesn’t make you an SEO guru, equally owning a flip camera, doesn’t qualify you as a film maker.
• Avoid the slick PR approach to messaging and perfection (we’re all too clued up for that). Instead opt for transparency, truthfulness and be contrary, look at what it did for a little known trader Alessio Rastani .
• Be objective think about those you want to engage with your content and sit on the other side of the screen…would you honestly give up your time to watch your content and then respond.
• Get an idea of how you want the videos to feel and look, search for some visual references.
• Road test your content before you create it. Be vulnerable, talk to clients, talk to your team, find out what they truthfully think without prejudice. You might just strike gold!

In short, successful films for businesses and brands should be made for audiences not for your gratification.

Remember, you may think you have a sexy brand that everyone should know about, but your audience networks may be looking elsewhere and finding what they’re after. Over 35million people are going to watch an average of 17hours of online video each this month*. Reverse the conversation and start with your audiences (plural intended). Know what they want, what they’re interested in, want to learn or be informed about then be objective about your subject and find a way to say it.

Every business has a story just make sure yours is worth listening to.

Ivor Peters, Creative & Development Director

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