You're critiquing a freelance videographer's storytelling skills. How can you amplify the video's impact?

Check how the idea flows from known to unknown, from familiar to unfamiliar. There has to be a progress in the thought process, leading to a culmination.

The thing we focus on from the very beginning (to the very end) is what we call The Viewer Experience. What made Apple and Tesla so successful was that both Jobs and Musk focused from the very start not only on the engineering, but on the user experience. Our MMJs or VJs are taught from the very start to see the story both as journalists but also as viewers (which they are when they're not working). Walk the story BEFORE you start shooting. What catches your eye as a VIEWER, not as a reporter? Then, go only with that. There is no point in taking the time make a story if no one wants to watch. You have to create content that people WANT to watch (like Netflix) as opposed to HAVE to watch "BREAKING NEWS!! 50% journalist, 50% viewer.

A visual sequence is important before it can become a structured sentence. Visual thinking becomes critical for effective communication

They need to feel real, not just like actors reading lines. Giving them depth and flaws makes them relatable. When people see a bit of themselves in a character, they start to care. Close-ups on their faces during emotional moments can be powerful. It's like letting the audience peek into their soul. The more we know about a character, the more invested we become in their journey.

100% This! While it’s important to give attention to each topic mentioned in this article, the key to memorable production lies in the story. The greatest way to tell a good story is with good characters. People connect with people. It’s the same no matter what kind of video you’re making be it documentary, PR, ads, news… whatever. If there’s a connection between the viewer and the message then you’ve achieved your goal. Any freelance hire should be made aware of this strategy.

Consider the arc of each character—how they evolve throughout the story and what challenges they face. Showing their growth, struggles, and triumphs makes them more compelling and memorable. Incorporate moments that reveal their vulnerabilities, as this can create a deeper connection with the audience. The way you portray characters, including their dialogue, actions, and interactions with others, should all serve to highlight their humanity. By focusing on character development, you not only enhance the emotional depth of your story but also ensure that your audience remains engaged and empathetic throughout the narrative.

Carrying your audience along is vital. Make them involved in the story by making use of elements and composition techniques that will make them glued to the characters. Utilize camera angles, movements, effects, shot types and transitions that will keep them transfixed. A relatable and captivating storyline is important such that your audience easily put themselves in the shoes of the characters or see themselves in the characters.

Aside from being relatable and flawed, I also believe that a character should inspire a viewer by being very descriptive to enable a viewer delve deep understanding more about the information being passed across

Clarity of Storyline: Is the story easy to follow? If the narrative is unclear or confusing, suggest reordering scenes or adding transitions that help guide the viewer through the story. Pacing: Comment on the pacing. Is the video too fast or too slow at certain points? Suggest specific moments where the pace could be adjusted for better impact.

Proper pacing in film should flow much in the same way as a rollercoaster; you need peaks and troughs to balance one another out, you can't throw your audience around at speed all the time and expect them to remain engaged, just as you can't have extended lulls that contribute nothing. All great examples of storytelling marry the intense and the gentle, and follow the same principles of stress and release as any good video game will.

Consider the timing of key moments—introducing plot twists or emotional beats at just the right intervals can heighten suspense and maintain viewer interest. Use pacing to reflect the emotional tone of the scene; faster cuts can convey excitement or urgency, while slower pacing can evoke contemplation or sadness. Transitions between scenes should feel natural, guiding the viewer smoothly through the narrative without jarring interruptions. By mastering pacing, you create a rhythm that draws the audience in, holding their attention from beginning to end and leaving them with a memorable and impactful viewing experience.

Mastering the flow of the story is key. The cut types utilized in ensuring a smooth flow of the storyline, the transition from one scene to another has to be intentionally planned prior to being on set and in post production. This is why adequate planning is essential. A storyboard comes in handy before being on set.

I'm not a videographer, but I would imagine you would want to keep the video moving at a good pace. Mix up action, talking, and quiet moments. Use editing tricks like cutting or slowing down to control the pace and keep viewers engaged.

Pay attention to the framing of each shot—consider how the placement of characters and objects within the frame can subtly convey relationships, power dynamics, or emotional states. Balancing symmetry or deliberate asymmetry can also influence how the audience perceives a scene. Lighting plays a crucial role in setting the tone; soft, diffused lighting can create an intimate atmosphere, while harsh, directional lighting can add intensity or drama. By achieving visual harmony, you ensure that every element on screen works in concert to support and enhance the narrative, making your story not only compelling but also visually resonant.

A common mistake I see in early-career video work is not using a proper eye-light. Reflected light in the subject’s eyes brings them to life and enhances production value—especially important for subjects with darker skin tones. While the key light can sometimes serve this role, depending on facial structure, it may not create the desired reflection. Adjusting the key light can affect the overall look, so it's often best to add a dedicated light near the lens for this purpose. This light often isn't bright enough to impact what the key/fill are doing, but it adds essential depth by making the eyes pop.

Cohesiveness in Style: Is there a consistent visual style throughout the video? If the style changes abruptly or feels disjointed, recommend maintaining a consistent look or theme. Use of Visual Effects: If there are any special effects, consider whether they enhance or detract from the story. Suggest subtle adjustments if the effects overshadow the narrative.

Simply tell the story with your visual dexterity, vitality and skill. Stories flow, as should your film making. An image can tell a thousand words, so use each shot to tell the story, explain the plot, give meaning and explanation to what is seen and sometimes even what is not seen. To watch the grand masters, such as Sergei Eisenstein and Akira Kurosawa.

As others have said framing is important. Also, I tend to like gradient colors. The color purple is nice. It represents royalty. But find an editor with a style you like. If you like the vibe of a video. Write it down and give it to your editor for visual ideas.

Think how sound can be used to create a sense of space and environment—subtle background noises can immerse the viewer in the setting, whether it’s the bustling noise of a city or the tranquil sounds of nature. Silence, too, can be powerful, drawing attention to a pivotal moment or allowing the viewer to focus on the visuals without distraction. Experiment with diegetic and non-diegetic sounds to blur the lines between the world of the story and the emotional undercurrents you want to evoke.

I would argue the audio makes up OVER half of the experience in video. It's composed of sight and sound, but the sound is where all the emotion takes hold. Try muting a scary sequence--not scary anymore. During the epic hero shot, the scale and weight isn't felt in the same way.

Record good-quality audio with clear voices, sound effects, and music. Use music to set the mood and evoke emotions. Add sound effects to make the video more immersive.

Use a good mic. If you can afford a Rodecaster Duo that levels up your home system. You can play with music to ramp up the vibe. Pair the song with the emotion you're trying to convey. Whether its upbeat, sad, or euphoric.

Sound Design: Incorporate high-quality sound effects and music. Sound can significantly enhance the emotional impact and immersion of the video. Use of Music: Music can set the tone and enhance the emotional impact of the video. Choose tracks that complement the narrative and evoke the desired emotions.

Reflective editing really does amplify a video's impact by encouraging deeper viewer engagement. Slowing down the pacing during key moments gives the audience time to absorb the content, while intentional pauses and silence allow for reflection. Repetition is also a powerful tool—repeating key visuals or soundbites helps reinforce important themes. Overall, these techniques create a more contemplative atmosphere, making the message resonate more deeply with the audience. It’s a subtle but highly effective approach.

During the editing process, ask yourself, are the decisions I'm making appropriate for the edit. Every decision needs to move the story and the character development forward. Does the music support the narrative? Are the transitions appropriate for the feeling?

Explore New Techniques: Encourage the videographer to experiment with different storytelling techniques, such as nonlinear storytelling, flashbacks, or juxtaposing contrasting scenes for effect. Collaborative Feedback: Offer to discuss your suggestions further or to brainstorm ideas together. This approach makes the critique feel more like a collaborative effort than a one-sided judgment.

Having been on both sides of this line, I got to tell you that the edit will be the great settler of all creative disputes. Usually, when you have a freelance Videographer working with you, unless you were on set to get any supplemental footage, you’re stuck with what you got. The good news is that if it doesn’t measure up, you can always use B roll footage. As far as the critique goes, if you’re planning on working with Videographer in the future and you have any disputes with how they film, be sure to share those often and early. When it comes to creative choices it’s hard not to micromanage if you have a vision, but it’s imperative that you collaborate so I will inform them of the must have shots and then let them be creative

Leave the audience for wanting more. Call to Action: If the video aims to inspire action, include a clear and compelling call to action at the end. This can guide viewers on what to do next