Videos are a great way to promote ideas and products, but what makes a great video? It’s the message that you want to send and how effectively you relay it.

One of the toughest parts to putting together a video is deciding what to say to convey a message for your brand. There can be so many obstacles to landing a proper script- saying too many things, saying it in the wrong sequence, emphasising on the wrong points, creating a logical flow of information and so on.

Producing great video content is not just about great shot angles, dazzling effects and clean cuts. It’s also about figuring out what needs to be said on camera. How your video looks will not matter unless the message it conveys is clear and effective enough to drive the point in a way that sticks. In fact, you can create an extremely effective promotional video yourself even if all you have is a clear message and the right principles of basic video production.

Here are three things that must always be relayed in video content and how to say it in a way that gets the message across effectively.

What You Have That People Need

Most videos created by companies and brands, and any promotional or informational media for that matter, make the big mistake of starting about themselves. It starts with my brand, my product, my empire, me, me, me. Don’t you just hate that? So why would that make sense in motion graphics? An effective video starts with the target audience- their pains, their challenges, their problems- and then zeroes in on the answer that you have to those questions that they have in mind.

Who You Are

While great content never circles around you, your brand or your product, it’s still proper practice to give people information about yourself. People need to know who you are, where to find you, how to contact you and what value you offer to others.

The challenge comes with figuring out what to say because- let’s face it- there’s so much to say when it comes to talking about ourselves. And that’s fine because comes to show that you know who you are and what you can offer; however, try to keep a simple, concise and logical flow to who you are in a nutshell and stick to that.

What You Want People To Do

A compelling video is one that clearly compels people into action, and not just into any action but into one desired and plain action that people can take. Remember that it’s best to stick to one call to action and no more. You don’t want your viewers confused with multiple calls to action and have them end up not doing any of them. When creating a call to action you want to let people know what they should do to get their hands on the solution you have to their problems.

Knowing what to say on camera is a key element to a great video production, and while there’s so much more to consider, it’s a great start.



Director & Cinematographer, Fisch Rasy's love of storytelling inspires him to create powerful films. Sometimes dad duties spill over onto onset, where he's been known to give the kids a real hands on experience...

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