Video has quickly become a necessity in marketing. Everyone is using video to convey their message and spread awareness about their brand.
Using video properly can either help or hurt your business.
If you’re able to create quality videos quickly you can dramatically increase engagement on your website and social media accounts. Here are 5 steps to creating quality videos QUICKLY ;)
1. Make sure you have the proper equipment (duh)
If you’re posting to social media, your smartphone is more than enough to help you produce videos that have the potential to go viral. But when you’re creating video content for your website, it’s best to up your standards and at the bare minimum, use a DSLR to record. This way, you can ensure high definition, better quality videos.
I’m sure you’ve heard this before, but lighting is EVERYTHING. Bad lighting leads to mistrust and mistrust leads to lack-luster sales.
And on the flip side, good lighting can make you look more professional, even if you’re shooting in your living room! Invest in a good quality light or film your videos in daylight (preferably the golden hour - the hour right before sunset).
Poor quality audio can also lead to mistrust and turn potential customers away. When you film on a DSLR, the built in audio is more than likely going to leave you with background noise and/or an echo.
I recommend investing in a microphone of some sort. It doesn’t matter what type of microphone, a standalone mic, lapel mic, or boom mic will work well.
Do a quick search to find out what type of microphone works best with the equipment you already have (it differs depending on the camera).
If you’re more of a “let’s just shoot it and clean it up in editing” kind of person (like me), you can use my hack-y method of simultaneously recording a voiceover in Final Cut Pro (or another audio recording software) and matching it up to your visuals in post-production.
2. Create a signature sandwich style and stick to it
Strong branding can help you build a strong and lasting impression on your customer.
If you’ve watched any of my videos you’ve probably grown accustomed to my signature video style and you know by now that I LOVE MY SANDWICHES!
Literally and figuratively.
My video sandwich always consists of a lightly branded introduction and a clearly branded outro.
Find up to a 10 second clip of a song that you feel is representative of your vibe, then create a quick visual that clearly states your message to accompany it.
You want your introduction to be short, sweet and attention grabbing to get your visitors excited about the rest of your content.
Your outro should include your logo and any important calls to action that you want to include.
For example, a software company could include the phone number and email address for their support team at the end of a product tutorial video in case their customers require additional hand holding after watching the tutorial.
3. Script It
It’s always a good idea to plan. I love winging it, but after a while I had to be honest with myself and admit that I’m not the best at improvisation.
If you are, more power to you, (comment your best improv tips below!), but if you’re like me and you’re not good at “winging it,” then it’s a very good idea to at least write down your objectives for the video along with key touch points, if not the full script.
Be crystal clear in your messaging (which can sometimes be lost when you improvise).
Say everything and say it boldly.
You’d be surprised what makes it into final edits and what gets cut.
Often, some of the things you think are most important end up losing importance upon playback (and vice versa) so make sure to record every detail because you can always clean it up in editing.
Ahhh, this is where the fun begins - at least in my world (everyone has their favorite part of the process and some love it all).
Good editing can be one of your most powerful tools. You’ll be able to take a mediocre video and make it great.
The most important piece of advice I can give you is to cut on the action.
Out of everything I learned in school, this was by far one of the most transformative tips that took my videos from “mehh” to “cool!” and it will do the same for you.
HOW TO CUT ON THE ACTION 101
Go through your video and for every clip, trim off the stagnant frames. Make sure that every transition from clip to clip is being cut during some sort of movement.
This adds fluidity to your videos and decreases the need for transition effects like ‘cross dissolve’ -- (sigh together now)...
If you remember anything from this article, remember this: Always, always, always... CUT ON THE ACTION.
Yay! You’re video is complete.
Now it’s time to upload your video and market it to your audience. Several businesses are moving towards private video hosting services such as Wistia, which is fantastic for some, but there’s no problem using YouTube or Vimeo when you’re getting started.
Once your video is uploaded you can embed it onto your site using the embed code provided by your chosen video hosting platform.
On YouTube, it’s as simple as clicking Share > Embed > Then Copying and Pasting the code onto your site.
Be sure to share your new video with your email list and on social media to gain maximum exposure.