With the rise of informative video content in social media today, creators need to capture the attention of their target audience quickly and efficiently to get their message across. Whether you’re teaching someone how to cook your favorite recipe or breaking down complex marketing information, there are three different checklist categories to run through to make sure you’re prepared.
Before grabbing your camera or smartphone there must be thorough planning done. Be sure to think carefully about what you are going to teach your audience and the elements that will go into that. You also must know which type of audience this information will be for who will be interested in this video and how would they like to receive the information? Lastly, before the camera rolls, you also want to gather some sort of script or flow on how the information is going to be delivered.
Production
Make sure the area you are shooting in has the appropriate lighting and setting for the tone and the messaging of the information. On that same note, depending on your context and target audience, your delivery of the script will vary. Ensure your tone, speed, gestures, and overall attitude is in the right position to resonate best with your audience.
Say you’re a consultant highlighting insights on key projected KPIs for a marketing plan you’re spearheading – you would want to communicate in a professional, direct, clear, and persuasive way. Whereas, if you’re a blog poster communicating the benefits of viral marketing to your target audience you may focus on a relatable and warmer approach. Lastly, it is effective to switch the video to more than just someone staring into the camera. Show visuals, b-roll, examples, etc.
Post-Production
This one may seem obvious but don’t be shy to reshoot again and again and again to make sure the editing process is as smooth as possible. It’s important to be very precise in the editing process of what is placed into the video and what gets cropped. Something as minute as a loud car passing by should get redone due to the distraction it will bring consumers. Adding sound effects and music also attracts viewers as it makes the content more digestible – the elemental addition of music can emphasize your key message as well. Lastly, be sure to publish and promote your video on the appropriate platforms. Interact with your audience once your video is uploaded by liking and replying to comments, getting a pulse on how it was received will help you strategize for your next video!