There are many corporate videos that feel staged, rehearsed… unnatural. Every action seems forced and the blocking predictable. Budgets often prohibit the hiring of professional actors, so sales and marketing videos usually rely on actual employees to communicate a company’s message. Using real-life employees, however, does have its advantages. It gives the company some transparency, allowing viewers to see the people behind the brand. And it can be a necessity. After all, if you’re producing an employee orientation video, wouldn’t you want to feature other employees within the company?
The challenge for the director then is to instruct non-professional talent so that the video seems personable, open, and natural. Here are some things to keep in mind:
- Be clear with the talent regarding the content of the video, what you expect of them, and what you are trying to achieve.
- If they are to be interviewed, go over the questions with them beforehand. Again, tell them what you’re looking for, but be careful not to lead them. The answers need to come from them, in their own words.
- Before you start shooting, take some time to get to know your talent. Get them talking about things they are interested in. Being in front of a camera can be intimidating for some people. So you need to help them relax before you start rolling.
- In some situations, you may find yourself working with children. If so, take some time to joke around with them. Get them laughing. go outside and play with them for a little bit. If they consider you a friend, then they will perform better on camera.
- Children are very curious, so let them look at your gear. Show them the camera. Let them look through the viewfinder. Get them excited about being in the video.
Each of these suggestions is designed to help your talent feel comfortable. If they feel at ease with you, your crew, and the situation, then their on-camera presence will be incredibly strong.
It’s difficult to predict just how successful an online video will be, but all popular videos have one thing in common - great content. That’s rule number one. Create great content and the chances of your video going viral will definitely increase. But using the phrase “great content” is a bit vague. Ultimately, what does this mean? And what factors prompt people to pass videos on to others?
Sarah Wood of Unruly Media offers the following eight characteristics of successful online videos. These “viral triggers,” as Wood describes them, are necessary if you want to turn a passive viewer into an active viewer.
- funny
- sexy
- random
- surprising
- illuminating
- shocking
- spectacular
- hyper-relevant
A majority of my first post on acting for the camera dealt with preparations the actor makes in order to find work. For the purposes of today’s post, imagine that you’ve landed the role. What do directors and producers expect of you throughout the production process?
- A Strong Work Ethic - Whether you are getting paid for your time or you are donating your talents for the experience, you need to demonstrate an eagerness for the project. This includes: a) Arriving on time for all rehearsals and shooting dates, b) Memorizing your lines, c) Remaining courteous to everyone involved, d) Being mature and professional. We’ve all seen those “behind-the-scenes” documentaries of actors joking around on set. There’s certainly a place for that, but don’t let it hinder the process of filmmaking.
- A Willingness to Listen - When the director critiques your performance, don’t get defensive. Listen and acknowledge that direction. Don’t make excuses. Don’t tell the director why he/she is wrong. Effective communication begins with listening.
- A Willingness to Collaborate - As a director, I enjoy getting input from my actors. I expect them to come to the project with their own ideas and suggestions. I realize that not every idea fits with my vision, but I also know that some suggestions will make the film better. I welcome that creative collaboration. As an actor, you need to study the material. Be prepared to offer your opinions. It shows the director that you care about making the best film possible.
The process of filmmaking is extremely demanding, yet extremely rewarding. Being professional, courteous, and hard-working will go a long way toward landing you that next acting job.
