Ten Myths About Corporate Video
11/12/19 13:48
Ten Myths About Corporate Video Production
There are common myths and misconceptions about corporate video production. Here’s my list and why I think they’re wrong, misleading or don’t tell the whole story.
1) Television is a visual medium. In many ways this is true. But much of TV depends on sound. Imagine 60 Minutes or The Simpsons without audio. Audio is vital to many types of programming, including sitcoms and most dramas. But there are exceptions. Sports, home shopping club and adult entertainment, for instance, do not need sound to communicate. Radio exists but TV without sound does not.
2) Talking heads are bad television. The right talking head can be compelling. Again 60 Minutes as an example. Or a standup comedy special.
3) The check is in the mail. Oops. Wrong list.
3) Television is the most effective form of communication. It can be. If you want to show someone how to swing a baseball bat or a golf club, or how to pour a beer, video of the process is effective. It can demonstrate complicated movement and create moods, but is not the best for communicating other types of information, like your company’s stock plan or health insurance options. Then, give me the notebook.
4) It’s easy to use humor to increase audience engagement. Shakespearean actor Edmund Gwenn (or maybe Edmund Kean or somebody else) famously is said to have quipped on his deathbed when asked if dying was hard: “No. Dying is easy. Comedy is hard.” It’s not easy being funny. Trust me, I’ve found this out the hard way. But if done right, it can be effective. Done wrong, it can be embarrassing.
5) We can fix it in post. Sometimes you can. Often you can’t. Need to correct a scene for incorrect white balance? Probably, to some degree. Sometimes you can reframe a shot to eliminate bad framing or to eliminate a problematic image. But it only goes so far before pixelation is an issue. If you have an audio problem, it can be very difficult to correct. Try to get rid of an echo, for instance. So getting it shot and recorded properly in production will save you headaches in editing.
6) Joe down the hall can write script. Joe may be a very talented guy, but script writing is a very specific skill set, and ability to write is often not enough. Understanding the visual elements, how to condense material into an effective narration, or what can be done for a certain budget size is essential. And don’t get me started on the difficulties of writing decent dialogue.
7) Joe down the hall can act as talent. “We don’t need professional talent. Joe has a good voice.” Again, not to disparage Joe, but a professional voice talent or on-camera talent is worth the money. They know how to add or take away energy level, and can give you alternate reads of the same lines to give you some options in editing. And if you’re unhappy with the product, you don’t have to tell Joe and make him feel bad.
8) We can use copyrighted music or images and no one will notice. Probably, but I wouldn’t take the chance. I’m not a lawyer, but I think the first thing that will happen is a cease and desist order, then maybe a lawsuit. If you have deep pockets, copyright holders may be more likely to go after you. And there are ethical considerations. Artists (musicians, photographers) should get fair compensation for their talent.
9) The program will only be ten minutes long. That’s what a client will often say before they start giving you twenty minutes with of material to include. Think about the poor audience for most corporate videos. Take pity on them. Don’t over talk. It’s very easy for extra time to creep in (“Well, we have to talk about this!”) If you’re over ten minutes. you probably need to cut something. Your audience will not know it’s not there.
10) A video should cost (insert $$$$ figure here) per minute. A TV commercial can costs hundred of thousands to make for thirty seconds. Or a video shot and edited on an iPhone can cost next to nothing. So the real answer is somewhere in between. Ask your production people for a a budget and expect them to live by it. Or at least have them agree to a “not to exceed” limitation.
Of course, these are just my opinions. I can be reasoned with.
There are common myths and misconceptions about corporate video production. Here’s my list and why I think they’re wrong, misleading or don’t tell the whole story.
1) Television is a visual medium. In many ways this is true. But much of TV depends on sound. Imagine 60 Minutes or The Simpsons without audio. Audio is vital to many types of programming, including sitcoms and most dramas. But there are exceptions. Sports, home shopping club and adult entertainment, for instance, do not need sound to communicate. Radio exists but TV without sound does not.
2) Talking heads are bad television. The right talking head can be compelling. Again 60 Minutes as an example. Or a standup comedy special.
3) The check is in the mail. Oops. Wrong list.
3) Television is the most effective form of communication. It can be. If you want to show someone how to swing a baseball bat or a golf club, or how to pour a beer, video of the process is effective. It can demonstrate complicated movement and create moods, but is not the best for communicating other types of information, like your company’s stock plan or health insurance options. Then, give me the notebook.
4) It’s easy to use humor to increase audience engagement. Shakespearean actor Edmund Gwenn (or maybe Edmund Kean or somebody else) famously is said to have quipped on his deathbed when asked if dying was hard: “No. Dying is easy. Comedy is hard.” It’s not easy being funny. Trust me, I’ve found this out the hard way. But if done right, it can be effective. Done wrong, it can be embarrassing.
5) We can fix it in post. Sometimes you can. Often you can’t. Need to correct a scene for incorrect white balance? Probably, to some degree. Sometimes you can reframe a shot to eliminate bad framing or to eliminate a problematic image. But it only goes so far before pixelation is an issue. If you have an audio problem, it can be very difficult to correct. Try to get rid of an echo, for instance. So getting it shot and recorded properly in production will save you headaches in editing.
6) Joe down the hall can write script. Joe may be a very talented guy, but script writing is a very specific skill set, and ability to write is often not enough. Understanding the visual elements, how to condense material into an effective narration, or what can be done for a certain budget size is essential. And don’t get me started on the difficulties of writing decent dialogue.
7) Joe down the hall can act as talent. “We don’t need professional talent. Joe has a good voice.” Again, not to disparage Joe, but a professional voice talent or on-camera talent is worth the money. They know how to add or take away energy level, and can give you alternate reads of the same lines to give you some options in editing. And if you’re unhappy with the product, you don’t have to tell Joe and make him feel bad.
8) We can use copyrighted music or images and no one will notice. Probably, but I wouldn’t take the chance. I’m not a lawyer, but I think the first thing that will happen is a cease and desist order, then maybe a lawsuit. If you have deep pockets, copyright holders may be more likely to go after you. And there are ethical considerations. Artists (musicians, photographers) should get fair compensation for their talent.
9) The program will only be ten minutes long. That’s what a client will often say before they start giving you twenty minutes with of material to include. Think about the poor audience for most corporate videos. Take pity on them. Don’t over talk. It’s very easy for extra time to creep in (“Well, we have to talk about this!”) If you’re over ten minutes. you probably need to cut something. Your audience will not know it’s not there.
10) A video should cost (insert $$$$ figure here) per minute. A TV commercial can costs hundred of thousands to make for thirty seconds. Or a video shot and edited on an iPhone can cost next to nothing. So the real answer is somewhere in between. Ask your production people for a a budget and expect them to live by it. Or at least have them agree to a “not to exceed” limitation.
Of course, these are just my opinions. I can be reasoned with.
