Keep your content simple
Any time we have a content planning session, for a client or for our own editorial calendar, we always end up getting carried away. Whether it’s trying to create too much in a short window of time, something that will take hundreds of thousands of dollars to shoot, or an over the top idea, we always have to remind ourselves to stay simple.
We recently worked with a client that does a fantastic job storytelling and creating content on a regular basis. They are no strangers to having film-like production crews create a 30 second video for Instagram. In fact, every single video on their channel is absolutely gorgeous and each one continuously generates more than 20,000 views, so we had some big shoes to fill.
New Balance was gearing up to release the “NB1 3000v3” which allows athletes to build custom-designed baseball cleats so they can express their creativity and show off their team colors. Here’s a look at what we came up with for the video:
During the planning with their marketing manager, we decided to take a slightly different approach. We filmed the making of one of the cleats right in the warehouse. We played with a few different music tracks but in the end we landed on the natural sounds from the factory. The sewing machine, grinder and machine press are all sounds that are independently pretty ordinary. But when they are strung together, they help tell the perfect story. The final video was as simple as could be but the customers loved it. In just a few days the 30 second video amassed more than 200,000 views across their various social channels without having any money behind it to coax it along.
The moral of the story is to keep it simple. You can spend plenty of time and money to create a big feature film video but sometimes the more simple video is the one your audience wants to see.