Using video in PR campaigns is nothing new, but with equipment coming down in price and up in quality, professional looking video is possible on a small budget. I believe that this is one reason that there has been a huge surge in the amount of branded video content that is currently populating many websites and social media channels.
So, how do you ensure that your PR video does not get lost in the 300 hours of video content that is uploaded every minute (and that’s just on YouTube!)? In my experience, PR videos that have high production value will get greater audience engagement than those without. However, it is not just as easy as filming some brilliant shots or using an interesting editing technique, you have to ensure that what is used will resonate with the intended audience.
Nowadays an audience’s attention span is extremely short. Due to touch screen technology, all a bored viewer has to do is swipe the screen and they are then watching a different piece of content. Not what the PR industry wants!
Therefore, it is really important that you grab the audience’s attention in the first few seconds; it is equally important to keep the interest up throughout the video so that they see the all-important, call to action.
In this blog, I am going to look at some visual techniques that we use to keep the audience engaged.
The jib is a bigger piece of equipment but it offers a greater range of movement. One of my favourite uses of it is to get some extra height on the shot. In our video that we made for the National Lottery we used the jib to get a top shot of the crowd of people attempting to break a world record. This would have been impossible without the jib!
Multi camera shoots
Start the film with the best shots
Add some effects