What Is A Powerful Video?
Article courtesy of Noodlehead Marketing.
Powerful Video Introduction
You’ve been on youtube and seen them. I’m referring to that video that looks so bad you can barely watch it, but yet there’s something that keeps your eyes glued to the screen. It has a great story, message or humor and you want to know what happens next - despite the poor quality. Conversely, you have walked out of that theater or stopped that DVD despite exceptional quality. The effects of the movie were amazing, the actors were well known and the marketing was overwhelming. The only problem was, when you were watching it you wanted to leave as soon as possible because there was nothing in the story to engage you.
Now take these two stories and apply them to your company.You have a story and video is a great way to share that story. Your story may be the culture of your company, the story of your product or the way you service clients. It is in there and now it is time not only to tell the world but to show them. The key is to avoid the mistakes made by many and create a powerful video. In order to successfully accomplish this you need a powerful story, good timing and appropriate production values.
Every powerful video needs a compelling story or message. People like stories. Your job in producing a video for your company is to find the story that will be the most compelling for people to stop what they are doing, watch it and take your prescribed action. People become emotionally invested when they watch movies. When they are watching your video they should feel a certain emotion and then, when the timing is right, you replace that emotion with your message. Now whenever they think of that emotion they associate it with your company's message. Once you have your story, consider the length of time it will take to tell that story.
Length of Time
There are 30 second commercials that are boring and there are 3 hour movies that make you want more. Timing is relative to the quality of your story and the time available to your viewer. In a business environment, time is usually of the essence - shorter time periods are ideal. The length of your video should be the shortest possible to effectively share your story. It is not an exact science and experience is key. Once you have the story and a time frame, then it is time to consider the production values.
Appropriate Video Production Values
Video production values are a funny thing.You only notice them when they are done poorly. If they are done correctly you never even realized them. With this in mind, sound is the most important element, followed by lighting. Cuts, fades, angles and other elements start to line up. The simpler you can make your production the better it will appear to the viewer. Remember the production values of your video can make or break your video. The worst tragedy is to produce a video that will have the opposite effect on your viewer than your original intent. Consider both the end goal for your video as well as it’s environment. If the video is going to be used on YouTube you have more leniency on production values. TV is going to require higher standards.
Powerful Video Production Conclusion
When you are producing a video, consider the story, length and production values. All three need to be balanced in order to effectively communicate to the viewer and be a powerful video that helps your company grow.
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