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1 – Long Interviews

I see this problem a lot – a VIP talking for well over 3 minutes on a topic.

Unless they are absolutely enthralling or have riveting content to say – and maybe have had media training – this often has dire consequences.

They don’t have the same interesting range of enunciations and flow of speech as voiceover artists do, and the visuals are pretty samey (just a face to camera)

– the result is that you can lose the audience quite quickly.

Rather than using a long interview, use a series of short key sentences – preferably from a few different people.

However, if you do need a long speech from one person – use different locations and a range camera angles to liven it up.

Key point: Use a variety of clips, with different people talking – or use 2 cameras or more to make the single person video more visually exciting.

2 – Voiceover and Visuals / Captions don’t match

This is frustrating to see happening still, and it is confusing for any viewer.

For example if the voiceover is saying “This tractor is top of the range” but an animated caption on screen says “over 500 sold” or if the visuals show a picture of a farm building with no tractor.

Your brain really struggles to process these different messages.

The result is neither of the messages are taken on board properly, and the viewer is lost.

Key point: Visuals and any captions on screen should always match what the voiceover is saying.

3 – One Music Tune for a Long Video

Unless it’s a tune you know and love, it’s not going to be that interesting for that long.

This is especially the case for music for corporate videos – often it’s produced to be like background music – so not a lot happens and it can get quite droney and repetitive.

If your video is over 1 – 2 mins long – use more than one tune.

Music can be used in a great way to change the tone of the video.

If you need a more serious tone, or create a ‘lift’ the end of the video – change the music track!

A change in music makes a much bigger impact on the audience’s feeling and reaction to the video than you think.

Key point: Add more impact and keep interest going by using a number of different tunes.

4 – Long Repetitive Script

A lot of videos I see are long, but for no real reason – they are repetitious and need more direction.

As our head producer and script writer says “Look at each line of the script and say “So what?!”

If there’s no value added in any script line – then cut the line.

This ruthless method eliminates excess that would only drag the video on and create dead spots.

By focusing clearly on what the customer is really looking for, rather than how great your company is, will also helps to reduce rambling.

Key point: Be concise, if there really is a lot to say, perhaps keep it for a second video.

5 – No Post Production

This still happens more often than you think.

We still see corporate videos online all the time, that look yellowy and plain.

– so even if the music, script and content is great – the visuals let it down.

They lack post production.

Post production really varies in style, but it doesn’t always need to be bold – just simple effects like fixing poor white balance – and increasing the colour and contrast can add a noticeable improvement to plain footage.

When post production is bold – it adds a cinematic effect to the video, and can really raise the viewer’s perception of your company.

For example, big use of graphics, and a stylized look – will make the production look more impressive.

Especially footage shot in the UK – where it’s often overcast and cloudy – needs attention to make it look more lively, and less grey.

Key point: Even clips that look near perfect can be enhanced – don’t let the editor be lazy.

2016 Guide to Digital Marketing

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