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Video Marketing Perspectives: How to Effectively Use Pattern Interrupt Elements to Shake Things Up in Your Videos

Andrea KalliBy Andrea Kalli, Video Designer, Editor and Marketer

Have you ever caught yourself nodding off during a less than thrilling speech at a conference? Or felt your eyes glazing over as a long-winded salesperson rattled on about their product? If only those speakers had known about the power of pattern interrupts, you would never have reached a point of boredom. All businesses need to be aware of these.

Pattern interrupts are small, unexpected actions that offer an element of surprise. They interrupt your expectations of what is to come and challenge your brain’s pre-conceived notions. Think of pattern interrupts like brain hooks; just as your mind is beginning to meander, you’re suddenly jolted back to the topic/speaker at hand.

When you refocus their visual attention, you refocus their mental attention. You can’t make a connection with your viewers if you can’t keep their attention.

So, what types of pattern interrupts can you use in your video presentations? How can you take basic video and supercharge your video audience engagement rates? Ready to become a video marketing master? Here are 6 great ways to use pattern interrupt video elements to shake things up.

Animated Logo Reveal—Animated logo reveals are a terrific way to bring attention to your brand within a video. A static logo doesn’t draw the eye or create a memorable moment. Use an animated logo at the beginning and near the end of your video and your audience is likely to remember your brand’s logo and design. Keep your company’s color and design; just add animation to make your logo stand out.

Here’s something else you can do with animated logo reveals—have a variety of designs for your content. Have a logo reveal explicitly used for the beginning of your tip series. And another one for your product and services videos. And yet another one for your interview series. Change things up while still maintaining your brand design.

The point is to make your video viewers take a second look at the message you are delivering.

Anything you can do to offer an unexpected change or break their expectations will cause them to pay closer attention to the content you are offering.

Animated Text for Thoughts, Tips, and Questions—Have you ever noticed how getting an insider’s peek at something engages your attention and makes you want to know more? That’s how animated text works. The animation ensures the thought is memorable, but the thought revelation makes you feel like you have received an inside look at the creative process of the video presenter. Adding an animated thought or speech bubble to your video captures the eyeballs and focuses attention on a specific thought.

Text tips are a great way to make sure your viewer remembers an important component of your video. A text tip can be anything you feel is especially important to your audience.

Animated text questions grab attention and make your viewers think. They draw your viewer’s attention to your subject matter and make them contemplate an answer to your question.

Animated Character or Prop—Have you ever noticed how kid’s shows use colorful characters and props to keep the attention of small children? The same premise holds true for adult viewers. You can use animated characters or unexpected props in your video message to focus the attention solely on your story. Use this pattern interrupt with 2D animated videos, such as explainer videos. They are extremely popular.

Animated Text Interjection or Exclamation—While we’re on the subject of kids, remember the old-fashioned cartoons that used brightly colored exclamations like wow, what, pow, or bam to add an extra punch of action? You too can use animated exclamations in your videos. Animate words like now, what, or today, or make up your own like wowza, OMG, or LOL. The point is to snap your viewers to attention and make them refocus on what you’re presenting in your video.

Animated Titles or Segment Separators—Changing the look of specific components of your video presentations is another awesome way to use pattern interrupt elements. An animated segment separator or title between video sections cause the eye (and mind) to refocus. Think of them as paragraph titles. They prepare you for what is coming next.

Animated Lower Third—You know when you watch a TV commercial and see the company name, logo, and phone number animate in and then out at the bottom of the screen? That’s what is known as a lower third, because it uses the lower third of the screen to show important information. While not necessarily known as a pattern interrupt, this is probably one of the most important animated elements any business should be using in their videos.

These are just a few of many ways you can effectively use pattern interrupt elements in your videos. You can support your existing branding efforts by using your company’s colors, sense of style, and owner’s sense of humor/personality to provide an overall feeling of consistency throughout your video message. The pattern interrupt elements are meant to add a touch of the unexpected to your videos or to recapture the attention of your viewers.

When your viewers think they know where you’re going with a message, it is helpful to snap them out of their expectations and offer a fresh element of surprise. In the same way standing and stretching during a seminar helps you to refocus, so too do pattern interrupt elements give your video viewers a quick visual break or diversion. If you want your viewers to take note of what you are communicating, you can’t beat the power of a pattern interrupt element.

Andrea Kalli has been featured in PRNewsonline, Bulldog Reporter, Lioness Magazine and more and has been supporting businesses with marketing since 2005, and in 2014 dedicated her focus to putting video as the forefront of her services. She enjoys the creative and technical aspects of creating videos, video marketing, and being able to bring her clients’ vision to life.

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