1. Video is not a bulk volume product
Good videos do more than capturing reality and playing it back. Good content is created when a good story uses visual grammar and is executed well from a technical point of view, and also has a good flow. Good energy often comes from the way people are supported to deliver their message on camera. Video is more than pressing the record button, it’s a rich combination of choices, decisions and techniques.
2. Dozens of skills add up to become the end product
Choosing a key message is a combination of journalism and marketing. Choosing locations is a visual/creative process. Using light and sound is part of the videographer’s skill sets. Coaching talents is all about directing and working with people. Editing and graphics compositing, audio post-production, scripting, voice over, converting video and publishing it online are a few more skills that are part of the production process.
3. Cheap is cheap
Video budgets come in all formats. Like cars, they connect to the quality of your final experience. The cheapest car will bring you from A to B today, yet how is it serving your transportation needs in general? The cheapest video will show reality or something, and how does it serve your communication objectives in the long run?
4. What you want and what you need
What you want is often based on what you know. If you’re not in the video or broadcast industry this might be limited by what you have learned until today. What you need may be entirely different to what you honestly believe you want. Allowing the space for a professional to step in and help you assess your needs will make a big difference in the end.
5. For who and what does the video do to them
Start by asking yourself who is your target audience. Then ask yourself what the video does, in an ideal world. Does it raise their awareness, inform them, call on them to take action, add credibility for your brand or make them smile while your logo is in front of them?
Kris Borgraeve
Latest posts by Kris Borgraeve (see all)
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