PentaVision's "What's Your Story?" Blog

Last time I raised some questions that marketing decision-makers needed to think about and answer in order to make effective online videos for their brand.  Today I’ll offer some answers to some of the questions you should ask in planning a video.

Last time I mentioned several questions to address.  Among them:

• Does the audio involve an on-camera spokesperson or narrator?  Both have their benefits and drawbacks.

• Do you need to incorporate people to interview on camera?  If so, where will those interviews be conducted?  Is it a controlled environment, free of sound and traffic disruptions?

• What are the interview questions to be asked?  Who will ask them?

• What is being shown visually while the audio is being heard?

• If it is a technical video, what is the best way to demonstrate the key points?

• If it is a service video, how do you show this service being performed?

• Will you have someone within your organization capture the audio and video or will you hire a professional producer?

Once you’ve answered these (and other) questions, it’s time to talk production.  The first thing I try to stress to clients is that, although you may be shooting a video for the web, you can’t just go out and shoot a bunch of things and then make something out of it in post production.  You need a plan.

And that includes ensuring that all of the hard work and effort that has gone into establishing your brand to this point is professionally reflected in the quality of video you put on the web.  Some folks think since it’s “just for the web” that anyone can shoot and edit something together.  With this kind of thinking, you always run the risk of creating a negative view by a potential customer.  So here are some more things to think about when considering video for your online presence:

• Coordinate potential schedules with all departments affected by the production.  Review potential locations to capture footage such as the industrial production floor, or conference rooms and office cubicles.  Let everyone know ahead of time that a production crew will be coming into their areas.  Let these same folks know in advance what will be expected of them and ask them to dress appropriately.

• If you are shooting offices or work areas, look at them aesthetically.  Do some have more character than others?  Can you dress up certain areas with artwork, plants, pictures or books from other areas?  Are there posters or unwanted items in areas to be captured.

• Narrator or on-camera talent:  A narrator is less expensive and the talent pool is really worldwide with the availability of online audio web sites. I have used voices from all corners of the United States and Canada.  If using on-camera talent, you can utilize them in many ways to convey a certain emotion visually that you cannot get with a narrator.  Many times, the experienced talent can offer suggestions about how to hold something or transition from one viewpoint to another.  But choose on-camera talent carefully, they will reflect a certain message about your company (i.e. casual, firm, authoritative, inviting, relaxing, etc.).

• Shoot plenty of footage.  You can never have enough footage when it gets to post production.  Many times I suggest to clients that they consider not only using the video shot for this particular video, but also ask them to think of some ways we can re-purpose it for other uses.

• Good lighting and high quality sound is very important.  It’s best not to record images against a large white space or a bank of exterior windows.  Also consider the extraneous sounds that you may hear in particular parts of a building, like an elevator or high traffic area.  Make sure any visual or audio distractions are taken into consideration and avoid them if they are unacceptable to the quality of the final product.

• Maintain the integrity of the video by frequently reviewing the initial key points that you are trying to convey to the viewer.

• A “call-to-action” should be included in any video.  What do you want the viewer to do at the end of the video?  Call to place an order?  Enter their name/contact information for a prize?  Offer suggestions?

Although these are just a few of the problems and details that must be addressed before and during the production of an online video, there are many more that only experienced producers can solve.  Ultimately, though, the success or failure of your online video will depend upon the usefulness of the information and the entertaining manner in which it is presented.  If your video is informative, useful, entertaining and persuasive, you’ll ask yourself why you haven’t been doing them for many years.

The most important part of any video production process happens well before the cameras roll.  It begins with a highly coordinated pre-production plan that ensures a more enjoyable and efficient production experience for everyone involved.

My last piece of advice is this:  don’t forget that your brand is being judged every day by those that come in contact with it.  They judge your company and your products or services by the quality of the messages and the images you use to portray that brand to your audience.  If you use video and sound produced by someone who does not have a great deal of experience or expertise, you may be presenting an image that is amateurish, unprofessional, a non-factor in impressing potential customers.  So fight the urge to say “It’s just for the web.”  To that I say “It’s your image.”  And that’s very important.