Let's have a brief chat about the economics of content in today's market, because it is no secret that the "global attention span is narrowing." As the attention span of a viewer decreases, the volume of content has to increase so you still have the opportunity to catch the viewer. So how can a video production company, advertising agency, or producer shoot more content while maintaining quality?
Shoot in bulk with your Advertising Agency or Video Production Team
A simple way to gather more content quickly is to shoot the material all at once with the video production team.
So when developing concepts, strive for concepts that play well together as a series versus stand-alone ideas.
Then, rather than set up lights, camera, and sound for one concept, you will have a series of fleshed-out ideas that can be shot on the same day/time, maximizing your time and resources. You can then make the finals slightly different through wardrobe changes, different camera angles and lighting adjustments. Release each completed video separately on different days and boom – your advertising agency, video team and producer, look like a content-generating production machine.
Crowd-Source Concepts from your Target Audience
Content creation and idea generation can be difficult when developing ideas on a daily basis for video production. In order to navigate this challenge, reach out to your own audience for inspiration. Ask them what they would like to learn, see and consume from your advertising agency, video production team or creatives, so you can free up your creative energy for client projects and new business pitches. By simply listening and maintaining a dialogue with your target audience, you will discover content needs while simultaneously growing engagement of your followers.
Allow your Video Production Team to Edit On-The-Go
If your advertising agency is striving for quantity, a desk or stationary location will inevitably provide a barrier for your video production team, since you are required to be at that location to edit. As an alternative to spending many late evenings editing small clips for clients and social media on Final Cut Pro or Adobe Premiere, download a basic editing app on your mobile phone. Quick, simple edits with royalty-free splashes of music dramatically increase editing speed because you can do it from any location - appointments, Zoom meetings, basically anywhere you find yourself waiting with downtime. By keeping your footage in the cloud and utilizing an editing app, you can take your editing with you on-the-go. This will increase the speed of completed videos from your creative production team.
Are you looking for quality content AND lightning speed? Reach out and let's chat about your creative needs. Audio, voiceovers, copywriting, editing, idea generation - do you have a creative idea that needs fleshed out? I can be reached at Chris@ChrisBurnettVoiceActor.com or 213.761.8212. ChrisBurnettVoiceActor.com
When sending a longer piece of copy to voiceover talent, it is customary to not always send the whole script. Why? Because many times you will not want to listen to the entire piece from a voiceover artist, since there are many candidates submitting for one job. However, before sending the trimmed down version of your script to the talent, consider doing the following:
Rather than arbitrarily picking a spot to the cut the copy, ensure that you are selecting a portion of the script that includes an emotional adjustment. Typical narrative pieces have a beginning, middle and end. For instance, in the commercial world, this might include a “problem and a solution,” whereas in the corporate narration world this might involve “where we have been versus where we are going.”
Therefore, if you would like to hear more engaging reads from talent, you must ensure that the copy has at least two emotional points in the trimmed-down version.
By keeping at least one emotional adjustment in your script, you have an objective moment in which you can note a transitional tone from the voiceover artist. Not only will you hear more nuanced performances in the auditioning process, but you will also arrive at your session with confidence that the talent can interpret the longer version of the copy.
If you have questions regarding your next project, please reach out.
Chris Burnett - seasoned voiceover talent, on-camera talent, coach, creative thought-leader and hopefully your new best friend. Let's chat-preferably over cocktails.