Video QuickTips

You have only a few seconds to grab a viewers attention, otherwise they are changing the channel or clicking the next link. Many talent agents will pop in a reporters demo with their finger on the eject button, after three seconds or so they either hit the eject button or watch the rest of the demo. It’s usually the former rather than the latter.

When writing a news story for television or even writing a corporate video you need to get the viewers attention and communicate a sense of what the story is about. I often find the best way to get this point across is to use a real life example.


Back in my TV news days I was assigned a story on how motorcycle sales slump when the weather gets colder. My cameraman and I went out and interviewed retailers, riders and got the footage we needed. We had shots of motorcyclists riding, parking, starting the bikes, pushing them out of the garage. Really a variety of shots. What would be the best way to start that story?

Well, you could go linear, and follow the biker as he pushes the motorcycle out of the garage, gets on, starts and rides off. BORING!!!! How about a series of really quick, tight closeups of the key turn, the kick start, throttle twist and rear tire kicking up gravel, and then a wide shot of it riding away, all with the natural sound on the tape up full? Might that grab the viewers attention? Which version would grab you and make you watch? I think it’s safe to say the second quick edit version might be the more popular.

You need to get their attention and then keep it. Keep the video moving, change angles, sequence your shots naturally as the human eye would. But as the storyteller you have an advantage. Through your choice of edits you can lead the viewer where you want, not leave them to wander around aimlessly. Imagine if you just handed your viewers the reporters notes and the raw field tape and let them figure out the story. Would that work? Maybe, but you are the reporter, it’s your job to tell the story, communicate the message.

If its corporate, or course there is a slant in favor of the company, if it’s news, you must do it as objectively and as balanced as possible. But it’s all for naught if you don’t grab their attention in those critical first few seconds.