The 2019 Global Internet Phenomena Report, network provider Sandvine found that video accounts for over 60% of downstream traffic on the internet.
And the dominance of video is nothing new. Marketers have been eagerly developing creative video marketing strategies for several years. And yet, it's still intimidating for a lot of marketers to really take advantage of the many ways video can reach an audience. Getting viewers to watch your videos and persuading them to choose your products is hard.
There are a lot of things you need to consider – from pre-production to post-production. You’ll have to think about the storyboard, script, themes, audio, editing software, lighting, and more. According to Astudio, video content is judged based on style, production quality, presentation, and the value it gives to the viewers. Videos need to be truly remarkable to attract, retain and persuade your audience.
Here are some video production tips that will help you achieve your marketing goals:
- Create original, on-trend videos
- Plan videos well
- Pay attention to detail
- Use the right audio/video equipment
- ...and know how to use your A/V equipment!
Read on to get comfortable creating marketing videos - jump right in, the water's fine!
1. Create original, on-trend videos
Make sure your video content is original. Viewers are always hungry for new content. Creative and technological trends are also constantly changing. Find out what types of video are currently popular and effective in your sector to avoid creating a video that makes your company seem out of touch. A good example of videos that always catch users’ attention are dynamically recorded travel videos.
Pro tip: Follow the current trend but don’t copy someone else’s concept.
2. Plan your videos well
To create effective video content, plan your video before you even hit the record button. You need to start with an original concept. Write and refine your script. Create a storyboard and shot list. Having a clear, carefully studied video production plan can greatly help simplify the process and ensure great results.
3. Pay attention to details
Every detail of your video is important. You may have a great concept but if the execution is not given careful attention, it may come across as nonsense. Consider the set of the shoot, the actors, the props, the script, and all other minor details.
4. Consider your filming
Although you can always edit footages after filming, post-production edits can take time and can also take up the budget. Attempt to shoot the film as perfectly as possible to save time on post-production (this is why a storyboard is very helpful!). You may need to shoot the scenes several times to perfect it.
5. Use appropriate audio-video equipment
Perhaps, the most important step in the video production process is the filming. You don’t want your video to come off as an amateur with poor lighting, sound recording, and video recording. To ensure that you shoot the best footage, use the right equipment. However, this doesn’t mean that you need to buy high-definition video cameras, microphones, lighting, and audio to film great videos. With the right enhancements, you can record and produce amazing videos using your smartphones.
6. Know how to use your equipment effectively
Aside from having the right equipment, you also need to know how to use it effectively. Test your camera and microphone before you begin the shoot. Try its features to see which one will work well for your footage. Make sure that you focus your video on the subject at just the right distance. You should follow the rule of thirds wherein you will split the viewer into thirds and frame the subject slightly off-center. Also, use a tripod to keep the video stable.
By following these tips, you can create videos that can catch the attention of viewers and help you achieve your marketing goals.
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