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.
In my last article, I wrote about the value-add of hiring a professional actor/model/voice over talent for your product videos. But let’s say that your product doesn’t require a paid presenter. Sure, it would be nice to have someone on camera who is perfectly comfortable memorizing a script and acting, but it’s not always feasible. Your next stop is your own team of Subject Matter Experts (SMEs).
I can hear your anxiety rising so let’s step off to the side and have an honest conversation…
OK, look, I get it: you’re worried about putting an amateur, a non-actor, on camera. You want this video to look good, sound good, BE good. But if we’re not going to pay an actor to come in and do this then we need people who know what the heck they’re talking about to do it. That’s you, Susan, and Bob. And, hey, Susan has a great outgoing personality – let’s talk to her. We’re not making a prime-time drama here – we just need someone who can competently present the information and take a little bit of direction. OK? OK. Back to set.
SMEs are a great resource for your product videos and they can be directed while doing what they do best: talking about the product. This is especially true if you are communicating with an audience in the same industry as you (as opposed to the general public). That’s because you and your team speak the secret language of your product; you know the terminology, pronunciation, and inside jokes of your industry.
Using a SME is also beneficial if you have a social media presence (because, of course, you DO have a social media presence….riiiiiight?). As you repurpose your video for your social network, your expert now becomes THE expert in the eyes of your audience. Susan becomes something greater than just a SME – she becomes an Ambassador for your brand. And while it is true that her delivery might not sound as fluid as one given by an actor, today’s online audience knows the difference between entertainment and information. Remember why your audience is watching this video – for the information!
In our next article, we will talk about more ways to visually inform your audience using graphics and animations. As always, please share your thoughts in the comment section below!
