Making your video: Production tips & simple starters

 

Video marketing is everywhere.

You watch it. You share it. Maybe you’ve priced it.

Ouch! If you’re a small organization with a limited budget, contracting with a studio may out of your range – or need.

But there are alternatives. Ask around for a solo video freelancer who can tackle small productions. And you can start creating simple projects yourself!

Part 1 of this blog series showed you why video storytelling should be part of your marketing plan. Part 2 shared a host of ideas to help you brainstorm. In the last blog, we’ll share some production dos and don’ts, and help you get start with a simple shooting setup.

 

10 production tips

Keep videos short. Last year, 75 percent of videos were two minutes long. Those that were 90 seconds or less had a retention rate of 59 percent. Fewer than half of viewers will watch videos to the end (Vidyard). Also, shorter videos are most likely to be shared. Hubspot has found that its Facebook audience engages the most with videos one minute or less.

There are exceptions. People will watch longer videos that help them learn or solve a problem. A longer video may be appropriate for presentations, or for specific interest, for instance an annual “year in review.” Understand your video’s purpose and where it will be shown or shared to decide the right length.

Plan your project. Create an outline of scenes you want to include if you are shooting at an event.
Write a detailed outline for unscripted testimonial videos. The more you plan, the less likely you are leave something out.

Organize footage and photos. Develop a system for quickly finding photos and clips you’ve shot throughout the year so you can easily find them for b-roll. Buy a dedicated hard drive to store them on.

Keep visuals interesting. Even a photo slide show can be panned and zoomed in simple editing programs. When shooting video, include a variety of shots – some close, some medium, some broad to set the scene. Don’t keep “talking heads” on screen too long – it’s best to cut away to photos and b-roll that illustrate the story.

Background music can set the tone. But watch your copyrights! Expect to pay or invest in a membership to royalty-free music. I subscribe to Audioblocks which allows access to a variety of tunes I can use over and over. There are several similar options of varying costs. Or find free-to-use music at sites like incompetech.com  – just be sure to follow credit requirements.

Record natural sounding voiceover. Choose someone in your organization who can read naturally, or hire a professional in your community or through online sites. One website to try is Fiverr.com.

Don’t read testimonials. Ask testimonial speakers to prepare what they will say but for the most natural results, don’t let them read from their notes.

Do share good productions. Unless the video you share is clearly organic, raw or “live,” only share cleanly produced videos. You can make a nice montage video cutting footage and photos to music. For interviews and voiceover, use a mic to get good audio – key to the perception of quality.

Simple shooting setup. There are many uncomplicated projects you can do in-house with basic equipment. Have a newer smart phone? You have a video camera!

You will need:

• Smart phone with minimum HD-quality video.
• Lavalier mic with long cord that plugs into your smart phone (under $30 on Amazon)
• Tripod and cellphone holder (TIP: Take the holder off your selfie-stick and screw it onto your tripod.)
• Second tripod or inexpensive light stand with threaded post
• Small panel LED video light that can screw into a tripod or light stand (under $50 on Amazon)

Attach your phone and light to the tripod and stands. Find a well-lit area, preferably with some natural lighting and a neutral or uncomplicated background. Determine if your subject will sit or stand and adjust equipment heights.

If shooting against a wall, bring your subject out several feet to reduce sharp shadows. Set the light on one side or other of your subject and not directly in his or her eyes. Use natural lighting, or an office lamp, to light the other side of the face so you have some definition without harsh shadows. If your subject wears glasses, try to adjust to reduce reflections.

Attach the lavalier mic to the collar of your subject’s shirt or the lapel of a jacket, about 6-8 inches from their mouth. Tuck the cord out of sight or ask your subject to snake the cord up under their shirt. Be sure the mic head is not touching cloth or you’ll hear it rub and rustle. Attach the cord to your phone, ensuring it won’t be seen in your shot.

Determine where your subject will look: Into the camera for a direct message video (be sure they look at the lens, not at you), or slightly off camera (no more than 45 degrees) for interview style. This is generally more comfortable for people.

Prepare testimonial questions or talking points to interview your subject which produces a more natural result. Be sure include the question/topic in their answer – the viewer won’t hear it!

Ready? Start recording!

There are loads of simple tutorials online! Do a few practice shots, research what you don’t know and get started!

Video marketing is here to stay.

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About the Author

Sony Hocklander is creative professional with a small freelance business, Sony Hocklander Creative LLC. Following a 16-year journalism career with the Springfield News-Leader, a Gannett publication, today she specializes in video storytelling for individuals, families, nonprofits, events and brands. She is also a freelance editor, a writer and photographer for area publications, and a travel and outdoor photo artist. In addition, Sony is part of a three-member team developing a new nonprofit program, Give 5, that matches retired adult professionals to meaningful volunteer opportunities.