Videos, as a form of marketing, have evolved largely over a period of time. As per the latest trends, Video Marketing attracts maximum traffic online. Many business houses are it large-scale or small-scale industries are shifting towards video marketing. It is rightly said that if a picture is worth a thousand words, videos are equivalent to a full textbook. Marketing Videos not only demonstrate what your product stands for but can also be utilized to drive traffic to your website, thus increasing conversion rates.
What Is Video Marketing?
In simple words, Video Marketing means using video to promote or market a brand, product, or service. Video Marketing mainly helps users increase engagement on digital and social channels, educate their consumers, and reach out to the audience through a new medium.
Today, Video Marketing is a holistic business approach, which has transformed how salespeople and marketing executives connect with their target audience and convert their prospects. Over a period of time, it has become a lot more than just being used to heighten brand awareness.
The options for what kind of videos does a business wants to create are plenty. These include:
- Onboarding Videos
- Meet The Team Videos
- Support Video Calls
- Event Videos
- Live Videos
- How-To/Instructional Videos
- Know The Product/Service Videos
- Customer Experience Videos, and so on
Contrary to common belief, making any kind of Marketing Video is not simple. A lot goes into making a video ranging from ideas to the equipment needed. There are tricks of this trade as well, and you need to learn them well.
After all, if executed well, Video content will create faster and better connections between brands and their audience since they will take care of the following:
- Tell the story that you want your audience to know, hence know you better
- Share your message
- Captivate audience across various platform thus increasing your conversion rate
Here are the 7 tips you need to follow for filming and editing your marketing videos:
1) The Concept
Best video production companies have reached where they are because of their core team's creativity. They stand out because they can deliver great ideas for marketing videos that engage viewers. Your core team must consist of creative people who spend time brainstorming the concept on which you want to create the video, coming up with attractive ideas.
Videos that struck a chord with the audience are not just simply created; a great deal of effort goes into making them. The right approach would be to create a storyboard and a shooting script. The time spent at this stage should be considered as an investment. A tight script means fewer flaws and also, more than half the job done.
2) Prepare Your Actors
Once your script is ready, don't jump into the shooting. Spend some time with the presenters or actors who are part of your script. Make them understand your concept, script, and your expectations from them.
You should know exactly what the final video will look like, and your job is also to ensure your actors and presenters know the same. Judge what your actors are comfortable doing; for example, if they are not comfortable memorizing script pages, ensure you break the script into small scenes.
3) The Video Lighting
In most cases, the use of light is the decisive factor as to whether the video is well shot or poorly shot. If the video is shot in too dark or too light, it can completely ruin your marketing video.
Lightening in shoots is a vast topic; as starters, all you need to know is that mixing two light sources with different color temperatures will make for an unevenly lit shot. It is imperative that the primary light source is even and consistent whenever the video is shot. Another essential point to be taken care of is the camera’s white balance. It is advisable that it should be manually set since it helps to avoid color casting.
4) Don't Spotlight Your Actors
Take advantage of natural light. Also, make sure that your actors are placed in pools of direct light. There are high chances that intense primary light sources can blow out the contrast and brightness of the shot, thus causing unflattering and unattractive reflections on your actor.
Also, be sure of the background of the location, it should be clean and should go with your actors' dress.
5) The Editing Tools
Get familiar with the editing software you have chosen before you start editing the video. Try editing rough sample videos to get a hang of it. There is a lot of editing software available in the market. Each of them caters to different needs, and you need to decide what level of editing you are going to do. Opt for user-friendly software that is easy to learn and offers community support.
Once you have finalized the editing software, please spend some time understanding the features it has on offer. Most software offers straightforward and interesting editing features, and if you use them, you can produce much better marketing videos.
6) The Final Editing
Import all of the clips taken up until now into the software you have chosen. You can start the final editing by putting the rough cut of your marketing video together bit-by-bit. Once this is done, move on to the time-consuming process of frame-by-frame editing.
It is a common misconception that an attractive looking video and a captivating video can be made by adding a lot of effects. That is not true, the more transitions and unnecessary effects you put in your videos, and the more amateurish it looks.
After all, your content should be the one making an impression and not the editing software. Finally, choose background music carefully. Not every video needs background music, so make sure you are not adding the music for its sake. If you are going with music, ensure it goes with your project.
7) Always Shoot Multiple Takes
It would be a very grave situation if you only have a single take of a critical part of your marketing video. Hence, it is advisable to have multiple variations of every single video that you take, thus giving you options to edit a final sequence as and how required. Never rely on just a single take.
The above points highlight the complete journey of creating an impactful marketing video, helping you engage with your audience. However, if at any point you feel uncertain about the process, it is better and advisable to hire a professional to take care of video-recording.
About Author: Akash Tripathi is a Content Marketing Manager at Top Mobile Tech that curates articles on Software or Mobile Development as well as Video production Companies. Stay connected to the rest of the world with Top Mobile Tech. We bring the latest and critical news to your mobile and computer devices.
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