Corporate Video Production – Part 1: Pre-production
October 2nd, 2011 in Video Production Posted by cathy
When you’re looking to commission a video production company, there are some key points that will improve the effectiveness of your videos.
One of the first things to understand is that video is not best for delivering a lot of detailed information. It is great for giving an introduction or an overview – to peak someone’s interest and motivate them to find out more.
AUDIENCE
As with any communication, a corporate video needs to be appropriate to the audience.
So you need to know who your viewers are and what they expect from the experience. Knowing this will help you to produce a business video that engages them.
PRODUCTION VALUES
Viewers don’t expect high production values on a video blog on YouTube. It’s generally accepted that blogs are homemade videos and so don’t look professional. It’s the content that counts. The lo-fi look to a blog adds to its authenticity.
User generated video like this can be really effective in business if it’s helping teams communicate internally, or where the content has a short shelf life.
However, viewers do expect higher quality from a commercial video on a company website. A website video communicates more about a company than the script and so it needs to look professional.
CONTENT
What do your audience already know?
You need to pitch the content at the right level to avoid patronising or confusing them.
What mood are they in? – Are they concerned about job security?
The tone of your video needs to reflect this if you want them to engage with your message.
VIEWING FORMAT
How will your audience be watching? – on DVD, online, on a mobile at a conference or exhibition?
Web Video
It has been said that you should keep web videos short as this is more in keeping with the experience of browsing the web. But the way we watch video is changing. We have 4 on demand, ITV player, BBC’s iplayer can now be found on the wii channel.
Youtube’s ‘Shows’ section shows programmes from channel 4 and Five.
So just because you’re looking at a computer monitor, it doesn’t mean that you can’t watch a long form programme. But it had better be interesting because there are always plenty of other items on screen vying for viewers’ attention.
Mobile Video
You can watch youtube on your smart phone so web video IS mobile video.