Have you ever walked into a business with dirty windows? What were your thoughts? Do you like listening to radio that's full of static and sounds like it's being broadcast from a cave? Then you can understand the results people get after viewing do-it-yourself (DIY) videos. With smartphones becoming even smarter, a lot more folks are shooting their own business videos. Just because you can shoot your own doesn't always mean you should. However if you do decide to DIY, try to keep these key tips in mind.
Your video is the window to your business. Shoddy videos could be viewed as shoddy business, which could heed lousy results.
Most times people don't use video because they don't know much about it. Keep in mind that our smart phones have the ability to shoot video, however they weren't meant for that. If you don't have the latest and greatest smart phone you can still get a great video made and stay within your budget.
Photographers/Videographers can be expensive because you are paying for two things 1) Experience and 2) Equipment. A photographer who has been in the business for 20-plus years has developed skills, knowledge and creativity. Along with that comes higher price. Many times you can find a weekend camera person to do the job or shoot for half day rates. Ask if they have references and take time to double check them. Once you have the photographer, then consider who will edit the footage.
Editing is very complex and long process. For every 30 seconds of video edited this can be approximately 40 hours worth of editing. While this is a complex process, you can give iMovie or Windows Movie Magic a try. That is if you want to do it yourself. Depending on the production if it isn't too long of a video it may be left raw (no editing) and posted. Apps like Vine and Instagram are popular for this type of production.
Another way to dive into DIY Video is by offering advice. Use the Vine app, which allows you to record 6 seconds of video. This type of video is perfect for quick blurbs on how to. The advice will be appreciated and memorable. The Gap uses this type of DIY video to tease their market with new products. Other than using your cell phone to create small spots, Let's go over what makes a decent video for your business.
Good video production will have camera work that is steady, in focus (unless there is a purpose for blurred images) and won't cut off someone's nose. The lighting should also be considered a vital part of a solid finished piece of work. Dark or over-exposed film will make the viewer think an amateur shot it.
The good news is, while you're making your video, there is video on making videos and even the least experienced person can make the film look good if you follow the tutorials found on YouTube and Vimeo.
Good video also possesses clear audio sound that is not distracting. If you're going to do your own voice over work, it's a good idea to script out a message for your viewers and rehearse. If you're nervous, rehearsal will eliminate some of the fear. However, if you are nervous, it might be a good idea to hire a professional actor to represent your business. Remember there is a fee to have a professional spokesperson involved. Often, these rates can be negotiated.
Now that we've turned you into an audio/visual geek, let's talk about creativity and writing a script. Video has the ability to be somewhat manipulative. You can control what viewers see and hear. You can also be in charge of the message they receive. Depending on the content, you can get them to become emotionally attached to you, your product and your message.
If writing is not your forte, you may want to consider hiring a scriptwriter or public relations marketing person. The script is the most crucial element, without it there is no video. Story board or script out a clear message. Have a purpose. If it's an introductory video, try taking shots that support what the script reflects. A strong message will be supported by strong images.
Avoid the "BobbleHead" theory by mixing up your speaking parts with other images. Simple footage of small actions can make for great viewing. Don't forget to add elements that can help brand you. Try to establish some consistency when shooting multiple videos.
Effective DIY Videos
Now that we've covered what a good video is all about. Let's cover when these do it yourselfers are affective. Here are the types of DIY videos you can easily do that will get your business noticed, even if you didn't hire a huge production company.
- Product Reviews
- Offer Advice
- In shop Promotions
Product reviews are great Do-it-Yourself videos that can be done with a cell phone and posted on YouTube in minutes. Be sure to know what you will talk about ahead of time.
Video production wasn't meant to be done with a cell phone. The quality of the camera and, more importantly, the sound determine the quality of the production. If you are moving around and relying on the recorded sound of the mobile phone, you will get a video that loses the attention of the viewer, and more possibly lose the business of the viewer.
Before creating that video, consider what will happen once that video is posted on the eternal search engines.
If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing,
Eve Grey has been in the film industry for over 20 years as both an actress and a film maker. She currently works as a Producer and Director for one of the leading automotive advertising firms in the country. Eve also is one of the featured bloggers for Herman Advertising and 12 Grove Productions in Fort Lauderdale, Florida.
Eve studied comedy at the 2nd City in Detroit in 1999 and spent 4 years studying acting at the Actors Workshop in Royal Oak, Michigan. She is also an Automotive Sales Veteran and has a degree in Human Service from University of Phoenix. Miss Grey is also a board member for American Advertising Federation in the Fort Lauderdale chapter. In her spare time she works on a television show in development called "Families of Deployment".