8th February 2021
When it comes to video, should your business be talking less and saying more?...
8th February 2021
Research suggests the majority of consumers now prefer to watch a product video than read through sales copy. So, it’s no surprise that an industry-wide survey found 88% of marketing teams were planning to spend more of their budgets on video production in 2021. But what if terms like ‘marketing budget,’ ‘marketing department’ and ‘spend more’ aren’t realistic for your business? Well, read on, because video marketing on a tight budget is doable with the right approach. Here’s how to get started.
What is the key message you want to get across in your marketing video? Do you want to show off the capabilities of your flagship product? Give people an insight into what your company stands for? Capture a video testimonial from a delighted client?
Keep things simple for your audience. Stick to one key message per video. If you have several key messages, split them up to create several videos, and turn your notes into a script.
When writing, remember that you don’t have to spam people with heavy product-promotion, late-night infomercial style. A softer approach that educates, entertains and encourages your audience will be more relatable, and memorable.
It’s worth noting that a high percentage of people watch videos on their phone, with the sound muted. So be sure to script out visual cues and text to aid your narrative, and ensure your video will still flow perfectly without sound. You can add background music, to add energy, for those who have the volume up.
And keep it short. You have somewhere between a minute and three minutes before you outstay your welcome. Get in, get out, respect the attention span and time of the viewer, and that will leave a deeper impression. And don’t be afraid to throw a little creativity and humour into your script, as that will help you overcome any technical limitations you encounter.
Location. You need a quiet place, with little or no background noise. The slightest sound, like the drop of a pen, or traffic outside the window, will be picked up and magnified in the finished video. If this looks to be an issue, invest in a decent microphone to cut out those sound gremlins.
If you’re filming on your premises, choose a time when the phones won’t ring, and the usual hustle and bustle is reduced to a minimum.
If possible, go for a single-coloured backdrop. Not white though, as this often makes skin tones look strange. Green is always good, because that gives you the option to add in a background of your choice during editing.
Lighting. Your average artificial light often leaves you with a shady, murky looking video. This is why professional studios use those huge, beaming lights that look like overkill, but actually make indoor spaces, like the Queen Vic in Eastenders, look palatable. Of course, this kind of equipment is expensive to rent or buy. However, a location with good natural light will do the trick, and costs nothing.
Recording. If you plan to use your phone to capture the video (and a decent modern smartphone has enough camera quality and definition to meet the standards of internet streaming), then get a decent tripod to keep things steady.
Polishing up and editing your marketing video.
Don’t forget brand consistency. Having your branding identity present, particularly during the intro and outro, is important. This might involve including your logo on screen, or the use of your brand colours, fonts, or overall messaging. You can use software like Canva, which has decent capability in the free version, although the pro version requires a subscription fee.
Look to free editing software. Before you start spending money on subscriptions to professional editing software you may or may not use to full capability, it’s worth checking out the best free software, which offers plenty for amateur movie makers. HitFilm Express, for example, is a great free-to-use video editing suite (though it offers paid add-ons). Mac users can also use Apple iMovie, which can add titles, soundtracks and even smooth out shaky videos.
Consider the best approach for each platform. Social media channels like Facebook, Twitter and LinkedIn have algorithms that favour direct uploads, rather than links to videos hosted elsewhere. So, once you’ve added your video to Vimeo and YouTube, consider uploading it to your other social media channels too, which will help you when it comes to promoting social media.
Doing it yourself still too daunting? Get in touch. We can help you create, produce and launch your video content.