In the final chapter of our recent video marketing for business series we break down the various components to creating a video for your business.
Last week we looked at 5 Secrets to Video Marketing and previously Why a Video Strategy is Important to Grow Your Business or NPO.
Read these and the suggested blogs at the end of this one, for a comprehensive overview of all things video marketing related.
With modern digital technology and social media platforms, both the creation of videos and the distribution of them is now more cost-effective than ever before.
Today anybody with a Smartphone can create videos.
However when it comes to your business or NPO, planning and preparation is advised before undertaking this task.
If you’ve read our previous blogs on video marketing we made the point that not every video needs to be glossy and professionally produced.
Sometimes a guerrilla-style tactic can work using just a Smartphone and live video streams are also massively effective when executed properly.
Today, however, we are looking at a marquee business video and for that you need to prepare well!
1. Plan Your Video
There are several important things to consider when planning your video.
Start by having a conversation about the purpose of your video. If the core purpose and/or message is clear it will save your film crew from re-shooting, re-framing and editing.
Consider the following when planning:
- Who is your target audience?
- What is the goal of the video?
- What budget do we have?
- When is the deadline and when does it go live?
- Where will the video be shown? (Television, websites, YouTube, social media etc).
Pro tip: Getting testimonials from benefactors and stakeholders is very important. While our next point is all about scripting / storyboarding, be mindful of the fact that authentic, real content with a human touch will always perform better than overtly corporate branded content.
2. Create a script
Most business videos need a script. Not a contrived corporate sales pitch, but scripting your video beforehand includes the aforementioned testimonials.
In fact it is likely your video needs both a script and a basic story board.
TIP: Start your script in a similar way to a blog post, by doing an outline first. List out your key points and order them logically.
Scripts for business videos are usually quite short, in fact a lot shorter than most of us realise. Keeping a script timer handy while writing and editing will save re-doing sections. A 350-word script is approximately a 2 minute long video.
3. Prepare your talent
Video talent is not easy to find. If your budget allows for professional actors that’s fine.
However, many business videos use staff as this adds authenticity and saves money.
Getting in front of the camera can be scary, although with the ubiquity of platforms such as Instagram and TikTok if you have younger staff, you may be pleasantly surprised at the talent in your organisation.
Working from a script though, can make even the most ‘selfie-loving TikTokker’ nervous so be prepared to coach and comfort your actors.
Patience and willingness to do multiple takes are key.
Encourage them and keep the vibe light-hearted and easy going.
Whenever someone is placed in an environment where they may feel self-conscious every effort to remove that uneasiness is worth it.
Finally when you think you have the perfect take, do one more, just in case.
4. Record voiceovers
A voice over is the separate video narration. This not spoken by the speaker on-camera.
Voicer overs are an extremely effective tool to create fluidity in your storyline and make the content more relatable and emotional.
Video audio is as important as the visuals which takes us to tip number 5.
5. Don’t forget to add music
Music creates the mood. Much like voice overs, music can stitch scenes together and create a fluid, seamless transition between scenes and sets the tone.
Choosing the right music is often the difference between an amateur project and a professional piece of content.
Used properly, it can help keep your viewer’s attention, evoke emotions, and define your overall editing style.
You will need to factor music into your budget though. Fortunately, there are banks and banks of stock music available for relatively affordable prices. v
Use professionals to shoot your video
Our business video making tips have not even touched on the gear, locations, setting up a studio or editing.
When it comes to the technical aspects of filming, we could write several blogs on what to consider, but at the end of the day, nothing beats an experienced film maker and editor.
But having your concept, your storyboard, script and the purpose of the business video mapped out beforehand will save on budget and you are more likely to get what you pay for.
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