Top 5 Non-Humor Forms of Entertaining Content: #4 Concept Imagery

Download buttonDo you fear that the use of entertainment in your content could hurt your image or professionalism? In our countdown of the top 15 ways to make your videos go viral, we demonstrate some proven techniques that are easy to apply.

Follow these 4 tested techniques for applying “concept imagery” to your YouTube videos, and you will be well on your way towards engaging your audience. In fact, our study of the top viral videos demonstrated that the use of concept imagery is the 13th most effective technique used by advertisers to boost their YouTube video statistics.

4 Ways to Boost Viral YouTube Video Stats with Concept imagery

With great advancements in creative photography and cinema effects, it’s no surprise that concept imagery has become a popular technique for engaging audiences. We can now dazzle audiences with optical illusions as well as special effects that making us feel the splashing, shattering, and exploding of 3D objects portrayed in 30 second clips.   

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Concept Imagery Examples

Among the types of concept imagery that perform best on YouTube are the following:

  1. Artistic Flair
  2. Illusory Sensations
  3. Physical Sensations
  4. Audio & Multi-Sensations
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Devices Used in Concept Imagery

Artistic Flair

A number of high performing YouTube videos feature elaborate 3D color imagery cast in a variety of artistic abstractions. Common to many is the bursting of colors into spectacular formations.  Others involve animated fairytales that integrate humans and animals into abstract surroundings.

Some popular hand creation commercials from HP and Samsung have also reached exceptionally high performance levels as advanced graphics software and digital photography permit the synchronizing of musical hand movements with holographic optical effects. These performance art effects can create a hypnotic WOW factor that keeps its audience engaged to the end.

Illusory Sensations

Another form of concept imagery revolves around illusory effects that often stretch our imaginations. Airlines in particular have capitalized on the blend of 3D and real-life imagery to capture world travel experiences in a dreamlike atmosphere. Dating back to the 1980s, some even produced kaleidoscope  type formations from the synchronized arrangements of aircraft, people and dolphins.

Physical Sensations

Perhaps the greatest impact made by high tech imagery is the ability of videos to create a near 4D experience. Much like the real feeling of being sprayed in Universal Studio’s Spiderman, advanced graphics with sound can create highly realistic scenes of hot, cold, wet, electrifying and windy conditions.

Several Super Bowl commercials feature ice cold or fire hot scenes with multi-sense imagery that can actually tap into our tactile senses.

Others apply special effects that allow us to experience a mood intended by the advertiser. By synchronizing the right music with 3D special effects, even low budget videos can create a wide range of sensations from soothing serenity at one end to the exhilaration of extreme speeds at the other.

Audio and Multi-Sensory Effects

Following a decade long wave of cyborg cinema and video games, we now have ample evidence to suggest that audiences love to witness the smashing, exploding and shattering of objects.

In line with the action packed thrillers we have been accustomed to watching, audiences are welcoming dare devil scenes surrounded by explosion. Many high tech sports ads are now featuring multi-sensation effects that cascade across scenes of splashing, crashing and shattering. When in doubt about a creative story-line, just blow it up.

On the lighter side, video performance statistics confirm that audiences also enjoy the mood setting effects of splashing waves and heart beating as well as the crackling sounds of lightning, raging fire or breaking ice.

Study Background

A total of 3351 high performing videos (> 50K views) were examined in this ranking of top YouTube videos. These viral videos included re-casted television commercials that were posted on YouTube as a social media video back channel. Statistics were then recorded on the number of likes, dislikes, comments and views, where an exploratory study was subsequently published with the Academy of Marketing Science and 2013 Cross-Cultural Research Conference.

From the final list of most viewed YouTube videos, about 5% involved some type of concept imagery. This form of viral video engagement ranked number thirteen, seven and twelve in average views, comments as % of views, and net likes as % of views, respectively.

So what do you think? Is this an effective way to go? Have you ever resorted to using performance as an entertaining content marketing theme? 

Please share your thoughts in the comment box below.

23 thoughts on “Top 5 Non-Humor Forms of Entertaining Content: #4 Concept Imagery

  1. The best thing about concept imagery is that it targets audiences of all ages, cultures and genders. Bright colors attract children, sensations are universal, and multi-sensory ads can attract men or women. Physical sensations, especially relaxation, can be applied to any product ad and will be accepted. Magical optics are also entertaining but they should be unique magical illusions otherwise its boring.

  2. Concept Imagery is a great method, because it’s a good way to draw in a consumer by appealing to the senses. Corona does a great job of this by the waves and the tropical setting of (most of) their commercials. Their commercials are usually very simple, with one or two people sitting on a beach, relaxing and hearing the waves and enjoying the breeze. As the viewer, we hear the ocean and we hear the wind. We feel a sense of relaxation and instantly think of vacation. A good example of this is: You can’t help but want a Corona after seeing one of their commercials.

  3. I think it is a good way to go. It is familiar enough to everyone that we can all relate to it, but awkward enough to make it memorable. These types of ads are very effective in that way; I don’t think there is anything that can compare to us all on a personal level, but we weird and strange enough to make it unforgettable; it’s similar to something we all do in private but would never reveal to our friends or the general public. I do not have the opportunity to resort to this technique professionally, but I would if I had the chance.

  4. I think using concept imagery is a fantastic way to engage the viewers and make a memorable commercial. A lot of people tend to be “visual” learners and remember things based on the “visual” aspect, instead of the actual content. I, for one, am a very visual person. If something captures my attention it will be stored in my memory for a long time. Using concept imagery techniques such as artistic flair, illusory sensations, physical sensations, and audio and multi-sensations are a great tool to really capture the audience’s attention visually and engage them in the product/service being promoted.

  5. I think that Concept Imagery is an effective means of marketing especially for the people who enjoy special effects. Concept Imagery allows the mind to travel by using technology to create special effects.

  6. I think it is very true that the use of imagery catches viewers attention. Indeed, the ad for the new Audi has many colors splashing on the car, creating a visual imagery which catches our attention, without realizing it we are looking at the screen just to see these bright and shining colors getting splashed on the car.
    I agree very much with this blog that imagery is a great concept in term of making an impression with the customers.

    Martin Tavernier,

  7. The idea of concept imagery is very convincing to viewers because they are able to see what you are trying to convey. There is hardly any reading between the line because the commercials contain very vivid imagery and they show attention grabbing scenes to keep the audience interested. This is a very effective type of marketing and it is one that we are seeing being used by brands more often. It is also a way for brands to get creative and show off a more artistic side of of thinking. This is unique and unusual to viewers and they tend to appreciate it because it is not what they are used to seeing in other commercials. I have not used this method of concept imagery but I definitely will when I have the chance.

  8. I think using concept imagery is a great way to get a message across. Most people when they watch a commercial want to be in tune with their senses and using concept imagery such as physical sensations or illusionary sensations helps to get them in a state of mind which will better serve the purpose of getting them in touch with what you are trying to sell them.

  9. Special effects have come so far in my lifetime. Today’s youth think these types of crazy effects have always been around. It makes me wonder where effects will be in the next 20 years.

  10. I absolutely love these kind of advertisements. I feel as though they are very effective in a way that they are so intriguing and really work towards captivating the audience’s attention. It is hard not to admire the artistic beauty and use of “concept imagery.”

  11. I think concept imagery is a good way to target audiences because they are forms of art that are most likely not boring to the viewer. The artistic value of the commercials draw the audience and make them want to visualize the whole commercial. Although I think its a good marketing tool, I will say it is not my favorite method of targeting audiences. These commercials lack humor or sentimental value, and I believe those two factors are better ways to attract viewers. I still believe though, that concept imagery is an effective way to attract an audience, especially to people that enjoy artistic things. Personally, I never used this type of marketing tool, but I wouldn’t count it out for future use.

  12. I think using concept imagery is a great way to get a message across. Most people when they watch a commercial want to be in tune with their senses and using concept imagery such as physical sensations or illusionary sensations helps to get them in a state of mind which will better serve the purpose of getting them in touch with what you are trying to sell them.

  13. I love the idea of concept imagery. Concept imagery is more likely than not evoked in commercials specifically pertaining to revolutionizing technology. Technology is supposed to make our experience new and amazing, so it only makes sense to hook the audience by appealing to their senses. Concept imagery is also another way to connect with an audience emotionally.

  14. I found these commercials and this marketing strategy to be very entertaining and more thinking commercials. Creativity is a very wonderful trait to have and it allows you to sometimes escape your own reality and delve into a virtual reality or someone else’s world. I believe that is what makes this type of advertising so successful. Because people watch tv mostly to escape what is going on in their world at the time or to learn about something new and different. And if you can entertain and allow viewers to escape from this through commercials it is even better. The artistic flair also adds a sense of beauty to the commercials which is always something that catches viewers attention.

  15. I have personally never used this methods but it spreads your ideas for free to imagine you’re the head of marketing at a theme park, and you’re charged with announcing a major new attraction. What would you do? 7 Well, the old rules of marketing suggest that you pull out your wallet. You’d probably spend millions to buy your way into people’s minds, interrupting them with TV spots, billboards by the side of the highway, and other “creative” Madison Avenue advertising techniques.

  16. I thought this was a great marketing category. It is unique, innovative, and entertaining. Though I am not a creative person, I was able to appreciate the details and artistic flair in each of these commercials and enjoyed watching them. I think it is an effective technique because it stimulates the audience’s senses and makes them think abstractly. It is also very different from most other methods of marketing, as it appeals to this completely different side of the audience. My father has used this technique for his business and I think it served him well for this exact reason.

  17. I absolutely love artistic commercials, as they intellectually stimulate everyone watching them. After watching one of these types of commercials, you just feel like your life is instantly made better, and you see the beautiful world around you in a different light.

  18. I believe the imagery concept captures the views more than anything, especially when it comes to music and phone related items. It gives views something engaging to view and listen to while retaining information about the product. People live for music, and if we can incorporate that in most commercials along with different and never before seen pictures, marketers will appeal to people’s creative side.

  19. Concept imagery in commercials is a great way to capture attention to the TV. When viewers see the commercials they see, hear, and imagine different visual and auditory ques that they normally do not pay attention to on a daily basis. It’s a way to show that normal things such as our voices or our body language can be fascinating.

  20. Concept imagery is a good way of grabbing the viewrs attention, but I don’t think it is the best. Vibrant colors and the artistic display are only intruiguing for so long. That is why I feel that this is not one of the most effective viral video engagers.

  21. I truly agree that this technique is a creative marketing technique that can appeal to a wide scope of audiences because there is no bias in these types of commercials. Also, it is a different style of marketing because it drifts away from “humor” which is one of the most popular types of technique used within a majority of commercials. Therefore, I do agree that this type of marketing technique is an effective way to go because a company can advertise their brand/product/service in a manner that will be appealing to a wide range of audiences. In addition, these types of commercials are a great example of attention grabbers because of the variety of unique elements that can be utilized to make a successful commercial. Lastly, I would consider using this type of marketing technique as an entertaining content marketing theme because It is one that has a high chance of being liked by a large group of viewers.

  22. Personally, concept imagery has not been the most exciting since it is more attracting for the eyes than the brain. However, I still think that it will fascinate people that are amazed by great pictures, colors, and movements.

  23. I find that concept imagery is one of the most fascinating ways to market. Every commercial I have seen with some form of concept imagery really intrigues me and makes me want to keep watching. This commercials usually involve amazing acts or scenes that leave the viewer in awe. I found artistic creations and illusory sensations to jump out to me the most when viewing this types of commercials. This is a GREAT way to market because it leaves the viewers fascinated and wanting more!

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