How Do You Make Engaging Video Content?
This seemingly innocuous question requires a complex answer.
Film has so many elements, so how will we know which is the most important?
Is it the creativity? Arresting imagery? Attractive presenters? Eloquent scripts?
It’s all of the above… and a whole bunch of other stuff that also needs to be in place for a film to do its job well.
Let’s start with two key ingredients:
1. Choose a good story.
2. Tell it well.
Unfortunately not all stories are created equal. Some things are simply more interesting than others.
Or are they? You can’t really answer this properly until you’ve considered a couple of other factors.
3. Who’s your audience?
4. What’s the purpose of the film?
Corporate films will usually have niche appeal. Unlike TV broadcasting to a wide audience corporate films are in the business of narrowcasting: They deliver a particular message to a specific audience. So whilst a Financial Conduct Authority film may not hold mass appeal it will be designed to deliver the right message in just the right way to its target audience.
Let’s call that point 5. Relevance.
A few more things to get clear on in order to get started:
6. Know what you want to say.
Write it down, time it out and see how long it plays for. Consider every word and phrase. Is it interesting, relevant and does it add value to your viewers. In short, does it deserve to be in the film? Or does that information already exist on your website? If that’s the case then ditch it from the script. Be brave.
There is so much content clamouring for your viewers’ attention, so start with a bang and build from there. Short films are better than long films.
It can be tempting for clients to try and squeeze ten gallons into a 5 gallon hat.
Remember that less is more. There’s a reason why TV adverts are only 30 seconds long.
Be respectful of your viewers’ time. Make sure your film delivers a coherent message as quickly as possible. This helps make your content more engaging. Attention spans are short. If you lose your audience’s attention they’ll move onto the next thing in a trice.
7. Know what you want your viewers to think, feel and do once your film has played.
Armed with all that information we can now reverse engineer a solution. Together.
In our creative partner dance we square up to the blank page.
Informed by your answers to the 7 questions above we plan with abandon, trusting our gut, knowing that out of quantity comes quality.
We write, rewrite, then write some more, uncovering elegant, economic and impactful solutions.
We run things up flagpoles and see who salutes.
We simplify complex messages.
We produce a succinct script that conveys your message with just the right tone of voice.
Creativity is a messy, non-linear business. That’s just the way it is.
But we trust our recipe.
We are confident that by systematically addressing each of these 7 points we will design and deliver a film with structure and purpose. We will make you a film that knows what its job is. A film that hits the mark with your audience, achieves its KPI’s and delivers a solid ROI as an integral part of your brand, marketing or communications strategy.
Working together we will produce that holy grail of corporate filmmaking – engaging content.