Since this blogger has remained an outspoken advocate of using video to extend a message since, well, since soon after this blog launched 8 years ago, today's very-nicely written piece courtesy of Kate Murphy, New York Times deserves a hat's off. For marcom czars advising wing-tip clients (and entrepreneurs), here are the take-aways for those who have embraced video messaging..but may not be doing it just right.
Caveat-the article is geared towards those who hope to create a viral effect after uploading their elements to YouTube. But the take-aways below should be equally useful to those creating corporate sizzles..
It boils down to narcissism. If you’re an aspiring video blogger,
remember, it’s not about you, it’s about who is watching you. Be
conscious and considerate of your audience and its needs, rather than
getting mired in your own egotism or insecurity. (It’s good advice for
life but essential to making quality video.)
Of course you want to have a decent camera. “If you have an iPhone or Android phone, you pretty much do,” said Eddie Codel,
a video consultant in San Francisco, who produces content mostly for
corporate clients. A hand-held video camera is nice and offers more
features and flexibility, but your smartphone is fine. The only additional equipment you might consider is a separate lavaliere or lapel microphone ($100-$200) for clearer audio. And if there isn’t enough ambient light to illuminate your face, spring for a clamp lamp
($10-$20) that you can find at most hardware stores. No one wants to
watch you talking in the dark like someone in a witness protection
program. For a flattering glow, Mr. Codel suggested putting wax paper in
front of the lamp to diffuse the light.
If you can’t communicate in an interesting, entertaining, energetic way —
I don’t care how much education you have, how brilliant you are, how
many degrees you have — it’s going to be painful to watch you,” said Karen Melamed, a television producer and online video consultant in Los Angeles. “Dr. Phil is not on TV because he’s the best therapist in the world, and Paula Deen is not the best chef in the world. They are good performers.”
