It’s often surprising to me when I hear of organizations that tried video but decided it wasn’t for them. It seems that most people had poor experiences due to one or more of the following:
Concept
Wrong concepts are the number one reason videos fail to convey the right message to the right people. It must be engaging, relevant, and original if possible. Will your message work on video? The video should be considered an advertisement for your company and must be executed with precision.
It is essential to spend time creating a script or a storyboard, which will allow all parties to visualize what they need and what they will deliver.
Actors and Presenters
John is a salesman who is excellent at talking, and his customers love him. But how does he act in front of the camera? You can tell if he is the right man by doing a quick screen test. Too many clients insist on a confident presenter and then have to make it work’.
Professional actors and presenters are available if there is no suitable person in the organisation. They don’t have to be expensive and take away any risk. You might also consider a voice-over.
Filming
Many video production companies harp on their equipment. “My camera costs PS10,000, and we have the best lighting,” etc. While having the right equipment is essential, it shouldn’t be the only reason to choose a partner. Are they familiar with your industry? Ask for examples of their work.
It is essential to know where the filming is taking place. While a studio is fine, filming on location adds another dimension to your message and allows viewers to understand it. Mixing studio and location can help keep the video interesting and break it up.
Editing
People have a short attention span, and it seems that this is decreasing every year. People want to be able to digest information in bite-sized chunks. If your video is too long, they will get bored. Online video players will show viewers how long the clip is before they click the play button. Too long, and they won’t be able to watch it. The ideal length for most businesses is 100 seconds. If you have more to share, simply cut it into multiple videos.
You want to make your productions dynamic and energetic. However, sound editing, graphics, and music can add energy and dynamism. But if it is not relevant, avoid anything too artistic or too much movement.
Delivery
Do not waste your time shooting videos and then hiding them on your website. Before you begin filming, you should have a plan for how you will use it. It should be on your website, but it is also a good idea to put it on the homepage. Use social media to share the video and upload it to other sites that allow video. This will improve your SEO.
Is there a trade show or conference where the video can be played in a loop? Include a link in every email, not just the ones sent by Sales. Online advertising can be done using links from banner ads or MPU. Some sites also allow video ads. You can link to the video in print ads using QR codes and Blippar. You can link to your video from print ads by using QR codes or Blippar.
Re-editing the video is an integral part of your strategy. This will allow you to add new content and freshen the video. It’s very affordable but can prolong its life significantly.
Video is not always the best option for organizations. However, if these five are addressed, you will be well on your way towards a video that produces results.
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