Inauguration Video: Is This Inauguration Video New? Or Recycled?

January 18, 2013 | Comments (0) | | Category: Forward This Marketing with Video Media, News & Press

Inauguration Video: Is This Inauguration Video New? Or Recycled?



Inauguration Video: Is This Inauguration Video new? Or is it Recycled?  We’ll never tell!

This Inauguration video was produced for the cable network “TV One”  to promote their coverage of the Obama Inaugural Balls.  We’d like to think it could be used again.. and again.. and again..  but of course, there is a two-term limit for presidents.

When you’re creating short video blogs and YouTube videos for your organization, shelf life isn’t such a big deal.  But if you’ve finally got a budget to produce the corporate video of your dreams, make sure it has a long shelf life.

Here are a few tips for making your corporate video last:

1.  Stay away from fashion trends.  Avoid featuring on-camera talent or interview subjects with extremely of-the-moment hairstyles, clothing. etc.  Stick to simple and clean.  And for Gosh sakes, if your receptionist has those big “gauging” earrings, move him or her to the back of the shot.  (Or replace them with someone who has taken out their “gauges” and now has stretched-out earlobes hanging down to the their shoulders; with so many gauged earlobes around, long stretched-out earlobes will be the trend next year.)

2.  Don’t shoot close-ups of your office technology.  Oh, if I had a dime for every dime that’s been spent re-shooting servers, computers, and data centers, I’d have like 10 dimes.

3.  Going font-crazy can be dangerous.  Animated text videos are so very cool, but don’t blow 5 years worth of video budget on one massive animated-text video. Those fonts and colors – and the whole animated text treatment itself – may look a little tired at the 2014 trade show.  Motion text is captivating, but use it sparingly and mix it with other elements: live action, iconography, etc.

4.  Skip the font-of-the-month club.  It’s tempting to use that cool new font you got free online.  Try using it selectively, with other complementary typefaces.  BTW, I recently read an article about 25 fonts that will last “your entire career,” although not sure I believe that; the list included Helvetica, Futura, Din, clarendon, Futura, Optima and Avant Garde.

5.  Don’t go nuts using the technology toy-of-the-moment.  If you’re old enough, or just old, you’ll remember the dreaded Video Toaster.  Remember the vomit of DVE (that stands for Digital Video Effects for all you whippersnappers out there) that had savvy marketers obsessed?  It was a miracle-worker:  you could throw virtually Any Image on the screen and then fancy it up with a “Circle Wipe” or a “Page Turn” transition and voila, it was art!

6.  Don’t build a show around a specific employee.  Here today, gone tomorrow.

7.  Keep your video on the short side and you’ll improve your odds.  Less is more.  In the big 80s, the trend in corporate videos – which were a brand new concept – was to throw everything plus the kitchen sink into your video.  Not only is the “less” approach more intelligent, sophisticated and memorable; it’s statistically safer.  The more data you include in your video, the higher the likelihood that SOMETHING will be outdated shortly.

8.  Keep it Simple.  Let good pictures tell the story.  Here’s a true confession:  I haven’t always been a champion of simplicity.  As a writer-turned-producer in the late 80s, I was awestruck with my own awesomeness the first time I heard my Printed Words spoken out loud by an Actual Professional Voice-Over Narrator.  It was music to my ears to hear my prose spoken out loud – matched up with video – and played through a speaker of some kind.  Why, I was now able to bless the world with my talent exponentially if we had both aural and visual storytelling going on!  So what did I do?  I put voice-over narration on everything!  If there was one second of video on the screen, I was going to over-explain it with grand voice-over narration, so that I could grace my audience with a true multimedia experience.

9.  Avoid trends in music.  Makes you wish you had re-thought that company rap video.

All that said, nothing can last forever.  No matter how good your taste, your design, and your creative choices, eventually it will be time for a refresh of your corporate video.  But why not try to milk it till…  the next presidential inauguration?

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Good story. Well told.
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