www.bluetruck.tv

The Blue Truck Blog Site


Leave a comment >

This is article two in my content development series entitled, The Big Picture.  In the first article I suggested three critical questions that can help you to define and understand your audience in order to craft targeted, effective video content.  Now that you have a good understanding of your audience, it’s time to pull out your keyboard and start pecking away your first draft script.  Or is it?  Novice or not, before putting pen to page, first consider the raw tools of the trade: the elements of production.  At a top level, that is sight, sound, and motion.

Sight Sound Motion

Before I ever begin to write, I start to form the big picture: how the program  will look, sound, and feel.  What is the message and what are the various production elements that can help convey that content in a dynamic and memorable way?  Of course, in the end, the specific elements will be somewhat dictated by the script content itself (and of course budget), but considering the production elements can help broaden the creative process in how you bring substance to the screen. The perfect mix of sight, sound, and motion all come together to form the big picture. But each of these elements also plays a critical and independent role, so dissecting them is a worthwhile endeavor.

Sight, what will be seen. 

Give some thought to how the program will look. As the old saying goes, there are many ways to skin a cat. Fact is, there are even more ways to tell a vision. Will you incorporate on-camera interviews; use a host or moderator; incorporate actors; voice-over talent; photographs; tell the story completely with animated graphics; or use a combination of styles to create your own unique look?  Consider examples of videos that you like. What captures you about the way they are built?  Great. Now break the mold.  Use unique sets, environments, lighting, and composition to bring a fresh view.

Sound, like a plan. 

Never underestimate the power of audio.  Movies have it right.  The music and sound tracks are one of, if not the most important production elements responsible for how your program will feel.  Just try editing a serious piece of content with the circus music.  Or, put elevator music under a marketing video. You’ll immediately hear the obvious difference.  In planning your script, make notes about how you want the audience to feel throughout the program. Later when you’re selecting music tracks, use these key words to guide you in customizing the perfect music bed for your content to rest comfortably.

Motion, what moves you. 

What goes up must come down. What it comes down to on the screen is emotion. Motion evokes emotion. The way the program is edited is the motion behind the emotional footprint the program leaves on its viewer.  The pace and duration of the images and the use of transitions (dissolves or cuts, for example) all affect the motion of the program.  You can have a thirty-minute program that drags on and feels like an hour, or you can have the same length program that feels like its only fifteen minutes.  That’s the difference been “real time” and “feel time.”  No matter the content or the length, with the shortening attention span of today’s audience, you never want a program to feel like it drags on.  Before writing, think about how you will keep the pace – the motion – moving in order to bring your audience along for the entire ride.

Preplanning the sight, sound, and motion of your program prior to scripting is all part of The Big Picture in crafting engaging content.


Leave a comment

Video Marketing: Moving Messages in the Right Direction

Flyers and brochures are a dime a dozen in the business world and tend to go straight from your hand to the consumer’s trashcan. So what is the best way to gain face time with your customer? Video may be the premier medium for channeling an audience toward your brand.

Screen Shot 2013-05-15 at 2.22.45 PMThe ever-changing power of technology elevates video over the brochure of yesteryear. According to research by the University of Pennsylvania’s Wharton School of Business on the effectiveness of video marketing for sales, consumers are 72% more likely to take actionable steps (purchasing a product or service) when there is video presented. They also found that they tend to make the buying decision faster.

Think about that significant statistic. Video utilizes graphics and sounds to give your words life, providing a front row seat for your viewers to the world you created in production. A front seat that more often than not, compels them to take the next step in the buying process, making video a powerful medium for reaching and impacting your audience.

We have probably all seen a video that impacted us in some way through quality production or content – we may not even have realized how that experience shaped our opinion of the company or individual delivering the content. Now, imagine how your perception of the message would’ve been different if the words you heard or images you saw were just printed on a piece of paper. Would you have even finished reading the page?

With the nature of today’s culture, consumers are overwhelmed with messages attacking their senses from every direction. They have very little time and even shorter attention spans, forcing companies to compact their message into a swift punch for the brief seconds of an audience’s attention they are given.

This is not to say that printed materials and other forms of promotion are not effective, but considering human nature and the environment in which consumers form their decision-making processes, video provides an opportunity to quickly engage the heart as well as the mind. Oftentimes, this means putting your best foot forward towards earning the recognition of your target audience − converting them into customers.