In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.
One of the first things I urge my clients to consider is including the human element in their videos. When you are giving information to your audience, the presence of a person is the surest way to engage their interest. In a perfect world, you would have (insert famous actress of choice here) as your spokesperson. She would show up on set, vamp your product to the camera, and revenues would shoot up over night. But you can’t afford her, let alone even know how to contact her. So, who should you put on camera?
Let’s address the elephant in the room: bringing in an actor, model, or voice over artist is going to have a significant impact on your budget. It might be as little as $200/day for someone who is just beginning, to over $1000/day for someone who is a veteran of her craft. While it’s not always necessary to bring in professional talent (as will be addressed in the next article), there are times when it is an absolute necessity.
Case in point: You have a specialty line of capes (hey, I hear they’re making a comeback!). You’ve chosen to use a heavier fabric which keeps the cape from fluttering in the breeze. You’ve also designed it so that it can be pulled around the body and clasped in the front for those colder days. Now, you can put one of your capes on Dave the mailroom clerk and take a video of him meandering through the parking lot (Boo! Hiss!) or you can hire a model to demo the features and benefits of the cape (Yay!).
A model has been trained to be a vehicle for the apparel. He understands how to use his body to properly present the weight and the cut of the item. He knows how to take direction from your product designer to ensure that every facet, every bit of functionality, is shown with grace and ease. He understands that the camera is the eye of the viewer and he will flirt with it. Dave, on the other hand, just wants to maintain his dignity and clock out at 5.
The same reasoning can be applied to hiring an actor to tell your audience about your product. Actors know how to use their voice and their bodies to convey feeling and emotion. They will take notes from you and your video producer/director and translate those into performance. In short: they are a value add for your product; a worthwhile expense, should you be able to afford it.
But what about when you have a limited budget? Do not despair! In our next article, we will talk about drawing upon your own talent pool. That’s right – there may be a new star in your organization who is ready to shine!
As always, please share your thoughts in the comment section below!
