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Hosting Your Videos

So you’re producing a video for your website and you need a host.  I would first suggest hiring a professional actor and host.  Your video will be better produced and move through your scenes much quicker.  But perhaps you would like to use a non-professional from your business to save money and keep it in the family.  Perhaps you would like to do it yourself.  Well, whether you use a professional or not, follow these simple rules in order to keep it professional and produce a great video.

The first thing I would like to mention is to read our MoreSalesWithVideo.com article on “The Greatest Secret to Producing Great Quality Videos for Your Website.”  In this article we talk about the importance of evoking emotion in the viewer of your video.  This secret ingredient is all too important to the host.  Your host will set the tone for the whole video, as well as define your business.  If viewers don’t feel the excitement of the subject, they will know it and you will lose them in the first couple of minutes.

Obviously how the host says their lines will depend on the subject of your video.  For example, a video about starving children who need the viewers help and money will have a completely different emotion than a video about the uses of a new revolutionary kitchen tool.  Either way the host must get the viewer to feel the intended emotion. 

I would encourage you to audition hosts before hiring them, professional or not.  It’s easy these days for a professional host to get you a demo reel to watch before hiring.  Whether they send it in the mail or send it to you online, watch these demos to make sure whomever you pick is right for the job.  If you use a non-professional, have them audition as well.  Since they won’t have a demo reel, they will have to read lines in person.  I would strongly advise you, to do your best to not pick a friend or relative or someone who works with you without an audition.  They may not have the talent they think they have.  If you’ve ever watched “American Idol” during the auditions, you know what I’m talking about.  Hundreds of young people who have been singing in the shower for years decide that they want to make it in Hollywood, only to be turned down by the judges.  They simply can not believe that the judges did not see their talent the way they do.  Just know what you’re looking for.  Talent, confidence, and ultimately someone that makes you feel good when they speak. 

Perhaps you are reading this and thinking you wanted to be the one to host the video, but after reading the info above, you are having second thoughts.  Well here is the perfect solution:  The Interview Style video!

The Interview Style video (click here for full training on the "Interview Style Video) - In this scenario, a host opens the video, introduces you and begins to ask you questions.  What the viewer does not know, is that behind the host and a bit to the right or the left is a computer with a PowerPoint that you are following to make sure you get out all the points you need.  You can secretly be changing the PowerPoint slides as you speak (or have someone else do it).  This way your answers and presentation sounds natural and not scripted.

By the way, in the world of video and film when hiring a host, the typical laws for hiring do not apply.  Casting someone as host, or in an acting role does not have to be politically correct.  According to law, you can feel free to choose your host or actor according to a specified race, gender, age, etc.  Whatever you feel your audience will feel most comfortable with.  For example, you can make two videos.  One with an African American Male over 50, and another with an Asian woman in her 20’s and see how your conversion rates change with each. 

No matter who you pick, choose wisely.  Remember the host can make or break your video, as well as your sales!

Here are some important rules for your host to follow:

1)     Be comfortable with the camera – anybody who works in front of the camera must be comfortable.  Most professional hosts that I have used are natural hams. They have no problems performing for the camera.  It’s easy for them to look straight into the lens and talk.  If you ever hear a perspective host say that they hate the way they look or sound on a recording, you better stop right there and get someone else.  They must always be comfortable to get your important message across.

2)     Learn from other hosts – Before the filming of your video, have your host(s) watch other professional hosts on TV.  It’s a good idea for you to do this as well so you know what to watch for in your host.  The food network, the travel channel, the news, daytime talk shows are all great for learning.  They should watch everything that the best hosts do.  How do they walk, talk, enunciate, where do they put their hands?  When a host is interviewing, how do they set up their questions?  Check their posture.  Watch their reactions to their guest’s answers, etc, etc.

3)     Memorize your lines even if you are using a teleprompter.   Ok, I know, if you are using a teleprompter, why should your host memorize?  Well at least they should become very familiar with the copy or their lines.  They should go through the script as many times as possible walking and talking as if they’re being filmed.

4)     Mark the important words for them - Go through the script before giving it to them and underline the important words that you want them to express.  For example, “These children haven’t had a good meal in three months!  So as you can see, today is a real celebration!”  Or, “The magic fork kitchen tool is the only kitchen tool you’ll ever need.”  If you have a teleprompter, do the same thing with the text.

Before Filming

Does your host need makeup?  Both the faces of men and women or heads of bald men should get a light application of makeup. The rule for video is, nothing should shine.  Of course how much makeup women get, depends on the subject of your video.  You may get some objections from women who feel their makeup is just fine.  Explain to them that, the additional makeup is just for the video and it is not personal.  I like to use a professional makeup artist if the budget allows.  Not only do they do a great job on applying makeup, but the women are always very thankful on how they look when they are on camera.  That positive feeling will show in your video.

How does your host look?  Their hair, their makeup, their clothing?  If their clothing has wrinkles, or is riding up, have them adjust it.  Make sure everything is perfect in your viewfinder or monitor, before cuing them to action.

During Filming

If on the move, make sure your host is hitting their marks.  Have someone follow the script to make sure they are saying their lines properly and with the proper emotion.  Even if you think the host nailed their scene, do it again just in case.  When editing, it’s better to have extra takes and not need them, than to need extra takes and not have them.  When you film them again, change up the shot.  If you shot wide the first time, shoot a medium shot, and even do a third close-up shot if time allows, so the editor can play with it in post production. 

After Filming
You should be pretty confident at this point that you got everything you wanted.  There’s usually not enough time to go through the footage on set, especially if you have a paid crew.  If time allows, go through the script and make sure you got everything you intended to get, and that the host said everything you wanted him or her to say.

One thing I can’t stress enough is how important the host can be to your video.  They can make or break your project.  If at all possible, get a professional paid actor with experience.  If you do get a newbee, make sure they read this important tip list, and your video will have the professional feel you are looking for.

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