- Choose the Right Hardware--While you'll still get the best results from a proper video camera (models by Sony, Canon, Panasonic, etc.), budget camcorders such as the MinoHD, Bloggie, Picsio and Vado HD can all produce perfectly web-worthy results, too. Whichever route you choose, the key is to pick a model that shoots at 720p minimum (high-definition) and--as in the case of our favorite model, Kodak's Zi8--offers an external microphone input. Ideally, you'll want a unit that supports expandable SD memory cards or external archival solutions as well, allowing you to store more hours of footage in any sitting. It's also important to go hands-on with all options before buying to gauge the capability of extras such as low-light filming performance, image stabilization, color clarity and battery life. If you're not technically inclined, you'll want to look at a device that offers ready one-touch uploads to video aggregation services like YouTube.
- Pick Your Battles--You can't please everyone, as the saying goes, or create much noise in a crowded room, for that matter. So before filming the first frame, make certain you've got a clear idea of the topic you'd like to cover, and determine the angle you'll take to differentiate your viewpoint from the thousands already cluttering up cyberspace. (As a simple litmus test, just ask yourself: "If I'm an everyday viewer browsing for information on social networking, cloud computing or web hosting services, what's to make my idea stand out among countless others cluttering virtual shelves?") Also consider what form the video should take: news byte, expert interview, testimonials reel, making-of clip, behind-the-scenes documentary, comedic skit, etcÖ The options here are literally infinite, offering little excuse to skimp on originality. To succeed with video programming (or any content, really, these days), never forget: You need to take a singular, unique approach that instantly makes your program pop off the screen and be memorable in viewers' minds as a result.
- Take a Stance--Video's greatest strength is arguably the sense of empathy and familiarity it creates between viewers and on-screen individuals. So don't be coy--get out there and make your opinion heard. Mind you, this doesn't mean you have to be rude, obnoxious or controversial--just engaging enough to catch someone's ear and convey your own unique sense of personality. It isn't just about connecting with an audience, or more effectively getting a point across. It also comes down to establishing a point of view that others can discuss, debate and/or galvanize behind. If all you're saying is what's on the teleprompter, or something audiences can get from dozens of other media outlets, what's to make you intriguing or noteworthy? Positive, negative, completely off the wallÖ pick a perspective, and run with it. After all, why should anyone bother tuning in and listening if you're not speaking up and saying something of interest?
- Grab Viewers' Attention--Between constant interruptions from social networks, buzzing BlackBerrys and everyday work and life happenings, audiences' spare time is shorter and attention span more divided than ever. So if you don't excite or engage them in the first 5 to 15 seconds, maybe it's time to rethink your approach. The opening seconds of any video should be brisk, arresting and straight to the point, delivering both the program's key message upfront as well as a taste of what's to come. To this extent, exciting teaser shots, tempting hooks and energetic personalities can all work wonders, as can the promise of must-see testimonials, lessons and viewpoints. Translation: Go big upfront or go home, and don't slack off on the back end either, as failure to maintain a sense of pacing or excitement quickly leads to viewer fatigue and attrition. If this means making clips shorter (we've found 90 seconds to three minutes to be an ideal length for short-form Web content), so be it. The key is always to say more with less, be it pictures or cutting insights.
- Don't Overdo It--You don't need glossy production values, high-concept setups or fancy editing tricks to engage audiences on the web, where a more raw, more organic form of dialogue is encouraged. That doesn't mean you should skimp on quality--nothing shatters suspension of disbelief or takes a viewer out of the experience quicker than poor audio, worse lightning or a bevy of other technical hiccups. Scenarios and subjects should seem naturally compelling. Likewise, dialogue should feel normal and off-the-cuff--the same way it would when talking to friends, colleagues or associates in real life. Not only are today's audiences smarter, better informed and more empowered than ever--they're also more likely to not identify with quips which come off as too canned, or spray-tanned hosts who hope to substitute slick talk for substance. Ultimately, what you're simply trying to do is package and present an intriguing product that speaks to others in a language they can understand. And--especially for more informal items like brief hands-on product demos, event-based coverage, video blogs and office tours--that doesn't mean having to dress everything up with fancy scripts, snazzy animations or mind-blowing 3-D special effects.
- Keep the Message Simple--Too many video campaigns, even those multimillion-dollar Super Bowl ads, forget the cardinal rule: Keep it simple, stupid. It pays to establish very quickly upfront what the core message point (or multiple unique selling points) you're trying to make are. Subsequent imagery and commentary, though being informative and entertaining where appropriate, should simply serve to reinforce these highlights. An easy way to stay on track: Pick one to three key bullet point messages you'd like to get across before beginning, and use them as a guidepost throughout production. Just be careful not to err on the side of repetition, which gets monotonous--or, for that matter, surprise, humor or excitement, the trap too many high-concept productions fall into.
- Focus on Value Creation--Ask yourself: What's your time worth? Because that's the same question viewers ask themselves, whether knowingly or not, every time they decide to tune into a video program, or tune it out in favor of getting work done or spending time with their family and friends instead. As such, it's essential that--if you're going to ask someone for a chunk of their day or, tougher still, to actively take action and reach into their wallet--you offer something of meaningful value as part of the trade-off. Simple ways of doing so include, but aren't limited to, offering educational content (e.g., through an expert how-to), exclusive access (e.g., a one-on-one Q&A with a sought-after speaker), or a unique perspective (say, a noteworthy pundit's view of why the latest trend is secretly a nonstarter). Think about what has real worth to your viewer, and provide it--only then have you earned the right to ask for something in exchange.
- Don't Be Afraid to Laugh--Transparency can be a tricky subject for many businesses keen to sell a particular product or service. Push something too overtly, and viewers tune it out. Take too soft an approach and you risk them not making the connection or identifying with your brand. Sometimes, bridging the gap can be as easy as saying "we're here for a reason, you're here for a reason, so let's not be shy about it." To this extent, breaking the fourth wall and either speaking directly to the viewer or letting them know you're aware of the irony of the situation can help bridge the gap. Just be careful to use the technique sparingly, as it won't fit all scenarios, and not to lean too self-ironic, or your risk damaging the credibility of yourself and your wares.
- Include a Call to Action--Any video can act as a simple branding exercise, serving to raise the profile of you or your business. But those intended to generate a measurable audience reaction need to ask viewers to take an actionable step in order to generate one. This call to action can take the form of a simple web link (visit now to cast your vote!), request for viewer feedback (e-mail us your questions, and we'll answer them in our next episode), dial-in number (call now; the first 100 viewers will get a special bonus gift), or any number of forms. For example, one of the most interesting viral programs in recent memory involved players choosing which character would be a video game's official spokesman by "voting" with their clicks every time they chose to view a clip or passed links to do so along to friends. The lesson here: Creativity pays, but interactivity is more important still--if you want to derive real value from your videos, repeat as follows: Passive viewing is a thing of the past.
- Spread the Word--Videos can certainly snowball and become huge hits through word-of-mouth channels (yes, we've all seen "Evolution of Dance"). But to get to that point, they first need to reach critical mass. You can improve chances of videos generating mass awareness by placing them on many popular portals such as YouTube, Metacafe, Vimeo and Viddler. More important still, though: Make sure they're not only readily embeddable on blogs and web pages, but also fully supported via press releases, social media mentions and other public relations tools that help spread the word that they're available. Oh, and don't be offended if you don't score the next "Chocolate Rain" on your first try--there's a lot of competition out there. Inside tip: It always helps if you keep videos "evergreen" by not tying them to specific dates, products or topical events. That way, they never seem dated and are ready to re-promote as soon as data theft, social networking or other featured topics become en vogue again.
Technology expert Scott Steinberg is the CEO of high-tech consulting and video content production firm TechSavvy, and a celebrated gadget guru and video game expert who's both hosted and produced his own Web series and served as an on-air personality for ABC, CBS, CNN and more.
-Scott Steinberg
