A company video used solely as a streaming video will have different characteristics to a regular company video. These characteristics are mainly connected with the nature of streaming and streaming audiences.
Videos with fast moving scenes, or fast edited clips, such as pop videos and TV ads make heavy demands on bandwidth, compared with slower moving videos such as talking heads, news reports, or simple demonstrations.
Because of their bandwidth demands, fast moving videos are more likely to stutter of jam when played back.
This suggests that slower moving company videos are more suited to the web.
Streamed videos are often viewed at small size compared with full screen.
This makes small text or small details illegible or invisible.
Small size video needs chunkier images that are obvious and easy to see.
Web audiences are notoriously impatient. Viewing video online is no different.
This is for a variety of reasons:
- Viewing video in the office may only be possible for a few minutes (noise, interruption)
- Web audiences need to know inside a few seconds that a video (or web page) is relevant. If a video’s relevance isn’t obvious, they’ll kill it.
- People put on their “fickle hat” when surfing. Every surfer is a king or queen in their own eyes.
The net result of this impatience is that viewers need shorter programmes, maybe 2-5 mins long, and they generally prefer quieter videos that don’t rely on lots of music or loud sound. Talking is preferable. And they need to understand the video’s purpose in the opening 15 seconds (today we’d like to show you …)
It’s better to break up a longer programme into shorter sections or modules, making sure you get your punch line in the first module.
The best rule of thumb is to deliver your solution, and your delivered benefits, and your business proposition as quickly and as clearly as possible. Don’t assume viewers will get the point. Get there first instead.
Streaming Video Production Summary
- Keep the visuals slower moving
- Keep the visuals chunky to look at, particularly text
- Keep them quieter
- Break longer programmes into shorter modules, with key messages all in the 1st module.
- Demonstrate relevance inside the first few seconds
Comment: If a company video is, say, for 50% web viewing and 50% live presentation or DVD, then you have to make a trade-off, often compromising style for the simplicity that online viewing demands.
On the other hand, if a video’s main purpose is helping to win customers in presentations or DVD viewings, then go for style, even if web viewings are still significant. Follow the money!
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