An effective business video is much more than just footage of a product or service. It should answer the questions:

Who is this business?

How can they help me?

Do I like them?

In video the answers to all these questions can be conveyed in just a few seconds. But to do that, everything has to be just right – the framing, lighting, pace, audio, music, the posture of the person speaking, what they say, how they say it, how many people appear, the sequence of scenes, the beginning and the end.

If there’s any animation in the video, there are different things to get right: composition, design, white space, font choice, colour and a lot of the other things that are critical to a good video.

It’s not as easy as it looks. To misquote Thomas Mann’s definition of a writer, a videographer is someone for whom making a video is more difficult than it is for other people.

I think about all this stuff, listen to what you need and come up with creative solutions to make your video stand out.

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