Getting the tone right in your video content.
The tone of voice for our video content follows the same principles set out in our brand guidelines.
For video specifically this means:
- Delivering information clearly, calmly and using everyday language
- Talking to our audience directly and referring to the charity in first-person
- Being conversational, avoiding formalities and complicated words
Duration
Aim to keep the length of your videos as short as possible to help keep information concise and your audience engaged.
You should aim for:
- 30-60 seconds for a short promotional video
- 2-4 minutes for an explainer style video
- 5-8 minutes for an internal charity or stakeholder update
There is some flexibility to these timings particularly when we have more information to deliver and where video is the most suitable way to do this.
Scripting
We’d recommend scripting your videos and making sure this is approved ahead of filming. This saves time with approvals from stakeholders and avoids the possibility of a video re-shoot.
You should aim to:
- Speak at a rate of 150-200 words-per-minute to allow information to be processed by the viewer
- Read your video script aloud to work out the video duration
- Use this as an opportunity to refine your video script to keep information as concise as possible.