We make videos to document good, fun memories. When talking about holidays, the theme is usually exciting and celebratory.
However, it does not always work that way. When it comes to solemn holidays, you need to approach it a little differently.
You cannot be too loud when featuring a solemn day. Meaning, you have to be more tactful. You need to be sensitive to the feelings of your audience so that they will appreciate your material. Some people get bored with serious video content, but they usually understand and adjust to the mood if it is to commemorate something.
What does commemorate mean, you may ask. It is to remember something or someone significant. For example, we have Veterans Day and Memorial Day. These are among the solemn holidays that many people love to celebrate. These days, they remember the sacrifices of people who offered their lives for the country. It deserves high honor. Thus it has to be taken seriously.
Different approaches in making a solemn video
Given that you cannot make it a loud and lively video, how can you make one? What will it take to make a powerful Veterans day video or a Martin Luther King Jr. Day clip?
Not because it is solemn, it is automatically boring. It does not also mean that all you can do is stand in front of the camera and recite long narrations of honoring people. There are many ways to approach this type of content.
Testimonial approach
One way to make a commemorative video is through testimonials. In this method, your subject will talk about their personal experiences regarding the event. They also discuss how they remember the people getting the honor. It is a personal account, which is often heart-warming, so it is indeed powerful content.
Instructional approach
You may also come up with videos that teach or educate. You can tell about the story and the history of the event. It is highly instructional, so your viewers will get a lot of value from it.
Personal stories
Another powerful theme is following the life of a person, documenting it, and presenting it so that others could relate. If you know of a veteran, you may interview him and follow him around for a day or so. This approach may tug at the hearts of your spectators.
Expressing gratitude
You can also produce a solemn video that focuses on expressing your gratitude to your clients. It helps strengthen the connection between you and them as they feel your sincerity for all the support you are getting from them.
In making the above videos, you have to have the right focus. It is the moment to connect with your audience emotionally. If you succeed at this, it is easier for you to catch their attention next time. Don't get me wrong; this must not be solely driven by what you hope to accomplish with them in the future. Sincerity is still a significant factor in helping gather loyal support.
Even if you are making solemn videos, you can still connect it to your brand. Just do not over-emphasize it. You may insert a short message at the end to convey that your brand did this to honor this holiday. You may also do product intrusion in the video. Make it subtle but impactful.
Making a heart-warming tribute video
One of the most used methods of commemorating is by making tribute videos. In a tribute video, you highlight an event, a person, or a group of people who played a vital role in making that event possible.
It usually follows the history and the lives of the people who are in focus. The deeper you get to connect emotionally, the more that you can affect your viewers. You do this not only because you want to get a lot of views, but more so because you know that they deserve to be honored and remembered.
Frequently, it requires good research for you to come up with excellent material for a tribute. For example, if you are making one for Veterans Day, you may look for those on active service or perhaps a family member. You can film interviews asking questions that will reveal their heart and showcase why they deserve this admiration from the people. Not that you have to draw that out with manipulation because, for sure, just retelling their stories will already inspire those who are watching.
Tributes are excellent solemn video material because it is the interplay of emotions. It is a powerful force that will bind you with your audience. Have you seen commercial videos of families getting together for Christmas or Thanksgiving? The reunions, the reconnections, the joys and tears, they make the video filled with feelings. Viewers are drawn in. That is the kind of impact you want to have when creating your content.
Perhaps, what makes materials like this so moving is that you do it not for the sake of marketing. The sincerity jumps out of the frames. It does its power to make others react the way they should. It is, therefore, very crucial that you have the right focus. Set aside your brand for a moment and give the event the priority it rightly deserves.
Some reminders when making a solemn holiday video
Since we are still in marketing videos, you should not feel guilty about creating this content concerning your brand. Even as a businessman, you also celebrate these holidays, so it is just natural that you make a video about it.
The important thing is you approach it to show how much reverence you have for the activity and the people involved. Again, you have to be sincere. You have to be discreet and sensitive. But above all, you have to be genuine in desiring real connections, not just increasing profits.
You have to be careful when making solemn holiday videos so that it will not backfire. Here are some of the things you need to remember when embarking on this project:
Do proper research
It is embarrassing to be featuring a very widely-known event, and you fail on the details. Make sure that you back your content with proper research. Check and double-check the script. Even if you feel like you got everything right, have someone to look over it to be very sure.
Use the proper subject
You do not have to use celebrities for these clips unless they are directly related to those you are honoring. It will look more natural and relatable to tap real people with real stories to tell.
Set aside trying to be on the trending list
Often, when your goal is to trend, it will reflect on your output. Again, these holidays are important to many people, and it will be more appreciated if you respect it the way they do. Have the right goals and mindset in creating your content. If it trends, it will just be a bonus. Otherwise, be happy that you can do what you hope to accomplish, which is honor this day.
Use the right music and background
It is also crucial that the music, location, lighting, and other video elements complement the main content. Use appropriate background music—film in a place that will not overwhelm the subject. Make the right focus to keep your viewers from being distracted from your message.
It is not the time to be funny
We all love to laugh and get entertained when watching a video. However, this is not the time for that. It does not necessarily mean that you have to look glum and dull. The story will create interest for itself. You do not have to try to be cute. You may reserve your jokes for other content you may have in the future. For this one, the joy will come from the warmth that the emotions will bring. It may not necessarily elicit laughter, but it will definitely leave a smile or even a joyful tear.
Getting started with your solemn holiday video
It may not look like many of the videos you usually come up with but making a solemn holiday video is worth your time. More than just being a marketing material, it shows your business's human side that it will create a deeper bond between you and your audience when done correctly.
Try your hands on making solemn video content and experience a deep fulfillment not just as a marketer but as an individual.
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