It was a rare but beautiful summer day in Birmingham. The combination of sunshine, a perfectly drafted pale ale and the scenic canals made it the ideal afternoon. Suddenly I saw her walking by and she immediately drew my attention like the woman in the red dress from the Matrix with the way she moved through the streets; attraction? Yes! I got interested. Who is she, where is she from? How can I learn more about her? There was a desire building up and I knew it wouldn’t go away. Time for action! I stepped up, approached her and started a conversation. And the rest is history.
To be honest, this didn’t really happen. I unfortunately didn’t meet with Aida. I’m actually using her on a daily basis when I develop scripts and storylines for our clients. Aida is a well known abbreviation that stands for Attract, Interest, Desire and Action. These four little steps are a formula to grab your audience’s attention. Guiding them through your content to a point where they are persuaded to take some kind of action. There are many blog posts out there that describe this approach in its relation to web design, copywriting and graphic design, but only a few mention it’s use when it comes to video production.
Aida & Movie trailers
We all know that video is an engaging medium to persuade and influence your audience. A great example of Aida in video production can be found in Hollywood. Movie trailers are designed to attract you and generate interest for the new and upcoming blockbusters. They aim at building desire and persuade you to go out and book your tickets in advance.
When we start a new project for our clients, we use the same method to build scripts and storylines. We find out what your audience finds attractive in your product or service and capture that with our cameras. We look at how we can keep the audience interested throughout the video by using clever cinematic science such as the Kuleshov effect. This leads to the next step in the process, desire. Your potential clients must envision the positive effect your product or service has in their own lives. At this point, a clever call to action facilitates the interaction between you and your customer.
Creating engaging video content is more than just point, shoot and edit. We consider every scene carefully and make sure it works. Then we’ll ask the important question: “does it fit with Aida?”