YouTube Is The Second Largest Search Engine. Have You Considered Using Video Marketing In Your Strategy?
Video marketing isn’t a trend, it’s here to stay. So it’s a good idea to understand how you can use it to your advantage. In this post, you’ll find the different types of video marketing, setting up your shot, how to edit your video, and more.
The Different Types of Video Marketing
Before we start shooting video, it’s important to understand what type of video you’re recording and who it’s for. Creating a strategy will help you in the long run. You don’t want to shoot a video and realize in the editing phase that it isn’t working and you need to re-shoot.
A brand video is your company’s about page in video form. This is going to be part of a larger campaign, and it should reflect your company’s values, mission, and services. This is used to help build brand awareness with prospective customers and create a human-to-human connection with your audience.
Case Study & Testimonial Videos
Having a video to explain a case study or experience is a great way to establish authority. Customers want to know your product or services are going to bring results.
If there is an event or conference you’re hosting, a great way to attract attendees is posting an event video. A collection of attendee interviews and highlight reels is a great way to attract and bring new people in.
Demo, How-To, & Think Tank Videos
Demo and How-To videos are great ways to help explain your product, service, or process. This helps viewers gain a better understanding of how your service/product will help them, allowing them to make more educated and confident purchasing decisions.
Think Tank videos are a way to share ideas with your audience. Most commonly, these are Q&A style videos focusing on a certain subject related to your service, product, or field.
Live videos are immensely popular on social media platforms like Facebook and Instagram and offers viewers a more candid and authentic view of your business or event. While event videos are good promotional material for before or after an event, live videos can be used while at an event to create a behind-the-scenes feel and be used to connect with people that were not physically able to attend.
Once we have our goals defined, we can start the pre-production phase of video marketing.
Before you start shooting, write down a basic storyboard of how you want to video to go. This doesn’t have to be extremely detailed or formal, it can be a few notes saved on your phone. A basic framework with some comments will be fine (intro, pan shot, b-roll, interview, etc).
Cameras & Equipment
Different videos will call for different equipment.
Most smartphones these days have incredible quality and recording capabilities. In fact, live videos are going to require the use of a smartphone to connect to your platform of choice. If shooting with a smartphone, make sure if you have enough storage space, that you have do-not-disturb mode activated, and that you use a tripod if necessary for a smoother shot.
Higher-end cameras like DSLRs and Go-Pros are also ideal for shooting.
These cameras are much more flexible in terms of depth-of-field, resolution, frame rate, and white balance. Having proper white balance will both make your video professional looking, but also more pleasing to watch. Having a shallow depth-of-field (blurry background) is ideal for interviews while a deep depth-of-field (clear background) is better for b-roll or certain action shots. Here is a guide for setting-up your DSLR for video.
Lighting and Setup
Quality lighting and setup is important for video marketing. Poor lighting will create graining and noisy footage, a poor setup can distract the viewer from your content; you want to look professional.
For lighting, natural light works best but you should also invest in some studio lighting off of Amazon or another retailer. Lighting can be used to manipulate the scene and mood of a video to reflect your needs. If you’re interviewing a subject, make sure the background is free of any distractions. Here is more on lighting tips.
When it comes to audio, make sure you have some sort of microphone, whether it’s a shotgun mic attached to your camera or a clip-on mic attached to your subject. Like your lighting, you want your audio quality to be as high as possible.
Shooting Your Video
Here comes the fun part.
When shooting, it’s ideal to leave some padding at the beginning and the end of your video. This allows the editor to smoothly piece clips together without it looking jumpy or rushed. It’s like the whitespace of video, it lets your work breathe.
Take plenty of takes. It’s better to have too much footage than too little. When possible, do a few takes for every scene to give you or your editor some room to work with.
Your composition is also a vital aspect when shooting. Utilize the rule-of-thirds for your subject and create different sequences and shots to add variety. Play around with different angles and techniques including pan shots, cutaways, and close-ups. Here is more on composition.
Post-Production and Editing
Post-production and editing is where the magic happens in video marketing.
Depending on your skill level and budget, you have a few options when it comes to video editing software. Your main choices are Apple’s iMovie or Adobe’s Premiere Pro. iMovie comes free with Apple devices and has a relatively friendly user interface. Premiere Pro is available with a subscription to Adobe, and has more features and more powerful tools when it comes toe editing and production. There is a bigger learning curve compared to iMovie, but if you’ve used Photoshop before, the transition isn’t difficult.
Putting The Pieces Together
This is where storyboarding pays off. Good videos will have smooth transitions and logical progression. Include appropriate music and b-roll to take your video to the next level. Don’t overlook the small details.
Make sure at the end of the video you include a CTA. The purpose of video marketing is to sell your product or service. You’re making a customer aware of a problem, and how you can help them solve it.
I hope this guide helps you gain a better understanding of the basics of video marketing heading into 2018. Good luck! Feel free to reach out to me if you want to learn more.