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The Importance of Subtlety in Video Production

On 07, Jan 2014 | In Our Blog | By admin

Avoid the hard sell

Avoid the hard sell

 Video has the benefit of having not only the video element but also the use of music,  voice over and text to convey your message. The secret is to use the right mix of these  elements. Without the right mix your viewers will feel like they are being given the hard  sell, they won’t convert into a subscriber or website visit and your brand will suffer, the  exact opposite of what video is supposed to do for your business.

 It is very easy in video production to look to the voice over or on screen text to convey all  the information; using the visual element only to re-enforce what the viewer is being told.  When doing this it is easy to forget the subtle nuances of the visual such as the use of  colour, framing and camera movement as well neglecting a story element. A story  element, no matter how subtle, will often subconsciously keep the viewer watching; they want to know how this story ends whether they realise it or not.

Bombarding the viewer with information can actually detract from the message you want to get across. For example you don’t have to shout “WE ARE FRIENDLY AND HAVE GREAT CUSTOMER SERVICE” when instead you can just show a customer being welcomed by one of your staff. Simplicity is often the key, instead of telling the viewer your company is friendly you demonstrate the point. They don’t feel like they have been TOLD a message when in actual fact they received the exact message you wanted to deliver.

 

Using subtlety to deliver the correct message in video can be tricky, it is an art. The wrong mix of hard sell, incorrect use of humour or music and bad pace of editing can make for a terrible video and poor ROI.

 

However, when done correctly, video is an incredibly powerful tool.

-Dan

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