Video killed the video star

“Let’s make it a video” is the clarion call of an upper management dislocated from the actual mechanics of how video content is made.

It is easy to see why people who started their careers when there were only three TV channels think doing video nowadays is easy: video is everywhere.

All the new social networks are based around video, all the old social networks are bending to optimise toward video. Videos play as the background of websites. Most news stories have a video. Their kids are watching YouTubers rack up millions of views. Anyone with a phone can do a TikTok right?

Well yes. They can. But, just like how your [insert whatever classification of subject matter expert you work with here] thinks they are pretty good at communications, the chances are you’re not that good at video.

Video can be a powerful and engaging tool that uses visual storytelling and human cues which the written word simply cannot capture. It can reach a wide audience and — most importantly — it can connect with them on a deeply emotional level quickly.

The key to doing video well in this video saturated landscape is to nail your basics.

First you need a clear understanding of what you want the video to achieve. Most “let’s make it a video” ideas are half baked at best and lack enough substance for a Periscope (we’re showing our age here) let alone a full 60 second clip. Figure out your key messages, find your hook, and land it with a clear call to action.

Most people either skip or scroll past a video that doesn’t nab their attention in the first three seconds. Three seconds. That’s not even enough time for a good sneeze. But if you’ve done the above — got your key messages in a solid script — then you’re almost there.

The next part — and this is the bit most people get wrong — is to hire a good videographer who has (and knows how to use) the right equipment.

Side note: One of the biggest peeves in the Absolute Genius (virtual) office is the Selfie Video As Marketing Ad trend. They might seem like fun. But they are not. They are cringe. They are beyond cringe. They’re one step up from the gutter trend of the “Harlem Shake”. Don’t do it. They are unprofessional and no matter how good your script is it just makes you look like a n00b.

Good production is essential to the success of a video. A poorly produced video means your audience will simply scroll past. You just wasted your comms budget (and probably the intern’s time as well as their mental health). The low entry now to making video has killed the video star.

Getting a professional videographer ensures you have clear audio, good lighting, and engaging visuals. They can work with the people on camera to ensure they appear animated on screen. They can include those visual cues and edit down to make your video short and sharp.

We at Absolute Genius know our limitations. Many of our staffers have been put into that unenviable position of having to script, produce, film, edit, and upload a video simply because our former bosses don’t get everything we just explained. That’s why if you work with us, we'll make sure you're using the right moments in your communications strategy to deploy a well crafted video. We’ll get actual humans (like our friends at DUSC) to make sure your key messages and call to action slap people in the face via the power of video.

For a confidential consultation, hear a rant about shitty videos, or to enquire about pricing, please contact us.

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