9 tips to shoot more compelling videos

Don’t let this happen to you.

When communicators prepare to create videos, the first impulse is often to gather all the top executives, sit them down in a conference room, and capture them talking about the organization’s work.

Is that the best way to entice, sway and convince potential clients or customers? Is that something you’d want to watch? Probably not.

Here are nine ways to make more memorable, compelling videos:

1. Consider the audience.

Is your video geared toward employees who are familiar with industry lingo, or is it an explanatory piece for new customers? The interviewee must know who the audience is, so the intended viewers understand the language.

If you’re trying to use video to explain how your product or service works, prioritize clarity over creativity. You want something visually appealing and interesting, or course, but make sure to translate material into everyday language and clear calls to action.

2. Introduce the characters.

Execs are typically the first choice to appear in videos, but it’s important to find front-line workers to tell your company’s story. Identify one or two strong personalities who can passionately reflect the key corporate messages you want to convey.