The making of a video
We project manage the whole process for you
- Define your objectives. This includes understanding the audience the film is targeted for and the key messages you want to deliver to them and who internally or externally (such as a professional voice over) may deliver the messages.
- Timing. Less is more. The temptation is to cram in as many elements about your business as possible, which is counter-productive. Viewers tend to drop off after 3 minutes. As a guide a professional radio voice over works to a maximum of 3 words per second – and that is without the visual images to enhance the story. In video – aim for about two and a half words per second – or 450 words, in a 3 minute film.
- Define your message. And repeat it. Think about the features and benefits of a product or service and state the benefits up front, in the middle and in the conclusion.
- Use a professional company. You wouldn’t use an untrained mate to do root canal treatment on your teeth – so why do it with your videos? Employ someone who knows what they are doing, who can direct the whole process for you and prevent your videos looking like a ‘home movie’. Fortunately, digital advances have removed much of the tedious leg work from film production which means that employing a dedicated video production company is no longer just the preserve of the major brands or big corporates.
- Decide who fronts your video. Ten to twenty years ago a company film wasn’t complete without the Chief Executive or MD delivering all the messages. Whilst that is still quite relevant at times, more and more companies utilise other members of staff who are inherently closer to the customer and understand their needs. Remember the video is aimed at customers and not always at shareholders! Unless of course it is aimed at shareholders! Also think about using professional voice-overs, for all or part of your film. They are relatively inexpensive, come in all sorts of styles and are trained to add that extra polish to your film.
- Sound quality. It goes without saying that the quality of the sound should be excellent and all speakers should be clearly heard. Cheap sound quality just reflects badly on your company (see point 4). Music should enhance the video and not be the dominating factor. Composers for Hollywood movies will tell you that you shouldn’t be aware of the music – yet it should move you emotionally.
- Use Client testimonials. Bringing in a customer or valued industry thought leader will add huge credibility to your film. They should briefly outline their previous challenges and that by working with your company the issues have now been resolved.
- Use imagery. A pure talking head is pretty dull so use as much imagery, film, photographs as possible to help enhance your messages. Beyond establishing the speaker’s identity and to provide context to the film, we’d recommend the camera is only on the spokesperson 5-10% of the time.
- Communicate the film internally. Once the film has been produced make a song and dance about it internally. All employees should be fully aware of it, and your sales team in particular will grab any opportunity or excuse to call that client. Include it in staff newsletters, intranets or other platforms to improve buy-in and awareness from staff.
- Communicate it externally. The chances are that your company’s next big deal will come from either an existing client or someone that you are already talking to or know quite well. We all want our videos to go viral – but how many YouTube viewers are going to buy your niche B2B product or service? With B2B videos the potential market for your product or service is generally far smaller, so go for the low hanging fruit rather than the scatter gun approach. Industry associations are often crying out for well- produced relevant videos from their members, or trade show website’s will often host your video free for 6 months prior to your industry’s big Expo. Think where your potential customers are – and distribute your film to them there.