Facebook LinkedIn Twitter RSS
Editor at Large

To kill a video

Sometimes, leave the video production to the pros, who know the subject and the audience.
Sometimes, leave the video production to the pros, who know the subject and the audience. - (Photo / )

Is the value of online video overrated?

Probably not. But video not done well and not properly targeted most certainly is.

So, here is advice from a video layman, one who has seen his share of bad videos, both marketing ones and those by journalists:

-- Use subtitles – Many people watch videos at work and don’t have speakers, don’t have ear buds or don’t turn on the speakers to avoid distracting co-workers. Noise also is an issue in public places such as restaurants, mass transit, etc. So, subtitles, please.

-- Keep ’em short – In most situations, keep them under two minutes, according to some pros. Which makes sense, since attention spans are shorter than the tenure of someone in President Trump’s Cabinet.

-- Consider providing a transcript – If the video is an interview and more than several minutes in length, offer a link to a transcript. For most folks, time is crucial, and they can read a heckuva lot faster than people can talk. Your message will reach more people.

-- Keep front-loaded advertisements to 10 or 15 seconds in length – While acknowledging the bottom-line value of advertisements, 30 seconds are too long, and you’ll lose many would-be viewers.

-- Get to the damn point, and fast – This is paramount. Don’t dawdle with small talk or mindless attempts at humor. Blast through the chafe and cut to the chase because, once again, everyone’s time is valuable.

More from the Editor at Large Blog

Leave a Comment

test

Please note: All comments will be reviewed and may take up to 24 hours to appear on the site.

Post Comment
View Comment Policy

Comments

close