Leonardo da Vinci said that "Learning never tires the mind." I think that what can get you tired is the method.

Juan Pablo Morales Sarmiento *

Lately I have come across a large number of human resource, communications and marketing managers (some of them from very large and prestigious companies), with a common question: How to discover and apply mechanisms that strengthen corporate video applications to get better results?

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I tend to answer this with another question, asking whether, regardless of the purpose of the video itself, they are investing in engaging entertaining, engaging and emotional content. The answer is always the same negative, and my conclusion is that we are today, in a digital world, where the vast majority want to have video channels without knowing their purpose, what to say, or how to tell stories.

The use of video at the corporate level has enormous advantages in conveying any message. Whether it is training or training staff, general information or commercial function, communication through sounds and moving images makes the brain perceive greater stimuli and produce better results when receiving information. But do not confuse a good video with a bad one. It may be that many begin to see one bad, the problem is that almost no one finishes it.

Some writings on theories of learning, communication and entertainment remind us of Aesop's fables and the parables of Jesus as methods for teaching and conveying messages through storytelling, with such a powerful force that they have transcended them for centuries. Teaching, communicating and entertaining effectively is about the same, telling stories where we ourselves can be reflected, identified and even caricatured.

Hollywood Teachings Applied to Corporate Video
We are mainly visual beings, kinesthetic and social, we learn imitating and manipulating objects (Piaget); our neural networks are woven with our experiences. So, if we really want to convey a message effectively, we have to resort to emotions. Our brain learns in context and video is the best way to travel emotionally so we can live and feel to engage with the audience.

The cradle of the entertainment industry and the content leaves us two reflections, taking for granted, of course, that the best method to communicate is through video.

First. The video has to be done thinking about the audience and not ourselves.
Just as TV programmers should not plan their content structure based on their own tastes, but rather on the characteristics of their audience, one of the most frequent mistakes in developing training, marketing or communication plans is to focus on the message and not those who will receive it. And I do not mean this segmentation of audiences, but the technical construction of messages.

Answer the question: What do I want to say and how can I count it in less than 20 minutes? The production of a video does not begin by lighting the cameras, but by planning a libretto, as we learned in our Spanish or literature classes in our basic school, when we talked about beginning, knot and outcome.

As soon as you have the answer, divide your message into several main ideas and start designing a booklet that has rhythm between them, through stories, stories and messages and that is not limited to reading a text. Start at the knot to ensure your audience is asking about the beginning and ending - and do not stop the video - and for each idea, repeat this process.

Second. Not only sound, lights and camera are important.
If so, to tell a story, the big producers would not invest in studies, effects, soundtracks and production technique.

Remember that in each frame of 16: 9 there is a lot of space with which you can interact. With 2D and 3D animation techniques or simply adding layers in postproduction, you can experiment with your environment. Using this type of resources can help you to be more forceful with your message and to convey it better.

Music and sound effects are not only for television and film, they help to keep the attention of your audience, to involve feelings and emotions and to ensure better the appropriation of your message.

Finally, the cameras. These were not only made to leave them on a tripod and use them to play with the zoom and tilt and pan movements. The movements of the traveling and rotating camera change the perspective of the user. The game with the depth of field of the diaphragm, as well as the experimentation with the focus of the lenses, brings more information and stimuli to the brain achieving greater effectiveness and keeping the attention centered in the message.

Beyond postproduction
In a time when companies must seek to innovate in their training and commercial training processes, strengthening their service-oriented skills and closing sales of their staff, video can become the best ally to achieve these goals.

The benefits of corporate video online are enormous, from the cost savings of transportation and logistics in business meetings, modernization of communication channels of senior management, improvement in staff upgrading processes in highly regulated sectors, optimization of strategies for the distribution and management of knowledge and induction programs, to the simple fact of increasing the internal participation in the activities of companies.

For this, it is convenient not only to find a narrative identity, a good storytelling and the use of an appropriate technique of production and postproduction, but also have an online video platform that is adaptable to the needs of the organization.

The natural evolution of digital communication tools aimed at improving the user experience, and particularly those related to training, already allow digital interactive mechanisms of gamification, tracking, quizes and all those objects of learning that children often play even on paper.

The corporate use of the video will continue to expand. Regardless of the industry, you can find on the Internet hundreds of video use cases in companies of any type and of all sizes. Search, compare, and identify strategies that you can easily tailor in your organization.

Only you have to keep in mind, when you start a strategy of this type, it will always be more expensive to make a bad video than a good one, because its true value and return is on who will see it.

* Juan Pablo Morales Sarmiento is the CEO of NuevosMedios, you can contact him through his Twitter account @JuanPMoralesS

Richard St.
Author: Richard St.
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.



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