Seen at the Yankee Dental Conference:
I visited the Real Cool TV booth at the Yankee meeting. Real Cool produces video for dentists and other businesses. I watched some of their sample bits and was impressed with their style and production value.
Bad video is easy. Choppy sound, poor lighting, cluttered backgrounds and an awkward camera angle are easy to find anywhere on you tube, including dental office video pages.
Online video is growing at an incredible rate and is a great way to connect with people. In fact it is so great that some people have contended that any video is a plus. It doesn’t matter what it is just get it online.
I disagree; a sloppy, amateur, boring dental office video tells me the office is sloppy amateur and boring. Bad is bad.
Does that mean you have to a budding Spielberg in order to create an office video? Of course not but you can help yourself greatly by following a few basic principles.
The best option is to hire a pro like Real Cool to do it for you. They will help with the script, film the people in the office or at a studio, add graphics and titles and then most importantly edit it all into an engaging final result. That is the easy way but it does cost for all that talent, knowledge and help. Prices vary significantly depending on the complexity of the project however as a rule of thumb professional video runs about $1,000 a minute.
If you choose to do it yourself there are three numbers to keep in mind; 30, 4, 1/3.
Your online videos should be thirty seconds in length. If you are very entertaining and engaging you can stretch them to sixty or absolute max of ninety seconds. People will not watch five minutes of you, the dentist, staring into the camera and telling them about the importance of flossing.
Professional video changes the scene every four seconds. Pay attention the next time you watch a TV show, count the seconds from one camera angle or scene to the next. It will average less than four seconds. A music video changes almost every second. That means you do not want thirty seconds of the talking dentist head, but you want the scene to shift from the dentist to the office staff, to an outside shot, to the reception room, back to the dentist etc.
Good visual design follows the rules of thirds. It just looks more appealing if the main object is not in the middle of the scene but off to one side.
It is also a good idea to be sure the camera angle is not looking up your nose and the background is not cluttered with stray charts and plaster models.
Finally if you do decide to do it yourself you will need some basic video editing software. This will allow you to make those scene changes, add graphics and keep the length to thirty seconds.