Communication that touches the heart

Let’s talk videos. There are those short films/videos almost every corporate website has in a small

little corner that not too many people event notice, and even if it did get noticed, it would probably

have the regular ton of information, all nicely done of course – not too wow. And then there are the

‘videos’ – the ones that make you feel good, all warm and fuzzy, and the ones that get you so inspired

that you begin to feel guilty for not doing something about it that very instant, and not to forget the

ones that make you smile – although you may not immediately notice that you’re smiling. Good, rather

great, videos are just about this – a message that touches the heart.

The visual medium has always captured millions of hearts because videos can do that much more in

terms of communication. It’s not really about that fancy camera that has a frame rate of over 120

frames per second in high definition, or those fancy models, or those beautiful outdoor locations. You

may have all of this in your video, but do you have a message in it that will appeal to human emotions

and make you go ‘wow’? If the answer is no, you may perhaps have a good video but not a great one.

A few months ago, I had to make a video for one of our clients who runs a social business to depict a

festive message. All I had with me at the time was a handycam of sorts, a few chocolates and a few

children from an underprivileged background who were enthusiastic to stand in front of the camera.

But what I caught on camera, however, was these children talking their hearts out and, at the end of

it, wishing me for the occasion. I added to this by throwing in an appropriate sound track and now,

every time I see someone watch this video, I cannot miss a smile on their face. I know I got it right!

Agreed that videos, especially the corporate ones need not make you feel warm and fuzzy, but they

should appeal to an emotion. It is important to know what your audience is looking for and what

emotion you can appeal to in them. That is when you know you can make communication that will

have an impact. And the best form of communication is simple communication that will hit the right

spot. That, in my opinion, is what should be the main focus for communication via this visual medium.

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