Less is more and “make it move.”
Research shows the most widely watched videos are less than 60 seconds. That’s not to say longer videos aren’t also successful, but you need to know how to make a video “move” and stay engaged for its entire duration.
Beware of rookie shooting mistakes.
Everyone’s first inclination when using a video camera is to pan and zoom. Such camera moves are inherently slow moving, which is the last thing you want when you are trying to produce a fast-paced, tight video.
Short and sweet sound bites.
The best sound bites are only 3-5 seconds long. Look for a producer with a television background who both knows how to ask questions like a reporter to elicit conversational, succinct sound bites, and who can “hear” a sound bite – this is an art.
It is not what you say; it is how you say it.
The most brilliant people in the world can deliver the worst sound bites on camera. A monotone voice and stiff body language will ensure a video flop. Tap a former reporter to conduct the interview so your spokesperson loosens up and becomes as smooth an orator as someone in the Oval Office.
Tell a story.
Everyone loves to listen to a good story, so plan your story in your shoot. The best videos are ones that weave a story-telling element along the way. This is a lot easier said than done. Consult a professional who can capture the right pictures and voices to tell a story to keep the viewer engaged and tally up thousands of YouTube views.
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