Wednesday 07 December 2016

Video is a ‘rich media’ content that can effectively communicate detailed information, connect you with clients and ensure your brand sticks in their minds. Nick Canner, Christopher Miller and Roly Grimshaw gave valuable insights into the psychology behind video, how it can be used to connect and raise your company’s profile, as well as some practical tips for interviews.

Psychology of film

Nick discussed how film can be used to deliver information and hold an audience’s attention by tapping into their emotions.

In order to raise a viewer’s emotions Nick highlighted the need for a memorable story sequence and something meaningful at the heart of the film. Putting the audience into a heightened emotional state causes a release of hormones which raises awareness and encourages them to engage with the film. These emotions also help to deliver and store information. A bold and hard hitting video will grab the viewers’ attention and incorporating questions will encourage subconscious interaction. Using visual examples to provide information allows the viewer to become more absorbed in the story and for information to be understood and remembered.

Using film to inspire & connect

Training:

  • Having human contact, even digitally, is engaging and encourages information retention
  • Video can be used as a training means for clients or staff and is accessible to large numbers, at any time, any place
  • Shorter ‘highlight’ videos can act as reminders following training sessions and be used as advertising material

Connecting:

  • Videos are an effective way to make meaningful connections with clients in a way that doesn’t take up too much time
  • They can be used as a means through which to explain a complex point that may be difficult to explain over email or telephone

Paid content:

  • Seminars can be filmed and offered out to clients
  • Chris highlighted the importance of good quality lighting and sound to make videos in this format a success

Sales presentations:

  • If presenter is unable to attend a presentation, then sending a video clip to play during the presentation can allow them to be seen by the client and raise the profile of key people
  • This also shows that extra effort has been put in

Building trust and credibility

Tips for appearing in front of the camera

  • Act Natural – Pay attention to your movements and mannerisms when in a relaxed state and do these when in front of the camera
  • Preparation – Take time to prepare so you are confident and relaxed
  • “Think before you speak dear!” – In stressful situations adrenaline increases, causing us to lose all perception of time. Holding a thinking pause makes the video seem more natural
  • Lock in Look – Hold eye contact to emphasise the importance of what is being said

Tips for creating a good interview video:

  • Story line – Plan to give yourself a clear purpose
  • 3 Key Points – Set 3 objectives you want the audience to take away
  • Questions - Set predetermined interview questions to draw key points out
  • Opening – Catch the audience’s attention with the opening line
  • Content – Interview guests to draw out information and reinforce key messages
  • Finale - Wrap it up with a punchy final summary 

Hope Revell – Marketing & Events Executive
Littleton Chambers