While the fact that viewers are craving so many different types of videos nowadays is great and exciting news for videomakers and marketers everywhere, it does present somewhat of an issue.
Because no matter what type of video you’re making to connect with the people you’re trying to connect with, it needs to speak with your voice. All the video content you create must carry your identity in some way, or you could risk confusing or losing viewers.
We’ve been in video production in NY and NJ for a long time, so we know full well the challenge that weaving your voice and identity into every video you create can be, but trust us, it’s a must. Read on for a few tips.
Do you know who you are?
If you’ve been creating videos for some time and have had some success, then you’ve probably defined your identity pretty firmly. After all, it’s a big part of gaining and cultivating a viewership.
If you haven’t had much success or you’re new to the entire process, though, and haven’t really decided who you are nor how, exactly, you want to present yourself to the people you’re trying to reach, then you may want to hold off on jumping right into the video production phase.
There’s a good chance that you’ll just end up spinning your wheels if you start creating videos without first deciding on the voice and tone you’d like them all to have. So, how do you find your identity and voice?
Well, it obviously depends on who you are or your particular goals, but thinking of your business or brand as a person is always a good place to start. That way, you can start to identify the traits and core values that make up your or your brand’s personality or culture.
Once you have a good idea of your personality and tone, though, your work isn’t done. Remember, it’s not just yourself you need to worry about, so it’s always a good idea to then learn as much as you can about the viewers you’re trying to reach so that you can see which of your identifying traits and values will resonate with them most.
It’s usually best to try to get it down to 4-5 words to keep things clear and simple, but the point is that you can’t begin to weave a consistent identity and voice into your videos until you know what that identity is and what that voice should sound like. For some more tips, check out this great post from the Content Marketing Institute, 5 Easy Steps to Define and Use Your Brand Voice.
Make a checklist.
While your identity and voice should operate as the foundation of all the content you create, it can be difficult to figure out how, exactly, to weave those elements into your content, each and every time, which is where a proper checklist comes into play.
Video production is an involved and collaborative process with a lot of moving parts, and it can be easy to get caught up in it all and miss an opportunity here and there to further weave your identity and voice into your video.
So, make a list of all the possible areas and elements of your video on which you could put your own person stamp as early on in the process as possible. Starting from the earliest concept development stages, you should be looking for ways to lend your content your distinct voice.
It could be a particular story that enhances or ties in with your identity, the colors you choose to feature, the type of text you use to help guide viewers through your video, a certain cinematographic style or post-production effect, etc.
The point is that there are so many ways to give your videos your voice throughout the entire production process that it can become overwhelming, and the last thing you want to do is to miss the perfect opportunity.
Allow your voice to change.
Now, while achieving a consistent voice and identity throughout all the videos you make is absolutely essential to building meaningful relationships with your viewers, you don’t want to get bogged down by your own standards and parameters.
As veteran NY / NJ video production pros, we know how much this industry, as well as the viewers we’re all trying to reach, evolve and change over time. It’s just the nature of the tools and platforms we use and the content we create.
That’s why it’s so important that you also allow your own identity and voice to evolve and change over time too. That way, you can continue to keep your video content consistent while doing it in a way that still connects with your viewers.
How? Well, again, it depends on what you do, your specific objectives, and the viewers you’re trying to reach, but no matter what, you need to schedule times to periodically sit down with the people you’re making your videos with or the video production company you’re working with.
As always, you need to then review the performance of your videos, but particularly how your defined identity and voice can be adjusted, and how you can alter the ways you tie it into your video content.
Don’t waste your time.
The bottom line is that ensuring that your videos have a consistent tone and voice will not only help to keep things clear and simple to viewers but also to make you look more professional and to build trust with viewers.
And if your videos don’t have a consistent voice, you or your brand could appear disjointed, or worse. They could confuse viewers or leave them with no notion of the fact that they’ve watched multiple videos created by the same people.
Remember, while informing and entertaining are key to your video success these days, that’s not all it takes. After all, the viewers need to know who you are and why you’re trying to connect with them, or it’s all been for nothing.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.