LaVoieHealthScience: How to Channel Video Success
Lights, camera, video! More and more life science companies are offering videos because video allows viewers to literally see what your company is all about. Strategic communications for health and life science innovators means having a message that is both differentiated and approachable. This is true across collateral – website copy, press releases, Fact Sheets, etc.; and also across media – written, spoken and visual. As such, a video allows for easy access and engrossing delivery.
Creating a biotech public relations video may seem daunting, but with a few basics in hand you’re well on your way.
1. Lighting Matters, But Background Matters More
Lighting is important, but it doesn’t have to be perfect. Beginner videographers need to pay more attention to the background. Is there a messy desk in the frame? What about that window in the background? Video favors a spare setting, and windows often cause people and objects to reflect off the glass, making for an awkward video.
2. Smartphones are Fine for Starters
Something as simple as a smartphone will work for a classic home-video look. If you want to upgrade your audience’s viewing experience, you’ll need to upgrade to a real video camera. Of course, the person behind the camera should have steady hands, or plan to use a tripod.
3. The Buzz You Don’t Want
When reviewing your video, you may notice a light buzzing noise in the background, also called white noise. Whether it’s wind blowing into the microphone or too much background noise, bad audio can ruin a good video. If your camera has a headphone jack, plug in and do some sound checks. Make sure you can clearly hear what you want your audience to hear, and film in a quiet space to ease the intensity of white noise.
4. Keep it Short
People want to watch videos, but they have short attention spans. Your video must start strong to keep your audience from skipping to the next item on their ‘to do’ list.
5. Edit to Your Audience
If you’re shooting a one-take video, be prepared to shoot more than one time until you get it right. If you’re not shooting in one take, allow sufficient time for editing. Think carefully about the audience – who are you trying to attract, what is message you want them to remember? Rarely will someone watch a 5-minute plus video all the way through if they don’t know what it’s about. Keep it short precise to the message you’re trying to get across.
6. Upload and distribute through social networks
Once you’re satisfied with your piece, export the video and upload it onto YouTube. You can’t expect the world to fall in love with your video if you just let it sit there; so, tweet out the link to all your Twitter followers, post the video on your Facebook page, and email it out to anyone who you know would be interested (no spamming!).
Videos are a guarantee that through social media distribution, people beyond your current base will hear about your business and actually see what your company is all about. Plus, your audience will appreciate you switching things up (and, hopefully, entertaining them!). Once you understand a few basics, you can produce a great-looking video on your own.