8 ways to land your organization’s message through video

Seating top-tier bosses around a table and letting them maunder about the company mission just won’t do. Find front-line workers in their element, prep them well, and start rolling.

When communicators create videos, their first impulse might be to gather the top executives in a conference room and have them talk about the company’s work.

Is that the best way to share their message to potential clients or customers? Is that something you’d want to watch? Probably not.

Here are eight ways to make your organization’s video memorable:

1. Consider the audience. Is the video geared toward employees who know the industry lingo, or is it an explanatory video for new customers? The interviewee should know who the audience is, so the intended viewers understand the language. If you’re explaining how your product or service works, do it in an interesting or creative way, of course, but also find someone who can translate the material into everyday language.

2. Focus on compelling characters. You might want to include a bunch of top executives, but it’s important to find a frontline worker or two—strong personalities who embody key company messages. Sometimes your CEO isn’t the person who should be on camera. You can be authentic yet still strategically choose on-camera voices. Find someone who is passionate and has a compelling story that reinforces your overall message.

3. Keep it simple. The more people and locations you cram into a video, the less people remember, because the messaging gets diluted.

4. Get them where the action is. Conference rooms and offices are boring. Conduct interviews in an active environment where people are working, such as a shop or factory.

5. Entice the viewer. Think of the video as a visual headline that captures attention and induces readers to read the story. The video should highlight a primary message and direct viewers to places with additional information, such as a website or blog post.

6. Plan judiciously. For the sake of authenticity we typically don’t use a script, but we recommend having a simple strategic plan, including whom to interview and where to do so.

7. Include testimonials. Interview a satisfied client or customer who uses your product or service. Compile a list of potential endorsers ahead of time so you’re not scrambling at the last second.

8. Prepare your subjects, and keep it brief. Avoid a 30-minute marathon where you’re searching in vain for a good sound bite. It should be a concise interview with questions the person can answer succinctly and easily.

A version of this post first appeared on The Flip Side blog.


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