Hi Community members,

In one of my previous posts, I talked about the rise of video marketing as well as other forms of thought leadership. As we are all aware, as current times continue to trend towards remote and virtual, video has become more popular than ever. Here are more stats around video consumption and marketing:

• In 2019, the average person viewed online video for 84 minutes per day, or about half the time we spend with conventional television. By 2021, it’s estimated that this figure will increase to 100 minutes per day. dsource: Marketing Charts]
• 88% of marketers using video reported a positive ROI from it. That marks a 5% increase from 2019 and a whopping 55% increase since 2015. 2source: wyzowl]
• 99% of video marketers will continue to use video in 2020. 95% plan to increase or maintain spend. Of those who don’t currently use video, 59% intend to start in 2020. isource: wyzowl]
• 86% of people want to see more videos from brands in 2020. isource: wyzowl]

Now that you’ve seen the numbers, are you also inspired to start making videos, if you haven’t already? I know I am! If you don’t have much experience in videography, don’t think you are the creative type, or have doubts about the location or quality of your production, worry not! We will go over simple steps on how you can prepare for the shoot and quick tips on how you can focus on the content and delivering value for your audience.

PREPARING THE SHOOT

1.    Audience

First and foremost, never forget your target audience. Just like any presentation you give or thought leadership you curate, having a clear idea of who your audience is will help you create the storyline and craft a relevant message specific to them.

2.    Equipment and Setup

Neither do you need to have expensive equipment, nor do you need to have the complete set. Look around you and start with what you have, then you can continue adding to it as you see fit later. Smartphone cameras nowadays have good enough quality and resolution that will give you the results you need. Instead of spending a lot of money or time on expensive gear, perhaps spend it on a simple but sturdy tripod for your smartphone and a microphone to strengthen your audio.

3.    Location and Lighting

Now that you have the proper equipment and gear ready, make sure you pick an ideal location and optimal lighting for your shoot. Ask yourself questions like:

• Are you shooting the video in just one location? Or do you want the flexibility to move around?
• Do you want a consistent backdrop? Or do you prefer to use your surroundings as props and background?
• What time of the day do you plan to shoot/record the video?
• What kind of mood do you want to create in your video? Do you want dim lighting or a more exposed scene?

Knowing the kind of story you want to tell in the video as well as the feelings you want to draw out from the audience will make it easier for you to set the stage and produce the outcome you want. Preparation is key in any kind of media production, but especially in video.

4.    Messaging and the Story

We’ve talked about the technical and logistical aspects of producing the video, but let’s not forget the higher priority here: What do you want to deliver to your audience? What should your viewers be able to get our of watching the video? Like anything customer-facing, what value can you provide in this video?

Don’t get so caught up on the gear and settings that you neglect the importance of having great content. While having excellent production is a plus, remember that video is another form of storytelling at the end of the day. You have to be able to capture your audience’s attention and hold their interest with a compelling or valuable story. If the message isn’t clear, they will walk away confused and with more questions than answers.

5.    Post-Production (Editing)

Now that you’ve finished recording your video, it’s time for some finishing touches before sharing it! Like with production, editing your video doesn’t need to be over-the-top. Video editing software has a large learning curve and can be costly if you don’t use it often. Check out this link for suggested video editing software for both the desktop and mobile user, most of which are free or offer a trial version.

TIPS FOR YOUR FIRST VIDEO

We’ve covered how you can prepare your shoot and plan for it, here are some last-minute reminders before you go start your first home video production!

• Just start — Don’t be afraid or discouraged by creating or editing videos. It may be challenging at first but think of this as learning a new skill. Videos are lots of fun!
• Remember your audience — Focus on using video as a medium for marketing and to educate or connect with your customers instead of trying to produce an award-winning film.
• Add captions — Often times, people watch without the audio on so it wouldn’t be a bad idea to include closed captions while you’re editing the video.
• Include a CTA at the end of your video — Like any form of marketing or promotional material, what action or behavior are you trying to drive? Make sure you add a call-to-action, such as visiting your website, downloading an e-book, or signing up for a webinar.

FINAL THOUGHTS

I’ve come to realize I enjoy writing about video and video marketing and hope you all learned something as well! 😊 More importantly, I hope you feel prepared to start making your own videos. I’m curious to know if anyone has already created videos from the comfort of their home. If so, are there additional tips you can share with other Community members? I’d love to hear about your experience and the results you saw as well.

Thank you and happy creating!

Eva C.