I did some work with communitycare.co.uk recently, aided by RBI web guru Adam Tinworth, looking at how to get the best out of simple video .
Here's a few conclusions we came up with about video:
- Is it visual? There's no point in shooting video if there's nothing to look at.
- It's not TV. Don't try to be the BBC News, it won't work
- Keep it brief. Community Care users are interested in seeing and hearing the interviewee speaking in the video at the top of this post, but not the whole video.
- What's in the background? 'Talking head' videos aren't ideal but if you do use them, interview your subject in front of an interesting background - as long as it's not distracting.
- Don't get hung-up on technology. You can get decent HD from fairly simple kit these days. But don't try to shoot Panorama on a flip camera
- Chunk it up. It's better to play a short chunk of video - or a series of chunks.
- Show it off. Don’t bury videos at the bottom of the article page.
- What if the video goes wrong? Maybe you can just the audio track instead.
- Get feedback. Look at your metrics to see what’s working.