During the last few months in this space, we at Focal Point Studios have shared basic elements of how to tell your story with video. We’ve talked about crafting key messages, identifying good visuals and interview subjects and choosing compelling sound bites. Now, it’s time to put it all together and complete the package.
Where to start
Begin your project with the most compelling visuals and sound bites. You need to grab viewers and keep them engaged. Choose interesting video about your company or subject instead of a sound bite (we call them “talking heads”) from the CEO, even if he or she is the most senior level person you interviewed.
Match video to audio
When you’re editing, always consider how to “show and tell.” If the narration is talking about a certain process, match visuals to the narration – whether they are moving video images, graphics or an artist’s rendering. This makes for a stronger story and reinforces key points. Also – look for ways to cover sound bites with video, so that you hear the person talking, but see more interesting video.
Beginning, Middle, End
Good stories have all three. The beginning sets up the story and engages viewers. The middle provides details and supporting evidence why viewers should “buy into” your product, project or organization. The end must “seal the deal.” Want to stir emotions to raise money? Save touching sound bites for last. Trying to drive home the need for something? Restate compelling evidence and video.
Voiceover, Music, Graphics
Sometimes we call these “icing.” Not every story needs narration – sound bites, placed in the appropriate order, can tell a story alone. A voiceover can provide authority and help guide the story. Appropriate music helps pacing: upbeat keeps it moving, slower allows for sympathetic or reflective moments. Graphics add a professional touch – use the company’s logo as an opening or closing; animation provides a slick, stylish look.
