Over the years at Eon Visual Media, we have worked alongside a variety of public sector companies, including local governments and authorities. We chatted to our videography team to gain some valuable insights into the essential elements of videography for the public sector to improve communication and engagement!
How to use b-roll footage effectively
B-roll footage is essential in capturing the essence of something, from the services and facilities you provide to the beauty of the area. It can be overlaid with speech, text and animations to provide a more comprehensive, informative video.
Our videographers said…
“Don’t forget to smile! If you want to engage your community with a video, you need to make your campaigns shareable and as informal as possible. Depending on the subject area of course, you want to blur the lines between authority and community, removing the corporate feel of some public sector videos.” – Dawid Poniatowski
As well as this, videos with incorporated b-roll footage, animations, captions, text, speech, or any other media, is way more accessible for your community. Videos supplement communication and are a great tool to appeal to all audiences and diversities. Perhaps you want to include some key words, quotes or key information like opening times or locations. Or maybe you want an explainer animation overlaid with narration to give directions or explain instructions.
There’s a whole range of accessibility needs within your community. Are you as accessible as possible? Can someone with hearing difficulties watch your video and understand it? Is it provided in different languages? Is it simple and clear to understand?
The impact of music
Recently, we have noticed a shift in the music used in videos in the public sector. Upbeat, hip-hop music tends to be more popular, often so the content can be shared across platforms in alignment with social media trends on TikTok and Instagram. Sounds and their connotations are important to consider – you should align your tone, messaging and communication with sounds that are upbeat and engaging with no harsh music or lyrics.
We asked our videographers about the importance of music in a public sector video, and here’s what they had to say…
“Modern videography lends itself nicely to a musical hook at the beginning of a video. If the shots are matched to the beats of the music, it can create a real lasting impact on the audience. Typically, I like to do a few seconds of a styled introduction incorporating beauty shots and b-roll footage – it’s a nicer, more subtle method of engagement before the video launches into the important messaging.” – Dawid Poniatowski
Music has the unique opportunity to instantly engage the audience, so it should be chosen wisely. It should align with the tone and language used within the video as it often supports the narrative and feeds into storytelling. Depending on the video, it can be a great call to action reinforcement whether that’s encouraging civic action, health and safety messaging or tourism appeals.
Movement and Fluidity
Video interviews are a fantastic investment in public sector messaging and community engagement. They’re often the perfect blend of cinematic footage and informative messaging!
We asked Dawid what he thinks of the use of cameras and movement in interviews and other public sector videos…
“Something we’ve found that works really well in interviewing is adding in some fluidity to enhance retention. We typically use two cameras and a low depth of field to keep the subject in focus throughout. As well, we film from a few different angles so when we edit the video, we can keep it dynamic and engaging.” – Dawid Poniatowski
Utilising a range of angles and shots, combined with the right music, is sure to increase information retention, particularly with topics like health and safety, civic or legal information. As well, keeping the background fresh, clean and minimalist can help maintain a professional look and enclose the space for better visual appearance.
Our team of expert videographers would love to work with you to bring your vision to life. We’ve worked in a range of environments, so are comfortable with directing interviews and suggesting techniques specifically aimed at the public sector. Get in touch!
