Last week I was working on a video presentation training day with Word Up Communications for a bright young company called GetFullyFurnished.com.
They are about to expand into the retail market with a new website selling lots of lovely furniture and furnishings. They want the website to do more than just sell and are planning lots of features including using video.
They learnt a huge amount about video presentation during the day and improved tremendously. Mairi from WordUp worked with them to see what styles would suit them best and showing them how to present themselves in the best way.
In the last week I’ve also been involved in a discussion on LinkedIn about video presentation style. Someone was asking if people preferred Straight to Camera or the Off Camera interview style for business marketing videos. I believe this very much depends on the style of the video and who is presenting.
When people are inexperienced, I often use the off camera interview style and then choose the relevant clips to create a narrative for the video. People feel more like they are having a conversation and it helps reduce the impact of the scary camera. This works well for videos to tell you more about a company and also for case studies. Done well, it still has impact and this is the technique we used for Fission Creative earlier this year.
This style can also be modified to have the subject answering questions, but looking straight down the lens, which is good for someone telling their own story. We used this recently for a case study for Turning Point Scotland following Scott as he revisited the services that had helped him in his recovery. We’d worked with Scott before, so he’d become more confident with video presentation.
Now we come to presenting to camera, to make that direct connection with the viewer and get your message across. We all watch TV and it doesn’t look that hard, does it? Well it is. I’ve seen some awful examples where people with little or no experience present their own videos and really, they were toe curling! It’s a skill that you have to learn, unless you are very lucky. One famous sportsperson, who now presents on TV, had a year of dry runs before they were allowed to present to the nation. Most people don’t have that chance.
If you really want to do this, then you will probably need time, training (as mentioned above) and lots of practice. Or…..hire in talent, but then you will have someone that doesn’t work for your business, representing it.
I’ll finish with video from someone who hadn’t done any video presentation. Rob Beer sells vacuum cleaner bags online and we made some HowTo videos for his company website. Admittedly, this isn’t a video with a direct message, but I think that he did a pretty good job…see what you think. https://www.vacuumcleanerbags.co.uk/Videos.html