How Much Is Too Much?
by Molly Proffer
Most of us have had the experience of looking at our watches in the middle of a movie. It could be that it’s a twilight show and you’re hungry, but don’t let the producers off that easily. That’s the point at which you’ve lost interest. If the audience for your video looks at their watches or wants to, that’s bad. Does that mean that your video isn’t interesting? Maybe. But often it’s just too long.
Some videos need to be longer, such as training or orientation videos. But if you’re producing a video in which you’re selling something – a product, service, or idea, heed my words. First, never use the word “heed” in a video. But beyond that, remember that your audience has limited time, and the more you respect that, the better the outcome.
The time to determine the length of your video is at the beginning. Take a look at the objective, your concept, the relevant content, your audience, and the setting. Sometimes one of these factors is more important than the others. For example, if your audience is standing, maybe you should acknowledge the long history of your organization in just a sentence or two. But don’t wait until your footage is shot to decide on the length of the program.
Can you imagine a Hollywood producer shooting footage that he or she may or may not need for his movie? That would mean paying actors and crew, location fees, equipment rental, and other expenses that might not have been necessary. In the movie-making world, that impacts the profitability of the movie. And the same is true outside the entertainment industry. Not only that, often the “talent” in an organizational video includes fellow employees or volunteers who don’t appreciate being left on the cutting room floor – not to mention their wasted time and embarrassment when coworkers tease them about being cut. “A face for radio, eh?” “Well, you’ve still got all 15 minutes of fame left.”
And temptations to shoot more than you need surround people in a business environment. If your video includes interview clips, there’s always someone suggesting that people be interviewed because of their position in the company or because it might be seen as a faux pas to pass them by. But there’s also a downside to interviewing people who you might not include in the video. If you (or your supervisor) can’t face telling people they’re not in the finished product, you’ll get a video that’s too long – a house with too many rooms – a book with too many chapters – a meal with too many courses – see what I mean?
Politics sometimes affect a shot list, too. We can’t show Department X without showing Department Y and Department Z. But these are the processes that may lead your audience to zzzzzzzzzz, and then your video production has been for naught. So do yourself and your organization or client a favor: Just make the tough choices. Sometimes less is more.
This is article in the Proffer Productions “Stop, Don’t Shoot” Series
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