In the wrong hands, video production can quickly go awry, and rather than communicate a clear, effective message, bad videos confuse the viewer, distract from the message, and hurt your appeal. Many of these bad trends are the result of complicating videos that should be simple. Unnecessary transitions, green-screen overload, odd angles—these styles trend because video producers think they need to copy techniques they see, no matter if it’s a good choice for that particular video or not. So, especially if you’re just getting started with video, we’ll help identify some of these pitfalls and how to avoid them.
Unnecessary Effects
Yes, utilizing unique technology can lead to great videos. No, you shouldn’t use green screens for every video, and you should be leery of any trend that’s based on strange effects. You’ve probably seen the videos where all colors are black and white except one color—typically the brand color. Notice that you pay more attention to the effects being used than the actual message. Throw in kinetic typography on this list, too. They might look cool when they’re produced using famous dialogue from Hollywood blockbusters, but that doesn’t mean it’s the right effect for your product video. The message should come first, the effects should support the message, and you shouldn’t use effects just because you have the capability. You just might find yourself wishing you had some of that time or money back after realizing that
Unnecessary Transitions
Whoa tiger, step away from the free
video editing software that came with your Macbook. You should avoid the “star wipe” and other transitional techniques that draw attention to themselves. You’ve seen the cheesy PowerPoint presentations that employ this kind of device, and they can distract or, worse, annoy the viewer. Keep it simple. Notice when you watch TV programs or movies that most cuts are jumpcuts, that is just simple cuts from one scene to the next. Let the video do the communicating, not the transitions in between.
Changing Angles
When you’re conducting an interview with video, pick an angle and stick to it. Recently, I’ve seen several videos with interviews that shift angles, back and forth between the interviewee looking into the camera lens in one angle and off to the left or right in another, and, like unnecessary transitions and effects, these changes distract the viewer from the message. Instead, do your best to stay consistent. Use the camera angle with the subject looking directly into the lens for a more engaging video, for serious messages, or for a video in which you want the viewer to really connect with the person on camera. Use the camera angle with the subject looking off to the left or right of the camera for a more “behind the scenes” feel, as if the viewer was getting to sit in on a conversation between two other subjects.
The Prison Cell Interview
Yes, Apple commercials look great, especially this one featuring Jeff Goldblum slowed down to half speed. The pristine, white infinite background compliments their brand’s style and image. But they didn’t achieve that look and feel by using a white painted wall in their office conference room. When interviewing, avoid putting the interviewee directly against a wall. No amount of adjusting the angle or closing your eyes and wishing it would look like an Apple commercial will make this okay. When your subject is up against a wall, she creates strange shadows and can make the viewer feel like the video is an interrogation rather than an interview.
Camera Shy CEOs
Not everyone in your company will be good interviewees—including your CEO. Just because another company’s CEO, or sales rep, or anyone else looks and sounds great in their video doesn’t automatically mean that your colleague will fair as well. Whereas they might be great at public speaking or normal conversation, video might intimidate them, so feel free to interview a lot of different people and pick those who are most natural on screen. Is there someone in your organization that could benefit from a little camera-ready training? Send us a message and we’ll hook you up.
Keep it simple, and always prioritize the message of the video over any trend.
They say imitation is the highest form of flattery. It’s also a great way to risk ruining your video if you’re not careful.