5 Elements Your Video Must Address to be Effective

Time: Less is More

What use is a twenty-minute video if the viewer only watches the first five minutes? The sweet spot for effective promotional videos tends to be 3-5 minutes. With the right production-quality, that’s enough time to grab the consumer’s attention and perk the interest of future clients.

Write Words are Right

Frankly, press releases and print ads make boring scripts. Because it is one of the key elements in video production, be prepared to spend a great deal of energy refining the story. Read the script out loud to gauge reactions. Is your message coming through loud and clear, or does it seem stilted? A professional writer is in many ways just as important as an editor or photographer. Consider hiring one to give your video a professionalism to match your client’s ideals.

Who is this for again?

Don’t forget who your audience is. Where will the video be played, and to what age group? As the viewer’s setting changes, so to must the video. An Internet video is usually short and snappy, while an in-class DVD can occupy hours. If the aim is to generate interest in a product, the story must be sculpted to generate want. If the goal is to inform, build an emotional connection between the audience and the story. Bear in mind that the viewer is the final step in the production process.
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Verify the Blueprint First

A script is a lot like a blueprint: your research and development goes into making it, and from it you have a map of what you want to achieve. Have the script written far in advance of the shoot date as it will determine what challenges you will have to overcome. The more mistakes caught on paper before the shoot, the less time and money spent fixing them in post!

Replicate & Share, Share, Share

Don’t whip out your promotional DVDs at trade shows only to whip them back into the drawer once you’re home; make copies and spread them around! Embed a copy on your website to show off your work. In the office waiting room, have a small LCD screenwith the video cued up for anyone to press play. Share it online using sites like Vimeo and YouTube. Don’t let your videos collect dust when there are so many options… so many opportunities!