One of the questions which typically arises around the discussion of producing video for your trade show, should you hire a pro or not? If the video you create is done well, either by you as an amateur or a pro, it has the potential to convey your unique story to the masses. And you will be judge by the quality of it or lack of it. So it is important to consider all aspects and go beyond the normal drawback, which is cost.
In a recent dialogue with Marcelo Zolessi, CEO of Convention News Television he provided this viewpoint:
“My opinion is that people lose interest in your content when they struggle to hear or see what your are trying to convey. If the video and audio quality are poor and your content is fantastic you have a decent shot at retaining your audience but if the reverse is true, it doesn’t matter how well lit and clean your audio and video is people won’t watch. Content is always king – just like cash you can’t beat it.”
He hit the nail on the head! So many videos lack a solid story line and a proficient storyteller. The content of the video should be your top priority. This means in the typical marketing department with so many deadlines to be met, it might be a wise step to bring in the professional who can leverage your knowledge with theirs and produce an outstanding piece.
Marcelo continues with this assessment:
“Your video is a direct reflection of your organization. If you choose to go the organic route, the end viewer will likely think your company is a small corporation/operation that can’t afford a professional quality production. Unless you have both a professional video and the occasional organic video. Most people want to be a part of something successful not a second rate fly by night entity. If you only have low level video production people unfamiliar with your companies quality will assume you are small potatoes. With the right seasoning even small potatoes can be delectable.
High quality audio and video with concise content gives a successful impression of your firm. You’re paying for the impression of success. When you do it yourself, the content has to be top notch because subconsciously the viewer knows that it’s not professional quality.”
Thanks Marcelo for those very wise words.
Strive for the best story line possible and take the time to hone it before you bring out the camera equipment. Even if you do-it-yourself, you might consider hiring talent to be the actual story teller.
Jeffery Cohen on his blog, Social Media B2B, had a post titled: 12Tips to Produce Compelling B2B Video.
Here are some basic tips to get you started on the path to becoming a Hollywood director.
1. Keep it Simple
Online video is more compelling if the idea is simple. People are distracted when watching video, so you can’t try to put too much into a video. Try to convey one or two ideas at the most. If you do a longer interview with someone, produce several shorter videos out of the footage, each about one thing.
2. Compose Like a Photographer
Video is a visual medium and your video will be me more compelling if it is shot well. Photographers often compose shots using the rule of thirds, which means the most important item in the shot is not centered. Pay attention to television and movie shot composition and imitate what you like.
3. Use a Tripod
Avoid shaky, hand-held video. The easiest way is to use a tripod. Simple full-sized tripods give you more flexibility in shooting, but table top tripods are more portable. Either way, securing the camera will help tremendously. If you are shooting with a smartphone, there are inexpensive mounts available to attach to a tripod.
4. Find a Clean, Well-Lighted Place
Shoot video in well-lit areas. Harsh shadows or uneven lighting can be distracting, especially if you are shooting an interview. Always think about the viewer, and can they see the subject matter in the shot.
5. Listen for the Quiet
Many common environments that you might consider shooting in are noisy. Try to find quiet areas off the trade show floor and the manufacturing area. While it is fine to shoot there to provide context to a video, do not try to shoot lengthy interviews where the most important thing is to hear the person. People will watch poorly shot video if the sound is good, but they will not suffer through bad sound.
6. Use Stills
Shoot still pictures to augment the video. Ken Burns made the style of movement on still images so common in his Civil War documentaries that Apple calls it the Ken Burns effect in its video editing program. They are a good way to set the scene or help with transitions.
7. Make It Branded
Create simple title slides that include your company logo. A black screen with words that includes your company name is not enough. Customers and prospects need to visually connect this video to your company, and opening with the company logo is the best way to do that.
8. Keep it Short
Unless you are using video to tell an involved story that must build out over several sections or creating a how to which requires many steps, keep the video under 5 minutes.
9. Cut it Together
Editing is key to improving the quality of your video. Don’t get wild and cut between multiple shots frequently, but use editing to tighten conversations and remove extra footage. Use simple transitions in your editing rather than fancy spins and wipes.
10. Music Makes the World Go Round
Simple music during title cards adds a level of professionalism to the video. Continue the music at a lower beneath the entire video to add a bit of aural texture. It really makes a subtle difference.
11. What’s the Call to Action?
The end of a video should end with a company URL or a landing page. What action should people take after watching the video? Many video platforms include the ability to embed links in the video. Take advantage of that with your calls to action.
12. Post and Share
After editing the video, post it on a variety of social channels, including YouTube and Facebook. Embed the video on your company blog and drive traffic back to it with updates on Twitter and LinkedIn. Add a screenshot to an email newsletter for extra viewers. Depending on the content, others may want to embed the video on their sites, so make sure that’s possible. It is with all common video platforms.
Bonus: Think Mobile
Make sure the video makes sense on a mobile device, as more than 23 million Americans watch mobile video. This means more medium shots and close-ups than long shots, as well as clear audio.
This is excellent advice from Jeffery. With this information you and your team can assess the pros and cons of either option.
