In Sean’s initial post from the BMAKC event last month, Video Content That Gets Results, he covered the different types of video KJO Media explained. I’m going to talk about some elements to consider during your pre-production and production phases.
First of all, who is your audience? How will you communicate to them? When you talk to someone in person, you usually have their attention at least for a little while because it is difficult for them to turn away from you when you are face-to-face. In a group meeting or presentation, they likely won’t get up and walk away. It is more difficult to grab their attention and keep it when they are viewing your video on their own initiative. For example, a TV commercial is short and it comes during a time when a lot of us are ready for a short break from the show we are watching. That means the commercial needs to grab the audience’s attention quickly, before they leave the room or before they pick up their phone to check notifications. With a video on a website you can consider the audience already interested in you if they chose to visit your website. A social media audience is very general unless you are paying to boost your post with targeting. This audience is tough to keep interested because while online, they are constantly being interrupted with other posts. You must captivate them enough to make them stop to watch. To ensure your audio is not missed due to users’ volume being turned down or off, KJO Media recommends using text in video instead of sound.
The length of the video depends on where it is viewed. If you have a captive audience, 5-7 min is good. On a website, plan on 1 min or less. For social, keep it short at 30 sec or less.
Scout locations to find a suitable place to shoot. What is the sound quality like? Are there any annoying background noises or loud foreground noises that will distract your viewer? Is the light at a good level? Photography and video require more light, whether natural or artificial, than what you experience when viewing a scene in person. When selecting talent, it’s best to hire someone experienced. Sure, you’ll save money by asking your friend to act or do a voice over for you, but professional talent is worth the investment.
When shooting video, shoot way more than you think you’re going to need. You’ll be happy you did when you are looking for more footage during post-production. Shoot the same thing from different angles and distances.
I hope these tips help on your next video project. Video can be used to show customers what is happening in your store or to advertise a special. Show someone in your bakery decorating a cake or someone assisting customers with a cheerful smile on their face. And have fun with it!