Video content that delivers

Mash went along to the Charity Comms seminar yesterday titled, ‘Right between the eyes; video content that delivers for your charity’.

We were really interested to hear Tom Tapper from Nice and Serious talking about common problems to avoid. We think his tips are equally relevant to any of us producing video content. Thanks Tom, for an engaging talk and useful reminder of the video nasties that can derail even the best-intentioned projects.

To get the most out of your video…

Avoid overwhelming viewers with facts and figures or they will disengage


  • Find the story.
  • Entertain and inform.
  • Show don’t tell.
  • Keep it short.


Avoid playing it safe


  • Get out of your comfort zone.
  • Push your creative team.
  • Road test ideas.
  • Involve key stakeholders early in the process.


Avoid Jargon


  • Keep language simple and sentences short.
  • Read your script out loud to check it sounds like speech and not written text.
  • Pick accents for voice-overs that have appropriate associations. For example, Scottish accents are considered trustworthy, and Geordies friendly.


Avoid overt emotion that may desensitise

Instead find real stories that will resonate and engage.