Look Who's Talking: Do We Need a Video of the Speaker Next to the Slides?
Submitted by:
Joel Jacobs, Vice President, Strategic Accounts, Brainshark, Inc.
November 17, 2011 08:56 AM
I often speak with clients who are transitioning much of their live communications to on-demand. Their challenge is to create on-demand presentations that are compelling, impactful, and interesting while staying “on-message”.
In researching the various tools that can help meet that challenge, clients often evaluate on-demand platforms and tools that offer the capability to add a “talking head” component. You’re probably familiar with that viewing interface. Its components typically include a slide image plus a video of the speaker off to one side.
At first glance it may have a “cool factor”, but I find it distracting. Where am I supposed to look? At the talking head or at the slides? You can’t do both, and switching your focus from one to the other and back again is distracting and counter-productive. If someone is explaining a chart, I need to be focused on the chart. These “talking head” videos have become popular because sometimes “cool” trumps efficacy. But the focus by marketers and trainers (or any communicators) should be on what is best for comprehension, retention, and impact.
Let’s look at some research and data on eyetracking of Web video by Jakob Nielsen who the New York Times called, “The Guru of Web page usability”
“The eyetracking data clearly show that a talking head is boring, even for 24 seconds. On the
Web, 24 seconds is a long time -- too long for users to keep their attention on something monotonous.”
This link elaborates on the quote above and includes some interesting graphics.
But, what if you’re responsible for creating content, and your CEO or SME says he or she wants to appear in the video? No problem, just shoot the video and use a delivery platform that allows you to transition seamlessly from speaker to image (static or animated) and back again. When done properly, the result will be a much more professional looking presentation that has greater impact. It will look more like a professionally produced TV commercial than a cobbled together amateur production.
Here’s an example:
View presentation in a separate window.
So, is a “talking head” the answer to more compelling and impactful on-demand presentations? Well, if it was, wouldn't you see these types of “talking head” videos in Super Bowl ads?
I welcome reader opinions on this topic and I look forward to continuing this dialogue.
Tags:
audio, enterprise use, external communications, marketing, sales, technology, tips & tricks, video