Here at Pollen, we’ve had the pleasure of working with 100’s of purpose-driven entrepreneurs and I can honestly say that all of our clients have a compelling story to share with the world. What better way to connect with your audience than creating a personal, relevant and informative video!
Video is one of the fastest and most impactful ways to cut through the clutter of search engines and social sites to help you get found, share your message, and then have a user take action.
Sometimes entrepreneurs try to avoid participating in a video because they:
- Feel awkward in front of a camera
- Don’t know exactly what they are going to say
- Don’t necessarily understand the process
- Are afraid they will need to memorize their lines
- Have a face made for radio (just kidding)
Well, let’s break it down so you can understand exactly what it takes to feel confident and excited about getting in front of the lens without feeling the stress and anxiety of Leo’s bear-attack scene from the revenant.
Define the Purpose:
One of the most important aspects of creating an effective narrative video is to actually understand the PURPOSE of the video. After we understand the purpose of the video – and depending on the nature of the project – we will most likely schedule a call with our copywriter to go over the objectives and have a conversation to make sure we can draw up a script or guideline that will cover all of the key talking points.
Planning is Critical:
Just like any creative project, planning is the most important stage. We at Pollen take pride in working closely with our clients to properly plan out all video nuances. Some of these elements include:
- Travel & Location
- Stock Footage
- Output/File Specs
Define a CTA:
Sometimes starting with the end of the video helps us create a solid game-plan for how it should unfold. The end of the video will mostly likely have some kind of CTA (call-to-action). The CTA will communicate a message that you’d like your audience to follow. For example – After watching this video, you would like your audience to:
- Check out your website
- Sign up for an event
- Share the video on social media
- Pick up the phone and call
- Forward to a Friend
Process and Filming:
We always ask our subjects to read over the script to familiarize themselves with the content as much as possible. The script does not need to be spoken verbatim – it’s simply a safety net in case we need to revert back to it at times.
Some people are born to be in front of a camera but for all the rest of us purpose-first entrepreneurs who get butterflies, we’ll show you how to fake it til ya’ make It!
Memorizing is a Myth:
Let’s be honest, most of us haven’t had professional acting lessons or experience in front of a camera, so to account for the learning curve, we have a few tricks that will make you look like a pro.
You DO NOT need to memorize 2-3 minutes of content to make an effective video. Did you know that most narrative videos only show the subject talking 2-3 times for a duration of about 4 seconds each?! Unless of course the director doesn’t have any B-roll or motion graphics to overlay on top of the narrative… then your sh*t out of luck. Good thing we planned for that in the beginning 😉
For those who would prefer to read from a script, we would have you memorize 1 line in the beginning, 1 line in the middle, and 1 line to close-out the video. We’ll record these memorized lines looking at the camera to give the impression that you’re looking into the lens the whole time, but then we’ll overlay the rest of the dialogue with B-roll footage.
Working from a Highly Visual Script:
We design the paper script to appear much larger than a normal document – displaying the words to be big and legible for easy reading. We also change the color of different sentences to highlight lines that require you to look at the camera or other directives.
We Cut… and Cut… and Cut until it’s perfect:
You do not have to get it right in one shot. We ultimately cut up the narrative as many times as we need to make it work; so starting and stopping is totally fine! We take our time, keep it loose, and make sure everyone is comfortable as we work our way through the script.
Back At The Studio…
Now the pressure is on us – you can sit back and relax while we mix up all the ingredients and bake you a video. Production starts by processing the footage and building out the storyline. We cut up the narrative and adjust the audio tracks to appear as seamless as possible. We will then apply all of the B-roll or stock footage to the corresponding sections of the video that match the topics that our subject is talking about.
Final touches will be made to the narrative-audio, music selection, motion-graphic title slides, intros and CTAs. We will then render out the video to the specified format that was defined in the planning stages; and you will have yourself a beautiful digital story to share with your friends, family, fans and future customers!
Are You Interested in Getting a Video Made?
Click Reply and Let’s Chat!
Joey Rosa and the Pollen Brands team