What are some of the common pitfalls and challenges that video producers face when engaging their audience?

One thing I like to remind young creatives and clients alike, is to treat each platform separately. Instagram, streaming commercial ad space, youtube, facebook watch etc are all very different spaces with very different audiences. When you are pitching ideas you need to explain how you are treating each of these spaces differently - even if it's with the same footage, but beyond resizing the frame.

That is why testimonials are so critical in creating impactful videos. Peers speaking to their peers about a product or service is extremely credible and authentic if done correctly.

You want to know the best way to get to know your audience and engage them at the same time? Ask them a question. What's important, don't forget you've started the conversation so keep interacting and use this to showcase your ideas or products as well as collecting unique data about your core audience. (Those who engage are usually your most promising viewers).

Tips to consider after you’ve decided on the message & tone: 1. Having video editing experience helps reduce mental fatigue in subsequent planning phases. But if you don’t have that yet, remember that editing can make sense of non-linear time. 2. Aim for smooth set/scenery & costume changes. Arrange to shoot scenes according to ease of movement. The key is to not waste time by backtracking unnecessarily. Remember that linear time can be created during the editing phase. 3. Scripted material often needs to be shot more than once. Unscripted material still needs guidance. Interviews can benefit from planning but also need flexibility. Ask follow-ups. 4. Aim for less time & more b-roll. It’s less expensive than doing it all over again.

One of the most profound statements from my college days, that has stuck with me for years, came from an older professor. He said, "90% of your work should be done at a table with a pencil and paper before you ever pick up a camera." Without a clear picture of the who, what, and why of a project, you're chasing a moving target.

Audio is so important. We are able to capture amazing video effortlessly but if people cannot understand what you’re saying they will hit ‘next’.

Often overlooked, getting meta-data collated into one area is just as important *before* film credits roll. There is essential information that is needed to get input early and delivered as soon as possible for it to appear in proper workflows. It takes time for this to be entered into multiple aggregators for it to be discoverable--waiting until after the fact, or worse not having metadata at all, leaves your content dead in the water.

You can't work backwards from success, it's built from the ground up. If you're lost on how to measure the impact of your content, it means you aren't sure why you made it in the first place. Having a solid "why" and "how" for making a video before deciding "what" video you make is the key difference maker here.

Data is also key to improving your other video commercials, as you know what a good line is and what isn't that good. As well as testing the script with others.

"Staying up to date with the latest technology" isn't the same as "improving your craft". It's definitely important—generative AI is coming for video production in ways we can't even comprehend at the moment—but if you focus on things like getting better at planning shoots, or interviewing subjects, or even simply telling stories rather than how to shoehorn the latest and greatest into your content, you'll always be in demand.

Make sure you understand your platform, too. What’s the entry point for your viewers? Do you need a headline or thumbnail that gets them to click? An opening sequence that grabs their attention to stop scrolling? Does audio default to on, or do you need to produce for a silent audience and encourage them to turn up the volume? Optimizing to overcome this first hurdle can make all the difference in your video’s performance, and in a lot of cases it depends heavily on your delivery method.

I definitely agree with this tip! You can have an amazing idea and record someone who's replete with knowledge and insight, but if your subject doesn't feel comfortable on camera, it can come to a screeching halt. It's good to prep with them ahead of time, and even doing interview style can help those that are very shy. Another point I'll quickly add is that we've got to look beyond being "salesy." Yes, the end game is to reach potential followers or clients, but the people you're looking for want value and not just another ad. We see tons of ads every day-- how is yours different in a way they can appreciate and value?

Provide coaching in advance for people who are going to be speaking on camera if they don’t have much experience. It can be intimating to act “natural” when speaking to a camera if you haven’t done it that much. Coaching and practicing in advance will help the production day go a lot smoother as people will feel more comfortable.

As I wrote in the comments above. Testing the script with others is key to your video's success; you can see what is funny or enjoyable and what is boring. The more you test, the better results you'll have,

Don't be ashamed to use calls to action as it is a great tool to engage your audience! I think many creators think calls to action make them look less professional or put them in a position where they *ask* their audience (and not all of us are comfortable doing it)... Truth is, a clear and simple call to action will definitely increase your audience's engagement and create a better bond with them. Just give it a try!