The barriers to Video marketing are not as high in 2017: today, anyone with a smartphone can record and produce compelling video content if done correctly. Online videos make up 69% of internet traffic –by 2019 it will be 80%. If you aren’t already using video marketing, now would be a good time to start.
Previous generations struggled with bulky cameras, primitive editing software, and mass distribution. Those limitations no longer bind us. Technology, the internet, and social media have made it possible for the layman to acquire the same mass recognition as an established professional. In a world where anyone can be responsible for the next viral craze, what can your brand do to stand apart from the pack? To start off, focus on three simple, yet essential areas of quality video.
What Makes Quality?
No matter how incredible the footage may be, the sound quality is highly important. We recommend investing in a microphone contingent to the type of work you will be doing. A camera’s built-in microphone has good enough quality and doesn’t require batteries. Unfortunately, any unwanted noise between the mic and the subject will be recorded as well. If you want higher quality, mount a mic to get a higher sound quality and good crowd audio. This list should get you started on microphone types and purposes:
- Handheld Mic
Handhelds offer high quality audio recording. Their proximity to the subject equals better vocals and cancels out a lot of background noise. Consequently, the handheld nature of the mic sticks out like a sore thumb.
- Lavalier Mic
Also known as the Lapel mic. these clip-on microphones are small, offer great audio quality, suppress ambient noise, are inconspicuous, and allow free range movement from the subject. However, not as high quality as shotgun mics (see below).
- Shotgun Mic
Ever heard of a point-and-shoot camera? Well, this is a point-and-record microphone. This bulky microphone picks up audio with incredible quality. In order to capture the subject’s sound , the mic must be aimed accurately.
- Parabolic Mics
Similar to the shotgun mic, parabolic mics pick up audio from the direction it is aimed. In addition, they are able to pick up sound from a further distance at a higher quality. The downside of parabolic mics is that the distance makes these mics hard to capture low-frequency noises.
You want your audio’s quality to match–if not exceed–your film quality. Make sure you have the right mic for the job.
A more obvious component in producing a quality video is the camcorder. Cameras perform differently depending on the project.
Intimidation, Creativity, and Taking a Chance
After the equipment is squared away, the rest comes down to your creative eye. Sounds cheesy– yes– but creativity is essential in capturing a brand’s image. Creativity can’t be taught. However, your angles, shots, lighting, and point of view will improve with practice.
Tips for Beginners to Video Marketing
Video marketing improves online marketing. The sheer size of its audience should bolster interest and further brand awareness. Video marketing involves technique, creativity, and hard work. However, video content opens up an enormous market with huge potential. Before you get started, here are few tips for beginners:
- Invest in a tripod
- Bring extra batteries: you don’t want your filming session to be cut short because you didn’t account for all the battery usage in the first hour.
- Avoid backlighting: you want your subject to be seen.
- Backup your videos: keep backup files in at least two other locations other than your main computer (cloud storage, Dropbox, etc.)
- Editing takes skill: record more content than you ultimately need so that you have more material to work with
If you’re considering experimenting with video marketing, or need to improve an existing video marketing strategy, then give us a call! Our team crunches the numbers and finds the most profitable strategy that will suit your brand online. Also, if video content has piqued your interest, our videographer Ryan does incredible work.