8 Anti-Advice Insights from Video Production Johannesburg
When people talk about professional video, the conversation often leans on a familiar set of “best practices.” These are the guidelines repeated in meetings, creative briefs, and online discussions: start with a hook, keep it short, make it seamless, always polish every detail. While these principles exist for good reason, following them without question can sometimes limit the effectiveness of a video. True expertise lies not only in knowing the rules but also in recognising when stepping outside them produces stronger results. This is particularly relevant in professional environments where different types of content are required: from corporate explainers and staff inductions, to documentaries, safety training, and animations. What works well for one context may be the wrong approach for another. Video production Johannesburg often requires balancing the expectations of modern audiences with the unique demands of different businesses, industries, and communication goals. Let’s explore some well-established practices that, while useful in many circumstances, can also hold a project back if applied without thought. Each point shows where the convention is valuable, when it can be set aside, and examples of scenarios where alternatives offer stronger outcomes.
1. Always Start with a Hook
Best Practice
Videos should begin with a strong, immediate hook to grab attention before the viewer clicks away.
Why It Exists
Online audiences are used to scrolling quickly. Social media and video platforms are crowded with options, so the first few seconds are often treated as make-or-break.
Anti-Advice Alternative
For certain projects, a slower introduction with atmosphere and intrigue is more effective. A deliberate build allows audiences to settle into the experience and appreciate mood or detail before the core message unfolds.
Example
A company promoting its heritage might open with a wide, still shot of its environment accompanied by subtle sound, creating a sense of depth and patience. This approach draws viewers into the story rather than rushing them. Conversely, promotional clips designed for rapid online engagement generally do benefit from an immediate hook, so context is everything.
2. Never Break the 180° Rule
Best Practice
The 180° rule in filming ensures that the spatial relationship between characters or objects remains consistent. It prevents viewers from becoming confused about where people or elements are positioned.
Why It Exists
Maintaining visual consistency makes videos easy to follow, which is especially important in interviews, training, or scenes requiring clarity.
Anti-Advice Alternative
Breaking the rule intentionally can add tension, surprise, or even discomfort. For professional contexts, this can be effective when the goal is to reflect disruption, challenge, or uncertainty.
Example
A leadership training film about adapting to change might use a subtle line cross to suggest a shift in perspective. However, in testimonial or instructional videos, keeping the rule intact avoids unnecessary distraction. Video production Johannesburg teams might recommend this kind of creative choice when disruption is part of the intended message rather than the by-product of inexperience.
3. Use Plenty of B-Roll to Smooth Cuts
Best Practice
Supplementary footage, known as B-roll, is often used to cover edits and keep the story flowing without visible jumps.
Why It Exists
B-roll ensures transitions feel natural and hides edits that might otherwise distract from the main speaker or subject.
Anti-Advice Alternative
There are times when deliberately avoiding B-roll enhances authenticity. Allowing a raw cut to remain visible can create a sense of honesty, particularly in documentary-style or socially driven videos.
Example
A workplace initiative film where employees speak candidly may benefit from visible cuts that emphasise sincerity. In contrast, a corporate marketing presentation would usually be undermined by a lack of smooth transitions.
4. Stick to Fast Turnarounds and Tight Editing
Best Practice
Efficiency is often treated as a priority. Quick edits and swift releases keep content flowing and meet deadlines.
Why It Exists
Shorter editing cycles reduce costs and align with the pace of modern media, where speed is often valued.
Anti-Advice Alternative
Taking more time for pacing and editing can create videos that convey seriousness, detail, or gravity. Longer moments allow information to land more effectively.
Example
A health and safety induction video may benefit from slower editing to encourage staff to absorb the message. A quick, tightly-cut version might not leave the same level of impression. Video production Johannesburg frequently considers whether slower pacing better supports comprehension in training or compliance contexts.
5. Always Use Animation for Complex Messaging
Best Practice
Animation and motion graphics are often seen as the best option for explaining technical or abstract ideas.
Why It Exists
Moving visuals simplify difficult concepts, making them easier to understand for broad audiences.
Anti-Advice Alternative
Real-world footage can sometimes be more effective than animation, especially when trust and authenticity are required. Seeing real people and environments helps messages feel grounded.
Example
A compliance film may be more convincing if staff see procedures carried out by actual colleagues rather than animated figures. Animation is still preferable for complex statistics or unseen processes. The choice depends on whether clarity or credibility takes priority.
6. Avoid Jargon at All Costs
Best Practice
The common recommendation is to avoid industry jargon so that messages are accessible to all viewers.
Why It Exists
Specialist terms can alienate or confuse audiences who are not familiar with them, limiting effectiveness.
Anti-Advice Alternative
In videos aimed at specialised audiences, appropriate use of jargon builds credibility and shows insider knowledge. Used selectively, it reassures viewers that the message comes from experts who understand their environment.
Example
A video directed at technical partners in a supply chain may include industry-specific vocabulary to confirm authority. A customer-facing brand awareness video, on the other hand, would avoid this. Video production Johannesburg often advises balancing accessibility with authority by aligning language with the target audience.
7. Always Optimise for Short-Form
Best Practice
Short videos gain attention quickly on platforms like YouTube Shorts, TikTok, or Instagram Reels. The general advice is to keep everything concise.
Why It Exists
Short-form content has become dominant on social platforms, where algorithms favour high completion rates and frequent engagement.
Anti-Advice Alternative
Longer content is sometimes necessary. When learning, training, or in-depth explanation is the goal, a longer structure allows detail without fragmentation.
Example
An eLearning video within a company’s LMS requires enough length to cover procedures and context thoroughly. Shortening it for the sake of format could reduce comprehension.
8. Never Be Imperfect or Rough Around the Edges
Best Practice
Professional content is usually expected to be smooth, refined, and free of flaws.
Why It Exists
Clients often associate technical perfection with professionalism and trustworthiness.
Anti-Advice Alternative
Certain contexts benefit from an imperfect, less controlled feel. Hand-held footage or natural sound can create urgency and authenticity.
Example
An urgent safety update filmed quickly on-site feels genuine because of its rough edges, while a brand showcase video would likely suffer from the same treatment. Video production Johannesburg sometimes recommends this approach when authenticity and immediacy matter more than technical refinement.
Rethinking the Rules
Best practices exist because they work most of the time. However, treating them as immovable rules can prevent a project from reaching its full potential. Knowing when to apply them and when to set them aside is part of what separates standard content from professional communication that serves its audience.
Exploring alternatives does not mean abandoning structure or professionalism. It means recognising that the purpose of a video dictates the method, not the other way around. Businesses and organisations have diverse needs, and their messages require thoughtful approaches that may not always align with widely repeated advice.
Video production Johannesburg demonstrates that effective communication comes from expertise, judgement, and the confidence to bend conventions when the context demands it. By understanding both the rules and their exceptions, companies can produce videos that are not only appropriate but also impactful for their intended audiences.
Every business has its own story, and the right video should reflect that rather than follow a checklist. At Sound Idea Digital, we help companies decide where to follow convention and where to adapt it. Contact us to start planning your next video with this balance in mind.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |
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