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VIDEO PRODUCTION: Best Practices

The details of any web promo video production or TV commercial will depend on numerous things, your industry, brand voice and target audience.

That being said there are some tried and tested methods that stand the test of time, and have become part of human language that work really well. Online video consumers are continuing to become their own unique group, becoming more tech-savvy and forming their own ways to consume online video.

There are common factors that everyone has when consuming video content. So let us highlight these factor to ensure that your web promo video production will work and generate a return on investment.

1. Tell a great story that people can relate to.
No matter what industry you’re in, no matter what products or services you offer, no matter what message you want your video to send, you need to tell a good story.

Pre production is so important. Let the video production company take the time to develop the concept, characters and the triggers that will ensure people engage with your brand.

Ensure that the video production company you use knows how to sell. That they have a great track record and generating ROI. Make sure that they know Why you do what you do, what you do, and how it is that you do it, as this will really assist them with video production.

Knowing your target audience is also so important, knowing this helps with tone of voice in the manner of how you communicate to them. From there, all the old storytelling rules apply.

You need to come up with a beginning, middle, and end. No matter what the subject is or who the characters are, you want an arc, a progression to your story that allows it to build.

PACE of the video promotion is key. If the entire video is fast then people will be disinterested. Shark Biscuit have learned that changing the pace in everything we produce is vital in holding the audiences attention. The best practice is to grab your viewer at the start of your video with something attention grabbing then slow the pace, then speed up and continue the process.

Within the video promotion you need to ensure that you communicate what is in it for the viewer. What will they get from your product, brand & service.
Be different. Go against the grain. Get to the essence of what it is you are about. Think different. Go in the opposite direction. Make the viewer think.

2. Production Value should never be compromised.
Producing a promotional video is now more cost effective than ever, that doesn’t mean the lowest quote is the one you should go with.

A good video production company will know that audio is more important than video. Audio works on your viewer on a subconscious level.

High quality is also not simply defined by the visual and audial quality of your video. Like we mentioned earlier, the need to tell a compelling story is crucial, and the greatest equipment and software can only help so much in that area.

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3. Inject some humor or emotion to keep things interesting.
Obviously, humor isn’t always appropriate. `perhaps you own a funeral parlour. If you come up with something that you expect to have a more dramatic effect then, by all means, go for it. Evoking any kind of strong emotion should be considered a success.

But we’re talking about tips that can help you find success. If you’ve already found a good concept, great, but if you’re having trouble early in the concept development phase, humor is a good last resort-type option.

After all, who doesn’t like to laugh? While it may not always be the best approach to connect with your audience, a little comic relief is a good way to maintain attention if that becomes a concern.

Now lets get producing… As we said at the start, the specific details of a successful web promo video, the tone of your story and the exact method you use to tell it, depend on your industry, attitude, audience, etc.

But no matter who your target audience is and what you’re trying to get across to them, there are some things that everyone likes. At some point, it comes down to human nature.

Everyone likes to hear a good story. And anyone can be distracted or lose interest when the story you’re telling is unfocused, poorly produced, or appears dated.

And, when all else fails, remember that everyone loves to laugh. If you’re having trouble trying to come up with that perfect, awe-inspiring dramatic effect, go for a belly-laugh instead.

A few last bits of advice: Whenever possible, leave them wanting more. You can present an actual piece of information that the audience can then go somewhere to find out more about, or just try to leave them wondering what comes next.