Content is the cornerstone of web video strategy
The Script - A fully developed script is the detailed specification containing all the information required by creatives, technicians, production, insurance company and client. At the heart of the script is a dramatic structure onto which all the elements are hung. The dramatic structure is what makes your idea a story. Where does the script begin?
Well begun is half done
The best place to start any journey is with a clear vision of the end. What is the objective of your video? Where does it fit with you, your company, your customers and very importantly your next video? Why the next video? Because each video needs a specific target and objective.
Your first video is like the first chapter in a book. The two most important things about the first chapter is that you capture attention and know where the story is going to end. If you don’t know where the story is going to end – how can you know where to begin?.
Three Considerations Before Scripting.
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Format : The first thing you need to decide.
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Story : If your customers buy your story they will buy your product – just sayin’.
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Hosting : This is how customers receive your video.
Hosting - lets start at the end and work or way back. When you know your distribution channel you can make some decisions about format. There are a number of different hosting companies all offering different features. Deciding on the right hosting platform is crucial. At Amulet Studios we prefer to use dynamic hosting – a bespoke concoction of platforms for every client and video.
Before deciding on format we look at all distribution options as opportunities to exhibit video in different internet and non internet media. Making optimal use of video platforms is central to an effective web video strategy.
How your customers will find your video is what decides its reach and penetration. Hosting is the last stage over which you have control, therefore it is the first thing you need to consider. Your video is going to go down a tunnel with a million other videos. Many of which will vaporise because they have not made the correct format choices.
Take a long hard look at how the video is going to reach the customer. Will it be a mobile device, a tv set, cinema? - Wait a sec- cinema! – isn’t this about Web Video? No this is about strategy.. Your video might be primarily for your website but it can be repurposed in a number of different media. Most of these will not be of interest to you but all of them should be considered before you decide on format. For instance Digital Signage and Digital Cinema are now viable options for SMEs and ought to be explored.
Story- is important because it gives pleasure. Story is very important to our own psychology and our connection with the world. We are hard wired to receive and respond to stories. They can be short or long, but whether short or long, they need to grab our attention, elicit our empathy and bring about a resolution. That story structure is as old as civilisation and the corner stone of culture. It is story that makes us feel and felling is what makes us believe.
The same story can be translated into a range of media and formats.
Format – is the package. Very few people judge a book by its cover but most of us are tempted to buy books and read them because the cover intrigues. The cover identifies its readers. It chooses you. That’s what your format does – it choses your costumers. If it does this well your customers will be satisfied. Video format involves a lot of different considerations many of which are technical but the most important element is how the format will enable you to tell your story. Finding the right format will identify your customers, but the story is what connects.
Having complied and prioritised all of the above we are now ready to script.