connecting
Advantis recently wrapped up a project involving a series of two-minute videos for a national Canadian business-to-business company. The goal was to help our client engage at a deeper level with their customers – a departure from typical product-focused communications.
We scoured Canada for the most articulate, well-spoken experts in their chosen field – these are people who are excellent communicators, professional, polished and accustomed to speaking to demanding audiences. So how much time do you think even the most experienced presenter needed to deliver a two-minute video? More time than you would think!
We set aside two hours of in-studio time for our presenters to ensure we captured great content. Additional time was spent preparing the script beforehand and in post-production.
Keys to Effective Video Production:
1. Know Your Audience
At Advantis, we stress this time and time again. You must understand your audience and their needs so that your marketing efforts (and hence video content) are relevant to them. You also need a firm grasp on your own objectives – both business and communications.
2. Clarity of Message
What are the top things you want your audience to remember? Focus your video script on only one or two top key messages. Too many messages and your audience won’t remember anything.
3. Video Production Values
Even with the casual tone prevalent in social media, we always recommend attention be paid to good lighting, audio and clean editing. If you want your message watched and remembered, eliminate anything that distracts the viewer or forces them to work at comprehending the message or think more than necessary. This is true for corporate videos, testimonial videos and really any video where you want your company to make a solid impression.
4. Make it Interesting
Whatever you do, avoid the talking head = FAIL!
Add visuals, B-Roll, present it as an interview or use text to highlight key points and drive retention. Make it visually appealing so that the viewer is engaged and wants to keep watching. Also, try not to focus on one shot for too long. Keep things moving at a steady pace.
Keep these points in mind and consider using video to communicate your message(s) in a creative and novel way!