Speak to Your Audience with the Right Tone

A client recently asked us to produce a viral video that is funny. The only other direction was the video also had to tell the viewer how the client’s service works. Now this was a tall order and a fun challenge.

Our leading concept involved turning the company’s logo into a mascot (i.e. a person in an animal costume), doing ridiculous things and than recording the real reactions of people around the silliness. As a result the feeling one gets from the client’s video would be closer to Dollar Shave Club then it would be to one of the new videos we created for Single Throw Internet Marketing…. and that is the simple choice of tone.


One of the first questions I ask a new client is how would you like to be perceived by your audience?

Simply put, do you want to be perceived as whimsical and fun or do you want to come off as serious and buttoned-up?

So here are some things to think about to help you shape the tone of your video:

Is your audience looking to be informed or entertained? And does the audience want to interact with your brand in the process? Now the end video can easily be a combination of all of the above but one of these will be the priority. Their (the audience’s) priority should influence the tone of the engagement.

What is the current perception of the brand? And are you happy with that perception? Changes can inspire a new tone. This is really about following through on your brand. Think of the conservative JC Penney from 10 years ago vs. the current hipper JCP.

Think of the tools you have at your disposal By tools I am talking about music (i.e. classical music vs. hip hop), animation (i.e. cartoons vs. complex renderings), the pace of editing, even the particular environment that you record the video in can help shape tone (i.e. If you are an event company a video shoot at a bar could work. If you are a medical group that might not be the right tone for your image).

I will be posting a “video article” for Streaming Media Producer shortly on this subject. The focus will be to help content producers use the tools at their disposal to shape the tone of the piece.

Please reach out to us at info@madbearproductions.com if you would like a link to that video when it is completed or if you have any questions about tone in general we would love to hear from you.

Online Video Return on Investment (ROI)

Online video is a proven way to draw more eyeballs to a business.

More and more studies are showing the proof is in the numbers: higher website click through rates, longer amount of time engaged with a brand on a webpage and all age groups are watching.

Glenn Zimmerman, the President of Video Agency Mad Bear Productions, talks about some of the tangible benefits of online video.

Video Storytelling Tip #1: People Remember What They Feel

Glenn Zimmerman, President of Mad Bear Productions, provides insight on how to make a message memorable using video.

Do you have any reaction to this video?

How Story Works on the Brain to Inspire Action

As a team of passionate storytellers, we felt compelled to share a video we recently came across.

In this case it is not about the production value, the editing or anything about the presentation at all (I know coming from us shocking)… it is purely about the information.

The video is nearly 6 minutes long (an eternity for most online videos) and yes… we would have presented the information differently (e.g. the beginning is a bit of a bummer) … but please try to move past this stuff because the information provides scientific insight into why you should really focus on using story as the engine behind all of your marketing communications.

It proves how a story based approach can make an emotional connection with a viewer that can physically have an effect on the brain. The result is a direct correlation to a desired action.

The emotions evoked do not just have to be “distress” and “empathy” (the examples in the video). In fact, the emotion(s) you focus on should have relevance to what is important to the message and your audience.

And the story does not have to be “once upon a time”… but it does have to be a story and not just a made up marketing pitch like what Toyota has currently embarked upon (see video below):

Editors Note: There is nothing about the Toyota video that is a real story. It just pretends to be … Really, it is bunch of brand messages that don’t resonate because they haven’t been connected together in a way for you (the viewer) to care.

So what do you think of our position on the Toyota video and more importantly the science of storytelling?

Any examples of good story based approaches that worked? Failed? Why?

We would love to start a conversation about this… maybe the examples are videos maybe not… We are looking forward to the story that hopefully unfolds.