Have you ever thought about producing video content? If so, you have probably come across lists of “cheap” equipment that costs more than your monthly marketing budget. But you are not going to give up video marketing just because you do not have expensive gear to improve your videos. Are you?
Videos are one of the most effective types of content. Indeed, 84% of people say that a brand’s video convinced them to buy a product or service. Besides that, professional equipment requires training and knowledge of advanced techniques. Just having a good camera will not turn a poorly planned video into a memorable piece of content.
Marketers should also consider the setting, lighting, script, and presentation itself. If well planned, these elements will improve your final results. Check out six tips we prepared for you to start creating better videos.
- Focus on stability
Shaky footage is the kind of issue that calls more attention than the piece of content itself. It annoys most viewers and makes your videos look unprofessional. How can you improve that?
Use a tripod or position your camera in a fixed spot. Just make sure to put it on a plain surface, so it does not slip and fall off while you are recording. Sometimes you may need to move your camera, for example, to show your product details. Practice holding and moving it naturally, so you avoid shaky footage.
- Select the appropriate background
A messy background distracts your viewers. If they pay too much attention to objects behind you, they will not listen to your message and may even have a negative impression of your brand. Imagine a business person recording a video on a messy desk. At worst, potential clients will think the company is inefficient and has organizational problems.
But we know that a messy desk is not a big issue. The issue is using it as a scenario. An appropriate background is simple and features essential items. If you want to decorate, position a few objects strategically, so your scenario looks more natural.
- Invest in proper lighting.
By using proper lighting, you reap the full potential of your camera and improve the quality of the footage. But lighting is tricky for beginners for a couple of reasons. First, cameras produce video noise in low light. Second, if you exaggerate in lighting, your video will have a glowing effect and many shiny spots.
To solve the first problem, choose a well-lit space and position your lighting equipment on different spots to light the scene evenly.
The second problem has to do with hard light. Distancing the bulb from the camera helps. But if you are in a small room, you will probably need diffusers to soften the light.
- Write a script
The renowned French-Swiss film director Jean-Luc Godard once said: “There is no point in having sharp images when you have fuzzy ideas.” This quote is valid for video content as well. There is no point in having high-quality images if you do not have a clear message. How can you organize your ideas?
Write a script! It will help you establish a sequence to present your thoughts to your viewers, and do not worry that scripts will make your videos less authentic. They will likely not.
Think of digital influencers. Many of them produce videos that look improvised. But they planned it; viewers do not notice it because influencers speak naturally. A script should not be hard to do. It is the planning of the speech, the scenes, and their sequence. The more detailed you do it, the easier it will be to record.
- Improve audio.
Audio is as important as the image itself. If people cannot understand what you are saying, they will not watch your videos. Depending on your strategy, you may use the built-in microphone of your camera. But be aware that it picks up too much background noise, which may annoy your viewers.
A considerably cheap solution is investing in a lapel-microphone. It cuts some of the background noise and provides you with quality audio if you record in a quiet place.
Another solution is adding subtitles. We advise you to do so because many people prefer watching videos without turning on the audio. Also, by adding subtitles, you allow deaf people to understand your message.
- Edit, edit, edit.
Editing is essential for making videos look more professional. You can use editing software to cut a piece of your footage that you did not like, instead of re-recording it. If your videos are long, doing it will save you much time.
Editing software offers a plethora of options to optimize image and audio. For beginners, basic techniques (e.g. cutting parts and adding transition effects) will already improve the result. As your video strategy progress, you can try new functionalities or even consider hiring a professional editor.
Bonus tip: Provide value to your audience.
Keep in mind that your audience watches your videos because of your message. They do not expect an artistic production; instead, they look for the value you provide them.
Improving video quality is essential for a successful video marketing strategy. But it also has to do with the way you connect with your potential clients.
And do not forget that the best content is the one that resonates with your audience.