Everyone is a video storyteller! That’s a false statement although you wouldn’t know it by the amount of claims being made in the creative space. Agencies, production houses and individuals are selling themselves as experts in that area. Some of those claims are accurate, but remain vigilant. We are surrounded by imposters that hope to stake their claim and in turn, stand to tarnish the reputation of storytellers everywhere.
Storytelling, specifically when it comes to video, has moved into the buzz word category and for good reason. It’s the best way to reach and engage a specific audience. The desired takeaway is a memorable experience that creates a much deeper connection. As you head into your next project, here are a few questions to consider when selecting your video execution partner.
Who are the team members?
The make up of the team is imperative. Most likely, you will deal with multiple individuals during different phases of the project. Experience matters! A team that’s comprised of former journalists, seasoned copy writers, animators, etc. is a great start. Their experience should make you feel confident and lead to solid ideas. Hopefully solid execution as well.
Do they actually tell stories or create content?
Video storytelling and video content are two different things. Anyone can create content. Think of the short ads you see on social media, broadcast TV or the flashy clip that shows up in your instagram feed. Storytelling is different in that the characters drive the narrative rather than the product. It’s about using a number of different elements in order to create an emotional reaction.
Do they have a fine-tuned process?
Process is critical. It ensures that everything runs as smooth as possible. Communication is key whether in person, on the phone or over email. You want to make sure that your team of choice is organized and dedicated to service, not just creative. A partnership approach will yield the best results while limiting anxiety. Top notch video comes with an investment. The worst thing that can happen is for your vendor to go dark for a few weeks without a response.
Is their work high quality?
Quality matters more than ever. Within a crowed space, it serves as a differentiator. This quality applies to the clarity of the audio, music, cinematography, variety of shots and so on. The message needs to be clearly digestible while holding the attention of the viewer. Look and feel need to match the overall theme of the story.
