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SMARTER VIDEO CHECKLIST by Nigel Camp www.TheVideoEffect.tv
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Transcript of SMARTER VIDEO CHECKLIST - The Video Effect · Tubemogul, a service that provides powerful analytics...
SMARTER VIDEO CHECKLIST
by Nigel Camp www.TheVideoEffect.tv
Nigel Camp is author of ‘ The Video Effect ‘ and founder of DevilBoy Productions . DevilBoy Productions specializes in producing videos with animation for brands who want a big company experience on an affordable budget. Nigel is also a digital instructor at the General Assembly teaching brands how to create video content.
Online video has a global reach enabling services to be marketed and promoted. Video now has the means to connect with viewers in ways never thought possible. There has never been a better time to create video. With advances in video technology brands can now afford to purchase essential equipment under tight budgets.
This guide contains some useful tips and tricks for individuals, brands and businesses looking to produce their own video content.
Video is no longer something reserved for a television set and will forever redefine how businesses and the world communicate. This is what I call The Video Effect”.
– Nigel Camp
About
Poor sound and lightingHave you ever tried reading in the dark or listening to your favourite song which has been badly recorded? Poor sound and lighting may sound like an obvious problem to avoid, but its a common problem. Before rolling the camera, test some of the sample footage for clarity based on the existing lighting. If shooting in a low lit indoor environment or in poor light outdoors, you may want to consider purchasing a camera lighting package.
Keep in mind that the sound quality on some camera models may be impaired by their standard builtin microphone. Therefore, you may wish to double check whether your camera can support an external microphone for improved sound quality.
The wrong type of videoUnlike sitting in a boring meeting that you wish you could walk out of, walking away from a video is only one mouse click away. Tubemogul, a service that provides powerful analytics which measure how videos are being viewed, conducted online web research over 2 weeks. Their findings indicated that half the audience viewership is gone by the 60second mark, with 10% of users clicking away from the content after just 10 seconds. The bottom line is you need to make your videos long enough to deliver the facts, but short enough to maintain the viewer’s interest.
Commonvideo mistakes
Filming for the wrong marketA challenge faced by any video maker is acquainting yourself with the target audience’s needs and desires and how to best reach them with your company’s message. A little research can go a long way in producing well received content and failure to do so will result in a wasted effort. Before filming, keep in mind the following items:
Who is your ideal target audience? – Looking from their perspective, ask yourself what exactly is it that they require, along with any problems that they face.
Age - Which age bracket are you aiming for? This needs to be in line with the business services that you are offering.
Location - Where is your target audience located? If your business is offering one-to-one sessions in your home city, you may want to mention that your services are only available in that city.
Gender - Which sex is your video targeting? If you are targeting both sexes, your video may risk alienating one or the other if the content of your video does not speak to them.
Commonvideo mistakes
Commonvideo mistakesProps left in camera viewRemove any unnecessary props from the camera shot which may ruin the shot. For example, a stand left undetected in the scene and only discovered when the footage is reviewed in the editing room, can ruin the shot. Your subject should always be the video’s focal point so be careful what’s in the framing of each shot before any filming takes place.
No planning before a shootAll too often videos are shot based around an idea, but little time is spent on a script or thought given to the different camera shots necessary. It’s not until an attempt is made to edit video footage that these problems become evident, hindering the video. A storyboard or time spent planning out the video will go a long way to improving its overall quality.
Create engaging video
Sex appealThe use of sex in marketing is one of the most powerful forms of marketing and originates back to the early days of advertising. Look no further than the way fashion brands have been using models to sell fragrances and clothing on television. Now I’m not suggesting that you hire models for your video, but just keep in mind that even the clothing of your subject can draw attention and create sex appeal. Also, remember to exercise caution if it’s not relevant to your brand or you may risk alienating your target audience.
Fear
Advertisers commonly use fear in com-mercials to play on the insecurities of their target audience of what life will be like if they don’t purchase a business’s product or services. Fear leaves the target audi-ence feeling that the advertised product or service is a necessity in their lives or is required to avoid dire situations..When producing your video think how sta-tistics or real life examples can be used to emotionally connect with your audience. If used subtlety it can be used to great effect.
Create engaging video con.t
ColourColour is a powerful persuasive tool that has been associated with human emo-tion throughout history and many researchers believe that it is psychologically based. Many businesses have chosen their company colours carefully, because they understand the powerfully persuasive effects of colour.
Many politicians speaking to the public at conventions and on television have had the colour of their ties carefully chosen. In western cultures, black has been used to convey strength, authority, power and sexuality. Red generates excitement, love and desire whereas yellow has been synonymous with joy, optimism, friend-ship and happiness.
Pictures and graphsPictures are a great way to generate empathy, the ‘wow’ factor and many other emotions. Also, the subject matter of a video can be complemented nicely with a picture to further emotionally involve the viewer. For example, look at how charities use images to help theircause.
MusicWhether it’s a simple jingle or a popular melody, music is a great emotive tool which can further accentuate a scene. Music can create excitement, relaxation, sadness as well as many other emotions and with success can even be linked to your brand.
Video brandingtipsFor many businesses branding is a vital component of marketing. It is nomistake that this is where a lot of top companies spend their money.Whether your business is large or small, using a smart approach to howyou use branding in online videos can have a significant impact. To getthe most impact out of your videos, below are some 4 tips that should notbe left out of your video production.
Show off your logo
Given that branding is so important these days for marketing purposes, your com-pany logo should always be used to introduce your video content. It helps to com-municate to your audience information about your business and the essence of your business. Logos can either appear static with a simple fade in or they can have more complex animations. The next time you are watching a film or movie watch how each of the main studios present their logo before the film begins. Make sure you use a high resolution image of your logo. A lower resolution image file won’t appear clear on screen if the video is enlarged. Also, if you go to the trouble of shooting in high definition, a lower resolution logo will only detract from the overall quality of the video.
Video brandingtips con.tLower third
Watermark
Lower thirds are commonplace in the television industry and are typically placed in the lower area of the screen. Unlike the name suggests, the graphic is not necessarily placed in the low-er end of the screen.
Lower thirds are just text overlaying video with perhaps a drop shadow, but they can also be animated using a variety of effects. Lower thirds are commonly used to identify the subject on screen and may also list further information such as the subjects title, location or contact details.
A watermark is a great way to brand your vid-eo. It can also be used to identify ownership. Watermarks are typically placed at any of the corners of the video. Additionally, they may be applied with a semi transparency similar to many examples that can be seen during your favourite film on television.
Outro
Once your video comes to an end, give your audience an opportunity to contact you. Don’t overlook including your business contact details or social media informa-tion. Keep the information on screen just long enough to read.
Further tipsClick on any of the thumbnails (Internet access required)
How to film a live event with on camera How to attract more online views
Tips on filming an event like ‘ Ted Talks ‘ Why the travel industry needs more video
The Video Effect
Using video to promote your products and services can be a fun and rewarding process. Having a clear plan in place right from the start is the first step in creating an accomplished video. Remember that view counts are not the only measure of success: a video that really works is one that communicates its message effectively with a target market. Every video you create should have a purpose and goal, which is something viewers will be looking for.
Further tips can be found in ‘ The Video Effect ’ - Available on Amazon
Contact UsContact us below if you are intersted in
bespoke training workshops for your brandor professional video services
[email protected]@nigelcamp / @thevideoeffect
Professional video productionservices available at
www.devilboyproductions.com
