“This would be great for video content!”

A statement which I hear during client discussions that always gets my mind jogging excitedly. Either to start laying the groundwork to transform a beautiful, raw idea into 4K/HD goodness, or to perish that train of thought with my own hands while staring into its eyes to make sure it goes limp and lifeless.

Here are some questions and considerations that make me want to listen more, or trigger my spider-sense.

“We saw (insert ad from another company), can we do something similar?”

Sure, we could do that, the next question that has to be answered is the reason behind taking that look and approach. How does making a similar looking video help your brand/service/product?

Style alone doesn’t justify making a video.

“We want to make sure that they know everything about us in detail!”

I know that there is an excitement and energy in the air when the prospect of doing a video can make people giddy with the possibilities. But it is always important to know what exactly the video is for. Is it an explainer video, a corporate video, a web commercial? After that, we can work together to narrow down exactly what you want to say, concisely, while nailing down that presentation and style that works with a good script.

Certain pieces of information that would be perfect for a video meant for potential investors might not work as well for a video meant for your customers.

“I think its too short, and we are not saying enough!”

There are two things I will always tell our clients, sometimes more than once through the duration of a meeting, which I will inevitably repeat in other discussions through a campaign.

Less is more.

If you try to say everything, you end up saying nothing.

An infographic by Wistia shows a comparison in the drop off and retention rate for videos of different lengths, and shorter videos fare significantly better than their lengthy counterparts. Focus.

The success of a PR/marketing campaign lies heavily on the context, and content of media collateral. Timing and sequencing your shots properly can be the difference between a good campaign, to one that others will want to emulate. In the coming weeks, I’ll be sharing more about the nuances that will help you punch above your weight.