3 Tips for Producing Business Video
The prospect of producing video can definitely be exciting, with all our creative ideas bubbling to the surface; and while that’s great, it’s important to remember that the task of producing effective video must be treated the same way as any other business decision. It’s not necessarily an art. It is, instead, a powerful tool. Here are three tips to keep your eyes on the ball.
1. Focus on Being Useful instead of Entertaining
People who watch business videos do so for utilitarian purposes. Make sure you succinctly present your value proposition and/or provide actionable, valuable information that stands on its own. Don’t try to entertain. People already have Netflix, but what they don’t have, is time to sift through what they aren’t looking for to find what they need. Focus on the value you can add per minute of content, instead of whether or not your viewers laugh or cry.
2. Let Beautiful Production Quality Imply Your Value
Saying “we’re number one” is tacky. A video that is beautifully shot, with slick editing and powerful graphics says far more about the caliber of your team or business than stating it verbally. Keep your verbal messaging focused on what must be said, and let the quality of the video state the obvious. Speaking of obvious, make sure your video producer has a track record of producing beautiful video.
3. Keep it Short and Sweet
Sorry to burst your bubble, but most prospects aren’t interested in your life story. Viewers of commercial and business videos focus primarily on two things: finding information that is valuable to them, and determining whether your product or service is a good fit. Give them what they want and leave it at that. People appreciate “short and sweet” these days, and “fresh” or “outside-the-box” ideas usually require big bucks to execute properly. By keeping your video simple and succinct (around 2 minutes), you’ll get the most bang for your buck.
In summary, focus on being useful instead of entertaining, let beautiful shots imply the quality of your team, and keep it short, sweet, and to the point.