Nowadays, most brands need to create compelling content to fuel social media and content marketing campaigns. Multimedia assets generate more audience engagement, and video is the most compelling format of all. But video production can get a little complicated. To help ensure your success, here are some important tips from the team at MultiVu for shooting and producing video content for the web.
- Pre Production: Develop a concept and an outline before you start shooting. People respond best to personal stories…the more storytelling you do the more engaged your viewers will likely be.
- Shoot in High Definition. Consumers are used to it and anything less is starting to look cheap.
- Consider hiring a make-up artist. Imperfections are exaggerated on camera. You can also have someone on staff (who is skilled in make-up application) handle make-up. Just go to any Sephora and purchase foundation and a brush. The people who work there are helpful and can direct you to the right products. Remember, though, that a professional make-up artist understands the nuances of video you may not consider.
- Create original, short and honest content that’s easy to share. 90 seconds or under is usually best. Anything over 3 minutes is really pushing it. People like to snack on web video; attention spans are usually very short.
- Avoid teleprompters and jargon: it’s obvious when a prompter is being used and consumers can become distrustful. Also, try to avoid jargon like “best practice,” “game changer,” “customer-centric, “and “synergize,” to name a few. Wikipedia has a great page on jargon: http://en.wikipedia.org/wiki/List_of_corporate_jargon
- Producing and uploading video properly is complicated. If you have some budget, hire a production agency to help. A good producer can help you generate video that appeals to online audiences and doesn’t compromise your brand’s identity/aesthetic.
- Uploading content on the web: Make sure you get the specs that will work best for the site you plan to upload your video! Resolution matters. The kind of file – like Windows Media or Quicktime – matters. A codec – like h264 – matters a lot, actually. It’s important to know the options that are out there, and which is best for your particular video upload.
- Humanize your brand: bring your executive/senior leadership team out of the boardroom and into the online conversation through social video.
- Bloggers like video. Are you giving them anything useful? Have you asked your influencers what they might like to see?
People appreciate short video that’s honest and useful. If you take some time to learn who your audience is, what they want to see, and then produce video based on their feedback/interests…you should be in good shape. If you can hire the professionals to help guide you along the way, you’ll be in great shape. Whatever you do, good luck and try to remember the aforementioned tips on your next production.
Author Evan Horisk is an emerging media & live events producer for MultiVu, a PR Newswire company.