A mentor of mine used to quote the adage by Stephen Covey, “The main thing is to keep the main thing the main thing.” It has often reminded me to focus on what is most important in life and in the things I put my head and hands to accomplishing. It’s no different when it comes to video. It should connect with the video viewer. And if it’s not, what’s the point? Which is why today we’re talking how to connect with your video audience, and see the benefits for your brand.
CUT IT OUT, BABY!
In Robert McKee’s book “Story” about screenwriting, he says, “When talented people write badly, it’s generally for one of two reasons: either they’re blinded by an idea they feel compelled to prove or they’re driven by an emotion they must express. When talented people write well, it is generally for this reason: they’re moved by a desire to touch the audience.” In other words, they write for their video viewer.
When people bring their preconceived ‘must haves’ into the mix, and prioritize them above connecting with clients, they usually end up being extremely counterproductive. Of course in business, we do have something we want said, but that often can be said in so many different ways. Never get caught up in something too specific if it is distracting from the message or objective at hand.
The best editors and producers in the business know when to cut something. Even if it’s the most beautifully shot clip, the most amazing photo, or best line you’ve ever heard. If it is taking away from the overall power of your video or marketing piece, lose it and do it fast, before you forget what you were trying to say in the first place.
Wrap it Up
There seems to be a divide in the communications world: those who place their ‘art’ above what their audience can understand vs. those who are so boxed in, they never actually breathe in the true making of something great. Subconsciously, your viewers expect certain things to happen in your video. Imagine if instead of a proper close to your short “explainer” video, it just suddenly stopped with no real closure. Odd, right? Well, it’s been done more than you think.
Your viewers expect a wrap-up, an ending whether they realize it or not. And they expect an opening that ‘grabs’ them. Plus, a concise middle that feeds them enough to stick around for that “closer” we mentioned. It’s called story, a concept that’s been around as long as time itself.
After all, it’s not just content we want or COPY; it’s a moment. A moment, whether 10 seconds or 3 minutes, that takes us to a place of satisfaction in our viewing.
And then we close – endeavoring to leave the viewer with the final thought or sentiment towards which we directed them.
Get Feedback
It’s tough for anyone to listen to feedback. But the best learners are the best producers, hands down.
When was the last time you actually asked for honest feedback from your clients (and not just on a scale of 1 to 10)? Instead, asking actual questions like:
- “What did you like most/least about the video?”
- “Did this make you feel a certain way when you watched the piece?”
- “Was it interesting?”
Feedback allows us not only to know what people preferred as our audience but also helps us define and hone in on what we actually like or think. It sharpens us.
So, engage with your video viewers, and listen to what they have to say. After all, if you want to build long-term relationships with them via your video creation, you better make video that will speak to them (not just you).