If you intend to cut expenses by whipping up some quick video on your smartphone or handheld camera with your workers as cast and crew, keep in mind that when it comes to branding, a poor-quality video content is worse than no video at all. In fact, according to the video wizzes at Spiel Productions, the benefit of working with a good production company is that they value their work and will always produce excellent videos for your brand.
Note that effective planning is key to producing excellent videos. Ensure all your presenters or subjects understand what is expected of them beforehand to minimize various mistakes or waste resources on the day of the video shoot. In case you are not an expert in producing professional videos, you may want to consult with an expert.
In this post, you are going to learn seven tips for editing and producing marketing videos that could help you achieve your brand’s marketing goals. So, grab a cup of coffee and get ready for some kind of crash course in marketing video production.
1. Create a well-thought out shooting script or storyboard
Believe it or not, the specific content you intend to share in your videos matters. So, it is in your best interest to take the time and prepare great content during your video preproduction phase. Pre-production, or the planning and logistics phase of a video project, is where most of the magic happens long before you hit the “record” button. Whether you want to create traditional videos or live videos like those on Facebook Live, Instagram Live, or YouTube Live, it is recommended to create an excellent script or a storyboard.
Although the video itself is very simple, the video script (the dialogue) takes center stage and that’s what makes the production professional. Storyboarding helps you understand exactly the specific shots you require before you begin filming, and a shooting script serves like a screenplay for your desired videos. With this in mind, the content to be shared in your videos is vitally essential and must be made inspiring, informative, and entertaining. This way, you can successfully hook the viewer and probably encourage them to view the whole of the video.
2. Get to know your target audience
How will you ensure that you are delivering the right message to the right people? Identifying your ideal target audience is the cornerstone of your marketing strategy. That means you must understand the right people you want to target and ensure that the core pain points your products or services address match your target audience’s needs.
Note that your audience is made up of more than just one customer with one interest. For this reason, defining your desired audience is a complicated process that involves building specific buyer personas, which are highly detailed descriptions of your target customers, written as if they are real people. So, begin with your current clients, think of your product’s features as benefits, collect the right demographic data on your target consumers, send out surveys, look for trends in online consumer feedback, and research your competitors.
So, who should you target? On paper, the entire concept for the video is similar to accepting yourself, whatever it may look like but whenever you target two different groups, it may be necessary to two different videos. But before doing that, you may want to consult with your company’s marketing department to find out if it is possible to customize a video to fit the two groups or two separate videos are necessary. The reason for this is simple: Writing with one specific person in mind allows you to tell an authentic and relatable story.
3. Implement the rule of thirds
The rule of thirds is a concept that helps you create more interestingly composed set-pieces by making more effective use of the aspect ratio of your available on-screen real estate. Whenever taking photographs or filming anything, you must keep the rule of thirds in mind. Imagine your video shot is divided into 9 equal sectors by two vertical lines and two horizontal lines, creating four anchor points. The primary subject should be positioned where two of these four points intersect. This technique helps draw the viewer’s eye towards the primary points of interest of your shot.
Indeed, the viewer’s eye is likely to gravitate naturally towards the left (top) anchor point. After all, most photographs viewers and video viewers spend more time viewing this section compared to other sections of the shot. You can apply the rule of thirds in nearly any type of shot.
4. Ensure proper lighting
Few things can ruin your brand’s marketing videos faster than shots that are either too dark or too light. Indeed, Lighting can make or break the aesthetic of your video production. For this reason, you should correct the contrast and brightness of your shots in post-production. However, it is better to get the shot right when shooting your videos than relying on video post-production activities.
The purpose of lighting in the film is to facilitate maximum capture quality. But the best (and cheapest advice) most video production experts could offer is to make as much use of natural light as you possibly can. It is recommended to avoid conflicts between artificial and natural light, manually setting your video equipment’s white balance, avoid ‘spotlighting’ the subject and shoot multiple takes. Work with a professional videographer to ensure all-important shots are done perfectly.
5. Ensure professional video editing during the video post-production
You have now filmed a great video. This is just half the battle. It is now the time for the other half of the battle. As with any video filming project, video post-production requires a perfect mix of both technical knowledge and creativity. So, choose the right video editing tools, learn more about various video production concepts, and maintain an efficient workflow.
Keep in mind that your brand’s marketing videos play a critical role in the effectiveness of your marketing strategies. So, consult with the right video production professionals whenever possible.