5 Keys To Creating Web Video Messages That Are Authentic

Everyday I see bad video online.  Real bad.  

In some cases it’s not that there’s anything technically wrong with the video…but it’s the message and delivery that’s flawed.  I attribute it to lack of experience or poor direction from the Orlando production company that was hired to produce the work.  What I’m referring to specifically here is when a small business owner is creating a marketing video for their website. Often times they may elect to be in the video themselves and deliver the message personally on camera.  Great idea…in fact it’s something I’m a big proponent of.   That is…when it’s done right.

When it’s done wrong it comes off as nothing more than a commercial.  A bad one at that.

Here’s an important point to really hold onto.  People don’t want to be sold to online.  Anything that even resembles a commercial is tuned out.  Ask yourself…what do you watch?  If you’re on YouTube will you watch something educational…that’s entertaining or will you watch a product or service that’s being hawked with a hard sales approach?

Here are 5 key elements to producing effective video for the web.

1.  Be authentic.  It’s important to be yourself…don’t be the loud spokesperson you see on late night TV.

2.  Share knowledge.  People that are visiting your website and watching your video are your potential customers…don’t hoard what you know, share what you know!  Supply useful and valuable tips in your videos.

3.  Tell a story.  What’s more appealing; hearing someone say, “At Acme Company we have 20 years of experience serving our clients…”  or  ”20 years ago I wanted to create a company that was bold…a company that did things a little bit out of the box…”

4.  Share yourself.  This is an extension of point 3.  When you can tell a story and share a part of yourself, you have the viewer’s attention…and probably their business.  Telling something personal about yourself isn’t easy but you’re distinguishing yourself from the competition.  Think about something along these lines…”Logan’s Plumbing is a family owned operation…it has been for 55 years.  ”I’ve got to admit in 1986 when my father died, I wasn’t sure if I was ready to take the helms of the company he had worked so hard his whole life to develop…”  Don’t go overboard with this approach, but it is a very effective way to get the viewers attention at the onset.

5. Write a script with bullet points…and don’t be afraid to stray from it.  Canned messages are exactly that…canned and not fresh.  This part here can be a little tricky…especially for the novice.  Tell yourself you have 60 seconds to deliver your message…you need to decide on one key objective.  Concentrate on that and build an outline with bullet points.  The end result will be a video message that will be sincere and in your own words.  The dynamic of your message will be totally different from one delivered from a teleprompter.

Whitney Media Productions is an Orlando video production company focused on quality, communication and creating meaningful relationships with clients throughout Florida and across the country.  If you have an upcoming project and you’d like to request a quote, please fill out our contact form or call us at (407) 489-4168.