Oftentimes it's really easy for video techs and manufacturers to obtain caught up and focused on the creative components, forgetting that material is still king. No matter the budget, camera quality, or years of experience of the production team, you need to demand the three "C's" of effective video material. Particular videos may not require as many attention-getting elements as others (ie, training videos), however, the concept is to be intentional about going beyond the formulaic and ordinary.
Depending on where the video will be viewed, you only have as high as one minute to as low as three seconds to get the attention of the audience. Without recording their attention, the rest of the video is wasted regardless of how incredible and helpful it may be. Certain videos may not need as many attention-getting elements as others (ie, training videos), but the idea is to be deliberate about going beyond the formulaic and ordinary. Do not undervalue the value of video material versus technical production.
Once you have their attention, you must interact the benefits of your services or product, or just provide the message and bulk of the content you want to convey. If you're doing an advertising video for your organization, you should show and prove what you do, how you're different, and why the viewer ought to concur with your proposals. Make every effort to PROVE your points versus discussing them. Video is one medium that enables you to actually demonstrate your message, so make the most of that as much as possible.
CALL to Action:
Absolutely nothing is more unproductive and frustrating than seeing a video and at the end, it leaves you asking "What was that about? You've created a video for a function and with a goal in mind (ie, increase sales, branding, fundraising, amuse, and so on), so you should summarize what action you want them to take. Of course, it's not always suitable to have a pushy salesman technique for your video, but it does prove that if you want results, you have to ask for it.
Do not undervalue the value of video content versus technical production. Typically times it's very easy for video techs and manufacturers to get captured up and focused on the innovative components, forgetting that content is still king.
Regardless of the budget plan, video cam quality, or years of experience of the production team, you must firmly insist on the three "C's" of successful video content. Of course, it's not always proper to have an aggressive salesperson technique for your video, but it does prove that if you want results, you have to ask for it.