Should you hire a professional Videographer or just use your mobile phone for elearning content?

The continual improvements in technology have made it easier for us to take good quality photos to use for content and quick videos for social media stories. So, if our phones can provide good enough quality for social media marketing, then can we use them to record speakers for eLearning courses?

To answer this question, let’s first have a look at the reasons why we may hire a professional videographer: 

• To ensure great sound and video: Videographers will test video and sound on the go to ensure quality for both are being captured. It would be a huge pain to spend a day recording multiple speakers to then realise that the audio quality is muffled and that the video is out of focus, which may mean that either the recordings will need to be reproduced or excessive time will be spent to clean up audio and video without the guarantee of a professional result.
• Knowledge of good lighting: This one seems subtle however is critical. Videographers understand how to ensure faces are evenly lit. This may not be something we can identify ourselves unless experienced.
  
  
• Framing: Videographers have the expertise to frame shots and transition from zoom ins and outs. While mobile phones may have applications with composition guides which can assist often the zoom functionality does not allow for smooth transitions.
  
  
• Direction: Videographers also provide expertise on set. They provide guidance to speakers to help them position, ensure they are speaking to the camera and even provide vocal guidance.
  
  
• Studio and backgrounds: As an added bonus, Videographers also have access to studios with good technical set-ups including lighting, backgrounds such as greenscreen for animated effects and teleprompters to assist speakers with scripting. 
  
  

So, in summary the key reason for hiring a videographer is due to their expertise that they would bring to the production. Technology wise, there are some great phones with high quality cameras, so while it’s possible to source footage from them, there will be limitations on overall quality.  

What the great animators of Disney have taught us about commercial CGI/Animation

Classic Disney films have shown us how to depict believable movements that are far from reality of nature that we know. Most animal characters that portray human characteristics and even unusual mobility. While we can apply specific learnings to character developments, what about the world of commercial advertising, i.e. products?

Human power for interest

There are subtle ways in which we can humanize the show and tell of products, whilst a product such as a drink bottle may not have much too it, to create interest we can imagine that we are magicians with power in the palm of our hands. If we use our hands the way Micky Mouse did in The Sorcerer’s Apprentice of the 1940s, we can imagine and visualize how the object may respond to the power or force of our hand gestures and also consider the physics and ways that a material would move. Most objects (unless mechanically programmed), will remain stationary unless are moved through some type of transportation means. In most cases, human hands. So while hands are not in the animations, they are crucial in creating believability and interest within the commercial animation itself.

Diversity in space

Characters of Disney introduced us to the classic swash and stretch techniques. We loved the exaggerated limbs characters like Goofy reacting to situations such as saving his friend from getting eaten. As viewers we also appreciate the details from a variety of perspectives of the commotion because of the rich content value it provides us. From a commercial CGI perspective, it reminds us about variety in use of spacing on screen as well as various perspectives of the product. Even though our product may simply be a drink bottle, we can depict it’s presence by the use of these techniques to create an overall feeling of superiority. 

Appeal

In addition to several animation principles and techniques character animators have learnt from, creating appeal of a character is just as important as creating appeal for product advertisement. In a sense, that’s the big idea of utilizing the platform of CGI for commercial advertising. Product appeal will mostly be subjective and dependant on the viewer’s genuine awareness or interest of that product. However, regardless of the viewer being interested, humans are usually distracted by something that appeals to them and we can consider things that universally appeal to individuals to guide us. Whether this is music, unexpected visual effects or humor, we can still create appeal to a wider audience. I suppose marketers will label this as ‘how to capture attention’, which is definitely a goal. However, Disney animators have taught us that it’s much more than just capturing attention and in fact it’s about creating a likable connection.

Things for you to consider for your animated commercial 

What we can take from these learnings is ways that we can stand out and create more interesting stand out productions for our advertising. You can of course leave up all the creativity to the animator of how they create interest with your product however do make sure you provide them with as many insights or any initial ideas as you can for them to explore the possibilities with. Leave them to observe the product if physically possible. 

Whilst diversity of space is largely purely a technical decision produced by animators, it’s important to consider whilst in the review and feedback stage of your production. If you feel like the production is ‘getting there’ but not quite there yet, consider if the use of a variety of perspectives have been included. The variety of different angles provides greater satisfaction of information to the viewer. They will feel that they know exactly what’s going on. The variety of angles also contribute to the believability of the product in subject. 

If you come to the production from a branding perspective, you’ll be able to enrich the production with the aspect of creating appeal. Keep it simple though by only focusing on one or two key elements in terms of feelings and emotions so that the production is focused and effective. Less is more which means that animators can create emphasis and focus on the big idea or ultimate goal. 

8 Quick Tips for effective explainer animations

Explainer animations have taken a front row for marketing and communication strategies for many businesses however, the development of effective explainer videos may seem like quite the task – specifically if your business is only just getting around to producing them. Fear not. This article will outline 8 tips that will guide you to creating effective explainer videos.

1. Align to your purpose

It’s likely you’ve heard of Simon Sinek’s “Start with Why” movement, and you’re about to hear it again. Make sure your video is aligned to your business values. Think of the common themes from other touch points of your brand and see if they have a place in the video. Repetition of branding is effective to develop brand familiarity. We trust what we are familiar with. 

2. Start with a script and storyboard

Developing an initial script and blocking out the sequence of screens is the key to making sure that your production process is on track rather than winging it as you go. You can also leave this up to your production partner. 

3. Tell a story and make it engaging

Whether it’s a story of a customer journey, good versus bad – or the new and improved. Or a visual mesmerizing colour story of a product you’d like to sell – stories and movement keep your audience captive. So think about how you’ll keep their attention. Consider how you may truly connect with the audience. This could be achieved by asking thought provoking questions, showing emotions or even creating humour. Use sound cues, vibrant colours or connect to real human emotions. 

4. Consider timing

According to some research by WISTIA, people tend to drop off after 120 seconds after watching a video, so make sure you focus on the first two minutes to capture attention if your video has to be longer than that. Ideally, for social media it’s best to stick to a time range between 30 seconds and 2 minutes. 

5. Publish to the right platforms

Think about the channels or platforms you intend on publishing your animated content to, prior to its production. This will ensure appropriateness and that you have the context at top of mind. 

6.  Simplify complex ideas

Make use of analogies or metaphors to visually explain your message. Just as it is easier to help make someone understand when we draw something out for them on paper, the same can apply for graphic visualizations of new novel ideas or complex scenarios. Common associations may also be useful to help simplify how things work. 

7. Highlight the value

Make the overall value of your initiative the key focal point of the message. A common mistake is to focus on features and benefits which may seem like the informative thing to do, however it can also overwhelm the viewer and create confusion. Keep your messages simple and focus on the ultimate benefit. Once your viewer is interested in working with you or to purchase your product – you’ll explain all these additional benefits during the final sales process. 

8. Weave in a call to action

Unless you tell them, your audience won’t know exactly what you want them to do. They could guess however, In most cases they won’t think about it because they’ll be distracted watching the next thing. So make sure you clearly weave in the action you’d like your viewer to take into the animation.