Seeing Is Believing
2 March 2015, Blog
In 2014 visual content exploded on the social media scene and is set to dominate the digital space in the year ahead. But how do you get your audiences viewing your video broadcasts? David Bowen Jones, a former producer of national BBC programmes and documentaries, provides some top tips on how to bring your business to life through powerful video productions.
1) Are you using video for what only video can do?
Video works best when the camera is present at the point of reality – to show a product or service in action, benefiting the end user. Video cameras travel – where is the performance of your business SEEN at its most dramatic or at its most useful?
What kinds of conversation show clearly the care and attention to detail put into a product or process? Eavesdrop on dialogue between designer and product engineer or between consultant and client. (A rehearsed or at least well researched dialogue!)
Exclude what they already know from other media.
Do not video the hype! (Unless you are making a TV commercial).
2) Do you know your intended audience?
Is it the person, who uses your services or the person who pays for them? Is it end users or intermediaries or regulators? What vocabulary do they use? To them “Product” or “Service” are meaningless words. You don’t use video to introduce a “Product”. You use video to show the benefits in action, to visualise what you do and how you do it and to show brand values in action.
3) What are the memorable images that will hook you into people’s minds in a way that they will always remember?
The memorable image may be a moment of dramatic physical action – huge machine, a car or an aircraft at speed, an athlete in full flight, part of the manufacturing process in huge close-up. It may be a moment of human interaction – an accountant with a client picking up the phone to the taxman and dealing with the difficult matter on the client’s behalf, a nurse showing care to a patient. You may have to create a moment – a fly through of an animated 3-D schematic to illustrate an IT process. Do not worry if you cannot think of a memorable video sequence for your business- that is the job of the video producer.
4) Have you provided access and opportunity for your video producer to research thoroughly and understand your business properly?
A pitch or response to brief on paper is useful but the most important thing is the way ideas flow backwards and forwards when you talk to your potential video producers. The way you both transmit and receive will most affect what appears on the screen.
You must agree how much of your own time and resources will be taken up in liaison with a video team. You must ensure your focus is tight during encounters, that your company’s input includes only the necessary people and that the deadlines are realistic.
5) Are you getting maximum value out of money spent on digital media?
Digital media unifies a large number of hitherto expensive activities. Web clips, corporate video, sales video, training video, exhibition screens and stills for literature, web use and for press briefings can all be generated by one production schedule if preplanned properly. This can best be done if your overall communication strategy and timetable for the year is clear to everyone before individual projects go into the planning phase.
6) Does your video present your most compelling proof points?
Claims about what you do can be made in almost any media. Video can collect the proofs together in one place . Expert evidence can come from any part of a country, a continent or the world. Video can show best examples of what you do at exactly the right time and place. Whether your style is documentary, animation, dramatised sequences or really credible personable talking heads, choose the content to make sure that seeing is really bellieving.