Web Video – Can I have one of those please? (Part 3 of 3)

What Sort of Video?

There are many types of video and deciding what sort to choose can seem daunting. You can, for instance, pay someone to script a little drama for you, but beware, these playlets often end up looking indescribably naff unless you can afford real TV writers and good professional actors. Or you can produce the traditional corporate promo and wow them with a sales pitch, caress them with that cheesy music, impress them with special effects. However, this is exactly the sort of approach that so often fails the “So What!” test. Alternatively you can make a little documentary – This is a simple (and therefore less expensive) approach but can be extremely effective. This involves Interviewing the key players, the stakeholders – the Widget people, the designer, the project manager, the existing customer and letting them tell the story, in their own un-scripted words. A good interviewer will get the best out of people and the producer (often the same person) will be able to edit all this together in a way that tells your story with a beginning middle and end. It can still be short – you can get a lot of information across very quickly using this approach. (you can always link to a longer version elsewhere if you really want to tell a more in depth story).

How Much? If you ask most producers how much to make a video they’ll say “how long is a piece of string”. Cost is a notoriously elastic concept in the world of arty farty film production. But it doesn’t have to be. If you have a clear idea of what it is you want, then any production company worth its salt will be able to produce a budget that you can all stick to. You can make professional video for around £500 or you can easily pay £50,000. It really depends on the style and scope of the project – a multi location shoot with writers and actors could costs tens of thousands of pounds, a 5 minute documentary can be achieved for less than £2000 and still look thoroughly professional.

Why are we doing this?

What is the real value of video on the web? Well it beats reading for most web surfers, it keeps people on your site much longer and it can be an extremely efficient way of conveying information in a compelling and memorable form. Google also loves video, so it helps to make your site easier to find. But remember, content is king, you must tell a story and you must do it in a way appropriate to your audience. If you and your video producers are clear about this you shouldn’t go far wrong.

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