In this video you will discover a very cool strategy that advertisers use when creating ads, including SuperBowl Commercials. You can apply this strategy to improve your video Marketing.
The strategy is to use the 3 S’s of professional film making to make your videos more engaging.
To simplify, the “3s” are:
The First S is for Sequence
A Sequence is a series of events that combined tell your story. For example, let’s say the story I want to tell is about someone that is going to the gym, then running outside in a park and then jumping in the pool. That is my overall story and my sequence of events.
The Second S is for Scene
A sequence has several scenes. A scene is an event that takes place entirely in one location or time. In our example here, you can have different scenes at the park, like a scene showing a person running in the trail, a scene by the picnic table, a scene by the rock garden, another scene by the other picnic table, by the bench, or by the garden.
And the Third S is for Shot
A Shot is just one single image. If there is a cut, there is a shot. Usually, you have several shots in a scene. For example, we can get the “garden scene” in the park and have several shots describing one specific scene. In this quick example I have several shots focusing on one specific plant, I can zoom in, zoom out, move sideways, move the camera up and down, etc
Why is that important to you?
Because when you use different sequences, scenes and shots you:
- Tell a story that is really engaging
- Grab your audience’s focus, which is huge
- Communicate more in less time
I want to give you some example that top notch advertisers used when creating the 2013 Super bowl commercials.
To simplify, I just counted how many unique cuts these commercials have, either cutting to a different scene or cutting to a different shot. In other words, in a 1 minute commercial, how many times they “cut” and showed you something different (a different shot or a different scene)
Here are the Superbowl commercials:
How do you use this information?
By applying the 10 Second Rule.
When you are doing video Marketing try to cut your video every 10-seconds and show something that will add value to your overall story. Here are some ideas:
- Use a different shot in the same scene
- Show different scenes, for example "the gym" and "the pool"
- Show a video with no sound to add to the point you are making.
- You can cut and use a picture
- Or you can cut and show text..
The idea it to cut and show something that will ADD to your overall video and help you communicate a story that is more engaging and that grabs your audience attention….