Harnessing the power of video #5. Planning videos that get results
12 November 2019
Once you are clear on the purpose and type of videos you are going to create, it’s important to plan the content so that the videos deliver the result you want, especially if you are going to be using a freelance videographer who will need quite a bit of direction from you.
Here are 6 key things to consider:
- The right message
What do you want your video to say to people. A good question to ask yourself is: Having watched this video what do I want people to feel, think and do?
Keep your messages simple – one or two key outtakes. Your video is likely to be less than 90 seconds long, so be clear what you want people to remember about you. If you put too many messages in there, they won’t remember any of them!
- People performance
People can get camera shy pretty quickly. Even the most confident person can suddenly become nervous when a camera is pointed at them. One way to really help this is to avoid having a script they need to learn but rather have a series of questions the videographer can ask them so that all they have to do is answer honestly.
Devising the questions
The questions you ask should lead a person to talk about the key messages you want them to deliver. For example, if you want someone to encourage others to try your service/product you might ask them: “What would you say to someone thinking about using this service?”
- Tell a story
A person talking to camera for any length of time is pretty boring. People need visual and auditory stimulation to keep them engaged. A good videographer will also gather up what is known as ‘B Roll’ when he’s at the shoot. The B Roll is made up of footage and images of yuor premises, your branding, your team in action, interesting location shots, any photos or existing footage of interest that can help tell your story. When briefing a videographer, be sure to tell them what images you want in your story.
Music can really set the tone and mood of your video. If you are using a professional videographer they will be subscribed to a video library with access to a wide range of different music. You can help them select by giving an idea of the tone of the music you want in your brief. The music must be copyright free to avoid any fines down the track.
- Call to action
Make sure your video has a clear and single minded action that someone can take at the end. Again, keep it simple and single minded. Ideally direct them to a website url, or an email address or a phone number. But don’t confuse them with too many options.
Research shows that under 90 seconds is an optimal length for a video to tell your story effectively and also keep someone engaged. You can make them longer if you need to, especially if you are demonstrating something that requires more time, or it’s an interview that has people caught up in the content. But for most situations go for 60 – 90 seconds for optimum effect.
For promotional videos to use in your digital marketing campaigns, videos should be 20 – 30 seconds max. The purpose of promotional videos is to get attention and peak interest, then lead the viewer somewhere (a landing page or website page) where the full story can be told.