Businesses that are trying to engage their audience could learn a thing or two from TED’s video production value

If you’ve ever watched a TED talk, you know they can be informative, entertaining, and totally addictive. TED (Technology, Entertainment, Design) is a nonprofit devoted to spreading powerful ideas on wide-ranging topics through the use of talks that are delivered in 18 minutes or less. We love to catch them when we can, and we’re thinking about checking out one of the several live TED events that are taking place in Colorado this summer!

Here is a link to the 20 most popular Ted talks of all time to get you started if TED is new to you.

So what does TED have to do with corporate video production? Businesses that are trying to engage their audience with video could learn a thing or two from the approach that TED takes to presenting their talks. Let’s be honest – in a world of cat videos and short attention spans, you wouldn’t necessarily expect long lectures on sometimes weighty topics to draw such a rabid following online. So how do they do it? By investing heavily in production value. By consistently filming with great lighting, multiple camera angles, engaging graphics, and audio mixing, TED has developed a style that draws viewers in and keeps them coming back for more.

This Entrepreneur piece points out that focusing on production quality is one of several essential steps for creating a corporate video (along with being clear about who your audience is, hiring a professional video production team if possible, telling a compelling story, and distributing it in a place that your audience will find it.) They cite this video from HearNotes as one that gets it all exactly right.

The HearNotes video features a great product story, was developed and distributed specifically for a Kickstarter audience, and was professionally produced with amazing production value. Wouldn’t these WireFree earbuds just be the perfect thing for listening to the TED podcast? (My birthday is in October, if anyone was wondering.)

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