Moving Your Message

WHEN SHOULD YOU CONSIDER USING VIDEO?

Video storytelling is a form of experiential learning.  Its goals and its impact differ considerably from the written word alone.  

Choose video when the goal is:

TO TELL A STORY, not deliver a lot of facts and figures, which are more effectively conveyed through the printed word

• TO INFORM, PERSUADE, EDUCATE and INSPIRE

• TO GENERATE EXCITEMENT AND URGENCY

• TO CONVEY THE POWER OF YOUR MISSION

Video is exceptionally good at moving viewers not just to learn new information, but to change their behavior.   Video is a motivator.

A useful question I ask clients when starting a project is this:  After viewing the piece, what you want the audience to:

KNOW?

THINK?

FEEL?

DO?

SHARE?

Wolff Olins, one of the world’s leading brand consultants, says this:

“Behind every great organization, there is one central thought.  And that thought needs to be BIG, SIMPLE and TRUE.”  Video can help express that.  So identifying that central thought, the other key messages, and the style and tone that convey the story best, are all foundational elements that must be thought out ahead of production.

Once your program’s goals are mapped out, you can begin building your video.  The currency you have, the building blocks, are:

– WORDS

– IMAGES

– SOUNDS

 

WORDS can be:

TEXT on screen
NARRATOR in voice-over
NARRATOR/HOST on camera (who speaks directly into the lens)
INTERVIEWEES, aka CONTENT EXPERTS
SYNC SOUND recordings from public or media events, such as speeches, news coverage, plays, and the like

 

IMAGES can be:

Moving video footage (new or existing)
Stills, including photographs, articles, documents, artwork
Animations (of text or images)
Infographics

 

SOUNDS can be:

Original music for the video (a composer’s score, something you create in Garage Band)
Free music – from no-cost sites online
Music you license – library music (APM online)
Key sounds you record and use strategically, or sound effects

Remember:  music sets the emotional tone.  It shouldn’t overwhelm, but it should guide the viewer subtly.

Sounds (or silence) can be powerful enhancements to scenes.

When combined carefully, these elements can create a lasting impression and move your message into the hearts and minds of your audience.

Comments are closed.