…by Jamie Mallais

All marketers know that content is king. Moreover, all marketers know that video content is king when it comes to advertising and social media. It is no longer just one piece of your overall marketing plan — it is central to your campaign efforts, especially your social media strategy!

Video is dominating social, which means if you are not creating video you’re likely falling way behind your competitors. If you’re not the next Casey Neistat, don’t worry. For most videos, the more raw and simple your video content is, the better. Heck, you can even shoot high-quality 4K video with your iPhone or Android, so shooting video is more cost-effective than ever.

According to areport from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content. Video is useful for more than just entertainment; it has revolutionized how businesses connect and convert leads and how service teams support their customers, making video useful for the entire acquisition process, not just brand awareness. Your brand can utilize many different types of video from demos to branding, through events and education, and all the way to animations and live footage. The possibilities here are endless, and the creation process is simple.

We recommend sitting down and having a conversation about the purpose of your video, that way you can ensure everything is aligned with your vision through to the final product. Make sure you know your target audience, the goal, the budget, and what success looks like. You may want a more structured and scripted video, or you may be looking to shoot off the cuff, which constitutes a live video. In either case, it is good practise to have a plan so everyone is on the same page.

Before you head out and shoot your content for real, be sure you have a good understanding of your equipment. If you’re using lights, be sure you are lighting your subject properly. If you don’t want movement in your video, use a tripod. When it comes to shooting, you want to know all the aspects of your set up, so that you can save time during the shooting process. We highly suggest using a microphone or secondary phone to capture your audio content, so the sound is crisp and clear. There is nothing worse than background noise, and having your subject use a mic or secondary audio recording device will help to cut that out. With lighting, we suggest using natural light (because it’s free) but otherwise you will need 3 lights: two on a 45º angle facing your subject, and one behind, for backlighting.

Now, it’s time to shoot! Be sure you immediately save your files in two places before editing, to ensure you have clean copies in case of an error. We suggest using a ‘RAW’ and ‘EDITED’ folder sorting system, so you have an idea of which clips are straight from the camera, and what has been edited. Next, you can import your files to Adobe Premiere or After Effects, or stick to the basics with iMovie. Either way, you’ll produce a work of art that is ready to be exposed to the masses. Don’t forget to add background music (make sure you acquire the rights) if necessary, as it is a nice touch.

You might be feeling a bit overwhelmed right now, but trust us, everything will fall into place once you make your first video and those likes start flying. If you need a starting point, try beginning with turning a blog into a video, or going live to talk about the USP of your product or brand. Using video to showcase information is sure to attract your target audience, so go pick up a camera and get ready to watch your engagement levels skyrocket!

 

Learn more about video during the 2019 IABC Canada West Conference.