Dos and Don’ts of Video Production in Digital Marketing

Social media and online platforms lie at the heart of every marketing strategy. In all of this digitization, video production has become the holy grail of the online presence of any brand or company. There is something very compelling about the play button that gets the audience to watch your video.

This may be the reason that we are observing an increasing trend of video advertisement. It has enhanced video production as an industry as well.

However, not everyone can produce quality video content and there are some guidelines that you need to keep in mind for basic video production.

We will talk about some areas you need to focus on to improve video production techniques.

So, let’s cut to the chase. Here is how to make better quality videos.


Things to keep in mind for improving video production

There are always a few things you should check off your list to produce quality video content. These are the things that every video producer and editor would agree on.


Video length

The one thing you need to be extremely mindful of is how you time your videos. It is one of the defining features of the success of your video. You should keep your videos a reasonable length, long enough to convey the message of the video but not longer.

Short videos are great for a cold audience and to help people get familiar with your brand. However, videos that are too short may also fail to encompass the important points you are trying to get across through your video. Hit the sweet spot that achieves both objectives when it comes to defining the length of your video.


Central message/Call to action

It is easy to get out of sight out of mind once it ends, no matter how entertaining and immersive your video is. Place your call to action at the end of the video so your audience remembers exactly what you need them to do.

Keep it brief and to the point. By doing this, you are giving them the direction to make that click which is essentially the objective of your video. Be it subscribing, sharing, or buying.


Knowing what you want out of a video

Having a clear-cut idea or scope is imperative for your video to have a high-performance. Knowing what you expect out of the video is very important. Figuring that out is a step that comes even before filming or scripting otherwise your final product just loses direction.

There can be several different kinds of expectations one could have from a video. It could be a tool to generate leads, or to create brand visibility, or to increase its reach. Having a specific goal helps in the efficient production process and desired product outcomes.


Knowing and winning your audience

When it comes to videos, who your targeting is key. Knowing the demographic and the psychographic you are trying to target is instrumental in video production. Your product must evoke an emotion in them that translates into action.

A good video producer is always attentive towards the emotion of his respective audience. It is only possible if they know their audience well. This is the only way you can win them over.


Always start by writing a script

Some people think that roughing it is the creative process and the way to go about video production. However, that is not true. There is a chronology of steps to be followed when it comes to making a visual product. A good video relies on a killer script.

Improvisation and on-the-spot scripting while shooting tends to take you off-topic and can make your video unnecessarily long. the essential elements of a video are to be pre-determined. There needs to be a goal, a build-up, and a call to action. Anything more than that is non-essential and a drag.


Plan your distribution

No matter how flawless your video product is and how seamless the production process was if your video is not distributed to the right audience at the right time on the right platform, it is as good as useless.

Knowing where your target market is and when you need to expose them to your video is pivotal to your success. This is why you should always come up with a strategy of how you are going to distribute this video before you make it.


Avoid information overload

Less is more. Never stray from your subject and stick to the information that is central to your message. The best approach to accomplish that is that you find one pain point or an issue that there is an audience for and then offer a solution for it.

When you offer this problem-solution format, you’re are asking and answering the question yourself which helps you avoid an overload of information that could distract your audience.


Don’t push too hard

The five-second window of the call to action is the only point in your video you can tell your audience to invest in your product. Anything more than that looks tacky and overplayed. If you keep telling your audience to buy your product, it’s going to make them weary of your message.

A product pushed too hard through a video is going to eventually affect your conversion rates negatively.


Outsourcing and delegating

You may have the know-how of how to make a video. However, if you want your resources to be maximally profitable, you should hire professional help to make the best possible video. At any point you drop the ball, be it production or editing, you can risk losing the essence of your video.

Delegating and outsourcing video production staff can not only play a huge role in improving video products but also free up a lot of time for you in which you can strategize for your business.


Do not rush

Every step of production requires a due amount of time. Since pre-production (scripting and story-boarding) is the foundation on which a video lies, if you rush it, you can struggle with production (execution) and your final product could suffer.

The same goes for post-production (editing). Your entire project can topple if you do not pay enough attention to detail in the editing phase of the video.

you can also shoot a decent video even if you are pressed for time.

When it comes to the execution and shooting of a project, rushing is the one thing that without a shadow of a doubt could disrupt good video production techniques. Make your investment worth it by following the correct production protocol.

Have the lines memorized, make sure the set appears right and the equipment is in place. Rushing it could make you lose perspective.


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Professional video production techniques

Here are a few things you need to be mindful of to make your videos look professional and appealing.

  • Don’t let your shots be shaky. Use proper tripods for static shots and stabilizing equipment I case of mobile shots.
  • Don’t move shots excessively. While it can add artistic value, only move the camera in your shots when there is a requirement to and the opportunity presents itself. Over-adjustment might ruin your shot. Make your pans and zooms smooth.
  • Aesthetically pleasing visuals drive the audience’s attention There should be symmetry in your shots. Don’t stop until having just the right shot. Follow the rule of thirds where one-third of the shot holds the subject while there is nothing but negative space in the remaining portion.
  • Make sure that you prevent random objects from appearing in your shots by mistake. It is tough to ignore anything in HD videos.
  • A balanced shot is your best friend.
  • Always have a clear picture of what the edited product is going to look like while shooting a video so you know where to leave negative space for logos, images, and typography like titles or credits.
  • Be sure that you don’t lose focus of the shot every time you zoom in or zoom out or when you move the camera unless that is the aesthetic you are trying to generate because the script demands that sometimes.
  • There are certain things to keep in mind while shooting a video to avoid cluttering the screen and confusing the audience. They may also damage the overall aesthetic of the video. For example, excessive enhanced make up could do that for you. Other times, lack of powdering makes your subject shine. The use of intricate and small prints in clothing may also make it difficult for the camera to stay focused on what is important.
  • When it comes to shooting a video, familiarizing yourself with the recording equipment is also very important. Be your camera’s best friend and know everything about it. Most importantly, know about the functions you will be using the most i.e. white balance, iris, how to switch between landscape, portrait, and other dimensions.
  • Make sure that you prevent your video from having a disconnect. If there are several messages by multiple subjects you are covering through one video, they should not be disjointed or incomplete. A video production technique that helps in this area is to have a uniform script for all the subjects in the same video to create coherence. Always remember, going in with a plan ensures success.
  • Unclear audio is unsettling and renders the video almost as good as useless. If you are using a boom mike, make sure it is pointed at the speaker. Don’t end up shaking the mike because that will only mean noise. Have your subjects not wear any noisy objects in terms of jewelry. You will find that sometimes a visible collar mike is not as bad as muffled audio. Keep all the cables separate and do not let them intermingle otherwise you will end up with a faint buzzing noise that could interfere with your audio.
  • While starting a video, leave a breathing room for about a few milliseconds before you jump in with dialogue. It gives the editor room to start efficiently. Avoid the overlapping of lines between two individuals that are being recorded, always give a break between two lines.
  • When it comes to lighting, the 3-point technique is tried and tested and known to work. There is a key light, a fill light, and a backlight. These cover all the essential features of the subject. However, make sure that excessive light does not overpower the subject. Another thing a video producer needs to be mindful of is that the lighting must not clash with any of the clothing shades and moods of the subject. Everything must compliment the other.
  • Invest in a monitor to view the footage while recording and don’t just rely on the little screen on your camera. This way you can give your input about any improvement with detail on the go and will not need to waste time on reshoots. Find a system that works for you and follow it. This way you can also experiment with more ease.
  • Make sure that the body language and the posture of your subject reflect the message you are trying to project through them. Make the visual flow also portrays the mood and tone of the videos. Make your non-verbal communication also evident and easy to pick up on the camera.
  • Having spelling errors in the on-screen text reflects unprofessionalism like nothing else. Make sure everything is spelled out correctly and every information you give out is authentic and genuine.
  • Always have back up when it comes to recording equipment. Spare battery, storage capacity, all the required connecting wires and cables, props, have it all. You don’t want to be stuck on location being held back from shooting because of the unavailability of one small thing.
  • Be organized. Label your footage tapes as to not lose anything or confuse the editor.

So here is the long and short of how to improve video recording experience and how to make better quality videos. Now that you know all of this, get recording!

Posted by Fatima Najeeb

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