As the election draws closer, I’m sure I’ll be blogging more and more about the candidates’ web videos. The good, the bad… the pointless. Today, we take a look at the latest Obama video.

I have to say, it’s a letdown. President Obama’s videos during the 2008 election were pretty darn good. Okay, they were great. He clearly has some talented storytellers working for him. I think that’s why this one surprised me.

It’s titled, America the Beautiful. The White House rolled it out for Independence Day, but it’s just a hodgepodge of clips set to music. It’s like they couldn’t decide if it should be a campaign video or just something patriotic for the holiday.

It’s a good lesson though. You should have a clear vision for your story. Once you do… commit to it. You might have some great raw video, but if it doesn’t support your story it doesn’t belong in the final product.

Commit to the story and stay away from the hodgepodge.

–Tony Gnau

Courtesy: CBS News

Last week, I blogged a little about the notion of watching. Watching videos you like, dissecting them, learning from them, and applying similar techniques to your own videos.

Today, I’m going to help you find some good videos to watch, and I’m turning to TV news because that’s where you’ll find my roots.

The organization that most inspired me to improve myself as a video storyteller is the National Press Photographers Association. I was working at my first TV station in Kearney, NE when I went to an NPPA seminar in Omaha. Mind blowing. Here’s a link to last year’s NPPA award winners… Best of Photojournalism 2011.

Looking for daily inspiration? There’s a terrific Facebook group called, “Storytellers.” TV news photographers post their stories and ask for feedback from their peers. I’ve seen a lot of good stuff there.

Finally, my favorite storyteller is my mentor… Steve Hartman of CBS News. Steve was more than generous with his time when I was a young reporter. I used to send him my stories, he’d critique them, and I followed every piece of advice he gave me. He’s been the man behind a few feature segments at CBS, but his current one is entitled, “On the Road,” and it airs every Friday. If you find a guy who’s a better feature reporter and storyteller, please let me know.

Enjoy!

–Tony Gnau

Video is becoming a strange animal. It used to be nobody had a video camera, so if they wanted video they had to either hire someone to shoot it or go to the time and expense of buying their own equipment.

These days everyone has a quality video camera built into their phone.

This may be why some people have unrealistic expectations when it comes to the cost of producing video. We occasionally have people who contact us for proposals who are surprised their project will cost thousands of dollars.

I think they’d be even more surprised if they shopped around only to find out there are companies charging a lot more than us.

I understand we all have access to quality video cameras, but that’s no longer what you’re paying for when you have a video produced. You’re paying for the skill it takes to operate that camera and tell a compelling story.

Anyone can shoot video, but takes a highly trained and skilled artist to create a video people will want to watch.

–Tony Gnau

You can’t hold on to preconceived notions. You might think a video is going one direction, but you have to be willing to go with the flow if things don’t go as intended.

I got a good reminder of this while completing a project for Yellow House Children’s Services. It’s a terrific non-profit raising money for kids with disabilities in Kenya.

We knew we weren’t going to get great b-roll since we weren’t going to Kenya to shoot. The organization had a few amateur videos shot there, but after viewing them we decided they didn’t really add value.

So… we had some photos we could use and we had a fundraising party we could shoot. Based on that I thought we’d focus our efforts around the party, and figure out a way to base the video around that.

During most shoots, I get into a rhythm. The story just seems to come together. Not this time. I didn’t like my original plan. I liked it even less days later as I logged the sound bites.

That meant shifting gears… and it worked. Once we created the script and started editing the video, it all came together. Instead of focusing the video on the fundraiser, we used it as a jumping off point to draw people to the photos.

I was really happy with how it turned out. We didn’t have much to work with, but thanks to being flexible the story came into focus.

–Tony Gnau

Surprises are a magical thing. The problem is too many storytellers can’t help themselves and rush into them too quickly.

A good surprise within a story is a great device to reinvigorate interest in your video. Just when the audience thinks they know where the story is going, you zing them with something they’re not expecting.

The key is to build up to the surprise. There’s no rush. The build up actually makes the surprise that much more effective.

It also doesn’t have to be anything earth-shattering. Sure, it’s better if it is something significant, but ultimately anything that’s going to take viewers off-guard is going to work. Whether it’s a piece of video or a tidbit of information.

A good surprise will make your videos much more memorable.

–Tony Gnau

Any video professional can produce a video that looks good and sounds good from a technical standpoint. Even amateurs can have a go at it these days with as good as the equipments is getting. The trick is finding someone with a storyteller’s spirit.

Storytelling is a true art. It isn’t a craft you become good at overnight. It takes years of experience and a ton of time behind the viewfinder.

That’s what you’re paying for when you hire a professional storyteller to produce a video for your company. It isn’t cameras, microphones and lighting. It’s the skill and vision of someone who’s dedicated themselves to becoming a craftsman.

You’re paying for their expertise.

–Tony Gnau

The tide has turned. It’s no longer enough to simply tell people “what” a company does. Audiences are demanding better content, making storytelling a important part of any PR/marketing strategy.

There are countless stories at each and every business. Finding them is just a matter of opening your eyes and looking for things that will connect with viewers.

Turn to the employees. Everyone has a story. Chances are some of them have stories that are not only interesting, but relevant to the company and its clients and prospects.

Examine the business itself. Are there any fun traditions? Maybe there’s an interesting way the company communicates with clients? How about ways the company cleans its equipment and facilities?

Tell those stories. What seems boring and mundane to you can be interesting stuff when put into the hands of a master storyteller.

–Tony Gnau

The message business leaders need to understand… storytelling is the way to reach people. Need an example? I have one in the form of a young entrepreneur.

Please… I repeat… PLEASE… watch this video entitled, Caine’s Arcade. It’s 10-minutes long, but I assure you it’s worth it.

As you watch, I want you to think about what you’re viewing. Don’t think of it as a video about a cute kid with a fun idea. Think about it as a business story… how a new venture is born.

Also, consider the storytelling taking place. The video producer doesn’t come right out and tell you what’s happening. They allow the story build. They release small bits of information in the form of surprises. This is quality stuff!

Every business has a story. They might not have a cute kid from East L.A., but look back at a company’s humble beginnings and you’ll find compelling material.

A quality storyteller can bring that past to life. Jane in accounting might have made some good home movies. Jack in the marketing department might have put together a fun video in college… but this is the company’s image we’re talking about.

Put it into the hands of a professional. They can tell a compelling story.

–Tony Gnau

p.s. I’m not advocating 10-minute corporate videos. You don’t need that long to tell a good story. A pro can do it in 3-minutes… 2-minutes… even 60-seconds.

Storytelling is crucial to marketing a business, and I love a recent inc.com article entitled, 3 Reasons to Master the Art of Storytelling.

It talks about why entrepreneurs need to embrace storytelling. The article contends that stories are memorable, easy to remember, and inspire action.

All true!

I’ll contribute another thought, add video to the equation and you’ll increase the effectiveness of all those qualities.

Video draws in the audience. It transports them to wherever the story is taking place. Video also taps emotions better than any medium out there.

High-definition, fancy editing, flashy graphics… all nice to have, but a good story trumps them all. Find yourself a video producer who is a storyteller at heart.

–Tony Gnau

It’s easy to lose focus while producing a video. During the shoot you’ll see things you didn’t think of in advance, ideas will flow while creating a script, and all sorts of innovation can take place during editing.

All of those things can go a long way to improving a video, but don’t let them be a distraction either. Every time something new is added to the process, ask yourself something.

How does this further my message? Is this necessary? Does this benefit the audience or is it just for my glory?

Keeping your focus can be a painful process. Leaving out a great shot, killing a terrific sound bite, tightening up the editing… all hard to do.

Focus on the message. Your video will turn out better.

–Tony Gnau