Best Practices for Creating Effective Employee Training Videos
Employee training can be time-consuming, particularly when the same information needs to be explained repeatedly…
With the United Kingdom now officially out of the European Union, it interesting to see how each side communicated to the voters. With so many seemingly undecided, it was clear that a hearts and minds campaign was key to the communications in the build up to 23 June and, of course, video played its part in conveying the messages that both the Remain side and the Leave side wanted to get across.
Brexit video content took on two distinctly different strategies with the Remain campaign targeting specific questions and issues that the electorate were concerned about. This highly targeted strategy resulted in video content that addressed concerns of certain groups in society such as families, parents, small businesses and more.
In addition the Remain campaign wheeled out a number of celebrities who were backing the campaign to stay in the European Union.
They clearly had a definite and and purposeful video strategy and by the looks of the number of views and interactions, their video content hit the right note with the electorate. They even used an animation video to simplify the message as much as possible to cover every base of the video marketing repertoire.
Its fair to say that the Remain campaign put together a very comprehensive video marketing strategy that was specifically targeted and covered as many angles of the electorate’s concerns as possible.
On the other side of the fence the Leave campaign took a very different approach. While they still addressed some of the perceived concerns of the electorate it was a much more aggressive campaign which also focussed on the personalities on both sides of the debate. Many videos were created with a specific aim of discrediting the opposition and took live action scenes from news interviews as the majority of their Brexit video content. Perhaps as a barometer for the campaign as a whole, the Leave campaign sought to show the contradictions in the Remain campaign’s comments and key statements and as a result clearly felt that highly polished video productions were not what the electorate wanted to see.
Leave decided to pull into question the relationships of some of the key players of the Remain campaign and questioned the likes of George Osborne and Bank of England Governor Mark Carney.
They also used some basic animation videos but again focussed on aggressive tactics and shock statements to attack the opposition.
They also used some of the positive soundbites that their own campaigners and ambassadors gave such as this from Boris Johnson but in the main it was a very aggressive, offensive Brexit video campaign.
Its very interesting to see two very different approaches to using video content. Both strategies were very deliberate to communicate not only the messages but also in talking to their target audiences. We obviously know the outcome of the election but it remains to be seen how influential the two very different Brexit video styles were on the final election result. With a nationwide 72% turnout to vote and a huge 75% of 18-24 year olds voting then its clear that a video strategy is now an essential part of any election campaign.
