Specialist in advertising, rebranding, associate professor at the Higher School of Economics Guzella Nikolayishvilli and director Georgy Molodtsov On August 6, a master class was held on the topic of creating successful social videos. During the meeting, they also listed the typical mistakes of authors (not only beginners) working in this genre, and considered examples of successful works.
Guzella Gennadievna began the conversation with the definition of the term “social advertisement”. She noted that this type of communicationfocused on drawing attention to urgent problems of society and its moral values, as well as on the actualization of the problems of society.
The purpose of social advertising is the humanization of society and the formation of its moral values. The mission is to change behavioral patterns in society. Moreover, it should be borne in mind that this is a long-term project: it takes years to change the mass consciousness, perhaps it is necessary to raise an entire generation that will live in a new paradigm. Although in the modern world, pattern change occurs much faster, therefore, the life cycle of social videos has somewhat decreased.
Social advertising, of course, developed primarily in the West and later in World. In the opinion of Guzella Nikolayishvilli, the Worldn “social sphere” is not more than 30 years old. During the master class, the sociologist recalled that the 1990s were a sad period for the authors of social videos – due to a lack of budget, they were of extremely low quality, so only a few had a chance to get on federal channels and, accordingly, announce to the whole country about a particular problem. However, this direction in the advertising market is still developing.
In 2000. Worldn non-profit organizations began to receive support, and in 2010. the so-called. socially responsible business. Accordingly, commercials on one or another sensitive topic have significantly increased in quality.
“As a result, a high-quality creative product has appeared on the market with an unusual metaphor and message that reaches and is remembered by the viewer. There is fatigue from commercial advertising in the world, and manufacturers themselves express their readiness sometimes even for free to work on a good social project – for them this is a kind of “detox” for the mind. “, – explained Guzella Nikolayishvilli.
According to her, Worldn projects have begun to be awarded with awards at international advertising festivals, including in Cannes. What is the secret of a successful social video? What artistic techniques should you use to grab the viewer’s attention?
First of all, the speaker urged to realize why you are going to make a social video. She stressed that this is a fundamental difference from commercial advertising – in the “social network” you do not need to hype, look for fame and try to capture the imagination of the viewer. The main motivating factor for the creation of this type of content should be a sincere desire to state the problem, convey it to the audience.
“Before taking on the creation of a social video, you must clearly understand why and for whom you are doing it, what you want to say by this and how you see the solution to the problem.”, – said the sociologist.
She went on to list five key principles for building good content.
The first principle. Social advertising should not contain links to the brand of its creators or sponsors. Such content is not created for fame, but to make it easier for people to live in the world.
Principle two… Such advertising should not include depressive or negative components.
«This is a common mistake of authors who, when talking about complex problems, show the very process of what is happening. A difficult story, addressed to someone unknown, triggers a wave of depression in the audience, and most importantly, it does not offer a solution. At the same time, it is necessary not to illustrate the problem, but to talk about it seriously and demonstratively “, – the expert clarified.
At the same time, she drew attention to the peculiarities of working with a young audience. The current generation of young people, in addition to the famous clip thinking, is characterized by the fact that most often they do not like to think in the projection of the future, “in advance” – for the most part they are in the moment of what is happening. Therefore, if producers of content on sensitive social topics want to convey their message to a given target audience, they need to do it subtly – combining seriousness and lightness, talking about the urgent and painful in an entertaining format. Otherwise, young people are more likely to switch to something more positive.
Principle three. Social advertising should be understandable. The expert listed successful advertising campaigns that have seriously influenced the transformation of public consciousness. Among them – actions in support of donation, the famous slogan “pay taxes and live in peace”, etc.
Any work, even talentedly done, runs the risk of drowning in the information flow – a modern person receives up to 90 thousand advertising messages a day every day. Therefore, Guzella Nikolayishvilli advises to formulate a strategy for promoting a social video in advance. About it principle four – use at least three communication channels. In addition to the Internet and outdoor advertising, the sociologist advises not to ignore radio – it is not expensive, but effective, because it provides good coverage.
“You can make a very strong video that will be shown on TV, but this is the psychological property of our psyche – it will be remembered for two days, then it will be washed away by the mass of communication”, – summed up the expert.
The fifth principle. Placement of social advertising should take place mainly free of charge.
What factors should be considered in the production of a “good” social video?
The main thing, according to Guzella Nikolayishvilli, is lightness, originality, lack of accountability and simplicity in perception. Your idea should be clear!
The researcher listed the main mistakes made by the creators of social advertising:
Show the attributes of the problem.
The use of negative particles “no”, “no”.
The use of black and dark colors. The black color only aggravates the perception of, possibly, an important message.
Too creative campaign, “bright insight”. It is also not necessary to illustrate the problem very vividly – creativity can play in the opposite direction.
An excess of pathos or edification in a message sometimes has the exact opposite effect.
Associate professor at the Higher School of Economics noted that people are more receptive to positive information, and besides, it is better remembered. This is due to the biochemistry of our brain: good memories are better embedded in our emotional memory, we strive to ensure that they accompany us in life. A negative experience has the exact opposite effect: our psyche is designed in such a way that it erases unpleasant images from memory. This is the defense mechanism of our nervous system.
Georgy Molodtsov added that positive videos are much more difficult to create and characterize the level of professionalism of their authors. In addition, many still believe that a tough social story stands out from flamboyant commercial advertisements.
“Why do many creators make shock and negative videos? Because shock ads have to stand out from the sugary classic ads for juices and family brands. The creators think that social advertising will be noticed in this way. In addition, the creation of positive videos is a more complex, professional direction, it is not only a statement of the problem ”, – noted the expert.
Georgy Molodtsov shared a life hack: it is necessary to think over not the story itself, but its end – to immediately find a solution to the social problem that you want to state. This will be the hook that will catch the viewer’s attention. Timing is also a good limiter – when you are limited in time and have to tell your story in 5, 15, 30 seconds, etc., it helps to structure information, filtering out all unnecessary. As you know, advertising agencies work according to this principle – they set the teeth on edge over the years of their activity, and it will be useful to learn this skill from them.
Molodtsov also urged to realize that all social problems in the advertising market have already been declared. Despite the changing world, the basic values remain the same – people, regardless of their ethnic, religious, social and other affiliations, perceive the concept of good and evil in about the same way, suffer and rejoice, love and hate. In this regard, it is logical to assume that social problems sound approximately the same at all times: alcoholism, drug addiction, gambling addiction, problems of domestic violence, bullying at school or at work, social inequality, ecology, etc. Therefore, whatever you do, it will be a repetition of what was previously filmed.
“As a member of the jury of many competitions, I can find five similar videos for each of your videos. But that’s okay, and references are a surefire way to determine that you’ve found something cool, that you’re on the right track. And as authors working in this genre, you must set two goals – to declare about a social problem and to succeed as directors ”, – said Georgy Molodtsov.
Guzella Nikolayishvilli supported him. “It’s a good form for every director to analyze references. See what has already been filmed. You should strive not only to amaze your imagination and use a vivid emotional image, but also to take a balanced approach to the issue. Cultivate the observation – form your own intonation and bring it into the already existing material, ”concluded Guzella Gennalevna.
The event was moderated by Gulfiya Sharipova, Head of the Youth Center of the Union of Cinematographers of the Republic of Bashkortostan.
Master Class “5 rules and 5 mistakes of social advertising” was held as part of the All-Worldn competition for video about social projects “Good story”, which is carried out with the aim of expanding the presence of social topics in the information space.
Applications are accepted on the website good history. 15th August 2021 year.
Competition organizers: All-Worldn public organization “Union of Cinematographers of World”, production center “Muvistart”, with the support of the Presidential Grants Fund, the Moschino cinema chain, the National Research University Higher School of Economics, Canon, the Association of Film and Television Producers of World and other organizations.