The options offered by the video to entertain are endless. Use animated graphics, chroma key, music and even virtual reality. Plan your planimetry and work on a simple script in your corporate videos.

By Juan Pablo Morales

Some organizations make the decision to use video as a communication tool, without first asking themselves the reason why they want and why they should do it. If your main motivation is because the competition is doing it or because the shift manager would like it, I recommend that you stop and think objectively.

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The use of video is not bad, on the contrary, it is one of the best known communication methods. What is bad is not planning it objectively.

Just a few weeks ago I had the opportunity to be at the forefront of live online video strategies of two of the most important events in Colombia, of which I ratified a hypothesis: If content is offered, differentiated, entertaining, that exceeds the line of the simple information and that gives a true value to the user, the impact on the audience will be higher and its potential for monetization and return will be increased.

Making content of value
With the following rules, your content will surely have a greater impact:

Entertain. Have you ever wondered the real reason why there are presenters on the news? Are they the ones producing the news? Would not it be better to pass one after another, each one of the reports, chronicles or notes made by journalists, special correspondents or correspondents?

The presenters are those characters that must entertain, hook, must find the argument by which a user wants to consume the content. They are the link that makes the medium effective. In the corporate video is not different, the features of their faces, the look, their eyes, make your audience more attentive and managed to be retained more effectively. I recommend that preferably for your corporate videos look for someone who performs this activity.

One of the reasons why an event such as the visit of Pope Francis was one of the highest digital consumption in the history of the country, is because it offered variety, dynamism and a permanent change. In variety is pleasure, and in this, entertainment. The dynamics and rhythm of the narrative in your video is fundamental. Reduce the lines, do the simple things, that way they work better.

For a construction company, the impact that a corporate video that shows the finishes, materials, colors and areas of a property, with another that tells the story of that community of the elderly or of that old man in it, is different. find company, security, comfort and quality of life, living in a complex designed for it. Telling stories is a great way to entertain and also to sell.

The options offered by the video to entertain are endless. Use animated graphics, chroma key, music and even virtual reality. Plan your planimetry and work in a simple script.

Educate. Offer content that is useful in the life of your audience. Nobody installs an application on their mobile phone if it does not have a tangible benefit. The art of educating is as simple as transferring a new knowledge or skill to someone, and always remember that the human being likes to learn.

Always focus on delivering useful, new, relevant and practical information. Like that YouTuber that makes tutorials or who has an unboxing channel.

Communication strategy Against viruses, the vaccine. If you think your video is going to go viral, I recommend that you do not waste your time producing it. Social networks have algorithms that force the content to be viralized. No matter how liquid your message is and however organic you want your growth to be, if you do not execute a communication strategy, you will not achieve an optimal result. A vaccine, on the contrary to the virus, is planned, organized, distributed and applied; and if we want it to have the same coverage as the virus, it must work on it.

For this, invest in advertising on the social networks where your audience is, look for the influencers with the greatest impact in your community, call your users through mailing services and repeat everything over and over again with the same frequency. If you are going to do it only once, do not do it.

For a channel, gaining a rating in a strip takes time, it is a task that requires communication strategy, consistency in programming, patience and focus. For your digital videos there is nothing different. Persist

Take care of the technique. Nothing more frustrating than a video with audio problems. If it were not so, the silent cinema would have been imposed on the world even to the present. Not to mention intensity and decibels in a technical way, just make sure you listen well to your video with the volume of your player in the 50%.

On the other hand, light. Everyone knows that the secret of photography is in the management of lighting, but we still make simple mistakes like recording with the sun in the background and seeing only black silhouettes.

Take care of all the technical aspects.

Live streaming
Sometimes I wonder if those who hire live streaming corporate services really understand what it's for. If you do it by following the example of your competition, check how many are looking at it.

There are three basic elements that make a live streaming relevant: Interactivity, Imperativeness and Urgency.

Interactivity is one of the bondages that a live broadcast can provide, allowing for an exchange of messages between the audience and the broadcaster. The use of chat channels and social networks to generate this type of conversations makes the engagement of the public is greater and participation is democratic.

The imperativeness corresponds to those arguments that make the message be delivered to an audience immediately. This is the case of shareholders' meetings, government reports, news, concerts or conferences that have a determined mass impact and that are pertinent to be delivered live.

The urgency, on the other hand, is the reason why a delayed football match, of which the result is previously known, will never be as successful as the one that has been broadcast live. If the audience loses this live content, a moment that changes a story is lost.

If you are not sure if you meet one of these three basic elements, evaluate the option of having a good audiovisual record, an appropriate edition and then publish your On Demand event.

If your competition is making bad videos, my only suggestion is that you do not do the same. Do not worry. Surely only you are seeing them. Remember that making a bad video surely costs much more than making a good one.

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

Richard St.
Author: Richard St.
Editor
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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