These 10 tips will help improve the quality of your video marketing content and ensure that your brand is viisible and persuasive in the moments that really matter.
Five years ago, brands had to hire a professional videographer or an entire film crew to shoot a YouTube video or a TrueView ad. These specialists might have used a Sony NEX-VG10, which cost $2,000, or a Panasonic HDC-SDT-750, which cost $1,400 to shoot that online video. And they probably used Adobe Premiere Pro or Apple’s Final Cut Pro to edit their masterpiece.
But today, most of the millennials in your marketing department or at your agency can easily make a great video for your YouTube channel, Facebook page, Twitter feed, site, blog, or newsletter. All they need is an iPhone 6S or 6S Plus, which are outfitted with a 12 megapixel camera with 4K HD video capability. That was the whole point of Apple’s “Shot on iPhone 6” campaign.
And the Millennials who work for you can assemble their footage into a great video or a TrueView ad with a free app called Directr for Business.
Even though your productions costs have gone done, your brand still needs to make videos worth watching and create content worth sharing. These 10 tips will instantly improve the quality of your videos.
1. Download Directr for Business
The first thing that all the members of your video marketing team should do is download Directr for Business. YouTube acquired the video editing startup that developed the app in August 2014.
Directr is still the easiest way to make great video for your business and now it’s free! Directr’s unique storyboard-driven creation process gives your video marketing team the ideas, guidance, and tools they need to create great HD video with just their iPhone and share it instantly to your website, blog or social media page. If you’re a content marketer, Directr for Business helps your brand produce high-quality video content faster and more simply than ever before.
Directr for Business includes professionally created storyboards for:
- Customer testimonials
- Product announcements
- How to tutorials
- Executive profile videos
- Event videos
- Social media tips
- Press release supplements
You team can also share the videos they create immediately to YouTube, Facebook, and Twitter.
2. Craft Video Marketing Campaigns Your Audience Will Love
Video is a great way to connect with your audience because it gives your company a human identity. Your video marketing team can entertain them with office antics or inform them with product demos. Once they start filming, they’ll realize how many possibilities they have.
Here’s a list of ideas to get started:
Make Your Audience Think
Visually show your audience how you came to a conclusion or how you’re thinking about a problem with a video.
For example, one of the most famous videos, “Dove Real Beauty Sketches,” explored the gap between how others perceive us and how we perceive ourselves. Each woman was the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description, and the other using a stranger’s observations. The results were surprising.
Announce Product Releases
Let people know what’s new and give sneak peeks of what’s coming.
For example, “The Revenant | Official Teaser Trailer” was published on July 17, 2015, even though the immersive and visceral cinematic experience starring Leonardo DiCaprio wasn’t going to be in theaters until Dec. 25, 2015.
Tell Customers How To Use Your Product Or Service
A simple demonstration can increase the likelihood of someone buying your product because they will truly understand how it works and why they should use it.
For example, Lil Wayne’s Galaxy S7 still works, even after he pours champagne on it.
Demonstrate How To Set Up More Complex Products
Help a friend out. You know it’s complicated, walk them through it.
For example, check out this video to see how Apple let iPhone 6s users learn how to use the timer feature:
Let Customers Share Their Experiences
Users often come up with great ways to use your product or service that you yourself hadn’t. Listen to, consider, and share their thoughts.
For example, Barbie used hidden cameras to capture real reactions to girls imagining everything they might one day become.
Share Stories That Your Customers Relate To
Birthdays, religious holidays, sports games, high school dances, family trips… The list goes on and on. There are lifestyle stories that define us as humans and enable us to relate to each other in a way that reading from a screen cannot.
For example, 72 percent of girls feel that society limits them, by dictating what they should and shouldn’t do. Sometimes, these limiting messages can be found in unexpected and subtle places – like on your phone.
They may seem small, but emojis are more than just funny faces. They’ve become how girls express themselves in text and online. But do emojis truly represent girls? Always asked, and it turns out 67 percent of girls feel that even emojis imply that girls are limited.
Encourage Further Action
Get your customers actively involved in using your product or service. Ask your users to make a video and share it back you. Hold a contest. Encourage your users to share the video you made.
For example, in celebration of International Women’s Day, YouTube’s global #DearMe initiative to inspire and empower young girls everywhere not only invited 25 amazing women to participate in the #DearMe video below, it also asked viewers to take part in the campaign by making their own #DearMe GIF. There were about 3,090 responses.
3. Keep The Visuals As Interesting As The Conversation
Here are a few pointers for setting up for a conversation and producing a beautifully shot video.
- Location, location, location! When there is lack of action in the shots, you should find somewhere that is aesthetically pleasing, but doesn’t draw too much away from the prominence of the speakers.
- Background should be natural and unimposing. It should not pull attention away from the person in the shot, but stationary objects should also not appear to be deliberately positioned. If shooting in a restaurant or cafe, there will be people sitting down or walking around in the background. That’s OK because viewers will expect the movement due to the nature of the setting.
- Use natural lighting if possible. Artificial lighting is good if natural light is unavailable.
- Use a variety of angles and frames. Switching the point of view keeps the video interesting and contributes to the entertainment value.
- Use wide shots and close ups. They are important to telling the whole story.
- Use Over-the-Shoulder Shots or Point-of-View shots to spice things up a bit.
- Insert shots that bring the viewer into the conversation. This technique adds dimension to the video. The best conversation movies will reflect the emotions of the people speaking.
4. Think About What Direction You’re Looking
In Hollywood, eye line is defined basically as the direction a character in a movie is looking. It’s important in fiction films to match the eye line of a character to an alternate shot of what he or she is looking at so the audience can stay engaged and believe the story. When a character looks off screen with their eyes raised, you expect the next shot to be something he’s looking at in the sky.
This may seem like a complicated movie term, it’s also applicable to your videos in a simpler way. When you watch a business video, the speaker is either talking directly to the camera, or looking of-screen if they’re being interviewed.
So, next time you’re making a video, make a decision as to where you’re looking. If you’re shooting someone with a wandering eye, try having a co-director stand behind the camera so it’s easier for your speaker to focus. If you’re solo, pick a spot to consistently look at while you film.
5. Use Different Angles To Enhance Your Storytelling
Depending on the angle and/or the frame of the shot, the image you film will convey a certain meaning to your audience. Here is how various angles affect the mood of the shot and how to best portray your individual style:
- Eye Level: This is the most commonly used angle and is shot at the eye-level of your star or from your perspective as the filmmaker.
- Birds-eye View: This angle is shot from directly above the person or object you want to capture.
- High Angle: The high angle can have great significance. Frame your subject then angle the camera down to achieve the proper form. This point of view can make your subject appear insignificant and/or inferior to others in the shot or can be introduce comedy.
- Low Angle: Position the camera low and tilt it upwards at the subject in order to amplify the importance and authority of the subject. High angle shots and low angle shots are often juxtaposed in movies in order to show the relationship between actors as shown below.
- Dutch Angle: This angle is often used by directors in horror or sci-fi films. It is a tilted shot. Because the shot is tilted, the horizontal and vertical lines within the frame are no longer balanced, which creates an intense emotion in the scene. Use this angle to show disorientation and/or discomfort.
When filming, try out a couple different angles for each shot or vary your angles from shot to shot. This variation will make your story more interesting by providing visual stimulation.
Experiment, explore, and most importantly, have fun with your videos!
6. Use YouTube’s Video Ad Builder
Now, if you go to the Make a Video page in the Advertise section on YouTube, you’ll see “Make making video is easy with Directr” at the top of the page. Or, your video marketing team can use a version of the app that YouTube calls the Video Ad Builder (beta) to make:
- Intro to my Business (40 sec)
- Intro to my Business (60 sec)
- My Business Story (40 sec)
- My Business Story (60 sec)
- Create a Promotion (40 sec)
- Product Demo (40 sec)
- Service Overview (40 sec)
These themes are designed for small business owners who want to leverage the power of video without the high costs of a video production company. But these themes can also be used by content marketers in medium-sized and large enterprises who want to create new video content daily or multiple times a week. And increasingly, they need to create more video content to engage and influence consumers throughout the purchase funnel, in order to increase revenues, and grow brand equity.
So, here are some key tips to help your video marketing team improve the quality of these four common ad types.
7. Introduce Your Business
Here are some topics and questions you may find useful when introducing your business.
Talk About Who You Are
Start by introducing yourself and your business. This will help people put a name to a face, and make it easier for them to relate to you.
- What motivated you to start your business? For example, did you open a bike shop because you wanted to reduce your carbon footprint?
- What kind of expertise do you have? For example, are you a florist with a Masters of Botany?
- How can you make your story more personal? For example, if you are a piano instructor, can you talk about your own musical preferences and style?
Let People Know What You Can Do For Them
Put your passion into action. Tell people what you do better or differently and you’ll give them a concrete reason to choose your business over others.
- How do you go the extra mile? For example, are you a barbershop that is open early so people can get a haircut before work?
- What gives your business an edge over others? For example, are you the only catering company in your city that offers Middle Eastern cuisine?
Give People A Way To Contact You
Don’t forget to let people know how they can reach you. Remember to include things like your email, phone number, street address, YouTube channel, and company website.
When shooting, keep the cameras rolling as much as possible. This will help you capture spontaneous, unscripted, and often funny moments on set that give your video an authentic feel.
Can’t decide what to wear? Try on those outfits and let your friends decide! Second opinions are always useful.
8. Highlight Your Product
Here are some topics and questions that you may find useful when talking about your product or service.
Give People An Overview Of Your Product Or Service
Breaking down your product or service is a great way to help people see all the work you put into it.
- What is your product/service? For example, are you a grocery store whose product is locally grown organic foods?
- How does your product/service work? For example, are you a cosmetics company that mails new products to customers each month?
- Does your product/service have any special features? For example, are you a steakhouse with a one-of-a-kind Kobe beef hot dog?
What Makes Your Product Or Service Stand Out?
Think about what you offer that others don’t. What are the unique elements of your product that could help it rise to the top of people’s minds?
- How does your business make people’s lives better? For example, do you manufacture cleaning products that are free of harsh chemicals?
- How do you make a lasting impression? For example, are you a mechanic that guarantees your work for 10,000 miles?
- What part of your business makes it different than others? For example, are you a music store with a studio where customers can actually record themselves playing?
Show People Where They Can Learn More
Remember to let interested people know where they can get more info. Include things like your company website, YouTube channel, phone number, email address, and street address.
If you are featuring a specific product in your video, make sure you have a few extras of that product on set, in case you want to modify or alter it during the shoot.
Everyone loves new things! Whether it came in the mail or still has the store packaging, reveal what’s in your box! From gadgets to clothing, show off your purchase!
9. Create A Promotion
Here are some key tips on how to create your promotion.
Capture People’s Interest
It’s important to build excitement for your promotion. The more buzz you create, the more attention you’ll grab.
- What is your promotion’s main draw? For example, are you a gym offering free personal training sessions with the purchase of any membership?
- What about your promotion will surprise people? For example, are you a comic book store hosting a live appearance by a famous artist?
- What makes your promotion an exclusive event? For example, are you the only sneaker store in your city that has stock of a very limited edition shoe?
Fill People In On The Details
Don’t forget to let people know what it is they’re getting excited for. Making your promotion clear will make it easier for people to remember.
- When does your promotion begin and end? For example, are you a record store offering a clearance sale for one weekend only?
- Are there exceptions people should know about? For example, if you are a bar with Happy Hour specials, are they valid on weekends?
- Is there a special reason you’re having this promotion? For example, are you an art gallery hosting a party to celebrate your 10 year anniversary?
Let People Know How They Can Participate
You’ve got people’s attention; now let them know how they can get involved. Remember to provide your company’s website, email, phone number, and street address.
Keep the content of your video as concise as possible. The details of your promotion are better conveyed through the “About” section of your video or your website, or as a link to a separate source.
Check out the tutorial video below on maintaining steadiness while shooting. It gives you some tips and tricks for standing, moving, and sitting while filming.
10. Educate Your Customers
Here are some key tips on how to teach people about your business.
Introductions are an important part of this process. People will be more interested in what you have to say when they feel like they know you.
- What experiences or training do you have? For example, are you a yoga instructor that spent time abroad studying different techniques?
- Are you proud of your track record? For example, are you a guitar instructor who’s been actively teaching for decades?
- Do you have fans that love talking about you? For example, if you are a hair salon, can your happy clients provide testimonials?
Give People A ‘101’ On What You Do
A crash course on your product or service is a great way to show people what kind of benefit you provide.
- Would it help to show your product or service in action? For example, if you are ski shop, can you create tutorial videos to help introduce new people to skiing?
- Can you simplify parts of your business? For example, if you are a computer repair shop, can you speak in layman’s terms?
- Can you provide follow up advice and tips? For example, if you are a jewelry store, can you show people how to clean their rings?
Let People Know Where They Can Get More Information
Don’t forget to include things like your email, phone number, street address, and company website. And if you have other videos, encourage people to subscribe to your YouTube channel.
For instructional videos, it helps to use a tripod and to shoot everything from the same position and angle. This will make it easier to edit together your favorite shots for the final video.
Want to take your iPhone videos to the next level? With a high-powered 1080p camera and a huge arsenal of professional video-recording apps, the only thing missing is clear, noise-free audio. So, get yourself a microphone.
Want more ways to ensure that your brand is making videos worth watching and sharing? Then check out these 29 mind-blowing strategic marketing insights from BuzzFeed.