The most important factor in the development of your video brochure is, expectedly, your video. How many you have, the style they will be in and the overarching tone will all be determined by the message you are aiming to communicate.
Throughout the years, and over the course of hundreds of video brochure projects, we have learned what content works well on a video brochure, and what doesn’t work so well. Every video that is to be uploaded is optimised for the selected screen size and tested to ensure it is displaying at its optimal visual and audio capacity. That’s many hours spent testing videos that have helped us to learn what the most effective video content is, and how this is best presented in a video brochure.
Of course, audiences vary, and so the following are a few general things to consider when creating your video for your video brochure.
Short and sharp
Video brochures command attention regardless, but the best way to get your message across quickly and effectively is through short, sharp videos that clearly illustrate and present your message. If you have a long video, say a presentation for example, and there are easily identifiable sections or segments, you could consider editing these into single, shorter videos that can each be assigned to their own button.
Animation works, but be sure to include your original stamp
Animated ‘how to’ videos are a great way of communicating with your audience. As a result of their effectiveness, they are growing in popularity and so are becoming increasingly common. By no means is this a bad thing, though it is worth adding your own individual, original and personal stamp on these videos to make yours stand out from the others.
Audio is extremely important
It’s essential that you invest in high-quality content as this will form the narrative that underlies your video scenes, we highly recommend NoStop if you’re looking for high-quality content at a reasonable price.
This isn’t surprising, or a revelation, as it has been preached for many years and people are conscious of this when producing their videos. Something to watch out for, however, is when your video involves multiple different locations, interviewees and pieces to camera, it can be difficult to ensure the audio levels are balanced throughout. This can be challenging, though it is advised that the audio levels are kept as balanced as possible to ensure the best possible impact of your video.
Complimenting your video with your artwork…
While the video is the centrepiece of your video brochure, there is the opportunity to use your artwork to complement your video. Some of the most creative video brochures have used a simple design, such as framing the screen with a television sketch, computer or made it look as though someone was holding an iPad.
…and vice versa!
Just as your artwork can compliment your video, your video can compliment your artwork too. Keeping it all on brand, it is worth thinking about what your artwork design will be before producing your video. This gives you the opportunity to get creative with your video and think of engaging ways to tie it in with your artwork.
Sometimes your video needs to be long
If this is the case, no need to worry. If you know you will be uploading a longer video (generally anywhere from 8 – 30 minutes) then you can plan ahead and ensure you have a play/pause button and perhaps even a note to mention the length of the video. We have produced many video brochures with longer videos and have found them to be effective when presented well and catered to their audience.
Producing your video for your video brochure should be approached in the same way that you would approach your video for any other media – but with a couple of extra things to keep in mind.
Video is the most powerful communication tool available today and with advances such as AR, VR and 3D videos becoming more readily available. The technology is advancing quicker than most had anticipated and so the biggest challenge now is not how and what your video will be, because a video is a necessity, rather, what is the best way to engage with and reach your audience?