Simple tips to produce online video. Part 1
Online video is gaining more attention, engagement and it’s becoming a strong way of communication for several companies.
It’s important to acknowledge that the Internet and television deliver two completely different video experiences (so far). Here’s a interesting quote from David Rich, VP of Marketing at Turnhere.com
“Television is “lean back” where people engage with the content in front of them when they want to. The Internet is “lean forward,” where people are actively controlling their experience.”
I’d like to share with you four core steps to deliver online video, in plain English:
I’ll do this in two posts, so stand by for the next one!!
Planning / Strategy
First: If you don’t have a You Tube account yet, open one. Even if you decide to work with other video platforms as the primary, You Tube is the second search spot in the world after Google. Your video will get a lot more traffic and exposure there than any other platform/s.
In order to maximise your time and the effectiveness, you should think about integrating your online video strategy into your other channels, so take the time to think about your existing marketing campaign and see where online video could fit to blend successfully.
Also, according to the importance of the video, think if this is only something that you’ll have in your blog and your video platforms (You Tube, Vimeo, Viddler, etc) or maybe something that has to appear in any of your website pages too.
When brainstorming about the content for the video, place your audience first: what do you think is going to be relevant to them? (more than to you).
Always plan for short videos. Depending on the subject, you could have longer ones, but to give you an idea: an average should be two minutes maybe three. The shorter and sweeter, the better 🙂 If the video will be an interview, think about the place where you are going, maybe bring a tripod with you. If you’ll be in front of the camera, think about what you will say in a short and clear way.
Bottom line: You plan to create something engaging, relevant and authentic. This doesn’t happen overnight! Be patient. The more videos you do the better they’ll look and the faster you’ll produce them 🙂
I promised “plain English” so won’t bore you with cameras’ brands and models. You can start by using your photo digital camera on “video mode”, select the highest quality and ensure that is decent. Otherwise, you can get a Flip HD camera, like the one I have. It’s very affordable and provides great quality.
More likely, a lot of your videos will be shot indoors so do some testing with your camera or camcorder to ensure that quality is still good. If you want to learn more about more sophisticated equipment and how to make a better choice, you can start with “CNet’s video camera buying guide“.
I would strongly recommend that you buy a tripod (from €20). Not only will you make sure that the camera does not move but also, (using the camera timer) you can film yourself without help!
Background: this is crucial. Ensure that the background is engaging and/or includes branding. Avoid shooting straight at a window because the brightness will kill the video (backlighting). Also, if you’re next to a window, half of your face will look OK and the other half will be dark, so watch out!
If you are outdoors, make sure that the background is also engaging, related to the content or maybe show activity behind! Pick your best option according to the subject.
Be also aware of the background noise if you are using the camera’s built-in microphone. If you shoot in a room full of people chatting, this will impact seriously the sound of the person you are recording.
NOTE: Always let your camera record 5 extra seconds before you start and after you finish to ensure that you’ll never cut off the start or the end of your video. Do the following:
- Frame the shot
- Set the camera recording and count to 5
- Start the action
- Finish the action and count to 5
- Stop recording
Finally, make sure you don’t zoom in or out while shooting. You would instantly make the video look less professional.
Have a look at “The five deadly sins of amateur video” from Videomaker.com
Part 2 is coming up soon guys so stand by!
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