4 Ways to Make Short Videos Deliver

4 Ways to Make Short Videos Deliver

Short video presentations have become one of the most important marketing tools in the world, and there’s no better place for using video than sharing our faith. Evangelism, missions, discipleship, promotions, fundraising—all can be more effective by using short videos. The problem is, most short videos fail. They don’t move the audience, call them to action or motivate them to accomplish anything. If you’re suffering from “Ineffective Video Syndrome,” then here are a few tips to get yours back in shape:

1. Video is about emotion, not information. Stop cramming your video presentation with numbers, data and results. If it’s information you want to share, then print it out in a brochure or put it on the website. Video connects with people’s emotions, so for the best results, make sure you’re telling a compelling, dramatic story.

2. Never use two things: cheesy stock footage or cheap music libraries. Both are deadly. Cheesy stock footage isn’t real. It’s staged (thumbs up everyone!) and undercuts the reality and importance of your ideas. Bad library music is the same—it stands out, distracts and turns people away. Take the time to get good shots and find the right music that sets the scene.

3. Lighting matters! I see reality all day long, so when I watch a video presentation, I want to see your vision. Create an artistic world that’s fascinating and intriguing. And when it comes to lighting, always remember, shadows matter, because what you don’t show is just as important as what you show.

4. It all starts with the script. Whether it’s a dramatic or documentary presentation, the writing is more important than anything. As the old Broadway saying goes: “If it ain’t on the page, it ain’t on the stage.” Great acting, lighting or directing can’t overcome a bad script. Start with the right words on the page, and the rest will be much easier.

With current technology, there’s nothing keeping you back from making the best short videos possible. But remember—it’s not the gun, it’s the soldier. The best camera in the world in the hands of an amateur can’t overcome incompetence. People love short videos, so make yours deliver, and see the difference it makes in the presentation of your ideas, products or organization.

 What are your suggestions for producing great short videos?

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Phil Cooke
Phil Cooke is the founder and CEO of Cooke Pictures in Burbank, California (cookepictures.com)where he helps church, ministry, and nonprofit organizations engage the culture more effectively. He's a filmmaker, media consultant, and author of "Unique: Telling Your Story in the Age of Brands and Social Media."

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