Ten Tips For Telling Great Videostories

Ten Tips For Telling Great Videostories

Buying multimedia these days can be a confusing process. When you’re looking for a sight-and-sound program to showcase your company, whether in person or online, you might find yourself asking for a “Flash” or a “PowerPoint.” However, this approach often puts the cart before the horse.

Today’s audiovisual world is filled with possibilities—some found in how shows are presented, others in how they are created. One thing is for sure: video will be a key part of your presentation if you want to make a real splash. This article explores the multimedia/video/presentation buying process and offers ten considerations to successfully commission or produce your next major audiovisual communication.

1. Flash? PowerPoint? Video? Don’t Rush to Conclusions

When you have a story to tell that requires both sight and sound, be cautious not to prescribe the solution too quickly. One person’s PowerPoint may be another’s video. If someone needs a presentation for their computer, they might quickly ask for “a PowerPoint show” or “one of those ‘FLASH’ things.” This approach might be well-intentioned, but it often overlooks the core of the project.

Flash is considered trendy, and PowerPoint is seen as a necessity, but both are often just containers for video—similar to how VHS tapes and DVDs function. So, just because you want your project on the web or on a computer CD-ROM doesn’t mean it shouldn’t incorporate video. In fact, video is what the big players in the industry often use, even in major documentaries and films. Don’t choose the production method solely based on the distribution method.

2. Sound Is the Secret Weapon

What’s the first thing you remember about “Star Wars”? Yup, the music! The sound effects, the hum of the lightsabers, the drone of the Death Star—imagine “Star Wars” without its iconic score. Similarly, music plays an essential role in corporate videos, yet many producers overlook this aspect. They often let a narrator drone on and repeat the same piece of music for the entire presentation.

Sound tells your audience how to feel, helps them distinguish what’s important, and guides their reactions. While a picture may be worth a thousand words, music is worth a thousand emotions—like loyalty, belief, trust, and enthusiasm—all potent predictors of productivity.

3. Create for the Environment

Have you ever seen an IMAX film on home video? Or your favorite movie on a small screen? It’s not the same experience. IMAX movies are created for large screens in quiet environments, while commercials in sports arenas on big jumbotrons usually feature very little dialogue since it’s difficult to hear.

When planning a video communication project, consider the environment where it will be displayed. If your CD-ROM will only ever be viewed on a laptop, shooting sweeping panoramas may not be necessary. Instead, focus on close-ups that convey your message effectively. Play to the room.

4. How Long Should It Be?

Attention spans are short! Shouldn’t all videos be brief? Well, there’s a difference between boring and engaging. A dull video seems to drag on forever, while an exciting video always feels shorter than it is. Audiences aren’t lacking attention; they simply don’t enjoy being bored. A compelling story transcends time, feeling shorter yet lasting longer in the audience’s memory.

5. $1,000 a Minute? $200 per Slide?

Pricing in video production is subjective, and over the years, people have tried to quantify the cost of multimedia materials. A thousand dollars a minute has been a standard quote since the late 1960s for film! However, let’s shatter some illusions: video production, like many creative activities, cannot be judged solely by its runtime.

Creating a great five-minute video that engages an audience takes significant effort. Maintaining a broadcast-quality pace, selecting the right music, shooting in various locations, and producing high-quality animations all contribute to the cost. Your producer should be prepared to provide a detailed proposal and quotation for the specific effort required.

6. What Style Should It Be?

Communication styles change frequently as audiences gravitate toward what is current and trendy. However, different audiences have diverse preferences based on their age groups, economic backgrounds, and regions. What’s appealing to a 22-year-old web designer in Atlanta may not resonate with a 45-year-old engineer in Dallas.

Your producer needs to adapt to these nuances. While they may have their own strengths and styles, it’s essential to align with your corporate identity and target audience. If you’re unsure of your audience’s preferences, trust your producer’s expertise to deliver a fitting style.

7. Can I Have That Tuesday?

If it’s your dry cleaning, sure! If it’s a multimedia project aimed at persuading thousands of people, the answer is no. Good video production takes time.

How much time? A well-designed, strategized, and produced project typically takes longer than expected. Here’s a planning guide for a typical 10-minute video:

• Write proposal: 1 week
• Script: 2-3 weeks
• Production planning: 2 weeks
• Shooting: 2 weeks
• Logging and digitizing tapes: 1 week
• Music selection, voice tracking: 1 week
• Rough cut: 1-2 weeks
• Review time (script, rough cut): 1 week
• Final edit and effects: 1.5 weeks
• Duplication: 2 weeks

With overlap and efficient planning, some of this timeline can be shortened. However, sufficient time ensures a high-quality project.

8. Use Interviews for Believability

Interviews with customers, employees, suppliers, and even yourself can dramatically enhance the credibility of your video. This is especially true for softer subjects, such as fundraising or company introductions.

While interviews seem candid and unscripted, they require thorough preparation. Researching who has the best stories and conducting pre-interviews are essential steps. Avoid scripting words for interviewees; authenticity is crucial.

9. Video’s Hidden Value

Many substantial videos are created for specific meetings or events. When management realizes a video will be used only once, they may deem it unnecessary. However, when planned correctly, your video can have repurposing value.

Consider how your video or scenes from it can be utilized on the web, in CDs, DVDs, or sales presentations. A powerful video opener at a big meeting can set the tone and motivate your audience, resulting in increased energy and revenue.

10. A Good Video Producer Knows Sales

And not just because they sold you a project. Good video is persuasive and follows essential sales principles. It should establish common ground and build a logical case.

Emotional connections are vital; adding the right emotional punch can lead to a successful outcome. If a producer doesn’t understand this, they may be a craftsman rather than a true producer. The care put into your company’s video is as important as any other aspect of your marketing.

By using these ten tips, you are on your way to creating a successful communications project that could lead to recognition, a promotion, or simply a pat on the back. And that’s always a positive outcome.