Technology & Internet10 Simple Steps for creating effective Online Video content for your business

For businesses today, online video presents a fantastic opportunity to engage and communicate with their audience at a much lower cost of investment than ever before. However, lower cost should not mean low standards. Here are 10 simple steps to help you create an effective online video.

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There is no doubt that online video is on the rise. Since 2005 and the birth of YouTube, video production and video consumption has grown year on year meaning that today, more people actively look for video content whenever and wherever they browse the Internet.

For businesses today, online video presents a fantastic opportunity to engage and communicate with their audience at a much lower cost of investment than ever before. However, lower cost should not mean low standards. Here are 10 simple steps to help you create an effective online video.

When asking the question ‘where should I start?’ you should start with the end. You need to be clear what you want your video to achieve.

You need to remember that the video you are making is not about you but about your audience. Your viewer is interested in finding answers to their questions. How can your product or service help them?

Video is a story telling medium and you need to become a story teller. Think about your start, middle and end and how you can draw your viewer in (start), engage and retain their interest (middle) and lead them to a response (end).

Don’t be lazy on location. Make sure that where you film your video fits the story and authenticates its message. For example, a customer testimonial is much more effective and authentic when it’s filmed in the customer’s home or business.

Don’t take shortcuts with sound. What you hear is as important as what you see. Video is a blend of visual and audible messages that work together. Use a good quality external microphone and make sure your audience can clearly hear what is spoken. If using music to support your video make sure it works with the tone of your video message.

Avoid shaky shots (unless intended) as they will quickly disturb your audience and lose their attention. Use a tripod where possible and limit the use of pan and zoom.

Can the camera see what you see? Make sure you have good lighting. Your eyes and brain can compensate for extremes of light, but a camera finds it much more difficult. Make sure you know how to override your camera’s automatic controls so you can compensate for tricky lighting conditions.

Think about composition. Remember that video is watched in a frame. Like any good painting or photograph you need to think about how it will look in the frame. Consider where people or objects are positioned. Experiment with different angles and decide on what looks the best.

When editing your video, don’t overdose on transitions. Keep it simple. Straight cuts or crossfades should be used most of the time. Other more elaborate transitions can look fancy but more often distract your audience and lose their attention.

Don’t be overawed. Practice makes Perfect! When you’ve filmed and edited your video take time to review it yourself and get feedback from others. Ask what works and what doesn’t and take what you have learned into making your next video even better!

By Peter Lunn


Author

Peter_socialmedia_300sqPeter LunnCracking MediaPartner

Discussion

Partner Travis  PiephoPartner Travis PiephoGreat Video Tips!

Hi Peter,

Thanks for the information and strategy on video production. My company Prospectr Marketing is creating a video right now and I am going to implement some of your suggestions into our script today. Thanks for the insight! I will do some more research into Crack Media.

Reply
Peter LunnPeter Lunn

Thank you Travis for your positive feedback - much appreciated. If you would like more information about us and the videos we produce, our website can be found at http://www.crackingmedia.com/promotional-video-production.html

Reply
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