Picking the right talent for your video vexes the most creative of minds. Make a mistake and it could undermine your great script and your marketing message.
Questions, questions..Should you choose an internal candidate or a celebrity? What are the benefits of using an actor instead of your executive for a presentation? To help answer a few of these questions, here’s our guide to help you choose the right talent for your film.
Firstly, decide whether your video actually needs on-screen talent. You really don’t want your film to be a cheesy parody of a news piece so maybe a voiceover will suffice.
Our advice is: use internal talent if you’ve got it, your people are the experts and add authenticity to a film. However, don’t force staff members to go on camera if they are going to freeze. Use staff members who actually enjoy the experience and are passionate about their jobs and your company. Try people out (you can film them on a smartphone so it’s free). Alternatively, get your executives media trained. There are many media trainers out there that can help knock even the shiest executive into shape.
If your in-house talent isn’t good enough, then consider booking a professional presenter. They will cost a slice of your budget but they will add slickness and polish. They are usually actors (usually resting in between productions) so they will be experts at learning their lines. If you are intending to use autocue, many of them will be experienced, so you won’t see their eyes moving across the screen during a presentation.
We tend to either use presenters that we know and trust or we root around in casting call.pro and search for a presenter who suits the project. (http://www.castingcallpro.com) Put some thought into what kind of presenter you want and fits your business demographic: male or female; ethnicity; accent and age range.
Of course, if you’ve got the budget, then you can consider using a celebrity. Obviously they will cost big bucks, especially A listers. But celebrities will help your video gain traction with a wide audience and they will probably gain publicity for your brand.
Lastly, if you decide to go for a voiceover instead of a presenter, again, think about what kind of talent you require. For animation or info-graphics, a more jaunty voice can work well. Scottish accents and RP are the most trustworthy accents…supposedly. (http://www.itv.com/news/central/story/2013-09-26/new-poll-on-accents/) We tend to use voiceover artists who we’ve used in the past. They often have their own studio at home so they can record a track at short notice and can record different versions for us to choose from. Voiceovers are relatively inexpensive but the price will go up if a client wants them to record in a professional studio…or you want a celeb.