Preventing Dead Spots in Your Video
Preventing Dead Spots in Your Video - a simple guide to planning your video so that viewer watch your full message - right to the end. To learn more about marketing video go to http://www.rossiterandco.com/marketing-video-production
Published on: Mar 4, 2016
Transcripts - Preventing Dead Spots in Your Video
Preventing Dead Spots
in your Video
What Good Looks Like
The perfect video sustains the Viewer’s full & undivided attention
- for the full length of the video
What is a Dead Spot
A Dead Spot is a part of a video lasting 3-10 seconds where the Viewer loses interest, because:
● the section is boring and unappealing
● the meaning is mixed, ambiguous or confusing
● the Viewer is required to think or deduce the meaning.
What each Dead Spot costs you
Videos cost £1,000 a minute.
Loss of audience attention can cost you £10,000s
- and you may never know it’s happening.
Once a viewer hits a Dead Spot you may never win back their full undivided attention
4 Reasons why video companies create Dead Spots
They don’t do it deliberately
Neither do you.
It happens when
● Everyone is focusing their attention on the more glamorous or critical parts of the video message
● There’s a big rush to complete the video, so thoroughness is set aside
● The video company don’t properly understand the audience or the topic
● Mixed meanings are not detected
How to identify a potential Dead Spot
At the planning & storyboard stages of the production - look for:
● Mixed meanings where the spoken words & images don’t perfectly match
● Mixed meanings where the spoken words & captions don’t match
● Mixed meanings where the screen is split into 2 or more screens. People can only see one thing at a time.
● Boring or prescriptive areas of the script, where extra creativity is required to make it more watchable
● Areas where the meaning is complex, and need simplifying
NB: In a TV documentary with a captive home audience, these things don’t matter so much.
In a corporate video, with an impatient busy audience, every second counts.
3 Ways to stop Dead Spots
Check 1: Ensure the pictures, spoken words, and captions all perfectly match to deliver the same
Check 2: Ensure the boring parts are identified early and insert some extra creativity to brighten them
up - making them more appealing & watchable.
Check 3: Ensure every sentence is fundamentally simple. Don’t force the audience to think.
Anticipate by doing all these checks in the early pre-production stages.
It’s harder to fix once the video is made.
The 1st 50% of the Dead Spot problem is fixed simply by being aware of the possibility of Dead Spots.
Common sense automatically kicks in.
The 2nd 50% is fixed by applying the 3 checks above
1 - Eliminate mixed meanings
2 - Be creative in the boring bits
3 - KISS. Keep it simple - always.
For a Marketing Video with no Dead Spots - contact Studio Rossiter
Look at video samples on the website and see for yourself