Going viral isn't everything. Lasting impact is.
In his latest interview with DesignRush, VEGAS CPO Gary Rebholz breaks down why trend-chasing isn’t the answer and what actually drives meaningful results in video marketing.
📈 It’s not about flashy content. It’s about telling the right story, for the right audience, at the right time - with intention and strategy behind every frame.
🧠 Curious what that looks like in practice?
Read the full interview: https://lmy.de/oASzj
It’s not about flashy content. It’s about telling the right story, for the right audience, at the right time - with intention and strategy behind every frame.
I could not agree more.
This has always been so very important in advertising. There's an old adage in the advertising industry that half of a campaign's media budget is wasted on the wrong audience - but no-one has ever known how to identify that 'wrong audience' in order to save the 'wasted' media expenditure.
In Australia, there's long been a terrific ABC-TV program called 'Gruen' in which regular and guest TV advertising creatives assess and comment on the effectiveness of Australian TV ads (some sourced from overseas but with ADR'd Australian voices) most particularly in regard to the points that Gary has highlighted.
And from within the article re delivery systems, the delivery system is mostly irrelevant. In the early days of audio recordings, did people decide not to buy a cylinder recording because they're going to wait for 78/33//45//cassette/CD/streaming audio? Of course not. Back then, cylinder recordings were state-of-the-art. And today do audiences decide not to purchase a product or watch a video (any delivery system) because it wasn't edited on a particular NLE? Of course not.
I so agree with this 100%
I see video trends where everyone has to do it "that way". Like the orange and teal LUTs that were the rage. Or everyone using HDR on their photos. Jumpy, quick cut videos or flashing new transitions. Everything without telling a story. Then I would point to films that were made over 1/2 a century ago how timeless they are and are considered classics for that acting, lighting, directing, and filming.
Remember when the "page peel" transition came out? It was everywhere because it looked cool. Now, how does it look?
I Remember when the "page peel" transition came out? It was everywhere because it looked cool. Now, how does it look?
My favorite is to use it as a transition at the point when a musician turns a page in their sheet music in live performance without missing a beat. Which I only do sparingly to highlight their skill. In the case of musicians who cannot do that, which in my experience is most of them, any kind of transition at that point is an effective cover-up. If only shooting with one camera, there aren't many transition options other than page-peel besides briefly patching in some footage of the audience.
Speaking about transitions..... I have dabble in many specialized and fancy ones over the years, but at the end of the day, nothing truly beats the basic crossfade, fade thru black and straight cut transitions.... Nothing screams amateur more than a finished edit laden with fancy over the top transitions 😂 lol.
Also about transitions...
Years ago, I watched a video created by a passenger on a river cruise ship whose video of the trip was played on the ship on the last night - every transition in the NLE was used. Ugh! And there's a YT channel (it could be gone now) that colorised historic photographs (and the colorisation was good) but early on also used every transition between pics in the toolbox - it was excruciating to watch.
The only special transition I used is Zoom in Zoom out style that thankfully can help telling the story: https://www.vegascreativesoftware.info/us/forum/gl-transitions-gallery-sharing-place-share-the-code-here--133472/?page=2#ca855233
From usually using cross dissolve, now just cut. Fade to white color is another useful as well... depends on situation - sometimes linear wipe also used
Going viral isn't everything. Lasting impact is.
In his latest interview with DesignRush, VEGAS CPO Gary Rebholz breaks down why trend-chasing isn’t the answer and what actually drives meaningful results in video marketing.
📈 It’s not about flashy content. It’s about telling the right story, for the right audience, at the right time - with intention and strategy behind every frame.
🧠 Curious what that looks like in practice?
Read the full interview: https://lmy.de/oASzj
Yeah, this sounds good. Could you provide some links to great stories written by Gary, would really like to get to reading them... Thanks in advance.
Hi @Blaque, quite challenging to find them in one place, but I'll see what I can do.
This is just a random notification that appear in my right time.
His personal site is https://garyrebholz.com/ - but this is for Music and Guitar, and the last update is 2021.
Anything related to Magix : https://www.linkedin.com/company/magix-ag/posts/?feedView=all
Hopefully if Gary personally read this thread, perhaps he can share his thoughts personally.