Video is also a very efficient means of relating information. Generally, it takes much longer to read information compared to the amount of time it would take to watch a video and assimilate that same information. Other presentation formats including text/image slideshows have their limitations because they depend on reading speed which differs from person to person. This affects the momentum of the message delivery as some wait for slides to change while others miss information as it passes by too quickly. Video offers completely different opportunities to communicate as a story can be told which can convey a whole series of messages and information in an easy to assimilate format.
Creating a video
Anyone who has not done so before may perceive that making a video is a daunting task but it need not be so. What is most important is to try find all the right resources from the outset and not try and find them as you go along otherwise your project is going to take much longer.
Here are is a general guide to the steps you should take:
- Decide what format of video you intend to present. The choices are broad but generally grouped into live video, animation (or a combination of these) and a number of presentation techniques such as a continuous storyline, chapterized (like a real presentation might be). Whichever you determine is your style, make sure it will appeal to your target audience.
- Ask a lot of questions about yourself and your clients - you should already know what their pain points are, where they bleed money but could save with your services/products, and the hundred and one other questions that demonstrate to potential customers why you stand out from the competition. What benefits and unique selling points do you offer?
- Create a short-list of these benefits and solutions that can be the central focus of your video; also take note of the demographic of the target audience - this is important for the next steps.
- Decide on a budget and video running time - usually between 1 and 5 minutes is adequate to convey a strong message and maintain audience engagement. If this audience is made up of business people, they will typically have less available time.
- Create a video concept with a rough storyboard outline usually achieved while working with your video production team. This might include the creation of characters for animations and choosing a format and style. In general, a video is more successful when the message or information is delivered by characters which the audience can relate to.
- The video storyboard is now ready to be written by a scriptwriter. The story will be a comprehensive script including character actions, speech and descriptions of visual transformations as the story flows. This script will then be used by the video producer/animator to create a complete storyboard, now including the main aspects of the video and dialogue.
- After consultation with the client and agreement about the storyline and dialogue, video production can proceed. Animations will be created and (if any) live presentations/segments recorded to video. Once the video has been edited together, dialogue, music, sound effects are overlaid by the production team, and the video is ready for release.
This whole process can take a couple of months but should not be allowed to extend too long as costs will increase and momentum can decrease often resulting in an over-produced video that tries too hard to get simple messages across. The more engaging the script and video action, the more likely that the audience will watch to the end, but don't be afraid to dig deep into the frustrations of the client; extrapolate their worst fears and then provide great solutions. This is a powerful way to convince potential clients to pick up the phone or find out more about your products and services.
Tim Higgins is a professional editor and writer based in Phoenix, AZ. His company, PhraseSet has produced media and content for hundreds of companies including websites, technical documentation and video scripts. In addition, PhraseSet offers complete website design services and SEO consultancy. If you would like to get in touch to find out more about creating a video or if you require information about other services, you can email tim@phraseset.com or visit http://www.phraseset.com
The video in this blog was created by The Capricorn Media.
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