Better Marketing Videos, Episode 32

If you are producing video to help market your business, then you don’t want anything in that video program to distract from the message. That’s why it’s important to make sure your technical elements are done correctly.

Thus, the production value of your video needs to be as good as it can be. Many times, you only have one opportunity to catch the attention of consumers. If they notice your glitches more than your marketing messages, then your efforts have been wasted and your company’s reputation might be tarnished. 

Not long ago, producing a video with high production values meant hiring a professional video production crew that understood the technical aspects. However, the digital world has changed all of that. Today, you can have a quality video product with just a modest investment.

Paying attention to the following technical aspects will help you create quality work.

 

Lighting – Viewers must be able to see the person or item on the screen. If your video is too dark and it is hard to make out, then don’t use it. Find an alternative. If your video has just one person on screen talking to the camera, then make sure that person is lit well. Light kits are available for as little as $100.00.

You can also light a subject with natural light. Here’s a tip: Find an office or a conference room with a window. Place your subject facing the window. Then position the camera so it’s back is toward the window. Then use the natural daylight to light your subject.

Conversely, “hot” video or video that is over lit is not acceptable, either. If you see a lot of white in your frame replacing your background or foreground detail, find a way to reduce the light. Stability – While shaky camera movements work well for dramatic purposes in film and TV, I’m not a fan of seeing them in marketing videos. They are very distracting!

Consider investing in a tripod. You can find them at most electronics stores and they are not expensive. If you are using a smartphone to record video, there are adapters available that you can use with the tripod, as well. Level Your Image – To avoid distracting viewers, your video needs to be level. That means making sure your camera is set up in a way so that it is not tilting to one side or the other. Most tripods have a bubble level built into them. Use it!

If you’re not using a tripod, then line the right edge of your frame up with a vertical line in the room such as a corner or bookshelf. Find something to help you level the image. Otherwise, the tilt will distract viewers.

While tilting the camera worked for Batman in the 1960s, it won’t work for your marketing video! Sound – Audio quality is very important. You want to make sure that your on-camera subject is heard clearly. The last thing you want to have happen is a viewer wondering, “What did that person just say?”

Audio recorded from a computer or smartphone microphone tends to sound hollow because they are not of good quality and are designed to pick up sound from all around a room.

Instead, consider investing in a mic that is designed to pick up audio from just one direction. You can find lavaliere and handheld mics of decent quality for under $60.00.