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When I began writing scripts, I would type them (yes, as in on a typewriter), and when there were changes, I’d type an insert and literally paste it onto the paper. Then along came word processing software.
A similar revolution has taken place in the world of video production. As late as the 1980s, production was very time-consuming and required expensive gear. Today, there may not be a video tape much less actual film in the camera, and almost every computer has video editing software pre-loaded. This revolution has put the power of visual storytelling into the hands of anyone with the desire to use it. The era of do-it-yourself (DIY) video production has arrived.
Emerging uses for video in business communication
Among those companies finding value in DIY video is Lockheed Martin. The organization’s MS2 business unit distributed small consumer video cameras (Flip cameras) to its largest sites across the country. The first project to use the cameras involved a new U.S. Navy ship. The ship was scheduled for sea trials, but only a handful of employees could be on the ship during this important event. However, members of the employee communication team who were not able to be on the ship received daily video clips from the program manager, who was on the ship, during the 10-day event. The raw video clips were uploaded to a special internal web site which generated more than 57,000 hits to the site, vastly exceeding the average response of 1,500-2,000 hits. “Video brought to life what so many hands had been a part of, but couldn’t experience firsthand,” says Diana Massing, senior communication representative for Lockheed Martin.
Other organizations, like retailer Best Buy, have posted their videos to YouTube, with channels dedicated to their brand. You can view interviews with customers and employees, find out what the company is working on, and watch TV ads. Some of the videos on the site are informal, DIY video, while others are traditionally produced, higher-quality video.
DIY videos can also liven up presentations. An engineering company in Anoka, Minnesota, wanted to tout the virtues of their on-site lab but had very little budget. Instead of a full-fledged video, I showed them how they could integrate DIY video clips into a PowerPoint presentation and still meet their objectives. We were also able to convert that show into a video-based format for distribution to their sales representatives and distributors.
Tried-and-true virtues of video
Our unending desire for visual communication is evidenced by the ever-growing number of places we can watch video. We can watch a video podcast on our smart phone in the dentist’s waiting room, catch the latest episode of our favorite TV show on our computer and even watch video while we’re pumping gas. It’s hard to deny that the combination of sight and sound attracts us.
In business, video can bring your audience to places they can’t get to. In northeast Minnesota, the Greenstone Group, an initiative of the Northeast Entrepreneur Fund, has been using video to educate and attract prospective members. Video allows this small nonprofit to deliver a powerful, professional, consistent message throughout the entire region—reducing the need to travel. The testimonials on the video give viewers an intimate look inside businesses like their own that are located miles away.
Beyond overcoming geographic obstacles, companies like Target and RSM McGladrey use video internally to overcome time zone issues and ensure that employees get consistent, timely messages wherever they are located. For example, RSM McGladrey used videos to capture best practices from several of its offices around the country to share with employees throughout the firm. The videos gave employees an inside look at RSM offices in other parts of the country and a chance to see and hear directly from the colleagues involved in the story.
Press releases, business performance updates, product/service introductions, company policy explanations, training and employee recognition are all tried-and-true applications for using video internally. External uses are even more wide-ranging, but usually have the ultimate goal of attracting or retaining business.
Some organizations have shied away from using produced video because of its perceived expense. However, with today’s tools and delivery options, even professionally produced video can be done affordably and quickly.
Tips for producing your own video
If you’re considering DIY video, here are tips to make sure your message isn’t diluted by distractions:
- Start with an objective. Producing video because you can isn’t a reason to do it. Video is another tool in your communication tool box. Use it intelligently.
- Keep it short. Respect your viewer’s time and get to the point quickly. Plus, the more you shoot, the more time you’ll spend editing.
- Use a tripod and ample lighting when possible. Don’t let a shaky camera or darkly lit room distract viewers.
- Use an external microphone when possible. Using the camera microphone usually results in distracting room noise and a significant loss of sound clarity.
- Produce for the small screen. Keep the image on the screen simple, and avoid scenes with a lot of movement. Use close framing to allow viewers to see the facial expressions of your subjects. Good content will capture your audience better than fancy effects.
If the production value of a professionally produced video is more appealing, or if your videos are destined for the big screen, partner with an experienced video producer. Like any specialist, a good one will save you time and money in the long run. A producer can help you decide if and how a video can move you toward your goals, provide cost options and then give you as much production value as they can for your budget. Regardless of which way it’s produced, the combination of sight, sound, movement and emotion in a good video enhances our ability to create effective, memorable messages.
Tami Wendt has been producing video and other effective, affordable business communications for 20 years. She is the founder of Lexica Communications Inc., nestled north of Minneapolis, Minnesota. You can reach her by phone at +1 763.754.6490, on her web site, www.LexicaComm.net, or on Twitter: @LexicaComm. |
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