What TV News Teaches in Producing Online Video

As we do more and more work for our clients in online video as part of a social media public relations platform we find ourselves relying on some old skills - telling great stories in a short time period. See, when you work in television news you become a smidge knowledgeable about a wide array of topics. As ungratifying as that may seem to some, it has it’s advantages.

When producing video for online channels like YouTube, there are a number of ways to cut corners. Video quality, audio quality, poor lighting - all of these aspects of video storytelling have been compromised in the world of online video. One thing that can not be substituted is effective storytelling. In television news, you get 1:15 to 1:30 to tell your story. If ever you’ve had to give a speech or speak for 1 minute and 30 seconds, you know - that’s not much time. So, you better be to the point and you better be good.

The same rules apply for producing online video content. You better grab the attention of your viewer and keep it. Remember, keep it high level, like 30,000 feet high. Details and boring, pointless sound bites turn people off. This medium is not sophisticated, but your viewers are discerning. For the most part if they’re watching your video, it’s not the first they’ve seen online and if they don’t like it, they’re going to change it.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

Tags: Web Video, YouTube

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