Whether you’re new to video production or you’ve been at it for a while, chances are that you’ve heard the phrase, “Show, don’t tell,” at least a few times by now, if not a whole lot. That’s because it’s good advice. In fact, it’s great advice, and not always as obvious nor simple as it sounds.
After all, film and video offer more than solely visual possibilities when it comes to telling your story, and it can be tempting to lean on some of those other aspects and elements of the process. Sometimes, it’s just easier to have a subject or character simply come out and say what you want to get across.
When people who aren’t so familiar with film and video production think about a “cool shot,” it’s usually eye-popping lighting or some type of sweeping camera movement that comes to mind, and that makes sense. After all, those types of things tend to be pretty flashy and, when used correctly, they can leave quite the mark on the viewer.
However, that doesn’t mean that you need accomplish some type of epic camera move to achieve a “cool shot.” In fact, some of the “coolest” shots ever committed to film owe their entire impact to the way they were composed rather than any type of movement, and you may be surprised at just how much can be accomplished solely through framing.
It’s no secret that creating successful video content isn’t just about achieving a high level of quality and being remembered anymore. It’s not that you shouldn’t still be aiming to do those things, but just that the audience has a lot more say now. Videos also need to be relevant and interesting to the specific viewers they reach.
That is, if you want those viewers to not only click that play button and watch your video in its entirety, but to then also feel compelled to share it. And make no mistake, that should be right at the top of your list of hopes and expectations, no matter what type of video production you’re planning.
When Mastercard’s global chief marketing and communications officer, Raja Rajamannar, recently spoke about the brand’s shift in focus from storytelling to story-making, it was eye-opening to some, but it sounded like more of the same to many video production vets and others at first glance. After all, most understand the value of creating genuinely relatable content by now rather than simply talking about ourselves all the time.
However, at a closer look, it’s clear that he’s saying much more than that. Think about it, a giant brand like Mastercard wouldn’t be refocusing their efforts without good reason, and the primary one is the fact that people crave experiences more than they do things these days.
These days, it’s all about being in the moment and passing on the experience in real time. Whether you’re talking about live-streaming video or Snapchat, people are showing a real love for real-time experiences, so it really wasn’t much of a surprise when Instagram introduced their Stories feature not too long ago, which is essentially just a slideshow of temporary videos and/or photos.
After all, almost every major social platform has made some types of changes to better cater to this kind of instant content and Instagram’s Stories feature is proving to be a pretty awesome way for brands, marketers, etc., to entice new people and followers to watch and engage with their content on the platform.
Now that we’ve reached a point at which most people understand how much video production and marketing can help them and are trying to either get into into it or getter better at it, how you go about tracking and measuring the performance of your video content is more important than ever.
The good news is that as video becomes more and more popular, the tools and technologies to measure its effectiveness will only get better and better, but the bad news is that all that advancement will require a lot of growing on your part. You’ll have to continue to use these tools and the data they yield in the best ways possible for your primary goals and mission.