Below are five key principles to creating an engaging video that is not your local news station.
1. Plan ahead
Before beginning anything, it is imperative to outline every piece of the puzzle. What is the desired outcome of the video? Who do you want to view it? What do you want them to do next? Once all of the goals, budget, and key takeaways are outlined, you will have a better idea of what type of concept, storyboard, and shot list you will need. The initial items are just as important as the actual video because without these, you will find yourself very behind. It is imperative you fully flush out your overall goals before jumping the gun on production. Creating and producing videos can be a lengthy and complicated process and you will want to concise it as much as possible with the pre-production prep.
2.Connecting with your audience
The most important part of your video are the first thirty seconds. This is when you will be able to either hook your audience, or lose em. Not only do you want to figure out how who your target audience is but what you want them to take away from the video. If your audience is new patients who are paraplegic, it would be beneficial for them to see real people, with real emotion, that they can relate to. While you are creating and producing your concept out – test it out with a real audience! By showing a sample audience you will actually be able to see real-time reactions and gauge the effectiveness from there.
3. Tell a story.
Video is becoming the new king of content. People are becoming lazier and lazier to read full articles and instead want to watch videos. Your audience will quickly click away if they are not able to follow, engage with, or connect to the story you are telling. This should also be a part of the pre planning production, what story are you going to tell?
4. Allow for improv.
Improvisation can become the heart of any true creative. When outlining the video script, you should provide direction – but not necessarily a word for word script (if your video concept allows for it). This will let the people in the video (real stories, actors, or voice overs) become more authentic on camera and provide a deeper story. This is particularly applicable for videos that use non-actors telling their own story.
5. Take risks.
Video is your opportunity to really push the limits. Trying something new or experimenting off of the script may end in disaster – but it also may end in something unexpected and amazing. Since you are relaying your message through visual and very little, if any, text, taking risks will be critical to standing out from the crowd.