Beyond PR

Mar 29, 2012

9 Tips to Make Your Next Video Production Successful

See examples of well-produced videos on PR Newswire's web site (just click this image.)

Nowadays, most brands need to create compelling content to fuel social media and content marketing campaigns.  Multimedia assets generate more audience engagement, and video is the most compelling format of all.  But video production can get a little complicated. To help ensure your success, here are some important tips from the team at MultiVu for shooting and producing video content for the web.

  • Pre Production:  Develop a concept and an outline before you start shooting.  People respond best to personal stories…the more storytelling you do the more engaged your viewers will likely be.
  • Shoot in High Definition.  Consumers are used to it and anything less is starting to look cheap.
  • Consider hiring a make-up artist.  Imperfections are exaggerated on camera.  You can also have someone on staff (who is skilled in make-up application) handle make-up.  Just go to any Sephora and purchase foundation and a brush.  The people who work there are helpful and can direct you to the right products.  Remember, though, that a professional make-up artist understands the nuances of video you may not consider.
  • Create original, short and honest content that’s easy to share.  90 seconds or under is usually best.  Anything over 3 minutes is really pushing it.  People like to snack on web video; attention spans are usually very short.
  • Avoid teleprompters and jargon:  it’s obvious when a prompter is being used and consumers can become distrustful.  Also, try to avoid jargon like “best practice,” “game changer,” “customer-centric, “and “synergize,” to name a few.  Wikipedia has a great page on jargon:
  • Producing and uploading video properly is complicated.  If you have some budget, hire a production agency to help.  A good producer can help you generate video that appeals to online audiences and doesn’t compromise your brand’s identity/aesthetic.
  • Uploading content on the web: Make sure you get the specs that will work best for the site you plan to upload your video!  Resolution matters. The kind of file – like Windows Media or Quicktime – matters.  A codec – like h264 – matters a lot, actually.  It’s important to know the options that are out there, and which is best for your particular video upload.
  • Humanize your brand: bring your executive/senior leadership team out of the boardroom and into the online conversation through social video.
  • Bloggers like video.  Are you giving them anything useful?  Have you asked your influencers what they might like to see?

People appreciate short video that’s honest and useful.  If you take some time to learn who your audience is, what they want to see, and then produce video based on their feedback/interests…you should be in good shape.  If you can hire the professionals to help guide you along the way, you’ll be in great shape.  Whatever you do, good luck and try to remember the aforementioned tips on your next production. 🙂

Author Evan Horisk is an emerging media & live events producer for MultiVu, a PR Newswire company.

20 Comments on Blog Post Title

Anish Patel 15:43 EDT on Mar 29, 2012

Completely agree! Keep the video short, simple and to the point. Another thing you can do is take a look at analytics to make sure you are pushing out your video in the most optimal way. We just did a blog post on this: Good luck!

NG Production Films 16:31 EDT on Apr 11, 2012

Great article. I agree that the more personal the content is, the more engaging it is for the viewer because they are able to relate better to the person in the video. And yes, high definition video is the only way to go nowadays!

Andrew James 23:00 EDT on Mar 13, 2013

Choosing the right video production company is indeed very confusing. Thanks for these tips.

Sonicjar Music 05:20 EDT on Mar 18, 2013

We are shooting our next music video this week. Stumbled upon these tips on the right time!! Cheers and thanks

Corey Petree 17:15 EDT on May 4, 2013

As a video production company, we make certain to keep videos as engaging as posible by focusing on the human emotional connections – and they’re always available – even in the most seemingly dry subject matter. Yes, I’m biased because I’m a professional video producer, but I understand all too well the importance of quality story-telling in a production. Professional video production is worth the investment. That video play button is the best way to connect with your audience.

kitlaserna1984 12:24 EDT on Jun 12, 2013

Awesome tips. I’m more interested with the HD featue of the video. It’ll be more high end. Like to share this one video which I can relate to this article. It discusses about the Top 10 Best Practices for Product Demos. Check it out on this link:

Blackburst Entertainment 01:06 EDT on Apr 27, 2014

Absolutely a great article! And I can’t agree more about NOT using a teleprompter when possible. Most people are terrible at it and it just makes the whole thing look stiff.

Craig Kotilinek 17:29 EDT on Jul 23, 2014

This is great. I have clients who want to make videos over three minutes all the time and I go through the process of explaining why that isn’t the best for the web. I made a video production resource page on my site that helps my clients prepare for their video production.

­ Ashlee W 19:30 EDT on Oct 22, 2014

Great tips, especially the part about keeping it short. 90 seconds is almost the perfect length for an informative or corporate video. Anything longer and people get bored, anything less and there isn’t enough time to express the required information.

­ Leander Loapiano 06:51 EST on Feb 27, 2015

Yeah I agree, the quality of the video is the most important for video production 🙂

­ Matthew D 17:38 EDT on Mar 27, 2015

I totally agree about limiting the time to 90 seconds or less. My YouTube analytics report suggests 75 seconds is the sweet spot.

­ Sinema Films 02:33 EDT on Jun 5, 2015

Great article… i agree

­ Video Production Agency 01:18 EDT on Jun 13, 2015

Very well said. These tips are really amazing. I appreciate it for sharing them.

­ Daniela Adams 16:39 EDT on Oct 22, 2015

I cannot agree more with you about short and useful videos. Honest stories that people can relate to can really get people. Using videos like that for your business can help you get bigger audience and customer appreciation.

­ leeshin 05:00 EST on Nov 16, 2015

thank you sharing such a useful tips

­ leeshin 23:51 EST on Dec 14, 2015

thank you for sharing such an effective and useful post

­ leeshin 06:32 EST on Dec 30, 2015

very informative blog. thank you for sharing

­ Angela Cheung 07:52 EDT on Mar 15, 2016

I totally agree with all the points,these are very useful for video production.Thanks for sharing..!

­ Wade Joel 17:44 EDT on Jun 8, 2016

Videos can convey messages clearly and effectively if used right. They can also look really good and can be eye-catching. I think your tip about having short and useful videos are great because people can better remember it and it conveys your messenger in a quick and concise manner.

­ Cocklins Digital 02:40 EST on Nov 7, 2016

Thank you for sharing such an effective and useful post

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