Every brand wrestles with the same challenge of trying to explain their product, why it matters, and how it’s different from existing options.
Companies face a similar struggle in hiring when attempting to promote their company culture and explain why the best talent should join.
If you’re in this position and you need a video strategy to address these questions, use framing constructs in your content.
What Is Framing?
Framing (a.k.a. the Framing Effect) is a cognitive bias where people’s decisions and judgments are influenced by how information is presented, rather than the information’s objective content.
The effect demonstrates that subtle differences in the presentation or wording of an issue can significantly alter a person’s perceptions and ultimate choice.
Common Framing Methods In Video Content
Us vs. Them
Define who you are by clearly stating who you are not. This works well for startups challenging incumbents for market share. Some examples of this are the Mac vs. PC commercials and BODYARMOR’s “Thanks Gatorade, we’ll take it from here” campaign.
Before vs. After
Painting a picture of your customer before using your product versus after is also effective. This iPhone campaign is a great example.
Cost vs. Investment
For high-priced items like tuition or software, use cost vs. investment framing to minimize sticker-shock. This “ROI of FEMBA” video from UCLA is a good illustration.
Problem → Solution → Result
This is a common formula for case studies or customer testimonials. View this testimonial we produced for Meritize to see an example.
Old vs. New
A good way to position your product as innovative is by first explaining the shortcomings of conventional solutions. See how Bitwire achieves that in this product explainer video.
Use Framing In Everyday Content
Framing isn’t a luxury; it’s a foundational strategy. And you don’t need a large creative budget to introduce framing into your content. Incorporate these constructs into podcast-style interviews, short-form videos, influencer and creator content, and more.
Attention spans are limited. Brands need to make their points quickly and pack a punch. If you’re wondering where to begin, check out this post and schedule a free video consultation with us by clicking below.
