As cost and accessibility of video content is growing, so is consumer demand for video.

It’s not rocket science. And it isn’t new.

The potential with video is massive. Videos get 1200% more shares than links and text combined (– Simply Measured).

However, with so much “video clutter” on the internet, brands really have to do something special to get noticed.

Quality video is much more appealing than standard videos and documentary-style videos are a great example of a “better quality” video.

As long as these documentaries are engaging and interesting, they can really reign in potential customers.

Documentary video production is a craft. It incorporates the following basic skills and resources:

A documentary video must tell a story.

Telling a personal story is a great way to get the viewers on side. In fact, “storytelling” is hot-right-now in the marketing world. While some brands opt to tell a brand story, others opt for a more general story, in a bid to appeal to a wider audience. These “stories” appeal to audience emotion to make them memorable. The more people feel something about your video, the more they remember it. And the more likely they are to remember the brand behind it.

Aim to please the crowd.

Consider the target audience before deciding on the style of the documentary. The pre-production process should map out, in detail, what appeals to the target consumer and how it will appeal to them.

Some research methods include:

  • Weighing up the statistics- Do some research on line to see what the target consumer respond to to get an idea of what works and what doesn’t. Does you target consumer watch music videos? Play video games? Or stream content? Getting an idea of their activity will help when putting a documentary together.
  • Survey- Carry out a survey, aimed at your target audience to enquire about documentary styles that would interest them.
  • Google key questions- Discover the questions your target consumer are asking. And answer them.

Ensure research on the topic is thorough.

If you are aiming to answer consumer questions, then you need to ensure you are answering them correctly.

Be a credible and reliable resource.

Ideally a resource that potential consumers will return to.

In other words, knowledge is power. And NEEDaFIXER know that. No matter how creative the video, a deep understanding of the subject will shine through and attract more viewers. If you tell your target consumer something new, they’re much more likely to share this knowledge and come back to your brand for more advice.

Add the edge to interviews.

Many documentaries, by their very nature, will feature interview footage. While planning the content is important, scripting the interviews could make them feel cold. An outline guide to how you would like the conversation to go can avoid interviewees drifting off topic. In terms of filming the interviews, consider adding subtle movement into these potentially dull and static frames.

Keep the documentary on point.

Be creative with your editing, experiment with the first draft. Commercial editing software allows for as many drafts as needed. Gather opinions. Walk away and come back later. Take time before deciding on the final release.

Is music required?  

Will your documentary need a voiceover recorded? A polished voice explaining the footage can add a professional glean to the production’s feel. Background music to match the mood of the footage can keep the audience engaged during breaks in dialogue. Equally, silence has its place in some documentary-style videos. Choose sound wisely.

NEEDaFIXER are leaders in documentary style video production worldwide.

Read more about NEEDaFIXER’s Documentary Production Service and let us guide you from the first idea to the final cut.