Here’s a great article from the Social Media B2B site that provides advice to marketers who need to add video to their arsenal of skills in today’s online world. Video is often better at telling a story than written content. Video also has tremendous benefits for search as well. This article is more about getting started and producing videos with little or no help. There are plenty of B2B companies making high production videos to share online.
Here are some basic tips to get you started on the path to becoming a Hollywood director.
1. Keep it Simple
Online video is more compelling if the idea is simple. People are distracted when watching video, so you can’t try to put too much into a video. Try to convey one or two ideas at the most. If you do a longer interview with someone, produce several shorter videos out of the footage, each about one thing.
2. Use a Tripod
Avoid shaky, hand-held video. The easiest way is to use a tripod. Simple full-sized tripods give you more flexibility in shooting, but table top tripods are more portable. Either way, securing the camera will help tremendously. If you are shooting with a smartphone, there are inexpensive mounts available to attach to a tripod.
3. Find a Clean, Well-Lighted Place
Shoot video in well-lit areas. Harsh shadows or uneven lighting can be distracting, especially if you are shooting an interview. Always think about the viewer, and can they see the subject matter in the shot.
4. Listen for the Quiet
Many common environments that you might consider shooting in are noisy. Try to find quiet areas off the tradeshow floor and the manufacturing area. While it is fine to shoot there to provide context to a video, do not try to shoot lengthy interviews where the most important thing is to hear the person. People will watch poorly shot video if the sound is good, but they will not suffer through bad sound.
5. Use Stills
Shoot still pictures to augment the video. Ken Burns made the style of movement on still images so common in his Civil War documentaries that Apple calls it the Ken Burns effect in its video editing program. They are a good way to set the scene or help with transitions.
6. Make It Branded
Create simple title slides that include your company logo. A black screen with words that includes your company name is not enough. Customers and prospects need to visually connect this video to your company, and opening with the company logo is the best way to do that.
7. Keep it Short
Unless you are using video to tell an involved story that must build out over several sections or creating a how to which requires many steps, keep the video under 5 minutes.
8. Cut it Together
Editing is key to improving the quality of your video. Don’t get wild and cut between multiple shots frequently, but use editing to tighten conversations and remove extra footage. Use simple transitions in your editing rather than fancy spins and wipes.
9. What’s the Call to Action?
The end of a video should end with a company URL or a landing page. What action should people take after watching the video? Many video platforms include the ability to embed links in the video. Take advantage of that with your calls to action.
10. Post and Share
After editing the video, post it on a variety of social channels, including YouTube and Facebook. Embed the video on your company blog and drive traffic back to it with updates on Twitter and LinkedIn. Add a screenshot to an email newsletter for extra viewers. Depending on the content, others may want to embed the video on their sites, so make sure that’s possible. It is with all common video platforms.
Bonus: Think Mobile
Make sure the video makes sense on a mobile device, as more than 23 million Americans watch mobile video. This means more medium shots and close-ups than long shots, as well as clear audio.