Video for video’s sake: The simple mistakes costing you big bucks
Research predicts by next year, video content will account for 82% of all global internet traffic. However, the rise in popularity of the small screen has resulted in video for video's sake, as Heather Mollins from The Comms. People explains.
We know the small screen has been growing exponentially in popularity.
I mean, who isn’t guilty of going down a rabbit hole of reels only to completely forget why they opened their phone in the first place?
Research predicts by next year, video content will account for 82% of all global internet traffic and 75% of people watch short-form video content on their mobile. Video is going nowhere – well, except in the hands of more and more Aussies.
As longtime communication pros (though we won’t reveal our age!), we’ve seen client demand for video climb at pace over recent years. Brands and organisations are willing to invest in this format as part of their overall marketing and comms mix – good news for people like us who live and breathe it.
However, the rise in popularity of the small screen has also resulted in video for video’s sake.
Videographers are being sent on jobs by agencies and in-house teams with no clear objectives or brief let alone a storyboard, shot list or script. We’ve heard horror stories where videographers arrive at a location and are expected to shoot whatever they see fit. Shooting blind with no direction, they’re awkwardly forced to try and make something out of nothing. Inevitably, they deliver a video that’s way off the [invisible] mark resulting in rounds and rounds of edits – either at the cost of the client or even the videographer if they wear it.
The same goes for events where there’s one chance only to get the content a brand or organisation needs. Typically, an event doesn’t reoccur (unless annual) so if you miss the boat, it’s too late. Too often freelance videographers are left to their own devices capturing who and what they assume to be critical to the comms strategy. Worst still, with nobody keeping an eye on the detail, images can come back with a CEO or spokesperson looking dishevelled with a wonky collar, wrinkled shirt or fly away hairs.
It might seem like we sweat the small stuff, but when it comes to living and breathing a brand – any good comms person will be in-tune with the optics of absolutely everything!
So where do you start when you are ready to add compelling video and reels to your marketing and comms back pocket?
We recommend working backwards. Start with the end in mind. What is the purpose of the video? Where will it be used, what length will it be, will a voice-over be needed, will there be text overlays, what outcomes will it drive and will talent and props, hair and makeup be needed, are just some of the questions to ponder.
Once you are clear on these factors you need to then plan out the sequence of scenes and any scripting that will coincide with the vision. Consider the word count when scripting as, depending on the length of the video. For a one-minute video you have between 120-180 words to play with so you need to make every word count!
Once your script and scenes are locked away, set about planning the run sheet and shot list for the day so you get the footage you need for each scene in a methodical manner especially if there are multiple locations.
Don’t skimp on the planning – it is no accident that the more organised you are early on, the less edits will be required at the end – which saves everyone angst and frustration.
Video is a powerful tool in your marketing and comms strategy and has an important role to play. Be bold and alway advocate for good editorial style content if you want to get media coverage in particular.
We don’t send a media release without a strong editorial image. We don’t invite media to a press conference or photo opportunity without having the backup of a video news release in case short staffed TV crews can’t make it in person. We definitely don’t rock up to shoot a video until the storyboard is signed off or record a voiceover without an approved script.
It’s simple stuff but it’s saving our clients time, money and it’s getting results.
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