{"id":8599,"date":"2023-07-13T16:25:15","date_gmt":"2023-07-13T14:25:15","guid":{"rendered":"https:\/\/sintesi.cat\/?p=8599"},"modified":"2023-07-13T16:25:19","modified_gmt":"2023-07-13T14:25:19","slug":"el-extrano-caso-del-video-invisible","status":"publish","type":"post","link":"https:\/\/sintesi.cat\/es\/el-extrano-caso-del-video-invisible\/","title":{"rendered":"El extra\u00f1o caso del v\u00eddeo &#8216;invisible&#8217;"},"content":{"rendered":"<p style=\"font-weight: 400;\">Hace pocos d\u00edas, durante una jornada de rodaje, coment\u00e1bamos con un compa\u00f1ero de profesi\u00f3n, especializado en la producci\u00f3n audiovisual, la cantidad incre\u00edble de encargos por parte de clientes de todo tipo para hacer productos en v\u00eddeo que despu\u00e9s no tienen un uso concreto. Es decir, que pasan inadvertidos para el p\u00fablico general y resultan pr\u00e1cticamente <em>invisibles<\/em>.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Sucede m\u00e1s de lo que pueda parecer y creo que es un error de planteamiento, un desperdicio de energ\u00edas sin sentido y, al final, una manera bastante absurda de gastar recursos, de tiempo y dinero. Porque, comparado con otros formatos, hacer un producto audiovisual es caro, complejo y largo. Y, por lo tanto, antes de encargar un v\u00eddeo se ha de tener muy claro qu\u00e9 uso se le dar\u00e1. Porque guardarlo en un <em>caj\u00f3n <\/em>\u2014llamadle, si quer\u00e9is, un canal de YouTube con visitas irrisorias\u2014 no puede ser una opci\u00f3n. De la misma forma que a nadie se le ocurrir\u00eda, por ejemplo, hacer redactar una nota de prensa para despu\u00e9s no distribuirla entre los medios y las agencias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los productos audiovisuales, en general, no son un fin en s\u00ed mismos. Son una herramienta para transmitir determinadas cosas; las que sea, las que consideremos adecuadas. Es por ello por lo que lo primero que debe decidirse es qu\u00e9 queremos transmitir, a qui\u00e9n, con qu\u00e9 conceptos o mensajes clave, c\u00f3mo lo queremos transmitir y qu\u00e9 impacto buscamos. De todo ello podremos deducir despu\u00e9s cu\u00e1l es el mejor formato, el tono m\u00e1s \u00fatil para nuestros prop\u00f3sitos, los canales m\u00e1s factibles y la utilidad que le daremos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta reflexi\u00f3n necesaria antes de apretar el <em>rec <\/em>de la c\u00e1mara ha de servir para encontrar la mejor soluci\u00f3n, la que estar\u00e1 m\u00e1s alineada con los prop\u00f3sitos de nuestra organizaci\u00f3n y la que nos permitir\u00e1 que el v\u00eddeo se acerque al impacte que perseguimos. Porque no es lo mismo hacer testimoniales \u2014muy adecuados para las redes sociales\u2014, que rodar un <em>spot <\/em>\u2014que busca emocionar en pocos segundos\u2014, o preparar un corporativo \u2014dise\u00f1ado para ser el frontispicio de nuestra web\u2014, o incluso acercarnos a formatos pr\u00f3ximos al documental para trasladar a la vez a nuestros p\u00fablicos mensajes, prop\u00f3sitos, testimoniales y voluntad de trascendencia en la sociedad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con un plan de comunicaci\u00f3n, escogemos c\u00f3mo queremos presentarnos ante nuestros p\u00fablicos. Y su ap\u00e9ndice en versi\u00f3n audio\/v\u00eddeo es el plan de comunicaci\u00f3n audiovisual, un instrumento b\u00e1sico \u2014as\u00ed lo entendemos en S\u00edntesi y as\u00ed lo explica Dolors Gordils en este <a href=\"https:\/\/sintesi.cat\/es\/porque-debemos-tener-un-plan-de-comunicacion-audiovisual\/\">art\u00edculo<\/a>\u2014 para exprimir todas las posibilidades de estos formatos garantizando que todo lo que se produzca tenga un objetivo, una finalidad, un uso y, si se hace bien, un impacto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hacer un v\u00eddeo simplemente por hacerlo, no es una buena idea. \u201cAs\u00ed ya lo tenemos\u201d, nos suelen decir. \u201c\u00bfY qu\u00e9 uso le dar\u00e9is?\u201d, preguntamos\u2026 y la respuesta acostumbra a ser del estilo de \u201cno lo sabemos a\u00fan, ya lo pensaremos\u201d. Vale, como quer\u00e1is, pero es mejor pensar antes y actuar despu\u00e9s. Colocar el carro delante de los bueyes puede hacer, casi siempre, que nuestro v\u00eddeo acabe siendo invisible. De verse, se ve, claro, pero nadie sabe d\u00f3nde, ni cu\u00e1ndo, ni porqu\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hace pocos d\u00edas, durante una jornada de rodaje, coment\u00e1bamos con un compa\u00f1ero de profesi\u00f3n, especializado en la producci\u00f3n audiovisual, la cantidad incre\u00edble de encargos por parte de clientes de todo tipo para hacer productos en v\u00eddeo que despu\u00e9s no tienen un uso concreto. Es decir, que pasan inadvertidos para el p\u00fablico general y resultan pr\u00e1cticamente [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":6932,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[20,14],"tags":[367,785],"class_list":["post-8599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion","category-general-es","tag-audiovisual-es","tag-plan-de-comunicacion-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El extra\u00f1o caso del v\u00eddeo &#039;invisible&#039; - S\u00edntesi<\/title>\n<meta name=\"description\" content=\"Los productos audiovisuales, en general, no son un fin en s\u00ed mismos. 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