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The goal of any filmmaker or videographer is to create an effective video. What defines effective, however, will be different from one director or producer to the next. How you define an effective video production may be different than how we define effectiveness. Let’s discuss the basics of an effective video in general terms. To Captivate and Audience The main goal of any video production is to create a film, movie, documentary, television program, or even Internet video that will captivate and capture an audience. The reason why an audience member watches your video may vary and may be as diverse as the videos that are in existence today. If the video that a person is watching doesn’t captivate them, doesn’t capture their imagination, and doesn’t stir emotion within them, the video has failed in its basic objective. Creating video is about connecting with other people. It is about telling a story. It doesn’t matter whether you are recording a commercial for a business that is looking to sell widgets or creating a feature-length film that you hope will gain some attention with major studios in Hollywood. In every video, a story needs to be told. The story that you plan to tell should connect with your audience on some emotional level. If it doesn’t, it will not captivate and if it doesn’t captivate it will fail in its intention. Quality The quality of the video production you put together will also have an impact on its ability to captivate an audience. If you produce work that could have been done by just about anyone with a basic video camcorder, your audience will notice, they will be drawn away from the story, and in many cases they will stop watching before long. The only way to produce high quality video footage is to have high quality equipment working for you. This includes the camera, microphones, and even the video editing software that you choose. I realize that there have been exceptionally well made films using lesser quality equipment, but these rare cases are exceptions to this rule. Marketing Too many people who produce videos think about marketing before they have actually recorded anything worth marketing. Yes, marketing your video will be an important aspect of its success in today’s day and age. However, if you don’t produce something that is worth watching, you could spend all the money in the world marketing it and still not achieve the success that you hope for. An effective video is not about how many people see it but rather how many people are impacted by it. The only way to impact people is to tap into their emotions. This is achieved by creating a powerful story, exceptional writing, top shelf video production, and audio that complements the video. The final piece of the puzzle is putting it all together with the right video editing process. When you understand the effectiveness of video production, you will be able to create powerful videos that achieve the goals that you have for them. Rick Davis, an experienced TV Producer/Director, invites you to increase your knowledge of video and television production. He has plenty of free how-to videos and PDF cheat sheets to help make your video productions easier. To see more details on this topic check out his YouTube video entitled: Effectiveness of Your Video Production .
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