Just like in a movie, it is the same in an image film. The beginning marks what it is about. It should be a meaningful introduction and perhaps leave questions unanswered. With the goal: the viewer stays tuned. Also, the attention span of viewers over the last few years has not increased. Here are some tips on how to make your opening even better:
There is nothing worse than poorly paced scenes with uninteresting actors reading off their script. Or memorised lines that come across as just that. Let the protagonists be themselves in front of the camera. Create a pleasant environment during the shooting. The ideal situation is when everyone forgets about the camera and just has fun on set. And... small imperfections or spoilers look real and are explicitly allowed.
So in summary:
The perfect picture and the perfect sound do not make a good image video. But they are an important building block to a successful video. You leave a top business card of your company with good lighting, suitable equipment and high-quality sound. Ideally, you implement the film project with a professional video production company that knows which equipment, be it camera, lighting or sound, is best used. Of course, it is equally important that the crew has the equipment under control.
A good example of an image film is the production for the Albin Group AG:
Time is a scarce commodity. And viewers do not want to be bored. All too often, you want to reveal and sell as much of the company as possible. Image videos of 5 minutes length is unfortunately still not uncommon. But who has 5 minutes today? Respect the time of your potential customers. Get to the point within a maximum of 2 minutes, even better 90 seconds. Increase the rhythm and cut as much as possible in your script. If your logo intro lasts 15 seconds, you have already lost.
We humans like to look at faces. We are masters at reading emotions. Often deciphering emotions happens within milliseconds and it is all completely unconscious. Close-ups of faces are especially good. This conveys the emotions even better. But posture and gestures are also important clues to the perception of emotions. Showing people, however, also means investing in the so-called social proof effect, an important component in authentic and credible communication.
For example, hire a professional voiceover artist who can convey what is being said with emotion and appropriate tone. Or spend as much time on set with the protagonists until really emotional authentic statements come. Often this happens by simply taking enough time and considering this accordingly in the shooting schedule.
Every image, every single frame should have its justification. Everything should make sense. You achieve this with a story that moves forward. With each cut, consider: Is this shot really necessary? Does it move the story forward?
To be avoided at all costs:
Bring variety into the film. By this we mean image details, rhythm, colours, protagonists, locations. The more contrast you bring into the film, the more attractive it will be for the viewer. Think: After a flood of information in images and text, the viewer might need a break. It would be a pity if the viewer is overloaded and nothing sticks in the end.
Comment by Adrian Sandmeier, youstream GmbH
We at youstream are directly on-site for our customers in Switzerland. No matter if you are located in Zurich, Bern, Basel or Lucerne – in us you will find a regional contact person. We will be with you quickly for discussions, filming or other concerns and will look after you personally.
Use our regional know-how of the Swiss market to present your company with a video that also reaches your target group. You can also rely on our local knowledge for effective video marketing.