Let’s be realistic, in the process of making web video commercials, problems arise: managers change their mind, actors get sick, the graphics suddenly remind you of a competitor’s, etc. Some problems are unavoidable, but others can potentially be solved in advance with a little foresight. Let’s take a look at the three most common snags that arise when making online video ads and how you can take steps to solve them before they shut down your set (and make you weep in the fetal position).
1. Unclear Story: You know your product or service inside and out, but that doesn’t mean your viewers do. When you use foreign acronyms or jump quickly from one concept to another, that doesn’t mean the consumer is following your thought process. And when your viewer has no idea what this video is even about, do you really think they’ll watch to the end?
Solution: Make sure to have a clear, concise and understandable story before going to production. This should be one of the first steps in the process of making a motion graphics video. Your video must appeal to the average consumer, who may not know technical terms.
2. Video is Too Long: I know you have a lot to say, but sometimes you need to cut superfluous comments in order to get your point across. It’s great that your CEO grew up in Boston, but guess what, not everyone watching your video did…so we just don’t care. All those extra details can help fill out whiteboard animation videos and make them longer, but it’s not worth it: consumers won’t watch that long, especially if it’s not relevant.
Solution: Understand ahead of time that some facts will have to be cut. Your video production company knows what they’re doing (if you hire us), so trust their guidance. Make a tiered list of facts that must be included, but be prepared to have tier 2 facts edited. Overall, the video should not be longer than 1:30.
3. Poor cutaways: When you jump too suddenly from graphics to text with music and a voice-over, the video can look scattered and sound chaotic, especially when you are trying to squeeze in all of your main points. Just because you have all the building blocks and information in the video doesn’t mean it flows nicely.
Solution: When shooting, make sure to take some extra footage. Maybe your voice-over artist clears his/her throat and you didn’t catch it at first, so you’ll need something to cover this mistake. Before shooting, think about the links between the concepts you’ll mention and create transitions that are clean and understandable.
So, in sum: Think ahead! Your end result should flow smoothly and engage viewers. When you move forward with your explanatory video, make sure to think about these three potential issues so that you have a solution ready if they come up.