Fatally Flawed Videos

(Written by guest contributor Chris Harper)

Let’s face it: it’s not hard to find flaws in a lot of online videos. I’m not above reproach myself. I often look back on my work and question my tactics or execution. As online video producers, we generally don’t have the same budget or tools at our disposal that feature-length filmmakers do. Having said that, there are some things that you just can’t do if you want people to keep watching, or better yet, come back to watch more. I’ve compiled a list of some of my personal pet-peeves that I’m sure some of you will share. To borrow a phrase from one of my favorite TV shows at the moment, here are my deal breakers:

Deal breaker #1: Shaky Video

I’m not just talking about unsteady video, what I’m referring to here is what I call super shaky. Yes, it’s a very technical term, I know. The Blair Witch Project is everyone’s favorite example of super shaky video. It was a good movie, but it had reason to be handheld and shaky. But unless you’ve got the spirit of some long-departed witch chasing you around, there’s no reason for you to have super shaky video. It’s distracting and with tripods being very inexpensive, it’s inexcusable.

Deal breaker #2: Bad Audio

Overdriven audio drives me crazy. I’m sure you’ve heard this before, too. It usually happens when someone is too loud for a microphone or the levels are set too high on it, and the audio comes out clipped and distorted. I recognize that most people just use the built-in mics on their cameras or webcams, but that doesn’t mean you can’t have decent audio. If your camera or computer shows audio levels, then pay attention to them and don’t let the audio get clipped. Once that information is clipped, you can’t undo it, so make sure you get it right when you record. Another audio mistake that people often make is having their background music set too high. If people can’t understand what’s being said, then why should they watch a video?

Deal breaker #3: Bad Transitions

I guess what I’m really trying to say here is that you don’t have to use a transition just because it exists. Videos that seem to employ a new transition for every break annoy me. The year is 2010, and there are a lot of transitions used that are just outdated. I think it’s time we retire cube spins and funky wipe transitions for good. I suppose they have their uses, but in seven years of creating videos, I’ve never had the occasion to use a star wipe. Make sure the transition you choose is appropriate for the rest of the content of your video.

Deal breaker #4: Abuse of Special Effects

In a world where we have entire feature-length films that are made on computers, it’s not surprising that people want to experiment and throw “special” effects into their videos. The problem is that when they’re done poorly, they just look awful. I can’t imagine that many of you are going to put any crazy explosions into your sales page videos, but if you are planning to use some kind of effect to spice up your video, please do so with caution. We’re all used to seeing amazing Hollywood CG stuff now, and even if it isn’t fair, that is what you’ll be measured against.

Deal breaker #5: Making Me Download Your Video to Watch It

There is no excuse for making people download your videos as the primary way to view them. There are enough video hosting sites out there that you should be able to find one that you can post your video on and then embed it on your site. If you want me to see your video, then you need to make it as simple and quick to access as possible. Even with a fast Internet connection, waiting for it to download does not qualify as simple or quick.

So there you have it, just a few things that generally cause me to stop watching a video. I’m sure you have your own, and you may even think that some of mine are too picky. That may be true, but I hope that you can use this as a starting point for creating “stickier” videos.

Action List

– If you haven’t already done so, invest in a tripod for your camera.

– Pay attention to your audio levels and any background music while filming.

– Use transitions sparingly and with a measure of taste.

– Leave special effects to the experts (unless of course you are one!)

– Make your video as simple to access as possible.