Extending Research Impacts to a General Audience via Video: The Good, The Bad, and The Ugly

Since 2012, we have used social media as a means to deliver grower friendly bilingual content in the area of fresh produce safety.  We have learned, that there are marked differences between videos, which can distract the user from a message.  This presentation attempts to provide five key recommendations or reminders on creating outreach videos that generate the greatest impact.

     Voice Composition:  What not to do: Avoid someone speaking in monotone voice, it creates a dull video and makes it seem unexciting.

Recommended: It is always important to ensure that the narrator has a full, clear voice. The goal is to inform and excite the listener, so therefore it’s suggested that the speaker be excited, positive and passionate about their topic.

Appearance: What not to do: If your video is about finances or something of a professional matter, then dressing casually in a t-shirt is NOT acceptable. Inappropriate attire could distract the viewer, and the content of your video can possibly not be taking seriously.

Recommended: Dress appropriately, Viewers typically respect a speaker who appears friendly, inviting, and that they fully understand the content being presented.

      Understanding Content and Delivery:  What not to do: Avoid not being confident in what you say or being unknowledgeable of the content. Having too many “um’s” and “uh’s” can really hurt the quality of the presentation.

Recommended: Avoid long winded phrases, and instead, keep the points short and to the point.

Physical Presence:  What not to do: Slouching or leaning in a peculiar way is not attractive to most viewers, and once the viewer witnesses something unusual, they can easily be distracted and lose focus on hearing and understanding the content.

Recommended: Be firm in the way you stand so that you come off as confident to viewers, and avoid standing statuesque.  It’s recommended to interact with the camera, and demonstrate ordinary body movements.

Involving an audience with clear and logical content is the ultimate achievement when creating a video that has high impact value.  By providing video outreach materials with few distractions and with an understandable message, the audience will better utilize the information that the video is intended to achieve.