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Weekly Video Tip: Cross Cultural Video

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By Stephen Schweickart

It’s never been more important for video producers to know their audience. According to ReelSEO, a recent report from GigaOM indicated that over half of all YouTube views were by non-English speaking viewers. In fact, the actual figure—according to a Google spokesperson—was 60 percent.

That means YouTube videos need cross cultural appeal. For producers, that involves an emphasis on visual story telling enhanced by the one language everyone understands—emotion. Fortunately, video has no equal when it comes to delivering emotional impact. Our basic emotions are a part of the human nature we all share, regardless of language or nationality. Effective communicators know how to tap those emotions to drive their message home.

Video is the primary tool for personal impact, followed by the script, which helps explain to the audience what is happening. The less you need to rely on the script, the more cross cultural your video will become. That means an emphasis on creative storyboarding based on universal themes, and getting the job done visually without having to rely heavily on the script. And yes, it can make the process harder, and more time consuming. But if you’re willing to pay the price, you’ll be expanding your impact to engage a worldwide audience. After all, you’ll be speaking their language.

Stephen Schweickart is the co-founder of VScreen. For more information on this topic, visit VScreen’s site at http://www.vscreen.com/

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