Video engages viewers more than any other media because video is comprised of all other media. Sight, sound, nonverbal communication and written word all make an appearance in video. When used correctly, video can engage an audience on multiple levels and convey more information faster than an article or photograph alone could. On the flip side, video can be a difficult medium to master since there is a very short window that we have to grab a viewer’s attention.
Gone are the days of cluttered, chaotic and text-based videos (think whiteboard-explainervideos). Although text-based videos are easy to comprehend, they aren’t engaging viewers as much as they used to—resulting in less videos being fully viewed. Explainer videos need to evolve to keep people engaged.
But what separates a boring video from an engaging one? What are some elements to include, and what does not need to be included? Ensuring your video is not boring often requires a trial-and-error approach. We suggest staying away from extended screencasts, as well as holding on one shot for too long. If possible, utilize a multicamera setup to capture an interview from two different angles. This will give the editor different options to cut to and prevent you from sitting on the same shot for too long. Cut away shots of animations, photos or b-roll (video of detail shots without sound) are a great way to keep the video engaging—so long as they are used appropriately. Visuals can help make a video more engaging, but if the content isn’t engaging or worth watching, viewers won’t stick around. Make sure the narrative of the video has value and is laid out to build momentum, keeping viewers engaged. Lastly, playing music tracks quietly under the entire piece keeps the video moving and prevents dead air from occurring.
We’re seeing companies and brands get creative when it comes to producing stellar videos. Here are seven trends in video that seem to be getting attention:
1. MOTION GRAPHICS: Motion graphics are continuing to become more accessible as software provides more support in this field.
2. STRONG USE OF TYPOGRAPHY: Interesting use of typography draws viewers into a video.
3. BRIGHT VIDEOS THAT DRAW THE VIEWERS IN: Best used in explainer videos, corporate videos, and commercials
4. STYLIZED VIDEOS: Particularly those with a faded palette, crushed shadows and dropped highlights, typically incorporates a little bit of a hue towards gray, orange or brown
5. MINIMAL, CLEAN DESIGN IS BEING USED EVERYWHERE: Social media, websites and mobile apps, and I foresee that translating to video and design elsewhere
6. WEBSITE SPLASH PAGES: Being able to discretely tell a story or convey an emotion in the background of a webpage with video, while overlaying text from the browser
7. CREATIVE DESIGNS FOR ENGAGING WITH CONSUMERS THROUGH MOBILE APPS: Deliberately designed and formatted for the medium
Videos are engaging during presentations in short, deliberate durations. When used during a presentation, it offers a change-ofpace for attendees, keeping them engaged. Videos can be used to distinguish sections of a presentation from one another, act as a transition to a new speaker, or simply offer another voice to the presentation. Additionally, using video is beneficial because it allows you to carefully construct and deliver a message in a condensed time frame—leaving the presenter with more time to dive into their topic.
At metroConnections, our creative services team tailors every video it creates to the individual client. Beyond the content of the videos being different to each client, we focus on bringing in elements of the client’s theme or promotion to really customize it. We know the power that videos have in events and presentations, and work closely with our clients to create the one-of-kind, engaging video that their participants crave.
Thomas Hays joined metroConnections in 2014 as a video editor, and now brings his developed skills in video editing and storytelling to the creative services team as a project manager.