At first, the world was pretty slow in realising the potential of video on the internet, but now it dominates search engines and social media – thanks mainly to the vast improvement in mobile devices.
Combining footage, animation, music and commentary, video is more engaging than static content and can provide more information in a shorter space of time to cater for our ever decreasing attention spans.
Well, there’s a lot of noise out there. Whether it’s the newest blockbuster movie trailer, the latest YouTube superstar or a cute cat doing something daft, your video will have to compete with everything else that’s out there.
In order to have a chance, your video will have to be as short, smart, polished and, most importantly, entertaining to rise above the high volume of tough competition.
Everything is in the planning. Whether it’s a comedy with a killer punchline, a story with a twist or the performing of an early stunt to grab your audience’s attention before getting to the point, there should be no questions left unanswered, and a strict plan put in place before you proceed with production. Ask yourself some questions as a starting point:
Bad planning leads to overwork. Overwork leads to fatigue of the eyes and ears, and that leads to bad decision-making. Bad decisions then need to be undone, usually the following day when your senses return. This wastes time and inevitably money so don’t waste the early planning stages by doing this yourself.
Your video production team are your experts and consultants, and are there to help you get all those questions answered on the way to making a great video, whether that’s in-house or via a third party. Experienced animators and editors will help you to identify potential pitfalls and understand the importance of creating a solid structure early in the process. It is their job to be aware of current technology, trends, styles and new ideas within the field.
by Loz Jones