How To Shoot Great Videos for Your Business
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- Janeiro 4º, 2013
I was recently talking with the owner of a popular Southern California-based chain of restaurants about his online marketing efforts. While his four restaurants have garnered more than a combined 100,000 followers on Facebook, Twitter, Pinterest and Instagram, he has yet to venture onto YouTube. Ironically, that’s where many of his customers have posted videos about the unique creations his kitchens are known for creating.
Whenever I broach the topic of including in-house video in his marketing efforts, this award-winning entrepreneur freezes up like a deer in the headlights. “Video is so complicated,” he complains. “I wouldn’t know where to begin.”
Many business owners and marketing managers feel the same way. “It’s expensive and too time consuming,” they say. But nothing could be further from the truth.
On the surface, creating and publishing your own videos as a part of an integrated marketing communications program can be a particularly daunting task. But video is essential to a well-rounded marketing plan, and ignoring the opportunities — or worse yet, fearing the process — only limits your ability to reach those you can influence.
Truth is, there are a number of issues that need to be resolved when contemplating the inclusion of video in your marketing program, including:
- Production and script development
- What equipment to use
- How to get the best lighting
- The framing of shots
- Audio and sound considerations
- Editing and postproduction effects
- Uploading and publishing online
- Optimizing for search
This is an imposing list to be sure, but this is also your opportunity to shine. Video provides your business with a chance to display your company’s personality, virtues and wares in living color, making it available to anyone with a screen and even the slightest interest in what you have to offer.
Best yet, you don’t have to be a Judd Apatow or a Quentin Tarantino to produce professional and actionable content. There are tons of books and online resources that provide the tips, tricks, strategies and warnings you need to create great video content.
One such resource is Wistia, a Sommerville, Mass.-based start-up that offers ridiculously affordable video-hosting packages for businesses of all sizes. Wistia also provides lots of easy to understand how-to content developed for the sole purpose of helping you create and promote great videos.
To demonstrate what I’m referring to, I asked the folks at Wistia to prepare a video for Forbes readers that offers tips on shooting business videos in an office setting:
As you can see, this two-and-a-half minute video illustrates why a properly planned and executed video stands a much better chance of being viewed, shared and acted upon than something you quickly cobble together and slap onto YouTube.
If you’re still not convinced that you or your employees are capable of learning how to shoot and promote great video, consider turning to 50 Grove, an online directory of video producers, curated and maintained by Wistia. The listing has a large selection of professionals who can shoot advertising, product, training and testimonial videos for your business.
If you do decide to go it alone, shooting professional-grade video doesn’t have to cost you an arm and a leg. For example, for less than $100, you can head down to Home Depot and pick up the basics for a lighting kit that will make your video appear professionally produced. Watch this video to see what to include for your first professional lighting kit.